Digitisation, Web 2.0 and chamber orchestras

I subscribe to the concert series the Australian Chamber Orchestra (ACO) gives in Canberra (& many other cities) each year. I have done so for many years and each year one or two concerts inspire the most amazing creative thoughts in my tiny brain while I am sitting listening and watching them perform. Some of the concepts and design features that I used in our current Lawrence of Arabia & the Light Horse exhibition came to me at their concerts.
Last Friday I saw and heard "Sublime", a concert that featured music that was written very recently and that which was written as much as 500 years ago. Some of the vocal pieces by Holst, Nick Drake, Sting, Radiohead and Britten were performed and interpreted anew by Katie Noonan. Unlike the online review, I don't think the combination of music was at all awkward, but that is another issue.
So how is all this relevant? Well, currently a lot of IT-based and web-based museum staff are talking about Web 2.0 and museums. Some curators are also talking about it, but mostly the debate is led by the more geekish and web-aware people who are not that attached to or involved in more traditional museum or gallery practices, like curating exhibitions or developing collections. Perhaps I'm generalising unfairly, but in my experience, that is mostly the case. With regard to the digitisation of museum or library or archival collections, those endeavours are also being led by either technologists or imaging experts or others from conservation or preservation backgrounds. Again, the interpretation of such efforts seems removed from the more traditional curatorial processes. So that is where the musical performance comes in. Sorry for the long and uncertain root to this point.
What dawned on me is that for those of us in museums who are responsible (like I am) for large digitisation programs, just scanning the material and then shovelling huge amounts of it up on the web one way or another is a bit like writing music and leaving it somewhere without performing it. Last Friday, the ACO brought a lot of music to life giving it fantastic new interpretations, like that of Leonard Cohen's Hallelujah which Katie sang beautifully and completely unlike other recent interpretations by K.D. Lang or Jeff Buckley. So, what I think this means for us is that all of our efforts on the web re "Web 2.0" and digitisation need to be accompanied by some appropriate curatorial interpretation. It may not need to be that extensive as that certainly wouldn't be possible with mass programs, but we can't simply rely on links to hard-to-find catalogue entries, exposure Google search or public tagging.
As I said above, I have an exhibition running here at our museum for a few more months and we know that visitors don't read much of the carefully written wall text (or storyline) and object or image captions. They will, however, happily come along and listen to me drone on and on about both Lawrence and the Light Horse, perhaps in much the same way that I go along to live music performances in preference to or perhaps in advance of buying a CD or downloading some music from iTunes. (I'm sure some of my "performances" are better than others.)
Museum curators need to be out there interpreting our online content by playing "our own instruments". And that interpretation needs to be delivered in many different ways. Online means such as blogs, You Tube videos, podcasts or downloadable audio guides are just a few examples. Maybe there are more parallels between our institutions and orchestras and it might be instructive for some senior curators, for instance, to look at the role of orchestra principals and leaders?
More to follow as I think this through completely, but to me the way museums use Web 2.0, social networking applications and services and the provision of online access digitised collections goes well beyond the intersection of web strategy, IT strategy, marketing and a social media strategy. That only tells a very shallow layer of the story or the game, there is more to it than that: the museum or institution itself and its collection.
(A recent relevant newspaper article from the NYT touches on some of the points above. You can read it here.)

What will people pay for online?

As a former economist, I have long been interested in the new economic or commercial models that are emerging on the web. Many of us will be familiar with Chris Anderson’s “Long Tail” description of the niche marketing of online stores like Amazon. Well, here is another theory. It comes from another respected web pioneer: Kevin Kelly (who helped launch Wired Magazine and is still a board member of the Long Now Foundation).

Kelly has recently written up a post called Better Than Free and in it he offers us “eight generatives” that people will still be willing to pay for in the new web environment (”a copy machine”) where so many copies of everything are now available somewhere for free (eg. peer-to-peer networks, not that I’d have any idea what they are for!).

What he says is that even when some product or service is available for free, we are probably still willing to pay for it elsewhere when it is surrounded by or within an environment characterised by these qualities (which can’t be copied, cloned, faked, replicated, counterfeited, or reproduced). Here is a quick and dirty summary of Kelly’s article with my comments about how each one might apply in the museum world, in italics:

• Immediacy – Eventually you will be able to find a free version of just about everything somewhere, but it could take sometime. People still pay a premium for special air delivery import magazines, so in much the same way we value getting a copy immediately delivered to our inbox as soon as it is released, requested or created. Digital downloads by subscription where applicable and possible.
• Personalization — Generic versions may well be free, but getting something bespoke will always be something that some people want. Offering products like hand-crafted digital prints, very high resolution objects, or rare special copies/facsimile editions may be well received.
• Interpretation — "As the old joke goes: software, free. The manual, $10,000. But it’s no joke." I'm not sure how this applies to us because for many museums, particularly in Australia, although we have bucket loads of interpretation, the general expectation is that we provide it, as well as most quick reference services, for free online. Perhaps we need to look at paid subscriptions for well-written online publications?
• Authenticity — "You’ll pay for authenticity." Again, we can offer very authentic material and already have this advantage. More, better branding?
• Accessibility – "Ownership often sucks. You have to keep your things tidy, up-to-date, and in the case of digital material, backed up. Many people, me included, will be happy to have others tend our “possessions” by subscribing to them." I'm still not so sure about this generative: in some ways, we can get web services like del.icio.us and Google Reader to do such things for us, like looking after our bookmarks/favourites and blogs (respectively) for free. It also doesn't seem to be named that well.
• Embodiment — "At its core the digital copy is without a body. . . . The music is free; the bodily performance expensive." For museums I think this is about what else we can offer in terms of paid programs or experiences. Generally, major museums and galleries in Oz, charge only for special/imported exhibitions or "blockbusters" (except us). Perhaps it means selling or charging curatorial talks on the talks circuit. I do a few of those in relation to our Lawrence exhibition and a few other things, and so far they are all free!
• Patronage — Audiences probably want or at least don't mind paying creators. "But they will only pay if it is very easy to do, a reasonable amount, and they feel certain the money will directly benefit the creators." This applies universally for creators, including us, but we probably need to pay more attention to making payment easier and reasonable.
• Findability — "No matter what its price, a work has no value unless it is seen; unfound masterpieces are worthless." I like this one a lot and it is probably one of the most relevant to our cultural world where such a large percentage of our collections is not on permanent display. It should not be too hard to highlight, find and get our products and services - not too many gates or complicated registration.

Some of these eight qualities apply to us more than others and a few could be better described or have a different descriptor applied to them (like accessibility?). To the list I’d probably add trust and, like one of his comments says, usability. Most cultural institutions are trusted and we can take advantage of that, but usability isn't really a major focus - think of most of our unfriendly catalogues and systems.

OK, so I might occasionally use a peer-to-peer network for some music and films that are either impossible hard to get or far too expensive in Oz, but I also download a lot of material for a fee from iTunes and I’d agree that the reasons I do this are pretty well mapped out above. If we are to come up with a decent model to make money or even recover costs for certain products and services on our museum websites, we need to very carefully look at this article.

NGV

I went to the NGV, but didn't have the time to see everything, so just looked in a couple of exhibitions and galleries. I like the way they clearly notify visitors of all talks being done during the life of an exhibition (including who is giving them), on the walls as you enter. I think we should do this with all of our special exhibitions.
Role Play was small enough to view with limited time and there were a couple of great photos that interested me.