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Degrees of Freedom: Models of Corporate Relationships Author(s): Sara Diamond Source: Leonardo, Vol. 38, No. 5 (2005), pp. 409-413 Published by: The MIT Press Stable URL: http://www.jstor.org/stable/20206109 . Accessed: 07/01/2014 21:57
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Sara Diamond
Ihe author discusses three models of corporate partnership that support the creation of new media art: directed altruism, skunkworks (product develop ment), and regulated self interest.Similar activities can occur across these models, but expectations, criteria for assess ment and finaloutcomes may differ. Clarifyingthe rules of engagement forarts organiza tions and artistswhen theywork with corporations is critical to success forboth artists and companies. This essay provides a frameworkand examples for each model fromCanada, Finland, the United Kingdom and the United States. Itevaluates failures as well as successes.
three models of corporate -JL-his essay discusses T art: di that support the creation of new-media partnership rected skunk works and altruism, (product development), self-interest. These financial, regulated partnerships provide for entire institutes, support technological specific or of tools. such as the co-development projects outcomes similar activities vary by model, Although expected can take across them. Working with artists place relationships researchers ucts can their organizations goals and prod shape corporate at the vice versa. Clarifying the rules of engagement outset goes far in in the relationship. satisfying all parties The models derive from observations of successes and fail and and of partnership descriptions goals by corporations; eussions with relations officers corporate university researchers who work for British, American and Korean interviews with institutional and artists independent of University of California research officers that occurred inVancouver, dis and com rep and re in in-kind or
technology
informs
form po
users, designers to work technologists together in the process of imagining and in tools and applications [6]. venting and
design
porate partners who participate users the disabled by side with come sensitized [7]. Network creative to the needs constituency The MESH search and
ures;
of this
formal and informal panies; resentatives and institutional researchers; searchers and with a meeting
is a re (formerly Creative Crossings) in the U.K., Canada consortium of partners and Finland that facilitates in partici comparative practices across various re content MESH communities. patory design searches of mobile pacts source of engaging in the design communities and use theorizes the experiences im and cultural of mobile communication and designs metadata, open ways devices, software and other (U.K.) archive necessities [8]. For technological to as works with local communities and make available and the histories devices playback the Digital Cities Pro consortium and m-cult, on mo
company
Innovation Centre
Canada, informs
Motivation
Arts institutions and not engage just reasons in corporate for various partnerships for the donations that augment their
Studio
Pervasive
Arts Network
(PLAN),
in itsU.K. by networks
and Futuresonic.
superstructures are evident work and society and their contents technologies such values as rather
or such as Hewlett-Packard. These partners their corporate the in value ways partners "misuse" existing technologies. re other benefits for cultural partners provide
from the practices of northern European consumers are in which and producers design, on into the integrated early through workshops design process and ongoing consultation of of production [4]. The process
for real-world of the tools or hope applications that they create. CHUM Ltd. of Canada sup recently a series of micro-movies that ported independently produced at the Banff Television will premiere Festival and air on mo content bile across Canada. have the telephones partners Industry resources to and needed the de capital marketing complete to actual research velopment cycle from creative product. Corporate partners also benefit inmany art and recognition public through can observe technology organizations. They emerging appli cations and technologies and cull and transfer them to gen can see the ways erate marketable in which products. They or to markets relate their emerging technologies applications. association ways. They with can win
SaraDiamond (president), Ontario College ofArt andDesign, 100 McCaul Street, Toronto, Ontario, Canada, M5T 1W1.E-mail:<sdiamond@ocad.on.ca>; <sara@ codezebra.net>. Based on a paper presentedat "Artists in Industry and the Academy,"a special sectionof the92ndAnnual Conferenceof theCollege ArtAssociation,Seattle, WA, 18-21February 2004.
positive
?2005ISAST
LEONARDO,
409
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They ucts.
to loyal companies can find their products. They completely core tech new ways of working with their nologies. funding Companies grants can in Canada, leverage public the U.K. and to of re
can
new
kinds
of prod of
eral
in the emergence
grammers,
pro other
on [15]. Based corporations experience in of artist-researchers support working and support for design research from the ethnographic perspective bator for Critical Inquiry at the Incu into Technol
to "an provide experimental for technology and user value re in search mobile media" [23]. pervasive a The fuels partnership dynamic mobile that often operates culture outside HP's lie funds test-bed platforms. cators and as It engages broadcasters, cultural organizations users. The individual altruistic and openness edu as well spirit reflects
Europe tripartite relationships require to support research that is relevant their industries or to the development [9]. efficient to situate outside with In the specific products It can be more search and
of Surrey, Intel's Dana Plautz University notes that some of the friction between artists' creativity can result and
ogists, as well
researchers
of ethnographers, psychol and cognitive scientists designers as and end-use design participants in the lab environment communities [24]. Notable ex include mobile outputs a location-based such as Riot!, with BBC Radio it
1990s into
(Neth
in a freer, creative
product can also cannot. Products velopers simply result fit an unanticipated that might market need [17]. Directed to work Sun San "to to enhance mission altruism their motivates competitors with companies in order
the design shifted process structuring, to to In order back drivers. technology levels of creativity cultivate equivalent within the new structure, is ex Phillips entities such collaboration with ploring as ate the Banff New technology Media and Institute to iter application/content mod well
industry-wide knowledge. to the is committed Microsystems of the University joint of California campus Game
Diego/Irvine's
(GCTL):
pre-commercialization of being market ready. Hewlett a core group Packard of re provided more who now with searchers, identify Mobile employer. it made expand partners Bristol This than with their actual has generous sociality to for the partnership possible to include additional external [25].
development [11].
Companies els,
the notion of how game and tech design principles, can be utilized for alternative context [18]. This delivery" interest in larger ubiqui and home technologies. student Robert games Nideffer at the where and Conference,
depending and shifts in corporate being, leadership the capacity of their partners. Unique at Hewlett such as Jo Reid individuals, Packard tion of (HP), who have a strong attrac to the arts and/or to the challenges difference, work as media who to their can in or ambassadors external actual
and
fits Sun's
cultural
in cultures facilitate
"a presented ArtModJam, event live demon fast-paced showcasing strations of... original, controversial and of this emerg entertaining examples art form that uses commercial ing as such Unreal Quake, engines game and
tual product development. is "a semi-official project tacitly licensed to bend the
project and the outcomes integrate tionships into the cor from external partnerships cross collaborations Enduring poration. institutions tices within them. Brokers and cultures construct and as models these as well shift prac between capable
rela
[19]. is competing system to standard, against develop Microsoft's an alternate OS, for mo
new-media
Symbian
Directed
The
Altruism
refers to instinctive be co detri
its [20]. Through design experience Studios Labo with Crucible partnership Centre Lume, University ratory at Media re of Art and Design, Nokia's Helsinki, searchers learn about from storytelling researchers, who create games and mobile-driven in their
and an optimum of creativity. They spin more out prototypes rapidly than corpo rate or university research departments can. Artists are skilled at and designers the imaginary leap of taking fundamen tal research into actual On expression. this process: omy Labs describes in "genre-based We engage design."... A genre defines not only the technolog ical form, but also the social framework for the experience of the technology. We methodically analyze both the formal and informal conventions that influence themeaning of technology. Based on this we augment the scope and ob analysis, jectives of the design problem, and pro ceed to create a genre-sensitive design for the form and interaction of the new technology Artists' prototyped, and [27]. designers' projects and marketed. can be In
of bureaucracy
term altruism
Crucible
that can behavior operative to the individual mental but for the [13]. species of a conscious to prioritize Directed decision
is salutary altruism
television experiences labs using the Nokia platform to discern is eager [21]. Nokia require ments of specifications for mobile plat forms narrative that will be robust presentation U.K. Endowment and small the Arts, for enough in the next 2 to 5 Mo
in its industry and the society immedi it operates, aside putting to re ate It requires gains. corporations at arm's efforts and length from development can take the form of advisory An HP board for executive the MDCN sits
years [22].
Hewlett-Packard the National Technology BBC and ganizations succeeded
developed
a Finnish
Bristol
in acquiring
significant
produced
410
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can for
and The
at the Banff
Carr
Institute
of Art
nies such as Electronic Arts and Sony; TR Labs, an independent research network
in western Canada; and small companies through NewMIC devel incubator, technology a collaborative that focused model oped on "the research, mercialization development of new media and technolo to be attached to the initiative a
and Design;
compa-
H?sflH
Accelerator research en
^^^H ??S|||||
^
works of
have
to be the in
com
technology and produc research of corporate ori is less product tion. The academy to get often want ented. Artists, however, their work done are and shown. and Consumer artists make far from what imagine Companies technology that can
consumers
The incubator gies and applications." rent and business would provide charge for small and some mentorship services companies NewMIC's some [37]. demise offers challenges into insight for collab and
Regulated
Canada mission. nications make new has It a the Canadian
Self-Interest
unique regulatory and Television Radio media and agency, Com commu that to pro that con access producers, develop investor may to
fundamental partnership
oration,
development
transfer, rapidly
put
requires industry
acquisitions "social benefit vide packages" and sist of financial support researchers for independent and professional [28]. The rights to
corporations or mergers
representatives Company re NewMIC of sycophancy; asked members and board direction, wanted while a fresh were the view corpo from
sponsors
re
fun
Copy products. or research producers flow sectors into the broad these com
Kris researchers. the part of some a researcher in the Cohen, postdoctoral notes that corporate INCITE Program, want of digested collaborators "nuggets" research. gets" while come He suggest points solutions out that such "nug that are simple, be Companies confidence the in or tidbits
doing a directed
a skunk works
of dollars
through Telecommunications
reality is complex. frustrated and lose researchers repeatable into homilies frustrated design that dilute on or not
in immediately outputs. Sony applicable that cor demanded prototypes working or current the company's related with One corporate technologies. emerging felt that the researchers representative were for the most part "very theoreti to "downstream unconnected cal," prac tice" avoided rected ects was [39]. Research and teams made theorists up of have
academic are
an educational new created pany Telus educational fund that supports media new media music edu and underwrites
cation inCanada
merger Network Media The with funded Content
deep
the Canadian
are
might practitioners teams di When this disjunction. their efforts towards actual proj defined goals, clearly Such was the case with television a
at
with success.
there
of technologies or the future. predicting researchers tactically pitch to obtain support these to per if a direct con
"products"
Institute link
Centre de in To l'image
national
a more enable might to seemingly bridging proach interests and to understanding impediments to invention. teams
cept is accepted
Sony devel application at the Emily by student researchers frustrat Institute [40]. Companies
un can scientists help and that engineers assumptions into tech build executives corporate and the
a larger discourse They craved and technologies. their specialties was the development challenging Equally to of an incubator and implementation even and provide house small companies for NewMIC tual income [41]. Compa nies wanted but tellectual projects a role this never in technology transfer, in materialized because were blurry and toward product Brian Corrie
chairs to establish
to support select projects the next tions anticipate tegration, running lenging but merger out, with an economic
[34].
research-production simultaneously marketing cycle, while the communi deep insight into adding tech those and use ties that consume nologies nologies. The New (NewMIC) tive case Media Innovation offers an Center instruc
balked.
big vertical
opportunities
experience models of how unclear study a can undermine of support large-scale Canadian West Aggregating partnership. the Emily research Coast universities;
where "stifling environment" to deliver were constant "pressures conceived intense." Some companies as their lab" "development to produc prior This role decisions. was capable
prototyping
411
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of
noted,
however,
overview; ceptual as this as much and means culture vestment, prioritized it rapidly ables. tends ment used of
eluding models
concrete
equity goals. All three so as mu partners long set rules and stick goals, by
18. The lab and its initiatives and partnerships are found at <http://proxy.arts.uci.edu/gamelab/>. 19. <www.calit2.net/culture/features/2004/3-24_ gameConference.htmlx 20. See <www.symbian.com/> for information about this operating system. 21. The framework for the lab and itsprojects are de scribed at <http://crucible.lume.fi/>. 22. See <www.lume.fi/lumenet.nsf/paasivut/base_ eng> for program information. 23. See <www.mobilebristol.co.uk/flash.html> project description. 24. A thorough description of the Mobile Bristol project and exploration can be found at <www. hpl.hp.com/news/2004/aprjun/mobile_bristol. htmlx 25. Mobile Bristol now includes the Banff New Me dia Institute and Concordia University inMontreal, part of theMobile Digital Commons Network, and a series of residencies at the Banff Centre. 26. <www.worldwidewords.org/qa/qa-skul .htm>. for a
as a prototyping ideas [42]. Although testing was in the factor that attracted technical Corrie observed that NewMIC because deliver research engineering measurable provides research, lengthier, participant outputs
References
and Notes
1. The meeting was convened by Simon Penny at UCLA and included representatives from Electronic Arts, SGI, Microsoft, Intel and theRockefeller Foun dation. <www.vancouvereconomic.com/key_sectors/ technology/growth_industries/new_media.asp> provides a sense of the context of NewMIC's birth and its initial focus. NewMIC shut down inDecem ber 2003. 3. This philosophy is expounded centre.ca/bnmi/about.asp>. at <www.banfF 2.
Cultural to be with
produces quantify.
that
and
teams Bris
the disparate
goals. long com
relationships
4. See Minna Tarkka, Performing New Media, A Criti cal Framework forDesign (Helsinki: University of Art and Design, forthcoming, and National Consumer Research, Helsinki: LUME University ofArt and De sign Press). This model is quite distinct fromAmer ican models such as that of the Palo Alto Research Center, inwhich artistsworked within one corpora tion. 5. John Law and John Hassard, eds., A.N.T. and After (London: Blackwell, 1999); Bruno Latour, Aramis, The Love ofTechnology (Boston, MA: Harvard Univ. Press, and Paris: Centre de sociologie de l'innova tion, 1998). 6. Law and Hassard
sensitive enough of corporations, researchers one for another. companies could dress hesion demise. not was find a unified the crisis. The the ultimate
to translate
[5].
7. See project descriptions at <www.smartlabcentre. com/>. 8. MESH states in its manifesto: "MESH is a network and consortium to support cultural and social inno vations formobile, wireless and pervasive media. Through exchanges of personnel, expert meetings and conferences and common studies,MESH builds a network of research and development which pushes forward the agendas of user experience and civic participation in the emerging landscape of ubiqui tous computing. The key partners inMESH are cul tural organizations which operate within a dense international, interdisciplinary and cross-sector net work and have a track record of innovative initiatives in mobile and wireless arts and technology. Together with their academy and industrypartners, they work to develop cultural uses and social experiences for current information society technologies." 9. For example, theNational Science and Engineer ingResearch Council of Canada (NSERC) has spe cial grants for supporting researchers with formal corporate partnerships. 10. Discussion with David Eaves, Phillips, U.K. searcher, 2004. 11. See Ref. [10]. 12. Hewlett-Packard's Jo Reid acts as an intermedi ary between the company and the community and is an actual researcher, able to create and lead teams. 13. <http://dictionary.reference.com/>. 14. <http://mdcn.ilesansfil.org/15>. 15. For information on Satama, a company that cre ates bridges between mobile media and technol ogy firms, creating new links and prototypes, see <www.satama.com/flash_english/index.html>. 16. For more on Intel's support of art research, see Dana Plautz, "New Ideas Emerge When Collabora tion Occurs," Leonardo 38, No. 4, 302-309 (2005). for See <www.soc.surrey.ac.uk/incite/index.html> an overview of INCITE. 17. This point was iteratedmany times at the 2003 University of California retreat. re
29. The Bell Broadcast and New Media Fund is an example of a healthy "social benefit program" that provides investment in new-media convergent con tent.See <www.ipf.ca/Bell/English/BellFund.html> for an overview of the Bell Broadcast and New Me dia Fund and the projects it supports. 30. See <http://about.telus.com/fiinds/foundation/ index.html> for various Telus initiatives. 31. See <www.banffcentre.ca/programs/program .aspx?id=149>. 32. The Banff Centre provides professional and proj ect development support forwinners of the Cyber Pitch (now iPitch) <www.banff2003.com/sessions/
Conclusion
The same activities can occur models. INCITE, Game and within The Culture dif Banff MESH, and Crucible success and fering partnership New Media Institute, Mobile Bristol, the UC
Lab, m-cult Technology all offer a number Studio stories creative in corporate,
of small Intel's
institutional
a space for inven creating community, tion that forges a dialogical relationship re between labs, cutting-edge corporate Ac applications. in-kind that programs provide or even money technical know resources, search and real-world celerator how well works. carefully strong as business These establish and prototyping can advice be their with as support act as skunk if they work
relationships. researchers furnishes funding of creative a of directed model altruism, positive as does HP's to commitment integrat the local researchers and ing artists,
hands-off
cyberpitch.html>, <www.hotdocs.ca/ind_market_ cyberpitch.cfmx International new-media compa nies apply to an international juried competition for first-stagedevelopment of new-media projects. The short-listed candidates pitch at specific festivals, and thewinners receive cash, professional development and mentorship from the BanffNew Media Institute and possible prototyping support. 33. See <www.banffcentre.ca/programs/program .aspx?id=133> for the Screenwriters Program. 34. The Canadian Radio and Television Commission Proceedings include applications by broadcasters and telephone companies and interventions by the pub lic and others interested in each decision. The pro posals for the creation and administration of funds are part of these. See <www.crtc.gc.ca/eng/public pro.htmx 35. Kris Cohen, paper at "The Beauty of Collabora tion:Manners, Methods, and Aesthetics," BanffNew Media Institute, Banff,Alberta, Canada, 22-25 May 2003. 36. See SmartGraphics presentations and subsequent discussion by Marc Price, "The Media Lounge: A Soft ware Platform for Streamed 3D Interactive Mixed Media," htmlx <www.smartgraphics.org/sg04/schedule.
can
successful abilities,
play and
very collaboratively a role visionary ships with companies developing allow proaches of
products.
between the continuity the artists and concepts designers, of companies and small business needs so self-interest Regulated development. an are cial benefit programs important source of support for in larger initiatives,
37. See <www.decima.ca/publishing/Services/ for overview of NewMIC and CNMReprint.pdf> <www.trlabs.ca/new/press_releases/00_05_18.html> for the partnerships' perspective. 38. Both Sony and Electronic Arts participants noted this.
412
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In 2005 Canada's
Sara Diamond
became
40. See <http://cat.eciad.bc.ca/r_and_p/newmic_ awards_2002.html> fordescription of student awards, philosophy and content. 41. <www.habaneros.com/About/News/2003/ NewMIC.htmx 42. Brian Corrie, lead virtual reality researcher, in terview with the author, Banff,Alberta, Canada, Feb ruary 2004.
thepresident
She left the Banff Centre, and Performance. where she served as theArtistic Director of Me dia and Visual Arts, Director of Research and In Artistic Director of the Banff New Media
university, largest art-and-design located in Toronto, Ontario. She is a social scholar with degrees historian and new-media in Communications, History and New Media
Inc. and spans CodeZebra software develop art ment, performance and video. Diamond's works reside in such diverse collections as the Museum National Modern of Gallery Art inNew York and of Canada.
and writes curates, lecturesinternationally arthistory and practice. Her aboutnew-media current creativepractice occurs through
stitute, which
shefounded
in 1995. Diamond
_______{
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