Joanna Render: Re_Thinking Net.Art

Joanna Render talks about placing Public Artworks in the Art Market and presents her Online Art Exhibition "Rethinking About".

What is the currency for the cultural enterprise of the future? Cultural producers and artists produce a multiplicity of values, most of which are immaterial. It is difficult to translate cultural values into adequate market values: how do you determine the economical value of cultural work?

Whilst traditional enterprises conjure up their corporate identity, the creative sector proudly points to its heterogeneity. Cultural producers however must find a language with which they can reach the public and be economically successful. How much corporate identity does a cultural enterprise need – and how does one communicate this identity?

Due to the economic crisis the creative industries have become a location factor praised by politicians as a growth market poised to outperform the car industry. In which way has this new framework changed the relation between art and capital? Maybe the norm of the economy supporting the growth of culture is due to be reversed?