1/5/2018, 10:51 pm
In an effort to reverse the stigma of "starving artist," The Museum of Contemporary Art in Los Angeles has taken a cue from its Hollywood neighbors and begun to pay "residuals" to the artists whose works are on display at all three of the MOCA's locations.
According to museum director Philippe Vergne, the MOCA is currently developing a method of hiding each of the exhibits and providing only a small preview, or a video "trailer," which will then allow the visitor to determine if they wish to "rent" a viewing of the entire display for a small fee. The money received for each rental will be divided between the MOCA and the artist.
"Just like with a movie or television show, the more popular the exhibit, the more views, and the more views, the more patronage the artist receives," Mr. Vergne said. "The method of calculating the amount each artist will receive is going to change over time."
Eventually each exhibit's preview will include the ability for the patron to rate the work by voting it up or down. A section for comments is planned, but with the potential for abusive remarks implementation will be delayed until an automated filtering system can be developed.
"In the end, your greatest creation will always be your life story," said MOCA artist Hulda Guzman. "Perhaps the MOCA's scheme will help to edit out the unpopular and boring chapters, and encourage the less talented to explore other methods of expression."
It seems like a logical step considering that the MOCA was founded by well known, and highly successful, television producer Douglas S. Cramer.
According to museum director Philippe Vergne, the MOCA is currently developing a method of hiding each of the exhibits and providing only a small preview, or a video "trailer," which will then allow the visitor to determine if they wish to "rent" a viewing of the entire display for a small fee. The money received for each rental will be divided between the MOCA and the artist.
"Just like with a movie or television show, the more popular the exhibit, the more views, and the more views, the more patronage the artist receives," Mr. Vergne said. "The method of calculating the amount each artist will receive is going to change over time."
Eventually each exhibit's preview will include the ability for the patron to rate the work by voting it up or down. A section for comments is planned, but with the potential for abusive remarks implementation will be delayed until an automated filtering system can be developed.
"In the end, your greatest creation will always be your life story," said MOCA artist Hulda Guzman. "Perhaps the MOCA's scheme will help to edit out the unpopular and boring chapters, and encourage the less talented to explore other methods of expression."
It seems like a logical step considering that the MOCA was founded by well known, and highly successful, television producer Douglas S. Cramer.
