Zeitgeist project was an attempt to shorten distances giving the chance /opportunity to anyone, to own a genuine artwork, by creating a diffusion plan, which aimed at giving away one artwork per day, for ninety days, through daily contests and challenges posted on Instagram´s social media.

The project driven by Ohne Titel was held from September to December 2017 in the frameworks propelled by the curatorship of The International Contemporary Art Biennial of South America – BienalSur -. The curatorship intended, among its strategies, to prioritize actions and ‘interferences’ in unconventional and public spaces, in order to build networks sustained by new visual references (beyond traditional institutions and or exhibitions spaces).

Zeitgeist is a precise German word defining the feeling and the thinking of a time —in other word: the spirit of the time—. Therefore the project make use of social media exposure, mainly though the mobile app Instagram, to reach the public without any intermediation, as people can download the app and use the service for free. Besides, it organizes content around images, a relevant feature to a project that displays works of art and tries to promote exchange, dialogue, and creative expression around the picture presented. Moreover, the main idea was to allow anyone, assuming they were interested and curious enough, to reach the project’s platform and participate.

THE ARTWORKS 

The artworks that were given away, were carefully selected, from the entire production and series by Ohne Titel had in her possession, when the project arise. Since the beginning of her career (officially 2003) until then —which also included the latest of her 2017 creations—. 

This set included 90 pieces that where still in her hands when BienalSur started. This artistic output is a representative showcase of every period and series she has made since her beginnings. The main idea was to show how diverse and multifaceted someone’ s making can be, in order to dismiss the strongly implanted notion that attaches an artistic production to a single language, media, device and/or immovable style. And also highlight that the artist was willing to give away all her art, not just a specific series.

OBSERVATIONS

Despite the effort produced to captivate and entertain, the project did not reach a real audience (from when the account started to be active on April, 2017 it reached 1.198 followers by December 15th, 2017). By the end of the project, only 36 artworks were gained. Considering there were days that the challenges where not satisfactorily completed also many contestants had been putting very little efforts in their answers.

Seeing things in perspective, the communication has failed, it should have been considered as primary, paid even (which was rejected initially), and more emphasis should have been placed on the fact that real and valuable artworks were given away. Reinforcing even more the unconventional and groundbreaking nature of the action.

Despite not having achieved optimal results, there still were few committed participants, who engaged and did really meaningful actions to gain artworks. 

ZEITGEIST

Zeitgeist project was an attempt to shorten distances giving the chance /opportunity to anyone, to own a genuine artwork, by creating a diffusion plan, which aimed at giving away one artwork per day, for ninety days, through daily contests and challenges posted on Instagram´s social media.

The project driven by Ohne Titel was held from September to December 2017 in the frameworks propelled by the curatorship of The International Contemporary Art Biennial of South America – BienalSur -. The curatorship intended, among its strategies, to prioritize actions and ‘interferences’ in unconventional and public spaces, in order to build networks sustained by new visual references (beyond traditional institutions and or exhibitions spaces).

Zeitgeist is a precise German word defining the feeling and the thinking of a time —in other word: the spirit of the time—. Therefore the project make use of social media exposure, mainly though the mobile app Instagram, to reach the public without any intermediation, as people can download the app and use the service for free. Besides, it organizes content around images, a relevant feature to a project that displays works of art and tries to promote exchange, dialogue, and creative expression around the picture presented. Moreover, the main idea was to allow anyone, assuming they were interested and curious enough, to reach the project’s platform and participate.

THE ARTWORKS 

The artworks that were given away, were carefully selected, from the entire production and series by Ohne Titel had in her possession, when the project arise. Since the beginning of her career (officially 2003) until then —which also included the latest of her 2017 creations—. 

This set included 90 pieces that where still in her hands when BienalSur started. This artistic output is a representative showcase of every period and series she has made since her beginnings. The main idea was to show how diverse and multifaceted someone’ s making can be, in order to dismiss the strongly implanted notion that attaches an artistic production to a single language, media, device and/or immovable style. And also highlight that the artist was willing to give away all her art, not just a specific series.

OBSERVATIONS

Despite the effort produced to captivate and entertain, the project did not reach a real audience (from when the account started to be active on April, 2017 it reached 1.198 followers by December 15th, 2017). By the end of the project, only 36 artworks were gained. Considering there were days that the challenges where not satisfactorily completed also many contestants had been putting very little efforts in their answers.

Seeing things in perspective, the communication has failed, it should have been considered as primary, paid even (which was rejected initially), and more emphasis should have been placed on the fact that real and valuable artworks were given away. Reinforcing even more the unconventional and groundbreaking nature of the action.

Despite not having achieved optimal results, there still were few committed participants, who engaged and did really meaningful actions to gain artworks.