Convincing people to make time to come out to a contemporary art exhibition has a couple of tracts:
- This artist is significant.
- This is a rare opportunity to see this artist’s work.
- This artist influences other artists.
These “one-liners” fit easily into ad copy, Twitter, press release headlines, and elevator speeches. The problem is, that they don’t speak to an audience that, normally, doesn’t make time to culture themselves beyond a new film or the new restaurant in their city.
There’s an argument for challenging, segmented, explanatory bits. Not: “this is why you should care,” instead: “this is what this art does.”
