Product Launch of a dedicated, video-specific, editorial-quality channel for the art world
In the art world, video content from museums, foundations, galleries, nonprofits, and other related entities – ranging from artists studio visits to museum and gallery exhibition trailers – is commanding an increased level of interest and engagement. It helps build audience both real and virtual, raises awareness, attracts development funds, and boosts sales of art and art services. However, there is no dedicated, video-specific, editorial-quality channel where the art world can view this content and engage with their marketplace.
Launched January 2018, Daily Plinth is a video channel providing savvy visual arts consumer with a community platform to experience and engage with a wide variety of video content. All postings are vetted by an editorial team and selected guest editors to ensure that Daily Plinth presents well-produced, editorial-quality content for its channel.
As a minor equity partner to the co-founders, I led the development of the Product, working from early paid media business models, I interviewed my museum curators, gallery directors, and their artist clients to establish KPIs for the client side of Daily Plinth. We conducted market and user tests to trail early paper and screen prototypes. As the product model developed further, I used the same research and data to develop a visual brand that was bold enough to form a signature impression but also transparent to allow the video content to be the leading role in the user experience.