5 Key Words Defining 2020's Digital Shift in Art and Culture
The article analyzes five terms that encapsulate the rapid digital transformation in art, fashion, and entertainment during 2020, driven by the pandemic. Live streaming became a substitute for physical events across theater and fashion shows. Increased time at home boosted video game engagement, with augmented reality and 3D modeling now used for customer interaction, as seen with Amazon, Prada, and the Centre Pompidou's Prisme7. The crisis forced multichannel approaches for survival, from food to art sales. 'Phygital' events blend physical and digital audiences via platforms like Instagram, TikTok, YouTube, and Facebook. Instagram launched Reels on August 20 to compete with TikTok, targeting Millennials and GenZ. 'Tentpole' events are brand-created anchor events that support smaller related events, fostering community connection. The article appears in Artribune Magazine #57.
Key facts
- 2020 saw live streaming adopted as a substitute for live events across theater and fashion.
- Lockdown increased time spent on video games, leading to AR and 3D modeling for customer engagement.
- Amazon and Prada use AR for virtual try-ons; Centre Pompidou's Prisme7 teaches color and light in contemporary art.
- Multichannel approaches became essential for survival in food, fashion, books, and art sales.
- 'Phygital' events combine physical and digital audiences via Instagram, TikTok, YouTube, Facebook, and LinkedIn.
- Instagram launched Reels on August 20, 2020, to compete with TikTok, targeting Millennials and GenZ.
- Reels allows 15-second multi-clip videos, similar to TikTok, and is seen as a strategic weapon.
- 'Tentpole' events are brand-created anchor events that support smaller related events.
Entities
Institutions
- Centre Pompidou
- Amazon
- Prada
- TikTok
- YouTube
- Artribune
Locations
- USA
- China