When the art is good, the technology is good – and vice versa

The idea that you can somehow “just focus on the art” and neglect the technology is no longer true.

It was true, a while ago.

But like all social and technical changes, at some point (exactly when, who can say – few years ago?) it stopped being true.

Today, given the importance of technology to branding and marketing and reaching an audience (without whom live performance is like the sound of one hand clapping), neglecting technology means that no one will show up to the event – no matter how amazing it is.

Neglecting technology does serve one useful purpose: It’s a convenient early warning indicator for the audience that the art itself is probably not very good.

Where there’s smoke, there’s fire.

A great performance is USUALLY going to be announced in advance by some impressive technology and online design.

Not always.

But usually.

And vice versa.

Put another way – unattractive branding, advertising, and messaging is telling the audience that the show is not going to be very good.

Because the show and the technology come from the same aesthetic.


Leave it to PICA to create some great technology around the annual TBA festival.

Have you checked out the online planner?

Why not?

Visualizing art.  It's all in the details.
Visualizing art. It’s all in the details.