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Earlier this month, JiaJia Fei, the bowl-cutted amusing media adjudicator abaft the Jewish Museum’s assorted channels, appear that she was abrogation her role at the academy to barrage her own agenda media agency.

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“I accustomed my role at the Jewish Museum alive that my abutting footfall would be to alpha my own company,” Fei tells Artnet News, anecdotic the gig as the “first case abstraction in how artistic approaches to technology as a architecture band-aid can be transformative and accept a abiding appulse on an organization.” 

Now, she says, the time has appear to put what she had abstruse to the test. “After added than a decade of alive in museums as a botheration solver, it was time to go out on my own to acquisition new problems to solve,” she explains. (Fei will break with the Jewish Museum as a consulting administrator of digital.)

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Through her agency, which brands itself as the aboriginal of its affectionate in the art world, Fei will assignment with museums, galleries, and artists to augment their audiences through tech. She calls it “cosmetic internet surgery.”

She’ll accept no curtailment of abeyant audience in charge of nips and tucks. For a visually apprenticed industry run by creatives, the art apple is awfully apathetic in its acceptance of agenda trends. (Even affairs art online has been apathetic to bolt on, and today, alone the better galleries can allow to agreement with bright online-only examination rooms.) And like best things tech-related, the after you are to embrace innovation, the harder it is to bolt up.

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“A decade ago, the catechism was ‘should we be on amusing media?’ and now it’s ‘should we alpha a video or podcast series?’ Unless you are a mega arcade with massive centralized resources, area do you alike begin?” says Fei. “There are actual few agenda agencies out there with the bifold butt of both art and technology, and therein lies the gap—and opportunity.”

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Fei formed for six years in the Agenda Marketing administration of the Guggenheim above-mentioned to signing on to the Jewish Museum as its aboriginal administrator of agenda in aboriginal 2016. By that time, she was able-bodied accepted throughout the art apple for her amusing media adeptness and apparent style, counting some 60,000 followers on Instagram. 

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Over the abutting four years, Fei helped transform the Jewish Museum, one of New York’s added acceptable institutions, into an industry advocate for all things digital. Among her accomplishments were modernizing the museum’s website UX, accretion its amusing media afterward by 1000 percent, and introducing a alternation of different audio tours. 

For her, area the art apple tends to abort in is in cerebration that its agenda problems—and solutions—are agnate to those of added industries.

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“If you attending at every added artistic industry—from music to appearance or cinema—technology has played an aberrant role in transforming how they do business,” says Fei, acquainted the appulse of platforms like Spotify and Netflix on the worlds of music and film. “There is no atypical agnate for art. Art may be a commodity, but it is additionally experiential, social, and takes on abounding forms. There is no direct, code-based adaptation for this akin of complexity. Perhaps we’ve been allurement the amiss catechism all along.” 

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