Theory for Contemporary Art Practice, lecture by Lee Corner and Dr Graham Lister.

This lecture was opened with a practical example of lateral thinking, by Lee corner, who described a story of a businessman returning home after many weeks away, and wishing to give his wife a small present of's four small links of gold chain.
The businessman's wife was very grateful for the receipt of these four small links of chain but decided to take them to a jeweller, in order for them to be made into one single length and hence one loop, of a necklace. The jeweller said that he would charge £10 for the job, plus an additional cost of £2.50 per each break and join of a link, so in order to make the four chains into one continuous length, he would charge £20 overall.

The woman (being the wife of a smart businessman, and a smart person in her own right), said that this should only cost her £17.50, and not the £20.00 he was asking, based on his own calculations!
The group was asked how this might be possible. I would challenge you the reader, to also think carefully how this could be achieved. The answer will be provided at the bottom of this blog.

The Experience Economy,

Dr Graham Lister then provided an overview of the second assignment within this module, and suggested that it may be possible to bring in an idea to demonstrate "The Experience Economy" through the assignment, and this would be a good exercise to include in your response.

The Experience Economy revolves around the idea that any service or product will increase its value when it is conjoined with an added or heightened experience. In other words, the customer or consumer is getting something more (in terms of value, from an experience) for their money.

My own explanation was also provided to the group with a sketch showing an intertwined double helix type of relationship between commoditization (of the product or service), coupled with a customization (based on cultural demand), which both advance as time progresses.

Example, Evolution of the coffee market...

(... From basic production of commoditized coffee beans through to (full circle), ethical coffee production and profits for the growers...)

Various other examples were provided by the students that outlined examples of how they had encountered the experience economy, in the form of advertising and marketing aids, and also themed shopping experiences, such as those witnessed at ice cream parlours, coffee shops, and at the other extreme car showrooms.

The Artist's Code;

The next portion of the lecture was provided by Lee Corner, concerning her work which started many years ago, to develop a uniform and countrywide understanding for both artists and commissioners known as a code of practice.

"The Code", was a booklet published originally by the Artists News Association, and was the culmination of various attempts to make a "Union" of artists. Within this booklet, (an example was passed around, which showed on one face, the rules and codes of practice for artists; and on the obverse face, the rules and codes of practice for commissioners. On closer examination of the booklet, both these sets of rules were exactly the same and intention, therefore, that a mutual understanding of the codes of practice was vital for it to work).

The National Artists Association was set up in the 1980s. A variety of points of contention and discussion were raised at the time for the artists, but there was little point in trying to get "others" to behave in a particular way. A reciprocal deal was what was needed. "The Code" was a booklet that could be given to the recipient, either that being an artist or a commissioner or buyer, where a mutually beneficial and professional engagement was the core intent.

"The Code" is now printed by the artists information company (a-n) group.

The underlying principle that helps best practice is identified as;

• Contribute Confidently (be confident in what you offer)
• Prepare Thoroughly
• Aim High

Conclusions;

The ethos of good business is reciprocity, combined with good reputation management by all parties.

So, have you thought how to solve the riddle of making the four chain lengths into one continuous chain loop by only splitting three links yet?

Well, by effectively destroying a 'sacrificial' length, you can split each of its own three links, then use them to join up the three remaining lengths into one continuous loop...