More about our venue partners on MuPon (MuseumNext 2012)
Paul Baron & Tomomi Sasaki gave a talk titled "MuPon: Mobile discounts to foster repeat visitors & an art-going lifestyle" at MuseumNext 2012 in Barcelona. This material supplements our talk with information about MuPon’s museum partners in two parts: characteristics & breakdown of venues.
More about our venue partners on MuPon (MuseumNext 2012)
MuPon is an iPhone app service that offers exclusivediscounts on admission to museum exhibitions and artevents in the Tokyo area. It is automatically updated on aweekly basis with discounts from over 30 partnermuseums and locations.Paul Baron & Tomomi Sasaki introduced MuPon atMuseumNext 2012 in Barcelona. (see slides)This material supplements our talk with informationabout MuPon’s museum partners in two parts:characteristics & breakdown of venues.
Characteristics Once venues start, they tend to stay MuPon is popular with venues and genres on the lookout for younger audiences Not much luck with antique art or venues with older audiences MuPon venues are active with other promotional initiatives, too Almost no luck with national museums
Once venues start, they tend to stay While there is no obligation to continue, we’ve found that once venues oﬀer the MuPon discount once, they usually hop on board the platform and continue the service for all of their exhibitions. Exhibition sponsors might step in on occasion with strict discount policies but those are the exceptions. The stickiness is particularly prominent with small- to-mid sized venues, for whom MuPon brings a considerable bump in visibility and audience numbers. Oﬀering a discount on MuPon is free, making the threshold to start a very low one - which makes venues with small promotion budgets especially happy!
Popular with venues and genres on thelookout for younger audiences Contemporary art and design has always been the main focus for the Gadago NPO, so the success with cross-genre pollination has been an exciting surprise. Who would have guessed that our audience would ﬂock to exhibitions of ukiyoe paintings and stone buddhas? We’ve seen an increase in venues that are speciﬁcally interested in MuPon as a new channel of communication to reach younger audiences. Movie distributors are also companies that we’ve never really done business with, prior to MuPon. They tend to be more forthcoming with their interest and open to experimental initiatives. Documentary movies on the topics of dance and photography have done well with our audience.
Not much luck with antique art or venueswith older audiences On the other hand, museums that predominantly feature antique art shy away from trying mobile initiatives due to their (much?) older audience. And it’s true that exhibitions that don’t oﬀer a clear context for twenty/thirty somethings have less success with mobilizing MuPon audiences. We think this is something we can work on, and there’s deﬁnitely antique art out there that’s exciting for the younger crowd.
MuPon venues are active with otherpromotional initiatives, too For instance: Some of our partners were the earliest museums to be on Twitter in Japan. Nerima Art Museum, the ﬁrst public institution on MuPon, crowdsourced their museum tagline and logo design under their ﬁrst civilian director. Meguro Museum of Art has run Foursquare check-in campaigns and fans can take photos of their favorite artworks under a Creative Commons license. Kawamura Memorial DIC Museum of Art launched a Facebook page for a Moholy-Nagy László retrospective. Yamatane Museum gave discounts to visitors wearing kimonos during their kimono exhibition.
Almost no luck with national museums As an iOS application, MuPon is available to everyone - everyone with an iPhone or iPod. To a national museum, this indicates that the service would be “lacking in publicness” and we haven’t been able to convince them to take part. Yet. We would love for national institutions to take the lead in initiatives like this, and believe there’s an opening for a neutral platform run by a not-for- proﬁt organization.
Venues can be categorized into thefollowing six types Small-to-mid sized museums Major museums Festivals and events Stage and ﬁlm Retail spaces Non-art museums
1. Small-to-mid sized museums The largest number of partners are small-to-mid sized museums with clear missions and high quality collections. They are usually either privately owned or run by foundations. A good number of museums are a day’s trip from central Tokyo. Examples: Bridgestone Museum of Art Meguro Museum of Art Kawamura Memorial DIC Museum of Art (Chiba)
2. Major museums These are the big museums in town that even non- art goers are familiar with. Examples: Museum of Contemporary Art, Tokyo (MOT) Yokohama Museum Of Art
3. Festivals and events Annual blockbuster fairs and festivals. Examples: Art Fair Tokyo Tokyo Designers Week
4. Stage and ﬁlm Events featured on MuPon aren’t necessarily held at museums or galleries. We’ll feature interesting events as long as it’s a good ﬁt for our audience, who have shown a strong appreciation for the cross- genre aspect of the selection. Examples: Festival/Tokyo (festival for performance art) Pina (documentary ﬁlm)
5. Retail spaces Department stores in Japan often have exhibitions. Examples: "Zipangu" Exhibition (Takashimaya) "Muneyoshi Yanagi: An Eye for Life" Exhibition (Matsuya)
6. Non-art museums Tokyo Art Beat focuses on art and design events, but MuPon also features venues that science, history, and s ocial science. Examples: National Museum of Emerging Science and Innovation Newspark - The Japan Newspaper Museum
Top 10 MuPon exhibitions in 20111. Kohei Nawa "Synthesis" at Museum of Contemporary Art, Tokyo2. Yokohama Triennale3. "Metabolism, The City of the Future" Exhibition at Mori Art Museum4. "Feel and Think: A New Era of Tokyo Fashion" Exhibition at Tokyo Opera City Art Gallery5. Motohiko Odani "Phantom Limb" at Mori Art Museum6. "Typography Poster" Exhibition at Tokyo Metropolitan Teien Art Museum7. "Kusamas Body Festival in 60s" Exhibition at Watari-um, The Watari Museum of Contemporary Art8. "Be Alive! - Selections from the Hara Museum Collection" Exhibition at Hara Museum of Contemporary Art9. "Toulouse-Lautrec: The Maurice Joyant Collection" Exhibition at Mitsubishi Ichigokan Museum, Tokyo10. Seiko Mikami "Desire of Code" at NTT ICC Inter Communication Center
ありがとうございました！ Thank You! Paul Tomomi @aka_me @tzs