'Open' Art: My Project is Your Project

Traditional creativity is mainly connected to 'closed' or 'finished' pieces of art that are relayed to the public upon their completion. Paintings in galleries, books in bookstores, videos on the screen. They have been completed before the viewer even has the chance to experience them, rendering him incapable of contributing to the entire project. Is this the case with art when it comes to digital media?

The answer is 'no'. Artists have increasingly given viewers the opportunity to participate in their projects, contributing in one way or another - creating alternative endings, changing compositions, colors, textures. One such example is a project produced by HerraizSoto & Co, which is simple and beautiful at the same time. You can find the link to the website here.

Picture taken as a snapshot from original website.

The text that appears in the beginning explains the idea in a very simple manner. 'Move around wherever you like, wherever the song leads you. In the end you'll have something of your own creation...' Once the text fades and the music starts, it is entirely up to you (and your mouse's sensitivity and speed) what happens from this point onward. Yes, most of the effects and their timing have been pre-decided, but the final product will be absolutely unique and unlike any other attempt. You are able to express your own perception and emotional response to the song, allowing your own creativity to take over, rather than just accepting someone else's idea.

Scott McQuire and Natalia Radywyl identify such projects as evidence of the changing perceptions of creative work due to digital media's influence (McQuire, 2010). They describe these projects as 'becoming', rather than 'being', because they are not finalized, but are instead left open to interpretation and experimentation. This further enhances the experience of art, turning it into a type of interactive event:

When the ‘content’ of art is increasingly generated in the momentary encounter between public and artwork, this setting can also draw contemporary art closer to the so-called ‘experience economy’.

The reason why digital media platforms are a major influence in projects like this is because it makes them accessible, they become easier to promote, and are simple to use. The spread of the idea is also  faster through the use of social media, which popularizes the project more successfully than having it on display in a museum or art gallery. At the end of the song, you are able to send the final video via email to a friend, inviting them to join and share their own versions.

I find this project breathtakingly beautiful. Not only is the song very gentle, but the effects and the layout of the website have a very delicate feeling to them. The ink effect matches the intimacy of the song, turning the entire venture into a gentle expression of emotion. The song itself is named "Soy Tu Aire" and is by Virginia Labuat. I've included the YouTube video below.

Sources: 

1)MCQUIRE, S., RADYWYL, N., 2010, From Object to Platform: Art, digital technology and time, [online], Available at: here. [Accessed 10 April 2014]