March in Hong Kong shines the spotlight on the city's artistic and creative side. In celebration of this Hong Kong Arts Month, Telum spoke with communicators engaged in Hong Kong's arts industry to hear about building reputation
within subjective narratives and how communications can help further drive Hong Kong's standing as an art capital.
What are the challenges to building reputation, trust and brand awareness in the art world?
Christy Li, Head of Communications, Asia Art Archive
One significant challenge we face is the rich diversity of art and the varying levels of understanding amongst different audience segments. Audiences engage with art in distinct ways, which necessitates tailored communications strategies to ensure that our targeted communities feel connected to the art narrative.
It is important to maintain consistency in branding while implementing diverse approaches to audience engagement. At Asia Art Archive (AAA), we are dedicated to documenting contemporary art history in Asia and disseminating knowledge, and actively prioritise accuracy, objectivity, and professionalism across our content. As a result, our communications strategy will provide multiple entry points for audiences to explore our archive - whether through long-form writing for art professionals or engaging social media posts for broader audiences.
Through considering the variations in language, themes, and visuals across platforms, we are better positioned to address the challenges of communicating in this industry, thereby fostering more inclusive dialogue around art. This approach not only enhances our brand but also builds trust and credibility within the diverse art community that we serve.
Victoria Kung, Associate Director, Marketing and Communications, David Zwirner
The art world is often perceived as being inaccessible, whether in terms of understanding its concepts or even physically entering museums and gallery spaces. As such, while continuing to develop diverse strategies to maintain relationships with the traditional art crowd and media, we have to also consider tailoring campaigns to reach new and curious audiences that are increasingly interested in art and culture.
The opportunities today to reach beyond experienced collectors to appeal to new culture-hungry audiences are wide-ranging, especially as the art world increasingly overlaps with other sectors, from fashion and film to sport and technology. This is an exciting area where the art world can break out of the ‘white cube’ and reassert its relevance in everyday life.
While it may take more time and effort for the public to gain a stronger affinity to different artists and creative concepts, this effort may ultimately lead to longer and more meaningful relationship building with our growing audiences and potential clients.
Is there a different approach to doing PR in the arts industry?
Christy: There is indeed a distinct approach to doing PR in the arts industry, which is driven by the unique nature of art and its audiences.
Storytelling is key to public and media engagement, where narratives and affects are just as important as the visual content. At AAA, our comms focus is on crafting compelling stories that resonate with diverse audiences. For example, when promoting an exhibition, we highlight not just the artwork but also the artists' journeys, artistic processes, as well as cultural and social contexts to invite deeper connections from the audience.
We also adapt our pitch angles and language to suit different media outlets. Engaging with art and cultural media requires a nuanced approach, as these platforms often seek historical context and insightful commentary. As a resource for the history of contemporary artists and artworks, AAA is positioned as a source that provides the background information valued in art and cultural media coverage.
How have your arts communications evolved to account for Gen Z's and their tastes?
Victoria: Younger generations have demonstrated a keen and growing interest in the arts. Digital platforms and social media have made it easier for people to learn and directly follow artists and art spaces that they are interested in. Art galleries and organisations can effectively utilise these tools to bring audiences behind the scenes and into spaces such as the artist’s studio, which can help extend and augment the physical experience of being in an exhibition.
Art provides a wealth of narratives that can be shared through more traditional formats, like books and artist talks, as well as through digital media, like videos and podcasts. Whether online or offline, it is important to adapt your message to different cultural demographics while maintaining a cohesive brand identity and an authentic voice. Even across social media platforms, like Instagram, WeChat and Little Red Book, communications content should be tailored towards the platform’s native users and the brand’s targeted audience.
How can PR help drive the development and reputation of Hong Kong as an art capital?
Christy: PR plays a vital role in enhancing Hong Kong's reputation as an art capital, especially as awareness of contemporary art continues to grow. Events like Arts Month and Art Basel, alongside the emergence of cultural institutions such as M+, Tai Kwun, and the Palace Museum, have significantly increased public interest.
AAA aims to provide different lenses and perspectives on art that contribute to a balanced art ecology. By highlighting less visible artists, art organisations, and narratives across Asia, we can broaden the dialogue and foster a more inclusive art scene. This not only enhances the visibility of diverse voices but also positions Hong Kong as a dynamic hub for contemporary art, attracting both local and international audiences.
Victoria: The arts scene in Hong Kong has been a cornerstone of the city’s cultural appeal for years now, and with institutions such as M+ and Tai Kwun, alongside the new local and international galleries opening up, there is a uniquely rich diversity of art that should be celebrated. At any given time, visitors can expect to see the works of important historical artists and emerging experimental voices on view.
Hong Kong is also a critical hub for the wider Asian art scene, from which gallerists, curators, writers, and artists frequently travel in and out of. This kind of movement and exchange is leverage that continues to help Hong Kong cement its position in the art world as a primary hub, as well as a critical gateway, between Asia and the West.