Exhibition

A/B Testing

6 Jan 2015 – 22 Feb 2015

Event times

Monday, 12 noon - 6pm
Tuesday, Wednesday and Thursday 11am - 11pm
Friday & Saturday, 11am - 1pm
Sunday, 11am - 7pm

Cost of entry

Free

London, United Kingdom

Address

Travel Information

  • Tube: Waterloo / Embankment

Save Event: A/B Testing

I've seen this

People who have saved this event:

close

To make his diverse video works Bruce Asbestos experiments with digital and social media, popular culture, marketing and small-scale production.

About

An active internet presence is at the core of his practice: his online TV show, The Social Media Takeaway, uses the quick-fix, low-brow, throw-away nature of YouTube as a platform to produce artworks and performances.

The effectiveness of emails, web pages and social media are tracked by marketers using a process known as A/B testing. Two versions of the same email or webpage are sent for use by a small section of a larger group or mailing list. The most effective design, based on the resulting clicks and interaction, is then used for the whole mailing list, or becomes the standard for a particular webpage.

Asbestos uses this method of selection and improvement as a starting point for the series of open-ended video works made for this exhibition. Using YouTube's data and tracking tools he monitors the behaviour of people watching the videos in order to gather information that shapes and informs the work.

Incorporating the method of A/B testing with lessons from YouTube's 'Creator Academy' Asbestos 'improves' the works on show during the dates of this exhibition, regularly replacing them with versions that have been technically, conceptually and aesthetically refined.

Bruce Asbestos was born in Brighton, UK. He completed his MA in Fine Art at Nottingham Trent University, during which he completed a two month scholarship at RMIT University in Melbourne, Australia. Asbestos currently works in Nottingham with the art collective Reactor and is working towards season three of The Social Media Takeaway.

A/B Testing is curated by Grace Beaumont, Hayward Gallery Administrator.

 

Concrete at Hayward Gallery
Free

Bruce Asbestos, A/B Testing, 2014. Still from digital video. Courtesy the artist

Wednesday 7 January – Sunday 1 March

7 January 2015, 11:00am - 1 March 2015, 19:00pm

Art form Toggle

Curators

Grace Beaumont

Exhibiting artists

Bruce Asbestos

Bruce Asbestos

Hosted by

Hayward Gallery

Hayward Gallery

London, United Kingdom

Conversation

Have you been to this event? What do you think? Join the discussion here!
Remember, you can include links to your instagram pictures and to videos.