In the context in which we have become accustomed to seeing works in the online environment, we end up not noticing the limitations of the screen anymore

Is social media a suitable medium of consumption for artistic objects? To what extent can the contemporary small screen reproduce the complexity of a work of art? Do artists put more effort into promoting their work on social media than making it? The project Share, Tag or Dyeorganized by the Allkimik Photographic Association, aims to answer these questions but also to democratize the idea of ​​an open call for artists.

On July 22, the open call for artists from all over the world who want to join the Share, Tag or Dye project, organized by the Allkimik Photographic Association, was launched. The call will run until August 15, participation is free and aims to collect a base of at least 200 images from social media, which will be included in their entirety, without selection, within the limits of available places, in a final installation in the location- host – VAGon – in(inter)disciplinary space, within the Malmaison Workshops, which will have its opening at the beginning of September. Registration of works is free and details about the call can be found on the Facebook page All who are.

In the following lines, we tell more about Share, Tag or Dye with Andrei Tudoseone of the initiators of the project.

From sociology and marketing to art

Art has always been somewhere in the background, starting from the passion for photography that I had since childhood. What happened in the last few years was that I took it beyond photography as I discovered conceptual art in many of its forms. And the most interesting thing is that, fundamentally, I don’t feel like I’ve made a major leap from numbers, sociology, marketing, to art. In the end, they all have a specific tool but which serves the same purpose – to connect people with the reality in which they live, to understand what is happening around us. I find myself very well in this role of mediator, and now I do it through the language of art.

Small tensions in immediate reality

Everything starts from the same need to connect with others, from creating a link that, directly or indirectly, produces change in society, makes the world we live in better. Quoting Steve Jobs – “We’re here to put a dent in the universe.” I wish that over time, through each project I do, I end up producing small tensions in the immediate reality of each of us, and all these tensions gather, accumulate for a bigger positive “something”.

„The Somatist, the Entropist & the Skeptic”

The Somatist, the Entropist & the Skeptic is based on questioning the relationship we have with the technology we interact with every day, and the component I developed with Sabina Suru specifically investigates how our digital identity is analyzed and transformed by different machine learning algorithms. Much of this interaction takes place on social media, which plays a major role in our lives.


Photo credit: Andrei Tudose

Povestea Share, Tag or Dye

Share, Tag or Dye is another investigation that starts from the area of ​​social networks, this time related to those who produce art and seen from a different perspective: For an artist, in conditions where the need for promotion is so acute , to what extent does (self-)promotion become a greater effort compared to the effort made to create artistic works? Thus, we invite all artists, regardless of the environment in which they express themselves, to answer this question with us.

On July 22nd we launched an open call on the Allkimik Facebook and Instagram pages, where anyone can send us a link to a post where they’ve self-promoted their work. We will collect all these links and translate them into physical medium through a 200 year old photographic technique. Basically, we will recreate social media feeds in the exhibition space, among which visitors will be able to navigate as they do on their mobile phones. We will create an immersive experience where the audience can experience the real limitations of the very small screen when we want to experience art and, we hope, expand the consumption of art beyond the virtual space.


Photo credit: Andrei Tudose

Artists & the environment

In fact, I find it fascinating that in the year 2022 we still talk a lot about the singularity of the environment in the artistic area, that we analyze the approach and the work of artists in correlation with a predilected environment in which they work. After quite a long period, I would say the last two centuries, in which we noticed a dissociation of mediums and working methods, it seems to me that we are witnessing a return to the artistic mentality where the medium is just a tool like any other and the artist would he has to (and has the freedom to) sweep between work environments depending on the concept he is tackling and how he wants to convey his message to the audience. So, I see the future as belonging to artists who take this freedom, who break away from the norm of the artistic medium and who explore different ways of working between projects or even within the same work.

Online and offline audiences

This question is one of the stakes of the Share, Tag or Dye project. Especially in the context of the last few years – the isolation from the pandemic period, correlated with the explosion of NFTs, the consumption of art has moved a lot to the online environment. It has almost become a norm to look at the works through a screen and the events in the exhibition spaces take a back seat. But the finality of the artistic process is represented by the interaction with the public, the way of exhibiting the works is an integral part of the cultural experience, and the artist thinks about this meeting between the public and the work.

Even if we are talking about digital works, their display in the exhibition space can create a special experience, whether we are talking about immersion or the degree of interactivity of the visitors. In the context in which we have become accustomed to seeing works in the online environment, we end up not noticing the limitations of the screen anymore – and this aspect will be dramatized in the final exhibition of the project, in an attempt to produce an awareness of these limitations among the visitors.


Credit photo: didielena

A call without selection

When we’re on social media, we sometimes have the illusion of control—the algorithm that shows us what we need to see, the phone that sometimes seems to be listening to give us the exact things we were talking about or thinking about. In fact, we only see a small fraction of the content created by the people we follow and the things we care about. We want to create an unfiltered experience, a social network brought into the physical space where the visitor has the opportunity to explore everything they want, unfiltered, and then decide what they like and what they don’t. And because, in today’s art, the quality or value of a work depends exclusively on a subjective and individual experience, those who will visit the exhibition will be able to appreciate and react directly to the works that touch them emotionally. As the name of the project says, in the exhibition the visitor will be faced with a decision: Share, Tag, or Dye.

Dialogue between Romanian and international artists

The dialogue will take place on several levels. On the one hand, through Alternative Photography, the largest alternative photography community in the world, we will create the opportunity for artists from all over, including Romania, to exhibit their works alongside each other. At the same time, the antotype workshop that we will organize on August 6 will also be broadcast on Alternative Photography, as part of the first edition of the World Antotype Day. Last but not least, throughout the call, we will publish as many of the entries as possible on Allkimik’s social media channels, along with the stories people share with us. All these represent visibility and networking opportunities for the artists who will participate in the project and are steps towards the goal of the Allkimik Photographic Association: the coagulation of a Romanian community of people passionate about alternative photography, with openness to the local and international artistic scene.

The host location

VAGon – In(inter)disciplinary space is a hybrid space – workshop and exhibition space, a return to the essence of an Artist Run Space – not just a kind of gallery that some artists take care of, but a workspace that, occasionally , is open to the public. This positioning gives it a freedom that classic exhibition spaces don’t always have, by the way, and why I was talking about an open call without selection earlier. At the same time, VAGon is part of Atelier Malmaison, the newest organically formed artistic community in Bucharest, composed of artists and independent project spaces. Thus, it becomes a very relevant context for the Share, Tag or Dye project, considering the theme from which the project started: the need for self-promotion for artists.

From digitally native back to offline

This is a route that each of us takes in our everyday life, so I think it is relevant to reflect it in art as well. In addition, if we are talking about an artistic photograph, a painting or a sculpture, the transition from the physical medium to the digital medium (when the artist wants to promote his work in social media) produces a distortion of it, adds a layer of noise over the original work. In Share, Tag or Dye we add a second layer, bringing the works back offline, precisely out of a desire to dramatize these transformations and encourage the consumption of art in exhibition spaces, which ultimately provide the most complete cultural experience.


Source: IQads by www.iqads.ro.

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