Digital Arts Entrepreneurship: Evaluating Performative Interaction

Abstract

Evaluation is key to understanding Digital Arts Entrepreneurship. In this chapter, I explore my own experience of performing Digital Arts Entrepreneurship and how evaluation is vital to turning creative ideas into business opportunities from the boardroom to the muddy fields of music festivals. My goal is to provide criteria for others to use as a lens for evaluating their own performance in the emerging field of Digital Arts Entrepreneurship. I show that this process can be described through free-flow narrative reflection of one’s own creative thinking and practice and I give practical examples of selection criteria for the evaluation of Digital Live Art. I describe how performing entrepreneurship is about the boundless pursuit of high-risk yet perceived low-value opportunity and turning it on its head. Additionally, this chapter provides a useful background discussion of the field of entrepreneur scholarship and of some of the emerging initiatives in the United Kingdom that are incubating this creative field. This chapter addresses those working in the Digital Arts, in both industry and academia, but especially those working somewhere in between.