Learning by Doing, redux
I know I posted a brief piece about it when we first launched, but I’ve been meaning to get back to a fuller account of my work with Nurri on Do projects — what it is, what we want to achieve with it, where we want to take it, and what’s in it for you.
We first conceived of Do as a publishing platform, an attempt to reckon with what passionate-amateur production of visual and textual materials looks like in an age when such amateurs have access to professional-grade tools and distribution networks. Our desire to get our hands dirty grows out two parallel sets of frustrations: Nurri’s with the art world, and my own with publishing.
Hers is rooted in a fundamental problem with the notion of art object (and aesthetic experience) as commodity, and her longstanding desire to do something about the practical and social barriers that keep art an elite activity. There’s more to it than that, but I don’t want to put words in her mouth.
Mine has to do with my utter (and perhaps somewhat naïve) shock at how little my former publishers New Riders cared about my book as an object, from typography and graphic design to paper stock, and how little effort they were prepared to dedicate to marketing the book once published.
I’ve told this story before, of course. But even that piece doesn’t express fully how galling it was for me to give up control of the thing I’d created to an organization less competent, in the final analysis, than I was my untrained self. That Nurri and I, in our own clumsy and untutored way, could come up with something more appealing than the design I was essentially paying my publisher to execute on my behalf was a real wake-up call.
And that got us thinking about the space between. We’d seen what commercial publication all too often resulted in. At the other end of the spectrum, we knew people like Meejin Yoon and Craig Mod: genuinely talented, possessed of the right kind of eye, confident with materials and capable of producing gorgeous printed objects. We were acutely aware that we lacked these qualities, but we also had a certain faith that even our own limited talents could result in worthwhile results — and never once doubted that the content we were thinking of deserved aesthetically pleasant physical instantiation. Was there room for maneuver in between these two poles?
Do is how we intend to find out. As we explained it when we launched in December, some of our ambitions are to:
- develop words and images that make the people who encounter them re-see themselves and the world around them;
- find the most appropriate containers for our ideas;
- craft the kind of books that please their readers in the details of their conception, design and construction as much as in the things they say;
- and figure out what “do-it-yourself” might mean in an age when new production technologies, informational and logistical networks give the independent amateur producer unprecedented power to reach out and make things happen.
With Tokyo Blues, our very first release, we feel like we’ve already travelled some way toward answering those questions; true to our beliefs (and as will be the case with every Do project), in addition to offering the physical book for sale, we’ve made a full PDF version available for free download. As I’ve said before, you buy the book if you want the object; the ideas are free.
And that book itself? It’s as good as we currently know how to make it, the best quality we could practically achieve while still offering it at a reasonable, accessible price. The unexpected gift is that we’ve been able to use the momentum built up in seeing Tokyo Blues through from concept to shipped product to drive other efforts. As I’ve frequently had cause to say these last few months, there’s a reason they call it “fulfillment.”
We’re also beginning to feel our way toward using Do as a platform for other things, a vehicle for collective efforts beyond publishing. Some of these things will be events, like the Systems/Layers “walkshops” we kicked off in Wellington, and had such a blast doing; others may involve the creation of objects or spaces.
Whatever we wind up creating, though, will be inherently networked, in a deep sense of that word. Organizationally and practically, we’ve tried to imagine Do as a weave tight enough to enable effective execution, yet open enough to capture unexpected influences and energies beyond those we generate ourselves. There’s a block of copy we’ve been using in the datasheet we include with every release that speaks to this: “For the realization of this project, Do consisted of…”. Another way of saying this is that beyond the core of Nurri and I, the organization itself grows and shrinks with every new project, trying to find the size and shape most appropriate to the challenge presented by each particular undertaking.
And that means that as we imagine it, anyone reading this is a potential Do member/co-conspirator. We have a roster of things already planned for the balance of 2010 — a project called Emergency Maps, my own long-delayed book — but beyond that we want to hear from our friends as to what kinds of things they’d like to see us doing, including your own project proposals. At the heart of our conception of Do is the idea that the “company” exists to facilitate extension, inspiration and execution, and gets more capable as it makes new connections. Think of it as something to plug into, and let’s see what we can do together.
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