The Art Maker Series by Adobe

Adobe’s Art Marker Series is definitely one of the most compelling examples of a brand harnessing user generated content (UGC) that I have seen. The Art Marker Series was a rather simple idea, and basically amounted to the company asking designers to submit the creative work that they produced using Adobe programs such as Illustrator, Photoshop, and others. Simple, easy, and yet quite effective.  

Adobe.

For Adobe, the UGC presents an opportunity for the company to demonstrate just how applicable its products are to the creative process. For proof, look no further the than the UGC, which transforms consumers into producers. The UGC also helps connect and promote collaboration in the Adobe artistic designer community, which is a great way to give community members new insight into how to use Adobe products.

This insight benefits creators, but I would still say that it benefits Adobe more since it takes the limelight when it comes to the creative process. The reason is that creators could not create if they did not have some Adobe program in their corner. Also, the UGC helps connect artist and brand, creating a stronger connection between the two and, quite possibly, strengthening brand loyalty. Again, Adobe benefits since the loyalty it generates minimizes the possibility that consumers turn to other companies to fulfill their artistic needs.

The Art Makers.

Creators, as you might expect, also benefit, as they have a large platform on which to display their work, drawing eyeballs and potential opportunities. Some of these opportunities may include professional work or the ability to meet fellow artists and embark on some other venture. The digital optimist would agree, and likely argue that the low barrier to entry favors the creator, who would have struggled to avoid the gatekeepers who zealously guard entry into museums, exhibitions, or more formal art establishments.

Even so, creators must relinquish their work to the company, as Freedman states, empowering the capitalist enterprise that Adobe represents. This enterprise extracts value from creativity that it did not generate. Fair enough, and reason why Adobe benefits more than the creator. This counter-narrative does not undermine the benefits that the creator receives from participating in the Art Maker Series, however. To these benefits, yet another, the ability for the creator to see what others have created, provoking inspiration and sending creative juices in new and exciting directions. Going forward, the creator may find that mere participation in the series was enough to motivate artistic growth and development.

The Consumer.

Finally, the consumer, the least benefitted of the group, as the consumer remains at a distance, examining the different creations and formulating opinions about Adobe’s products but little else. These opinions are likely to take the form of feedback, as consumers comment on the work they see, situating them in the larger conversation and encouraging Adobe to listen and respond accordingly. A rather democratic process, I would argue, as it moves power away from corporate hands and into those of the consumer.

Yet, consumer benefits are limited. True, consumers may feel more inclined to purchase Adobe products to possibly replicate the artistry they see, though purchase is an opportunity for Adobe, as it profits. In fact, it is safe to say that the defining purpose of this series is to increase engagement and, purchases. To this, I would add that purchasing does not sharpen the consumer’s actual creative skillset, nor do consumers gain any real insight into product usability or interoperability. In other words, they see the sausage, but not the manufacturing process. Viewing the finished product gives no understanding of the product’s strengths or weaknesses, reducing consumer benefits even more.