Julia Janssen, entrepreneur of the month / May 2020, ArtEZ Business Centre
Graphic Design, Arnhem
Every month, the ArtEZ Business Centre and the courses together select a student or alumnus as Entrepreneur of the Month. Their stories give you an idea of what to expect, based on current topics from the professional field. Is there a secret to cultural success? Do you have to excel in your art or is it about selling yourself? Is it a matter of luck, wisdom, hard work or a good strategy?
The last few months have been a rollercoaster. My most recent project, 0.0146 seconds, became an enormous success overnight. The work appeared in newspapers, TV shows and radio interviews. A huge boost to my career, but also totally overwhelming to me as a person.
My research is concerned with the impact of technology on society, and I'm specialized in questions of data ownership, the financial value of online data and the future of (digital) identity. 0.0146 seconds is a collective reading performance of 835 privacy terms and conditions that are accepted with a single click. The project aims to raise awareness and share knowledge about the manipulative and data-funneling methods of the internet economy. In my projects and presentations, I explore a future in which surveillance of personal data is the norm. I get more ambitious with every step of this process, but more publicity means more responsibility and I take that very seriously.
Study choices
When I was fifteen, I decided on two optional school subjects: art/art history and advanced mathematics. I was driven by intuition and interest towards what may not have been the most obvious of combinations at first glance. At the time, I couldn't have imagined this combination would lead me to my own design/research studio. I wasn't necessarily a mathematical talent (I graduated high school with a D) but for some enigmatic reason, the material fascinated me. During my Graphic Design program (ArtEZ Arnhem, 2012-16) this fascination expressed itself in numerous projects where I employed mathematics, analysis, research and calculations to develop my designs.
In my graduation period I observed we are the victims of "data slavery.”
This notion refers to the lack of control we have of our personal data and the increasing capital and power that technology companies obtain through surveillance capitalism. After the Academy, I got a grant for talent development from the Creative Industries Fund and a pioneer grant from the SIDN fund for innovation and internet. This gave me the financial opportunity to start my own business: researching the future of data ownership.
Building a network
My first step was to approach experts in financial and political economy, information and privacy law, cybersecurity, accountancy, data journalism and data science. At first I was doubtful whether these experts would be responsive to my requests to meet them, but it turned out they were very interested in my questions and ideas. Talking to these experts helped me formulate my vision and concretize my research projects.
At first I was doubtful whether these experts would be responsive to my requests to meet them, but it turned out they were very interested in my questions and ideas
By now I've developed a big (and still growing) network of competent experts in the fields of data, privacy, technology and economy. As an entrepreneur, a (well-maintained!) network is an important part of your existence. For me, that means not only picking up the phone when I want something from someone, but also keeping in touch and informing others about my developments and growth. Every 2 to 3 months, I send a newsletter to about 1100 contacts. Writing a newsletter is a good moment to reflect: what do you want to share with your network and why? What are important moments and how do you present or narrate them? An important moment isn't necessarily a prestigious one - it can be an encounter, experience or victory that is of great value to you (or your business).
Say 'no' more often
An essential topic in entrepreneurship is finances. For many designers and artists, it's an awkward subject – it still is for me – but an appropriate compensation for knowledge and skills is no more than reasonable. At the start of my career I spent a lot of time working for very little money, for travel costs, sometimes a bottle of wine or a bouquet of flowers. The honor of 'presenting the work' felt like an acceptable compensation. And of course, you have to build a name and reputation before you can ask for a reasonable sum of money. But preparing a good lecture or exhibition is a lot of work and of great added value to an event or program. These days, I'm more prepared to say 'no', when the compensation doesn't weigh up against the investment that is required from me. For every inquiry, it's good to consider: what's in it for me? Publicity, a future collaboration, a target audience I want to reach, interesting networking opportunities, or does it simply pay well?
These days, I'm more prepared to say 'no', when the compensation doesn't weigh up against the investment that is required from me.
Since recently I've been getting some support in weighing these choices. At the end of last year I was approached by Driving Dutch Design: an initiative of the BNO, Dutch Design Foundation and ABN AMRO about entrepreneurship in the creative industry. The program consists of a monthly masterclass with a specific theme: identity, business model, presentation skills, etc. Every driver (participant) gets a personal coach. Mine is Ralf Coolen, product owner and business developer of applications and products at ABN AMRO. He noticed right away that I'm inclined to do (too) many (different) things and gave me the assignment to set goals and prioritize them from important to less-important, short-term and long-term.
0.0146 Seconds
I've been in a position to experience a lot of special things, but March 11th 2020 was a high point: my name and work became a part of a parliamentary debate about the information society. Kathalijne Buitenweg (GroenLinks) opened her statement with her participation in 0.0146 seconds. "This project shows us the enormous importance of art and culture to help us think about what happens in our society. Secondly, it shows the absurdity of the premise that Julia gave permission for sharing her data. Because how could this possibly be an example of informed consent
My name and work became a part of a parliamentary debate about the information society. Kathalijne Buitenweg (GroenLinks) opened her statement with her participation in 0.0146 seconds. "This project shows us the enormous importance of art and culture to help us think about what happens in our society".
Obviously, you can't plan the future. But you can definitely impact it. Good luck is certainly a factor in success, but you can create your own good fortune, too. I invest a lot in my network and knowledge; I read books and dissertations by experts, I follow developments and trends, I attend conferences and meetings and ask questions or make comments.
My advice: be present in the field where you want to be heard. Be bold but be respectful. Be critical of yourself, but don't judge yourself harshly if you don't succeed right away. Work hard but also take space for distance and reflection. Follow your fascination, no matter how unlikely it may seem.
New projects
The fact that the future can't be planned is clearer than ever now: the corona crisis has shaken up everyone's lives. Over the next few months I would be touring art and music festivals, tech conferences, debate centers and government institutions with 0.0146 seconds. Exactly the kinds of gatherings and events that are on hold due to this situation and it's a massive open question when we might have them again.
Now, too, it's important to think about the right choices. It's difficult to predict what effects this will have on the project and I'm considering various alternatives to (digitally) replace the missed events. It's a difficult choice, because doing consensus at work isn't ideal.
For that reason, I've chosen to put 0.0146 seconds on hold for a moment and focus on new projects that fit this moment.
For that reason, I've chosen to put 0.0146 seconds on hold for a moment and focus on new projects that fit this moment. I'm working on a new research project for which I recently received a subsidy. The working title is noiamrofn:i:dentity (information in identity/identity in information) – an artistic research project exploring the future of data, privacy and identity.
I've been thinking a lot about alternative ways to present my research, vision and ideas. The current idea is to start a podcast named Achter de klik (Behind the click). In this podcast I take my listeners on an expedition beyond the surface level of the internet, to show what exactly happens when we mindlessly click "agree". It will be a quest for an information society designed in such a way that we can share data without losing control. Because as shown by 835 privacy conditions approved in a single click: that control isn't anywhere near our hands right now.