When Gray Area Foundation for the Arts opens its new gallery space for contemporary work in San Francisco’s Tenderloin (where it will be the first permanent space for art in the otherwise less-than-desirable neighborhood), it will already have gained awareness from hundreds of art lovers worldwide through its pre-launch messaging via Twitter, Flickr, Facebook, and partnerships with participating artists.

As part of what GAFFTA executive director Josette Melchor calls these “standard issue tactics” and virtual “cost of entry” for organizations looking to expand their visibility and networks, she will be using Vimeoand iTunes to syndicate video content that highlights exhibitions and participating artists. “As a new media arts organization, we’re excited about building collaborative and data-driven artworks that are directly informed and shaped by human data and activity,” she said. “By incorporating social media into our actual art projects, we will not only be telling a compelling real-time story, but we’re also working to make these projects pre-disposed to spread using the same platforms.”

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