Crowdfunding and Audience Development - We are Museums Riga

Oonagh Murphy
Oonagh MurphyPhD student à University of Ulster
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
*Crowdfunding +
It’s not *all about the money
@OonaghTweetsOonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
Hello!
I’m Oonagh, Associate Professor of
Visual Arts Management and Curating
“Traditional” Funding
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
Crowdfunding
Crowdfunding
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
Influence Change
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
Take risks + gain support
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
Make Headlines
Image Credit: David Levene for the Guardian
There has been lots written on
Crowdfunding in the Arts
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
http://www.theguardian.com/culture-professionals-network/culture-professionals-
blog/2014/aug/07/crowdfunding-arts-live-chat-kickstarter
http://www.artquest.org.uk/articles/view/crowdfunding
http://www.goingnowhere.org/en/artandinnovation/crowdfunding
http://www.nesta.org.uk/project/crowdfunding
http://www.bbc.co.uk/news/business-24614331
http://www.californiareport.org/archive/R201407111630/d
http://thecrowdfundingcentre.com/?page=platform&domain=theartpreneurs.com
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
Thorpe, Devin, D. Crowdfunding for Social Good: Finance Your Mark on the World (Thorpe, Devin. 2013):14-15
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
Thorpe, Devin, D. Crowdfunding for Social Good: Finance Your Mark on the World (Thorpe, Devin. 2013):14-15
Number of Existing Network x $20 = E
Number of Partners x $2,000 = P
Number of Champions x $1,000 = C
Number of Boosters x $500 = B
Combine the Existing Network and Potential Network (from the project appeal chart)
Score 21-25 = 25% / Score 26-30 = 75%
E + P + C + B + Network Potential %
But is it equally as useful for developing
audiences? Developing new partnerships?
Developing new products and offers?
Image Credit: David Levene for the Guardian
There has been lots written on
Crowdfunding as a way to raise funds
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
Crowdfunding
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
Lets think beyond the money
….
[Amplify]
A Crowdfunding Mentoring Program for the Arts
From Arts & Business NI
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
*Research Brief + Context
Arts & Business NI Launches Crowdfunding Toolkit
With shrinking budgets and increasing pressure to develop alternative funding
streams Crowdfunding presents arts organisations with the opportunity to rewrite
the relationship they have with their audiences.
Crowdfunding is one of the most powerful tools available for organisations to better
connect with their communities, increase reach and exposure, raise awareness of
their brand and mission, and measure compelling messages, with the opportunity to
raise funding that will go directly to their organisations.
But understanding the dynamics of a successful campaign can seem daunting at first,
so Arts & Business NI has developed a new crowdfunding toolkit which will take you
from concept to campaign launch.
Crowdfunding Toolkit
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
• What is Crowdfunding?
• 5 Case Studies
• How to Pick a Platform
• A Step by Step Guide to Developing a Crowdfunding
Campaign
[Amplify]
A Crowdfunding Mentoring Program for the Arts
From Arts & Business NI
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
Image Credit: David Levene for the Guardian
Crowdfunding is a great way to
commission innovative work
Crowdfunding is a great way to reach an
international audience
Crowdfunding is a great way to raise the profile of
your organisation
Image Credit: David Levene for the Guardian
Crowdfunding is a great way to turn
digital networks into real world action
[Amplify]
A Crowdfunding Mentoring Program for the Arts
From Arts & Business NI
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
Sinead Owens from Wheelworks (The Art Cart) : “The crowdfunding campaign
has been a very exciting experience. Part of that has been the new
partnerships we’ve formed and new networks we’ve created, including a
partnership with iTeach. We’ve been able to raise the profile of the
organisation and reach audiences we had never thought of reaching before, an
example being a slot at this year’s Friday Night Mashup as part of the NI
Science Festival. This experience is evidence to us that the success of a
crowdfunding campaign lies not only in the amount you raise but in the
support you receive aside from the money.”
[Amplify]
A Crowdfunding Mentoring Program for the Arts
From Arts & Business NI
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
Procurement policy and crowdfunding are, it seems, often incompatible. One
campaign manager summed up this problem well: “They were really interested
in backing our project, but as soon as the procurement people got involved the
brakes were quickly pressed.” This was a major issue and each campaign
needed a mix of small individual and larger corporate backers to hit their
target.
Service provision – rewards as art workshops in care homes – test the market –
via crowdfunging
Ansoff matrix
• The Ansoff Matrix was first published in in 1957 by Igor Ansoff in the Harvard
Business Review
• The Matrix provides a framework for product development, and has been adopted
by lots of different industries to develop everything from audiences to event
programmes to new products (from new biscuits to cars).
•The Ansoff matrix is a
useful tool to help you
refine a crowdfunding
campaign concept
Existing
1.Market penetration
Existing audiences, same product, programme
or art form
Objective:
Encourage existing audiences, to visit again,
and more frequently
How?
Reward loyalty (repeat visits = greater access,
more content, special offers)
2.Product development
Existing Programme, New People
Objective:
Encourage new people to visit and use existing
product, programme or art form
How?
Encourage people, provide reassurance (seek
recommendations from people they trust)
Target the people you want and go to where
they are (online and offline)
New
3.Market extension
Same people, new product, programme or art
form
Objective:
offer opportunities to try out something new to
your existing audience
How?
Test with small groups
Provide opportunities to learn about and
develop a relationship with new product,
programme or art form
Go directly to your audience and offer the
opportunity to take part
4.Diversification
New People, new product, programme or art
form
Objective:
Deliver a new product, programme or art form;
to New People
How?
Develop relationships with your target audience
(new people)
Research the market (what similar product,
programme or art form already exists?) and
who engages with it? (audience)
Existing New
SERVICES/PRODUCTS
Ansoff Matrix
<< A STEP BY STEP GUIDE
TO CREATING A
CROWDFUNDING
CAMPAIGN >>
1.Project Title + Project Summary
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
2.Choosing a Platform
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
3.How much do you want to raise?
Project Cost
+ Platform fee
+ Rewards cost
+ Rewards postage fee
= Campaign Target
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
4.Campaign Duration
Indiegogo suggest that the optimum campaign
duration is 45 days.
“Statistically, projects lasting 30 days or fewer
have our highest success rates. Shorter projects
set a tone of confidence and help motivate your
backers to join the party.”
KickStarter
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
5.Rewards
• Copies of the thing The album (physical or digital!), the DVD,
a print from the photo exhibition.
• Limited editions Backers love limited editions. They celebrate
the special role backers played in helping the project come to life.
• Collaborations A backer appears in your comic. Every backer
gets painted into your mural. Two backers do the handclaps for a
song on your record.
• Experiences A visit to the set. A phone call from the author.
Dinner with the cast. A concert in your backyard.
• Mementos Polaroids sent from location. Thanks in the credits.
Meaningful tokens that tell a story.
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
5.Rewards
Name a character / Receive a credit / A high five
from the director / Good Kharma / Backers Party
/ VIP event bar / A digital artwork / A voicemail
jingle/ Original artwork / Bag / Pin badge/ Mug /
VIP Access / Performance/ Visit / Workshop /
Sponsorship / Branding / Corporate reward /
Membership / Tree planted in your name /
Bench or seat named after you / A meal cooked
by the artist/ A special suit cushion + waiter…..
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
6.Video
Short Videos = people watching it
Funny videos = people sharing it
Inspiring Videos = people sharing it
Random Videos = People sharing it
Good Video = Funded Campaign!
* Campaigns with Videos are statistically
more likely to be funded *
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
6.Video
Introduction and aim
Hello, I’m … and my goal is …
Context
What inspired your idea?
Your idea
Describe your idea. It can help to summarise it first and then go into more detail.
Your team
Introduce the people who are working on the project with you. What is their name, involvement, particular skill, etc.?
Testimonials
Try and get a video interview or recorded quote from someone that already supports your idea.
Why are you crowdfunding?
How much are you trying to raise? What will you spend the money on?
How to get involved
Why should the crowd make a pledge? What difference will their contribution make to the community?
How to make a pledge
Tell people how and where to make a pledge. Something along the lines of this works well:
“We’ve got lots of rewards to say thank you for your amazing support. Crowdfunder is an all or nothing platform so if we don’t
reach our target we won’t get anything!”
It’s not the end…
Leave people with a call to action and make it easy for them to pledge by putting your project page’s URL at the end of the video.
http://www.crowdfunder.co.uk/uploads/guides/video_script_template.pdf
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
7.Key Influencers
once a campaign raises over 20% of the initial funding
goal, the project has an 80% chance of successfully
reaching its total funding goal (KickStarter)
“In the first few days we got a lot of support from friends and family’s and
friend’s of friends. That really helped get us going”. Tim Potter – Raised
£13,335 to publish Chalky and the New Sports Car
“Make sure you have a network in place who are going to to be evangelists
for your KickStarter and promote it to absolutely everyone they know – for us,
the support of CultureTech and Northern Ireland Science Park was invaluable
in building that buzz and momentum ”. Jordan Earle – Raised £5,197 to host a
one day tech conference
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
8.Press
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
9.Launch
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
10.Support from Colleagues
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
11.Campaign Management
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
It’s like a 24/7 presidential campaign
– Tim Potter
When you submit a funding application, you have to sit back and wait.
When you launch a Crowdfunding campaign the work has just begun….
12.Project Delivery
(Think of this as your funder
report – but with less
numbers and more sending
fun stuff in the post to your
backers)
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
It could be said that one of the greatest
myths about the museum is that it is an oasis
of calm untouched by the storms of politics
and history. Nothing could be further from
the truth. **Over time, the museum has
responded to political and social shifts with
seismic precision.** Its very success is the
result of its exceptional flexibility and
capacity to adapt.
Karsten Schubert, The Curator's Egg - The Evolution of The Museum Concept from The French Revolution to the Present Day
(London: Riding House, 2009), p. 75.
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
Questions?
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
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Crowdfunding and Audience Development - We are Museums Riga

  • 1. Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets *Crowdfunding + It’s not *all about the money
  • 2. @OonaghTweetsOonagh Murphy | www.oonaghmurphy.com | @OonaghTweets Hello! I’m Oonagh, Associate Professor of Visual Arts Management and Curating
  • 3. “Traditional” Funding Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
  • 4. Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets Crowdfunding
  • 5. Crowdfunding Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
  • 6. Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets Influence Change
  • 7. Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets Take risks + gain support
  • 8. Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets Make Headlines
  • 9. Image Credit: David Levene for the Guardian There has been lots written on Crowdfunding in the Arts Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets http://www.theguardian.com/culture-professionals-network/culture-professionals- blog/2014/aug/07/crowdfunding-arts-live-chat-kickstarter http://www.artquest.org.uk/articles/view/crowdfunding http://www.goingnowhere.org/en/artandinnovation/crowdfunding http://www.nesta.org.uk/project/crowdfunding http://www.bbc.co.uk/news/business-24614331 http://www.californiareport.org/archive/R201407111630/d http://thecrowdfundingcentre.com/?page=platform&domain=theartpreneurs.com
  • 10. Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets Thorpe, Devin, D. Crowdfunding for Social Good: Finance Your Mark on the World (Thorpe, Devin. 2013):14-15
  • 11. Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets Thorpe, Devin, D. Crowdfunding for Social Good: Finance Your Mark on the World (Thorpe, Devin. 2013):14-15 Number of Existing Network x $20 = E Number of Partners x $2,000 = P Number of Champions x $1,000 = C Number of Boosters x $500 = B Combine the Existing Network and Potential Network (from the project appeal chart) Score 21-25 = 25% / Score 26-30 = 75% E + P + C + B + Network Potential %
  • 12. But is it equally as useful for developing audiences? Developing new partnerships? Developing new products and offers? Image Credit: David Levene for the Guardian There has been lots written on Crowdfunding as a way to raise funds Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
  • 13. Crowdfunding Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets Lets think beyond the money ….
  • 14. [Amplify] A Crowdfunding Mentoring Program for the Arts From Arts & Business NI Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets *Research Brief + Context Arts & Business NI Launches Crowdfunding Toolkit With shrinking budgets and increasing pressure to develop alternative funding streams Crowdfunding presents arts organisations with the opportunity to rewrite the relationship they have with their audiences. Crowdfunding is one of the most powerful tools available for organisations to better connect with their communities, increase reach and exposure, raise awareness of their brand and mission, and measure compelling messages, with the opportunity to raise funding that will go directly to their organisations. But understanding the dynamics of a successful campaign can seem daunting at first, so Arts & Business NI has developed a new crowdfunding toolkit which will take you from concept to campaign launch.
  • 15. Crowdfunding Toolkit Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets • What is Crowdfunding? • 5 Case Studies • How to Pick a Platform • A Step by Step Guide to Developing a Crowdfunding Campaign
  • 16. [Amplify] A Crowdfunding Mentoring Program for the Arts From Arts & Business NI Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
  • 17. Image Credit: David Levene for the Guardian Crowdfunding is a great way to commission innovative work
  • 18. Crowdfunding is a great way to reach an international audience
  • 19. Crowdfunding is a great way to raise the profile of your organisation
  • 20. Image Credit: David Levene for the Guardian Crowdfunding is a great way to turn digital networks into real world action
  • 21. [Amplify] A Crowdfunding Mentoring Program for the Arts From Arts & Business NI Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets Sinead Owens from Wheelworks (The Art Cart) : “The crowdfunding campaign has been a very exciting experience. Part of that has been the new partnerships we’ve formed and new networks we’ve created, including a partnership with iTeach. We’ve been able to raise the profile of the organisation and reach audiences we had never thought of reaching before, an example being a slot at this year’s Friday Night Mashup as part of the NI Science Festival. This experience is evidence to us that the success of a crowdfunding campaign lies not only in the amount you raise but in the support you receive aside from the money.”
  • 22. [Amplify] A Crowdfunding Mentoring Program for the Arts From Arts & Business NI Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets Procurement policy and crowdfunding are, it seems, often incompatible. One campaign manager summed up this problem well: “They were really interested in backing our project, but as soon as the procurement people got involved the brakes were quickly pressed.” This was a major issue and each campaign needed a mix of small individual and larger corporate backers to hit their target. Service provision – rewards as art workshops in care homes – test the market – via crowdfunging
  • 23. Ansoff matrix • The Ansoff Matrix was first published in in 1957 by Igor Ansoff in the Harvard Business Review • The Matrix provides a framework for product development, and has been adopted by lots of different industries to develop everything from audiences to event programmes to new products (from new biscuits to cars). •The Ansoff matrix is a useful tool to help you refine a crowdfunding campaign concept
  • 24. Existing 1.Market penetration Existing audiences, same product, programme or art form Objective: Encourage existing audiences, to visit again, and more frequently How? Reward loyalty (repeat visits = greater access, more content, special offers) 2.Product development Existing Programme, New People Objective: Encourage new people to visit and use existing product, programme or art form How? Encourage people, provide reassurance (seek recommendations from people they trust) Target the people you want and go to where they are (online and offline) New 3.Market extension Same people, new product, programme or art form Objective: offer opportunities to try out something new to your existing audience How? Test with small groups Provide opportunities to learn about and develop a relationship with new product, programme or art form Go directly to your audience and offer the opportunity to take part 4.Diversification New People, new product, programme or art form Objective: Deliver a new product, programme or art form; to New People How? Develop relationships with your target audience (new people) Research the market (what similar product, programme or art form already exists?) and who engages with it? (audience) Existing New SERVICES/PRODUCTS Ansoff Matrix
  • 25. << A STEP BY STEP GUIDE TO CREATING A CROWDFUNDING CAMPAIGN >>
  • 26. 1.Project Title + Project Summary Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
  • 27. 2.Choosing a Platform Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
  • 28. 3.How much do you want to raise? Project Cost + Platform fee + Rewards cost + Rewards postage fee = Campaign Target Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
  • 29. 4.Campaign Duration Indiegogo suggest that the optimum campaign duration is 45 days. “Statistically, projects lasting 30 days or fewer have our highest success rates. Shorter projects set a tone of confidence and help motivate your backers to join the party.” KickStarter Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
  • 30. 5.Rewards • Copies of the thing The album (physical or digital!), the DVD, a print from the photo exhibition. • Limited editions Backers love limited editions. They celebrate the special role backers played in helping the project come to life. • Collaborations A backer appears in your comic. Every backer gets painted into your mural. Two backers do the handclaps for a song on your record. • Experiences A visit to the set. A phone call from the author. Dinner with the cast. A concert in your backyard. • Mementos Polaroids sent from location. Thanks in the credits. Meaningful tokens that tell a story. Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
  • 31. 5.Rewards Name a character / Receive a credit / A high five from the director / Good Kharma / Backers Party / VIP event bar / A digital artwork / A voicemail jingle/ Original artwork / Bag / Pin badge/ Mug / VIP Access / Performance/ Visit / Workshop / Sponsorship / Branding / Corporate reward / Membership / Tree planted in your name / Bench or seat named after you / A meal cooked by the artist/ A special suit cushion + waiter….. Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
  • 32. 6.Video Short Videos = people watching it Funny videos = people sharing it Inspiring Videos = people sharing it Random Videos = People sharing it Good Video = Funded Campaign! * Campaigns with Videos are statistically more likely to be funded * Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
  • 33. 6.Video Introduction and aim Hello, I’m … and my goal is … Context What inspired your idea? Your idea Describe your idea. It can help to summarise it first and then go into more detail. Your team Introduce the people who are working on the project with you. What is their name, involvement, particular skill, etc.? Testimonials Try and get a video interview or recorded quote from someone that already supports your idea. Why are you crowdfunding? How much are you trying to raise? What will you spend the money on? How to get involved Why should the crowd make a pledge? What difference will their contribution make to the community? How to make a pledge Tell people how and where to make a pledge. Something along the lines of this works well: “We’ve got lots of rewards to say thank you for your amazing support. Crowdfunder is an all or nothing platform so if we don’t reach our target we won’t get anything!” It’s not the end… Leave people with a call to action and make it easy for them to pledge by putting your project page’s URL at the end of the video. http://www.crowdfunder.co.uk/uploads/guides/video_script_template.pdf Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
  • 34. 7.Key Influencers once a campaign raises over 20% of the initial funding goal, the project has an 80% chance of successfully reaching its total funding goal (KickStarter) “In the first few days we got a lot of support from friends and family’s and friend’s of friends. That really helped get us going”. Tim Potter – Raised £13,335 to publish Chalky and the New Sports Car “Make sure you have a network in place who are going to to be evangelists for your KickStarter and promote it to absolutely everyone they know – for us, the support of CultureTech and Northern Ireland Science Park was invaluable in building that buzz and momentum ”. Jordan Earle – Raised £5,197 to host a one day tech conference Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
  • 35. 8.Press Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
  • 36. 9.Launch Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
  • 37. 10.Support from Colleagues Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
  • 38. 11.Campaign Management Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets It’s like a 24/7 presidential campaign – Tim Potter When you submit a funding application, you have to sit back and wait. When you launch a Crowdfunding campaign the work has just begun….
  • 39. 12.Project Delivery (Think of this as your funder report – but with less numbers and more sending fun stuff in the post to your backers) Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
  • 40. It could be said that one of the greatest myths about the museum is that it is an oasis of calm untouched by the storms of politics and history. Nothing could be further from the truth. **Over time, the museum has responded to political and social shifts with seismic precision.** Its very success is the result of its exceptional flexibility and capacity to adapt. Karsten Schubert, The Curator's Egg - The Evolution of The Museum Concept from The French Revolution to the Present Day (London: Riding House, 2009), p. 75. Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
  • 41. Questions? Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets

Notes de l'éditeur

  1. https://www.kickstarter.com/projects/701554058/wallonwall-a-photo-exhibition-on-the-berlin-wall?ref=yir2013
  2. https://www.kickstarter.com/projects/701554058/wallonwall-a-photo-exhibition-on-the-berlin-wall?ref=yir2013
  3. https://www.kickstarter.com/projects/701554058/wallonwall-a-photo-exhibition-on-the-berlin-wall?ref=yir2013
  4. https://www.kickstarter.com/projects/littlethunder/chalky-and-the-new-sports-car-childrens-pictureboo?ref=nav_search
  5. http://www.sponsume.com/project/hide-and-seek
  6. http://www.artfund.org/get-involved/art-happens/a-major-exhibition-of-the-chapman-brothers