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Electra
An introduction by Charlotte Frost to the different projects Electra has instigated utilising its own brand of ‘crosscontextualisation’ to co-opt audiences from existing genres.
Electra was founded in 2003 by Lina Dzuverovic and Anne Hilde Neset. They were joined in 2004 by Irene Revell, while Lisa Rosendahl arrived on the team in 2008 (and assumes the role of acting Director until July 2008). As independent curators, Dzuverovic and Neset had witnessed a worrying lack of expertise on the part of art institutions in the production of art projects that fell outside of the ‘visual art’ niche. They found that not only was there a paucity of technical knowledge in the literal mounting of such work, but also that funding for any type of artistic practice that didn’t come under an easily-definable category was grossly insufficient. Therefore, in many ways out of absolute necessity, they decided to form an arts production agency with a mission to produce new work which straddles different media and requires specific – indeed perhaps tailor-made – installation techniques, and to become leading experts in the field. Electra Co-Founder and Director, Dzuverovic, had formerly worked as New Media Curator at the ICA (Institute of Contemporary Arts) and with the Lux Centre for Film, Video and Digital Art, both of which are based in London, as...
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