We are bombarded with a variety of marketing messages everyday, whether it be through smart phone apps, on websites, in print, plastered on surfaces, through television commercials, in movies, or during radio programming. Digital marketing experts estimate that Americans are exposed to 4,000 to 10,000 marketing messages each day. At first this estimate may seem high, but lets break it down.
The average adult American sleeps 6.8 hours in a 24 hour period. That leaves 1,032 minutes, or 61,920 seconds, remaining in a day. If we use the low end of the exposure estimate (4,000), that means an individual is exposed to a marketing message every 15.48 seconds. When represented in this manner the exposure estimate seems more plausible, although it still seems high for anyone not living in a major metropolitan area.
There is a group of individuals in Jacksonville, Jared Odrick, Jenna Sparrow, and Everett Sullivan, who have initiated a project to re-purpose surfaces traditionally reserved for marketing messages. That project is called Jaxtoposition. As part of this project, the team has purchased 10 billboards in Duval County to showcase the works of five Jacksonville based photographers.
Sports fans will recognize Jared Odrick as a team member of the Jacksonville Jaguars. Odrick, who wears the number 75 jersey, is the team's Defensive End. An alumni of Penn State University, Odrick started his NFL career with the Miami Dolphins in 2010 but has played with the Jaguars since the 2015 season.
The Jaxtaposition collection includes a photograph by Odrick himself. The following is a quote from Odrick's Instagram account:
"Jacksonville is my home a majority of the year while in season, most days are dedicated to routine. In between that routine I've been able to meet a multitude of inspiring local creatives. The few months outside of the season I allow myself time in different environments. Some of those environments help cultivate a sense of my own creativity and a desire to capture these moments of discovery through photographs."
10 Questions with Jaxtaposition
What is Jaxtaposition and how was the idea first conceived?
Jaxtaposition is designed to utilize public space that would traditionally be reserved for advertisements by transforming billboards into a platform to exhibit local art. The idea was first conceived with the thought that Jared (Odrick) would display a "happy holidays" message to Jacksonville, which would include a holiday themed photo shoot.
Through discussing the idea further and we realized that we had an opportunity to do something more culturally relevant. The concept came fully into view after we decided to reserve the space to exhibit the work of local artists. The billboards would allow artists to showcase their work to viewers who otherwise may not have the opportunity to see it.
Who is responsible for Jaxtaposition and and what are their individual backgrouns?
Jared Odrick, a Defensive End for the Jacksonville Jaguars is the creator of the project. Jared's interest in the arts is leading him down a path of experimentation with different mediums including Jaxtaposition and other endeavors.
Jenna Sparrow is a current student at the University of North Florida. Jenna is majoring in Fine Art and Art History, with an interest in curatorial practices. Her role in this exhibit is Curator.
Everett Sullivan is a Cinematographer. Everett currently works as the Director of Photography for the Jacksonville Jaguars. He also serves as a Curator for this exhibit.
How is Jaxtaposition being funded?
The project is currently self-supported, specifically through the efforts of Jared Odrick. Over the past few months Jared has invested in multiple creative projects, Jaxtaposition being one of these. Future efforts have the potential to be funded through outside investors. We are also reviewing grant opportunities as a possible source of funding.
What do you aim to accomplish through this project and are there any metrics in place to gauge the project's success?
We understand that using a traditionally commercial space to promote art may be a new concept for some individuals. We view the conceptualion and production of the exhibit itself as a success. We believe this to be true for for both ourselves and the artist whose work is featured. #JAXTAPOSITION is printed on each billboard. We are using that as a means to measure engagement through social media.
What artists are being featured as part of this showcase and where are the billboards located?
Carl Rosen (Instagram: carlitorosen)
Jared Odrick (Instagram: maxbaer75)
Jesse Brantman (Instagram: jessebrantman)
Jordan Mixson (Instagram: the_sockateur)
Malcom Jackson (Instagram: malcjax)
What about the work of the artists selected spoke to those behind Jaxtaposition?
We felt that the works of these artists were visually striking and encompass the flavor of Jacksonville. Some of the images are shot here locally, while others are of distant locations. All of the artists who are showcased call this area home.
The photographs were chosen out of a larger group. Selections were based on an image's aesthetic appeal and holding power in areas of fast paced traffic.
Can you describe the sense of accomplishment you all felt after the first billboard went up?
The morning the billboards went up we immediately felt that we had succeed, based purely on the fact that we had an abstract idea and followed it through. The first billboard we saw was one that shared a space with another advertisement. The difference between these two images immediately confirmed our choice in name, Jaxtaposition.
What have you learned about yourselves and Jacksonville's creative community as a result of this project?
Quite a lot actually. We have realized that residents Jacksonville are at least somewhat cut-off from certain areas of the city outside of where they live and work. Whether it is our daily commute or areas we prefer to frequent, many Jacksonville residents don't explore neighborhoods far outside of their own. This exhibit gives people a chance to explore different aspects of the community in which we live. The entire project has been a growing process for the three of us as a team. From what this began as, and how it has ended up, we are all pleased with the collective outcome.
Are there plans to continue highlighting the talents of Jacksonville artists after the conclusion of this four-week initiative?
We think that it is safe to say that this exhibit has inspired us. We have not made any concrete plans at the moment but there are always possibilities for continuation and growth.
How can individuals learn more about the project and the artists involved?
Social media and the billboards themselves are our two main forms of promotion and engagement. The two platforms work together as the gallery space and advertising of our concept. We created a hashtag for social media, which is printed on the billboards. The hashtag is being used via instagram for promotional purposes.