Locative Media & The City

I found the lecture by Erwin intersting and informative. From a standpoint of "Art as Business", there are some valuable concepts to be abstacted from this artist. He is obviously successful at what he does, and has garnered some "cool gigs" as a professional artist; city contracts and large expensive endeavors that have considerable budgets. Perhaps his success can be observed through some main elements of his work. He has a distinct and signature style that has branded him well. Signature style is important, versus having a vague and varied display of works that seem to not define the artist in a distinct way. You may argue that his work is too similar and seems like the same approach from installation to installation, but his signature technology and aesthetic approach is working. There is a power displayed in the scale of his projects. There seems to be nothing timid about his confidence to tackle some serious spaces. This engineering confidence i'm sure serves him well in dealing with munincipalities, corporations,etc.. whom are a lot more apt to deal with an artist that can execute their work well.
One aspect of his work I was a bit disappointed in was his treatment of sound or music, or lack there of. He has a strong background in music, I thought maybe he would have incorporated more of this in his work.. What were your thoughts of his work, and his approach to the business aspects of succeeding in the Art.