Sarah Hromack photo
I'm Sarah Hromack, a digital and cultural strategist and writer who advises organizations, artists, and designers.
ABOUT ME
I am Sarah Hromack-Chan, founder and principal of Soft Labor, an independent consultancy that advises organizations, artists, and designers while serving as a collaborative bridge between orgs and people who make things.

Over the past twenty years, I have worked with countless artists, writers, designers, curators, technologists, and other cultural producers, as well as global technology leaders, on a wide variety of initiatives — everything from organizational, editorial, creative, and digital strategies to end-to-end design and development processes. While I love good ideas, these days I’m most interested in strategies and tactics — in practice a bit more than theory.

My POV as an advisor is informed by many years spent as a participant-observer of the organizational mind. I have devised creative, editorial, and operational strategies and lead in-house teams at the Pratt Institute, where I served as the founding Director of Digital Communications; the Whitney Museum of American Art, where I served as the founding Director of Digital Media; Project Projects (now, Wkshps) where I served as the studio’s digital strategist; and New York University’s Steinhardt School, Department of Art and Art Professions, where I taught MA students in the Visual Arts Administration program about the intersection of art and technology. I have lectured and critiqued widely.

I still believe in independent criticism and publishing, which I began engaging with in the 1990s as a teenage bedroom art blogger. My writing on art and design has been featured in Hyperallergic, Print, Frieze, Art in America, Mousse, Rhizome, and many other publications; it has also been supported by an Andy Warhol Foundation Arts Writers Grant. I currently publish Soft Labor, an occasional newsletter about visual culture that you are welcome to subscribe to.

I like to keep my hands dirty.

PROJECTS
For the past fifteen years or so, I’ve worked in and with a variety of institutions including Pratt Institute, Whitney Museum of America Art, and New York University.
Pratt Institute
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Whitney Museum of American Art
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Project Projects
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Pratt Institute
I was the founding Director of Digital Communications (2019-2023)
Pratt Institute
I was the founding Director of Digital Communications (2019-2023)
Whitney Museum of American Art
I was the founding Director of Digital Media (2009-2015)
New York University's Steinhardt School, Department of Art and Art Professions
I taught graduate students in the Visual Arts Administration program about the intersections between technology and arts organizations (2013-2018)
Lecturer
Independent Curators International, Rhode Island School of Design, School of Visual Arts, Maryland Institute College of Art, Parsons School of Design, SUNY Buffalo, Museum Computer Network, Museums and the Web, We Are Museums
Soft Labor
A newsletter about visual culture that focuses on trends as they emerge over the arc of time.
SELECT WRITING
My writing on art and design has been published in Frieze, Art in America, Mousse, Rhizome, and elsewhere in print and on the Internet; it has also been supported by an Andy Warhol Foundation Arts Writers Grant.
An Idea for Interview
2018 Frieze
A memorial op-ed on Interview Magazine (1969-2018), "an enduring symbol of downtown cool, even as downtown became Disney"
Narcissism in the Digital Age
2017 Frieze
A review of Kristen Dombek's "The Selfishness of Others: An Essay on the Fear of Narcissism"
Another ‘C’ Word: On Content and the (Techno) Curatorial2015 Red Hook Journal, Bard College
An essay on digital, linguistic, and curatorial intersectionality that begins with Raymond Williams's "Keywords" and ends at the NSA's XKEYSCORE
Soft Labor
A newsletter about visual culture that focuses on trends as they emerge over the arc of time.
SOME LABEL HERE
I have been fortunate enough to collaborate with many design studios and my favorites include Linked By Air, Project Projects (now Wkshps), and Upstatement. My writing on art and design has been published in Frieze, Art in America, Mousse, Rhizome, and elsewhere in print and on the Internet; it has also been supported by an Andy Warhol Foundation Arts Writers Grant.

I’m a Miyake and Moscot–wearing art mom, and proud of it. 
COLLABORATE

Get in touch. 

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