Street Art and Secret Parties - QR Codes in Underground Culture
QR Codes Hidden in Graffiti
In the world of street art, the technique of embedding QR codes in graffiti painted on walls has spread as smartphones have become widespread. At first glance it looks like nothing more than an abstract work of art, but when you hold a smartphone over it, the artist's portfolio site or the message behind the work is displayed. It is a new form of expression in street art that connects physical walls with digital space.
For anonymous street artists, typified by Banksy, QR codes can also function as a means of "proving that a work is their own while maintaining anonymity." A system in which a QR code is painted next to the work and an encrypted signature is displayed when it is scanned is a way to guarantee the authenticity of a work without leaving a physical signature.
However, it goes without saying that the act of painting graffiti on public walls is itself illegal in many countries. Regardless of whether a QR code is involved, unauthorized graffiti may be prosecuted as the crime of property damage. There are a growing number of examples of QR codes being used on walls designated by local governments and at art festival venues as legal spaces for street art.
Entry Authentication for Invitation-Only Parties
In the club scene and at underground music events, QR codes are used for entry authentication at invitation-only parties. It is a system in which the organizer sends an individual QR code to each invitee, and the code is scanned at the entrance to verify identity. Unlike paper tickets or guest lists, QR codes are easy to forward and copy, so it is also possible for an invitee to forward a QR code to a friend and bring a "+1."
On the other hand, this ease of forwarding is also a risk for organizers. To prevent problems such as uninvited people getting in or more people than the capacity showing up, measures are taken such as limiting QR codes to "valid for one use only" or matching them against a face photo at the time of scanning.
In the club scenes of Berlin, London, Tokyo, and elsewhere, "secret parties" can be found in which QR codes are distributed through SNS direct messages. The location is not revealed until just before the event, and the venue's address is only displayed once you scan the QR code. This "secrecy" itself is a device that raises the value of the event and strengthens the participants' sense of belonging.
Guerrilla Marketing and QR Codes
Guerrilla marketing is a marketing technique that approaches consumers in unexpected places and ways rather than through conventional advertising methods. QR codes are a tool that is an extremely good match for this kind of guerrilla marketing.
Manhole covers on sidewalks, the backs of park benches, elevator ceilings, the backs of restroom stall doors. The technique of placing QR codes in everyday spots where people think "No way, in a place like this?" and leading those who scan them out of curiosity to a campaign page can produce a strong viral effect at low cost. This is because the surprise of "There was a QR code in a place like this!" gets shared on SNS, causing secondary spread.
In film promotion, ARG (alternate reality game) style promotions, in which mysterious QR codes are scattered around town and fragments of the movie's trailer are displayed when they are scanned, are said to be effective. The ARG campaign rolled out before the release of The Dark Knight (2008) did not use QR codes, but similar techniques have been updated in a modern way using QR codes.
Political Messages and Protests
QR codes are also used as a means of spreading political messages. In countries with strict censorship, printing information critical of the government directly in printed materials is high risk, but a QR code looks like nothing more than a harmless pattern at first glance.
During the 2019 protests in Hong Kong, it has been reported that participants used the short-range sharing feature of smartphones to distribute QR codes that led to information from the standpoint of opposing the bill to amend the ordinance. Even if one channel is blocked, the spread of information can continue simply by redistributing the same QR code through another channel.
This use takes advantage of the QR code's characteristic that "you cannot tell the content from its appearance." With text or images you can judge the content at a glance, but with a QR code you cannot know what is stored in it unless you scan it. This "opacity" has a dual nature: in environments where freedom of expression is restricted it functions as a means of spreading information, while on the other hand it can also become a means of hiding malicious links.
The Complicity Between Counterculture and Technology
Underground culture has always been quick to adopt new technologies and has invented its own ways of using them. Just as cassette tapes made self-produced punk rock possible, the internet built the information network of rave culture, and cryptocurrency supported the economy of the dark web, QR codes too are undergoing their own evolution in contexts different from the mainstream.
One of the reasons QR codes were embraced by underground culture lies in their "democratic nature." Generating them is free, printing them can be done anywhere, and reading them is possible with anyone's smartphone. No special equipment, skills, or money are needed. This overwhelmingly low barrier to entry is what ties grassroots cultural activities and QR codes together.