Ben Croll The ongoing and ever-growing need to connect accomplished artistic works with sophisticated viewers has given rise to a new and altogether idiosyncratic new post within the XR ecosystem – the impact producer. Rather than chase after indiscriminate revenue, the impact producer focuses on audience returns; rather than aiming for the largest possible public, the impact producer targets the right one. “An impact producer is more focused on a mobilization strategy, which works in tandem with a distribution,” says creative strategist (and impact producer) Michaela Ternasky-Holland. ”We’re driven by our specific, targeted audience,” she continues. “Are we trying to reach the university students, politicians, or grassroots activists? Are we trying to [encourage] a policy decision, are we trying to mobilize around an event and raise awareness about an issue? And because we hold this mobilization strategy, we also [oversee] the digital experience of the project.”