For the greater part of the 20th Century, companies that controlled the lion’s share of markets got there by joining partnerships and forming associations as a way to reduce transaction costs below market price, but recently the developed world experienced a shift in prevailing management theories. Technology can now enable workers to create professional networks and collaborate outside of big business. Labor has found more ways to work in the open market while businesses are getting smaller and working with a growing number of freelancers.

A professional website plays a significant role in the costs associated with marketing one’s skills and experience. The act of maintaining an online presence requires a constant negotiation between participation in a centralized network and internal growth by way of a personal website more representative of one's skill set and brand. Technical obsolescence and security play a big part in how much work goes into building a website. Sometimes it can contribute to your sense of comfort and wellbeing, but sometimes it can be unhealthy.

Content management systems (frequently abbreviated as CMS) are built on a database wherein the layout of a site can be manipulated independently from its content. Using software formerly available only to corporations that could afford it, sites built using CMS are now proliferated by volunteer programmers. The ubiquity of CMS has given rise to the template industry, which, fueled by ad revenue, makes it viable for unsupported templates to be downloaded and integrated.

The dynamic nature of the technology supply chain can result in sites becoming unsupported across browser platforms and vulnerable to being infected by malicious attacks. The more shortcuts that go into making a site look professional the more chances exist for it's form to be compromised. The result is beautiful. I can only compare it to gardening. The wild can take over fast. The goal is to help it achieve the majesty of an ancient forest, with a canopy and an understory and vista from which to gaze.

Joel Holmberg (b. 1982 in Bethesda, MD) lives and works in New York, NY. He has previously exhibited at Cleopatra’s, Brooklyn, NY; Foxy Production, New York, NY; Ullens Center for Contemporary Art, Beijing, CN; New Museum, New York, NY; Outpost, Norwich, UK; The Museum of the Moving Image, New York, NY; The 9th Shanghai Biennale, Shanghai, CN, W139 in Amsterdam, NL, The Sundance Film Festival, Park City, UT, Espace Gantner, Belfort, FR, and Kettles Yard, Cambridge, UK. His most recent solo exhibition was the inaugural exhibition at Harmony Murphy Gallery, Los Angeles, CA. He is a member of the web based collective Nasty Nets and studied at Virginia Commonwealth University, Richmond, VA and Yale University, New Haven, CT.