I am Sarah Hromack, a digital strategist, cultural consultant, and writer based in New York City. I'm the founder and principal of Soft Labor, an independent consultancy that advises organizations, artists, and designers while serving as a bridge — strategic, creative, managerial — between orgs and studios.

Over the past twenty years, I have collaborated 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.

I have devised 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 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 trends in visual culture.