The Independent Media Arts Alliance (IMAA) is a member-driven non-profit national organization working to advance and strengthen the media arts community in Canada. Representing over 80 independent film, video, audio, and new media production, distribution, and exhibition organizations in all parts of the country, the IMAA serves over 12,000 independent media artists and cultural workers.
"The term media art is understood to apply to all forms of time-related art works which are created by recording sound or visual images. Time-related art works include works in the fields of sound, video and computer art, both installations and internet projects, and single channel works. Single channel works are video works that are shown by projection, or on a monitor screen." Definition by Peter Sandmark
our action plan 2011-2014
Creating Possibilities: How We Achieve Our Mission
imaa is an innovative, dynamic, inclusive, supportive and
respectful organization. We encourage sharing the knowledge, excitement
and passion of independent media artists in all their diversity as they
engage with audiences, large or small, general or specific. We
facilitate the creation of opportunities for artists in all mediums to
work together if they want, when they want. We also create spaces for
leaders and administrators in media arts organizations to celebrate our
Robust advocacy is a central focus of our efforts. We are always poised
to mobilize, advocate and propagate independent media arts in all its
forms. We educate the public – using familiar language, and the language
of governments and other funders – about the value and impact of
independent production as a mirror that reflects, challenges and leads
to greater understanding of the world.
An umbrella organization, we connect with media arts organizations
across Canada and the world. We provide a communications hub on issues
of importance to our member organizations and independent media artists.
We foster specialized knowledge sharing according to members’ global
and diverse needs, supporting them in becoming more professional
organizations. We analyze and learn from our experiences, and build an
understanding of our legacy and history. We rely on and support a secure
and confident staff.
Through all of our efforts, we support and promote independent media
artists and cultural workers in reaching their highest levels of
professional national and international achievement by innovation and
inspiring social change.
DEVELOPING THE ACTION PLAN
In June 2011, the outgoing and incoming members of the imaa Board and imaa
staff met to begin a strategic planning process. In a day-long session
filled with sharing and laughter, experiences in successful
organizations were explored, and success factors and hopes for the
future of IMAA were generated. These conversations led to development of
possibility statements for how the imaa can achieve its mission;
the thoughtful results were integrated into the Creating Possibilities:
How We Achieve Our Mission section above.
The key activity areas that the imaa will emphasize in the coming years are:
The final part of the strategic planning day was to begin to develop priorities and action plans for making the imaa
strategic plan come alive. Key activity areas and important tasks were
identified, and individual Board members volunteered to participate in
developing and accomplishing these strategic activities.
Following the strategic planning day, the ideas from the June 2011
Members Open Forum were integrated into the key activity areas,
committees were established or enhanced that would take on the
responsibility of each activity area, and the committees met to
establish action plans for the next few years. The priority activities
were also refined to address the changing environment and context for
arts organizations in Canada.
As time and resources allow, other activities important to imaa and its members will be pursued:
National Media Arts Conference
Here is the Action Plan Outline 2011-14 for the imaa.
To join a committee or to learn more about our activities, please
contact Jennifer Dorner, National Director at or (514)