Spread the Nerd

Johanna Barnbeck, founder of "Spread the Nerd", makes research tangible. Her agency for science communication, founded in 2019, is organized as a network. Around 10 employees in Berlin and Amsterdam work on projects in multidisciplinary teams with clients throughout Europe. Her bachelor's degree at the University of Siegen and subsequent master's degree in Amsterdam shaped her path to becoming a creative consultant and artistic researcher.

How did you come up with the idea for "Spread the Nerd"?

I had already worked in the field of science communication for several years before founding the company and did the same thing I do today. In other words, I put together project-based teams and worked with universities and research institutions to make research tangible. The reason for the actual spin-off was quite pragmatic. I had previously presented myself as a brand, but then realized that my potential clients were more used to working with agencies on larger projects such as the development and implementation of communication strategies. That's why I set up the Spread the Nerd agency.

What is the idea behind "Spread the Nerd"?

We create innovative, contemporary science communication and format development and deal with the question: How do I, as a university or research institution, reach a target group in order not only to inform them about current research results, but also to interact with them and to perpetuate the exchange and interest?

The importance of our work has also been highlighted once again by the coronavirus. The more people have a basic understanding of fact-based research and scientific processes, the easier it is for information to be disseminated and heard.

We are considering various concepts on how research can be made tangible and experienced. This can take the form of animated videos, for example, or installations that you can touch and try out.

We work closely with the researchers and develop formats together with them that speak for their research and offer everyday points of contact.

What was the biggest challenge in setting up the company?

I knew what I wanted to do and how I wanted to do it right from the start. I also knew how Spread the Nerd would differ from other - usually more traditional - agencies and what we would stand for. The most challenging part was actually daring to do it. The cliché was that I had a business graduate in mind who also had the skills to venture into a start-up. I looked out for this person for a while in order to set up as a team and then realized that I could also take the step myself. I just had to learn the whole economic superstructure and worked my way through the start-up step by step.

What motivates you?

I simply love learning, that's my personal motivation. So I have built a job for myself in which I can simply keep learning. I get to work with top scientists who tell me about completely new research that has never been communicated before. I work with them in a creative yet focused way. This new and innovative approach always fascinates and inspires me.

What drives me socially is that I would like to make research more accessible through creative communication at eye level. I have observed that many people are afraid of contact because they think that they do not understand what is being researched - or that their research is not understood. This is often due to the technical language used and the lack of a communication strategy. By addressing the right target group, each person can find their own approach.

What are you responsible for at Spread the Nerd?

I work as a creative consultant for science. Together with the project partners, I develop the entire project and the formats. The implementation takes place in our team. Everyone has their own creative and technical expertise, which flows into the project in the right places. My part consists of strategy development, the conception of videos and artistic exhibits and the development of further training and creative workshops.

How did you find your way into the start-up?

I need to expand a little on this. Even during my LCMS studies at the University of Siegen, I liked the fact that many disciplines come together there. I learned early on how to make connections between different topics that were not directly related. Following my studies in Siegen, I studied cultural analysis in Amsterdam. This course was also very interdisciplinary. In my enthusiasm, I started to make art projects out of the topics I was studying. I photographed and filmed a lot and was always inspired to create a performance or installation on the topics. I then analyzed these and used them as a basis for further research, so that theory and practice related to each other. I realized that this area of artistic research suits me very well and that I have my own approach.

This ultimately laid the foundation for what I do today. The only difference is that Spread the Nerd is also about imparting knowledge. And that's where science communication comes in.

How did the name Spread the Nerd come about?

The name Spread the Nerd is intentionally tongue-in-cheek, as it expresses the way we work and understand science communication. Not always formal and serious, but approachable, relaxed and modern.

This portrait is based on an interview with Johanna Barnbeck in June 2021 and was written by Janice Gust.

 

Click here to view the homepage of the start-up.