They joined up with Samantha Krukowski, an influential member of UT's communications department. The three of them swiftly settled on a subsection of contemporary art that used computers in some form, and coined the term Digital Art to describe it. They also agreed that the new organization should be a museum rather than a collective or a gallery, placing the emphasis on artistry and aesthetics rather than fashion and popularity. Thus the Austin Museum of Digital Art was founded in November 1997.