In late 2019 Madison Museum of Contemporary Art (MMoCA) began soliciting artists to participate in Chroma, the museum’s annual “immersive color experience,” a fundraising party scheduled for April 17. The museum was charging artists fees upwards of $25 - $125 to apply and $100 for installation help if selected for the event. Madison artists decided to speak out against the practice. Jamie Ho, Jennifer Bastian, and Jenie Gao co-organized a new movement, Equity for Artists, to respond to MMoCA and open a larger conversation about the exploitation of artists. Chroma is a ticketed event and revenue generator intended to diversify the museum’s audience. In a public letter to MMoCA, Equity for Artists pointed out that the museum was relying on artists’ free labor to support the museum, and that the community should boycott Chroma until the situation was rectified.