Digital Artists: What Media Owners Should Learn From These Creatives

Digital Art

You may not expect the most talented artists of the 21st Century having trouble earning the respect of their more traditionally defined fine arts predecessors, or more importantly earning a living. But these aren’t just artists, these are digital artists like Evan Roth. Evan is the creator of “Cache Rules Everything Around Me” (watch below) and more than 200 other pieces that can be found online. Like digital media owners, Evan suffers from being on the wrong side of the law of scarcity.

Cache Rules Everything Around Me from Evan Roth on Vimeo.

In economic theory, scarcity is simply a function of supply and demand. The less there is of something, the more valuable it is likely to be. It is no secret there is a surplus of digital media owners, ad networks, exchanges, inventory, and the like.  Without indulging in another helping of the dreadful Digital Media Lumascape, let’s just be honest and all admit we can do much better.

Whether an individual or a corporation, influence is always sourced from scarcity and value.  This is why positioning the value of your offering, your reputation and experience, audience size and audience influence, unique point of view, vision of the future, agility, adaptability, and ability to innovate are all essential. This is particularly relevant for digital media owners to understand; those in mobile specifically. Absolute statements about first-to-market opportunities, specific points of differentiation; anything under your control which is scarce or proprietary exponentially increases your ability to influence.

Digital media companies operate on a cutthroat battlefield where short money thinking and denigrating each other in an effort to reach this quarter’s revenue target is beyond commonplace.  Many of them have lost sight of what this business of advertising and media is all about — people, value, and unique ideas that solve problems for advertisers.This is not breaking news to Digital Artists and  Net Art Enthusiast communities. Artist collectives within every category have been a staple of the culture since day zero.

A recent trend shows an extension of this support to communities of Digital Art collectors. One such example is the SUPER MODERN ART MUSEUM, or SPAMM — an online community of collectors who have assembled and curated the works of Digital Artists to increase exposure and give this category of art its due credit. Art is selected entirely from content found on the Web. Once an artist has been found, SPAMM gives them an online gallery for more visibility.

Two Digital Art enthusiasts are behind this particular effort, and they have used the tools offered freely by the Web to create an online connected and collaborative museum.  In many ways these two unique attributes represent those of an entire generation who has grown up with the Internet.

Michaël Borras and Thomas Cheneseau are the men behind SPAMM, and they believe traditional museums do not give enough credit to works from Digital. Digital Art galleries are becoming more commonplace. Others include fa-g.org, gli.tc and Bubblebyte.org.  The business model you ask?  Perhaps Bubblebyte’s home page says it best:

bubblebyte.org is an online gallery showcasing works engaging with the digital space and stressing the multiple possibilities of the media. bubblebyte.org is container, artist and gallery (2011 – 2013)

bubblebyte.org specialises in integrating artwork within the fabric of already functioning websites through commissions and curated take-overs. (2013 – )

 

Jason Newport

Jason Newport is an accomplished mobile, digital, social and youth marketing subject matter expert. He is Head of Mobile Strategy for Aegis Media. In 2013, Business Insider named him one of the Top 30 Most Creative People in Mobile Advertising.

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