For artists, NFTs are the equivalent of crypto-primed bank disintermediation.
Disintermediation is the reduction or disappearance of intermediaries in a market. This is what cryptocurrencies have started to do in the banking sector. NFTs, these digital entities, each with their own unique identity, engraved forever on the blockchain, do the same in the art world.
NFTs make it possible to distribute digital artworks without going through many intermediaries. Take the example of music. To publish a song, a singer or songwriter had to go through many people and processes. Among them, especially record companies, who not only had the power to validate or not the artist’s work, to modify it before perhaps launching it in front of an audience. But also to retain the copyright of the works, for a lump sum to the artist; or to entrust him with his rights by giving him royalties. In both cases, the artist received a much lower share of the proceeds than the company.
Many sales were needed for this to become a stable income for the artist.
Today, blockchain technology makes it possible to publish a song or music in the form of NFT without having the approval of a music company, and with a better remuneration of the artist for each sale. Thus, the artist needs fewer sales to achieve a similar income, and the only judge of his work is the final consumer. This gives much more freedom to the artist. Since there is a need to reach fewer different people, we can claim a more unique style. There is less need to be “mainstream”.
This reduction of intermediaries also makes it possible to be in more direct contact with its public.
This technology also protects the artist from having his works taken away. Let’s remember the affair between singer Kesha and her producer Dr. Luke. When the American accused the “hit-maker” of raping her, she was deprived of the opportunity to use the musical repertoire she was known for. In fact, it was precisely Dr. Luke, his producer who had all the rights to the said songs. With blockchain, the connection between the artist and his work is forever inscribed in the blockchain.
The visual arts are the ones that have made the most noise in the non-fungible token sector. NFT platforms do more than bring art lovers and artists together. They allow them to stay connected to their works. Which was not the case before.
A painter who sells his paintings at low prices to pay his bills while he is not yet famous will not be able to make money from reselling them if their prices rise.
Worse than that, in previous centuries many artists never profited from the success that their works had. One naturally thinks of Monet, Gauguin or Vermeer, but let’s take the example of Vincent Van Gogh, a painter of passion but a worker to fulfill his needs. He died in 1890 in poverty. 40 years later, his paintings were exhibited at MoMA in New York. They attracted 120,000 people in the 1930s. His work, “Portrait of Doctor Gachet” reached the sales record of $82.5 million in 1990. Neither he nor his family could benefit from the success of his work. Blockchain makes it possible to overcome all these problems by maintaining the connection between the artist and his works of art. Every time a work, in the form of NFT, is sold and resold on the blockchain, the artist can earn a small percentage from it. Thus the artist continues to be rewarded as his works gain fame. It is known that some NFTs, besides the love of art, were bought as an investment. Now, art dealers, collectors and investors are no longer the only ones who can profit from the resale of artists’ creations.
My collection of NFTs
This freedom and this immediacy between the artist and the public also pushed me to enter the sector.
I was able to release my first NFT collection in collaboration with French model Thibaut Morel. As a fashion photographer, I work for clothing brands or magazines, but not always to express my own style to the end. The goal is to serve these intermediaries. This series of images, conceived between art photography and fashion editorial, does not present any clothes or accessories for sale. It does not serve a specific brand or magazine, but only an idea. An idea that starts with a pun.
The name of the collection is “Man Of Style”. The model, Thibaut, painted in silver looks like a man of steel (steel in English), but he is also a model, a fashion professional, he has a look, a style of his own. “Style”, in French, is pronounced almost like “Steel” (steel in English) and the principle is to show that a man can be both strong and stylish. Both a man of steel and a man of style, interested in fashion. He almost had to be strong and hard as steel to assert his style.
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