Technology as a Disruption Tool in Art – Observer

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History shows us that artists have always sought out new art forms and unconventional media and that art and technology have worked and evolved side by side. Technology has become a pillar of our society and has also been influencing and changing the way we create, appreciate and perceive art. More and more artists are using technology to create, edit and promote their work, as well as to build connections with other artists and communities. But it’s not just artists who are using technology in innovative and unexpected ways, the public itself, museums and galleries are also doing it, thus contributing to a digital transformation never seen before.

From the perspective of art creation processes, the integration of technologies such as digital editing and 3D printing are among the first examples that come to mind. However, artificial intelligence and augmented reality are playing a leading role in this change and there are already artists using these tools in their art, in order to provide unique experiences to their audience. An excellent example was the exhibition Machine Womanby artist Katia Wille, who combined artificial intelligence with her works, in order to provide different experiences for each participant.

With regard to museums and exhibition spaces, the integration of technology in order to improve the visitor’s experience has also been disruptive and it is increasingly common to integrate technologies such as video g, augmented reality and/or virtual reality in physical spaces, making the experience of seeing an exhibition much more “holistic” and complete.

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In a globalized and increasingly technological society, it has become crucial for museums and galleries to have their collections accessible online. But in addition to that, specialized and targeted platforms have emerged, such as Artsy, Sigulart, Minted or Arfinder that have brought transparency and equity to the art market and actively contribute to the way art is seen, shared, consumed and subsequently sold as well. has changed, making it much more accessible.

Also the platforms crowdfunding like the kickstarter or indiegogo have played a leading role in this democratization of access to art. Using these platforms, artists assume an independent role, where they are also able to promote themselves and simultaneously sell their pieces online directly to their final consumer, without needing any kind of intermediary, agent or gallery.

Traditionally, artists would go to a gallery with their portfolio and the gallery would decide if the work is good enough to exhibit. Now, they go to the internet, both to display their work and also to sell it.

In a 2014 report, the Fine Arts Expert Institute (FAEI) found that more than 50% of the artworks examined were counterfeit or not attributed to the correct artist. the rise of blockchain, more specifically the NTF, have assumed an increasingly important role in the world of art commercialization, especially with regard to validating the authenticity of the pieces. The NFT works as an unforgeable digital certificate of authenticity, which can help resolve the issue of art forgery. Furthermore, due to the total traceability associated with NFTs, it is possible to identify all elements of the chain, from the creator of the work to the last owner, in each transaction. The artist decides the amount of copyright and, as it is possible to know the complete history of the NFT, each time there is a transfer of ownership, the artists receive their share.

The way Art has integrated technology to dare, overcome limits and define new meanings that are changing the way we think and feel has been an example to remember. Of course, with so many new tools and techniques, qualifying a work will always be a challenge, but the important thing will always be the experience that the artist delivers to the public.

Sofia Ferreira is an eCommerce Manager and has been working in the digital ecosystem since 2007. She has worked in several companies, such as Sonae, Salsa and Claus Porto and has also worked in Angola. Recently, she decided to do what she would never do: be an entrepreneur.

The Observer joins the Portuguese Women in Tech community to give voice to the women who make up the Portuguese technological ecosystem. The article represents the author’s personal opinion framed in the values ​​of the community.

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