Digital Art has been at the forefront of the new media revolution in the art world since the 1970s. From Nam Jun Paik to Christian Marclay, artists have chosen to work hand in hand with technology and science time and again. Digital art allows the artist to give their viewers a unique experience every single time due to its innovative nature, which is probably why it is becoming more and more popular every day.
But with its growing demand and popularity, a number of logical and relevant questions are being asked by collectors and businesses alike – How can you collect digital art? How do you buy it? Does the fact that it can be duplicated make it difficult to ‘collect’? Can you have a digital art collection? Like Amy Cappellazzo, a Christie’s contemporary art expert once said, “collectors get confused and concerned about things that plug in.”
The term ‘digital art’ defines all the works of art that involve the use of digital technology or electronic systems as an essential part of the artistic process, presentation method or both. Works that are purely computer generated like videos and digital graphics as well as works that are only created using digital technologies like photographs and computer illustrations, all come under the digital art umbrella. In a more general sense, digital art is the form of contemporary art that engages a computing process or digital interference and can be mass produced.
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However, it is important to note the difference between digital art and new media. Simply put, new media is a much wider category of contemporary works that includes all non-conventional works of art, i.e. works that do not employ traditional methods like painting and sculpture but instead are created using progressive and alternative modern technologies like 3D printing, biotechnology, and interactive art. Therefore, all digital art comes under new media but all new media works are not digital.
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Digital art, as such is a very wide term, especially in regards to the contemporary art scene today. We have decided to club the several different types under three basic categories in order to make it easier for our readers and budding art collectors.
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Photographs, Digital Prints, and Digital Illustrations all come under this type of digital art. These artworks employ a digital instrument, a computer, or a computer program in the creation process but the final outcome remains two-dimensional. A photograph, for example, is taken with a digital camera. The artist then works on it using a computer software like Photoshop. Finally, he or she prints it on a two-dimensional medium which can be framed just like a painting. So, essentially, the digital aspect is present only in the creative process or production but not in the presentation.
Video and Digital Interactive Art would be the best examples to explain this digital art category. These works are created using digital technologies and are also displayed in a similar manner. A video installation for instance, involves digital tools in both the creative process and the final display. The artist collects the raw clippings and then digitally compiles them together in the desired sequence. The resulting film, however, cannot be printed or displayed in a two-dimensional capacity. It has to be displayed on a screen or with the help of a projection instrument.
The third category and perhaps a comparatively uncommon one, comprises of art that is only presented using digital tools. The installation titled,
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By American artist, Addie Wagenknecht, can be used to illustrate this type of digital artwork. The work is essentially a chandelier-like structure made up of CCTVs. The creative process mainly included concept development and ideation in this case. The artist did not create the CCTVs. The final presentation, however, had an evident digital component.
These three categories encompass all art that is digital. Although, a broad classification, this kind of grouping will help you to fully understand why collecting digital art is becoming popular and how you should go about it.
As the number of screens around us multiplied and virtual reality took over, it was only natural that the art world also evolved with the changing times and trends. Today, digital photography and video art are present in every gallery and on every social media platform. However, considering that the first digital works of art showed up in galleries and museums in the 1970s, the art market was a little slow to catch on. Perhaps, the reason for this was the issue of mass production or the hassle of acquiring proper equipment. Nonetheless, we overcame that initial hesitation eventually and today, almost 10% of the total art collectors globally are solely digital art collectors.
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Richard and Pamela Kramlich, one of the first few digital art collectors, who started collecting art in the 1980s and now have a collection of over 60 video installations, believe that video art is the art of our time. “It’s become a second language to an entire new generation of artists, ” said Pamela in an interview with Artnet.
Richard and Pamela Kramlich, one of the first few digital art collectors, who started collecting art in the 1980s and now have a collection of over 60 video installations, believe that video art is the art of our time. “It’s become a second language to an entire new generation of artists, ” said Pamela in an interview with Artnet. As an art collector, one of your main priority should be keeping up with the art market and investing wisely. Digital art is the latest trend and has been for quite a while and that is exactly why you, as an emerging art collector, should be exploring this fascinating area of technology and creativity.
Now that the idea of buying a video installation or a digital print appeals to you, the next step is to understand the procedure of acquiring it. We discussed the different types of digital art earlier in the article. Out of the three, digitally produced art is fairly simple to collect. The process is the same as any other traditional work of art. You can acquire a work from a gallery or deal directly with the artist.
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Things start to get tricky when digitally presented as well as digitally produced and presented works come into the picture. Often, people associate apprehensions like lack of equipment, piracy, and obsolescence with these kind of works. However, it is not as complicated as it sounds. Usually, with the advent of high-definition technologies into the market, the hardware required for digitally presented works is easily available and affordable. When it comes to piracy and obsolescence, limited editions and the adaptable nature of technology offer suitable solutions to these issues. According to Robert Bielecki, a New York based digital art collector, “While it’s technically possible to pirate video art (particularly art created in the digital age), it’s rare and I’ve never personally encountered it.” In an interview with Artsy, he also mentions that collectors who have spent thousands of dollars tend to zealously protect their collection.
The best and the worst quality of video art and digital installations is the viewing time. A work like this will compel you to sit through the entire duration and direct all your attention to it. It is definitely not something you fall in love with on first sight. You need to spend time on it to really understand it and if you plan to buy it, you need to make sure that it is something you will enjoy watching again and again.
Needless to say, digital works often require very specific equipment for presentation. Make sure to talk about all the details with the artist or the gallerist at length. You need to understand the procedure and the requirements well before you make your final decision.
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Digital art, in general, can be mass produced. In order to make it a collectible commodity, artists usually decide on a set number of editions for each work. The more limited the edition is, the higher the price. You should always discuss these details thoroughly and make sure you have the number in writing, either on the proof of purchase or certificate of authenticity. This point is valid for all three categories of digital art.
You should also make sure to enquire about the format of the work, if it is a video. Due to the constant growth of digital technology, it is better to purchase a work that would either not be modified with advanced equipment or can be migrated to higher and more sophisticated formats in the future. Doing some basic research beforehand is always a good idea.
Don’t hesitate to ask questions. Even though video and digital art comes under the category of ‘collectibles’ now, it was a slow and confusing process. It is okay to have queries regarding equipment or even the context of the work.
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As Robert D. Bielecki eloquently put it, “Buy what you love and you’ll never make a mistake. Trust your instincts. Exercise
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