Digital art is transforming the art industry and how is social media helping the art landscape


Advanced digital technology has completely changed the art world. He pushed the boundaries of people’s perception and understanding of art. With the proliferation of the Internet, artists and patrons understand the vast possibilities of the virtual global network. Technology has helped artists make their works more accessible to international audiences. A number of digital artists use cutting-edge technology to create memorable installations and artwork. Here we chat with two artists about digital art and how social media is helping the industry.

How do you see the growing popularity of digital art in the art industry in India?

The Indian art world has seen an explosion of artists branching out into different forms of digital art. “Many artists who have worked primarily with graphic design are now creating unique works sold online as NFTs, and the idea of ​​what constitutes ‘art’ is being challenged. It is no longer just about the physical technique of fine art, but about the vision and increased exclusivity that digital art offers. The younger generation is keen to follow the trend and buy original and different interpretations of what has always been art,” says Sanjana Shah, Creative Director, Tao Art Gallery. Galleries and collectors are more open to this, and we see artists having the freedom to create more in this limitless medium.

“The use of digital tools and technology in art is a natural progression and it will only increase in India as well as elsewhere. While in the beginning it was about using technology to help or innovate on existing forms and mediums, today we are at a place where digital art has moved “beyond the frame” and in the realm of immersive audio-visual and spatial experiences,” says Rahul Singh Yadav, Co-Founder and Chief Curator – Floating Canvas Company.

What are the new forms of digital art?

At one end of the spectrum we have illustrations, sketches, doodles and paintings that use digital tools and technology to varying degrees. “At the other end, we have multidisciplinary artists and practitioners who mix images, videos, light, sound, spaces and codes to create dynamic, interactive and immersive experiences. These can take the form of events, installations, screenings and engagements in physical or virtual spaces like the metaverse,” adds Yadav.

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The potential is limitless, from creating traditional visuals using digital painting to combining media like photography and digital art. “AI-created digital art is also something that is now at the forefront of the art world. Many museum collections now have their exclusive NFTs where you can exclusively own something that has its physical equivalent in a prestigious museum. The idea of ​​ownership of art has evolved and people don’t care so much about the touch as much as the idea,” Shah adds. The digital installation art that is projected on the gallery walls is another interesting type.

Do you think brand collaboration with digital artists is on the rise and giving a boost to the art industry in India?

As consumer behavior evolves and time spent on digital and social media increases, brands will increasingly seek to create engagements and experiences tailored to digital media and virtual spaces. This trend was already on the rise in recent years but has been accelerated exponentially by the pandemic. “From virtual fashion shows and art exhibitions to product launches and NFT drops, brands have definitely stepped up their collaboration with digital creators and it’s only going to grow. Besides the financial agency, what these collaborations also offer digital artists and creators, it’s a chance to expose their work to a much wider audience,” Yadav believes.

Most galleries and platforms now promote digital artists, and there are even more residencies for this type of art. “Galleries need to evolve and support this movement to stay relevant and continue to promote art as it is perceived today. Many big brands like Nike and Coca Cola channeled this NFT craze into their collaborations to release brand-exclusive digital artwork NFTs. The added value of the brand name, as well as the art, is a huge selling point in attracting loyal fans,” Shah believes.

How does social media contribute to the digital art landscape?

Social media is essential for the promotion of digital art. It allows people to see the work of artists first hand, and since it is a digital medium, the visuals are on point compared to photographs of fine art paintings. “Since most digital artists started out as digital content creators, they now have a large following on social media because of the visual narrative they have developed over the years. This gives them an advantage in terms of audience and popularity. It helps them showcase their works in a near-digital gallery space and reduces the need for middlemen,” says Shah.

What are the most widely accepted digital art techniques?

Digital art is an ever-changing landscape with new tools and techniques emerging almost daily. “While software tools to assist with drawing, illustration, and photo effects are already widely used, the adoption of tools related to video and animation is also becoming more common. Software that assists to the creation of 3D objects and spaces is something that has definitely taken off in recent times and is gaining traction.Its applications range from creating abstract and generative art to hyperrealistic video game environments and virtual spaces” , notes Yadav.

However, Shah believes that digitally created art that emulates the techniques of oil or acrylic painting and photography is the most popularly accepted today. People know both, and they still adhere to the traditional idea of ​​visual aesthetics. Indian audiences, in particular, still envision a comfortable transition to this unfamiliar terrain, and digital art that still soothes the relatively traditional aesthetic works well. Thus, 2D and 3D digital paintings are digitally created but still physically tangible. Is it generally harder to sell something just by seeing it virtually, it’s important to have a physical interpretation of that visual so people can feel better connected.

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