business models for digital art – some thoughts

Most photographers work freelance – see MEAA recommended rates of pay – around $220 per hour.

See http://www.alliance.org.au/award-summaries/view-document/freelance-rates

and MEAA http://www.alliance.org.au/

The economy for artworks is often driven by scarcity – a single unique object.

But how is value derived for ‘The work of art in the age of mechanical (and digital) reproduction’?

Photographers will often ‘edition’ their works in a similar way to prints (eg 1/5)

and there is an emerging market for video art
http://www.loveart.com/wp/projects/
http://shermangalleries.sherman-scaf.org.au/artists/index.asp.html

eg Bill Viola works via a licence to exhibit. for example, the NGV purchased one of three licenses worldwide to exhibit ‘Ocean Without Shore’

It is reputed to have cost them “a lot more than a million dollars” http://www.theage.com.au/news/entertainment/arts/arts-reviews/bill-viola-ocean-without-a-shore/2009/03/05/1235842563670.html

The business models that you will end up using may not exist yet.

For example, the business model for internet music streaming is quite new. Eg, Spotify http://www.bbc.co.uk/news/business-22064353
Previous business models for music were the CD and record – an object/structure for storing the sound recording. Then iTunes to won the file, now licensing.

Similarly, there have been some proposals for emerging businesses to license digital visual artworks – the client pays a license fee to stream digital artworks on their screens

In some sense, it is not that different to the licensing arrangements offered by Photography agencies, eg Getty Images http://www.gettyimages.com.au/corporate/licenseinfo.aspx

What can you discern of the business model embedded in Rafael Rozendaal’s practice?

http://thecreatorsproject.vice.com/rafa%C3%ABl-rozendaal/rafael-rozendaal

 

Sano, M 2013, ‘Cashed-up avatars pay out in real life’, ArtsHub 17 May¬†http://www.artshub.com.au/news-article/features/arts/cashed-up-avatars-pay-out-in-real-life-195387

Screen Shot 2014-04-27 at 6.41.54 AM

http://online.wsj.com/news/articles/SB10001424052702303376904579135850288529912

Screen Shot 2014-04-27 at 6.45.46 AM

 

The business models that you will end up using may not exist yet.

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