How digital art rental and blockchain intersect

Making use of corporate lobby screens and trends in NFTs and blockchain technology, a new video art rental scheme offers artists fresh opportunities.
Digital art in corporate lobby, by Art Pharmacy

Many artists working today in digital media/video art are faced with the reality that it is not the easiest medium to place from a commercial perspective. Sure, video installations can be wonderfully engaging and immersive for viewers in a gallery or exhibition environment, but how often do they translate into a purchase outside the institution?

For artists, sales are necessary for survival, especially in a climate where arts funding continues to evaporate. That is why the new initiative, Sugar Glider Digital, offers a future for the medium. It is a commissioning/rental model for video artworks, delivered by Art Pharmacy using a subscription scheme and taking blockchain authenticity into account.

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Gina Fairley is ArtsHub's National Visual Arts Editor. For a decade she worked as a freelance writer and curator across Southeast Asia and was previously the Regional Contributing Editor for Hong Kong based magazines Asian Art News and World Sculpture News. Prior to writing she worked as an arts manager in America and Australia for 14 years, including the regional gallery, biennale and commercial sectors. She is based in Mittagong, regional NSW. Twitter: @ginafairley Instagram: fairleygina