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.