Tag: Nam June Paik

As the world becomes increasingly digital and technologically integrated, it is harder than ever to draw clear boundaries between analog and digital experiences. Technology is now deeply woven into how we express, communicate, share and process information and ideas, making it nearly impossible to find contemporary art completely untouched by digital tools or platforms. Artists working in traditional media inevitably engage with the digital realm in some capacity—even if only as a platform for sharing or a source of inspiration for works created in more conventional formats.

For this reason, the term digital art can be confusing. Some interpret it broadly to include any work shaped by technology, while others reserve it for “digital-native” practices created entirely within the digital space.

To explore this evolving landscape, Observer spoke with Aleksandra Artamonovskaja, who has worked in the Web3 art space for nearly a decade and now serves as head of Arts at TriliTech, the team behind the Tezos Art Foundation. Artamonovskaja shared her perspective on the current state of digital art, its market and the broader ways technology and digital platforms are reshaping how art is produced and circulated.

“You have both professionals in the broader creative economy or artists whose works are exhibited in traditional institutions such as museums, falling into this category,” she tells Observer. Still, there are some defining parameters. “To me, digital art is a form that relies fundamentally on digital technology, not just the tools, but the medium itself, as the product or the process. Digital art allows experimentation across various areas, such as lighting, texture, movement and interactivity, that traditional media can’t always convey. It’s not just about using a screen as a canvas, but often reinventing what the idea of a ‘canvas’ even means.”

Tezos began actively engaging with the digital art world in 2021. Artists and collectors on NFT platforms like Hic et Nunc, Objkt, and fx(hash) adopted the blockchain for minting and selling works, quickly making it a hub for digital, generative and experimental art.

Established around the same time, the Tezos Foundation formalized its support for digital art soon after, launching major initiatives between late 2021 and early 2022. Since then, it has evolved into an artist-first hub within the Web3 ecosystem. Through high-profile partnerships with institutions like MoMA and Art Basel, it is positioning itself as a vital conduit for Web3 creativity.

Since Artamonovskaja was appointed head of arts at TriliTech in 2024, she has played a central role in ensuring that the Tezos ecosystem maintains an artist-first framework. Priorities like sustainability, affordability and inclusivity are amplified through programming that raises global awareness of digital art while empowering existing talent with meaningful opportunities for growth.

“Marketplaces on Tezos like objkt, along with high-profile partnerships with the Museum of the Moving Image, Serpentine, ArtScience Museum and others, help contextualise digital art within broader cultural landscapes,” Artamonovskaja says. She sees contextualization as fundamental to supporting the appreciation and institutionalization of a newly established field like digital art. “Our current programs also encompass a range of activities, including residencies, publications, and exhibitions, nurturing a creative environment that fosters artists’ career trajectories.” One major upcoming initiative she previewed is Tezos’ second participation at Paris Photo, in partnership with Paris-based Artverse gallery, where curator Grida Jang Hyewon will present a group booth featuring work by six artists who originate from, or are deeply shaped by, Asian cultures.

Fostering awareness of these tools and technologies is another key priority. “The Tezos Foundation has supported several educational projects, including WAC Lab, which taught professionals from cultural institutions about Blockchain best practices, as well as artist onboarding programs, such as Newtro, a program focusing on Latin American artists,” Artamonovskaja says. “Through these ongoing initiatives and upcoming projects, it’s no surprise that the Tezos ecosystem serves some of the most respected voices in the digital art space, including bitforms gallery, the Second Guess curatorial collective and the University of Applied Arts in Vienna.”

Just as importantly, Tezos has helped connect and map a decades-long history of relationships between artists and digital media, beginning with early net art and extending back to Nam June Paik’s pioneering inquiry into media and technology as a form of expression. As Artamonovskaja explains, the history of digital art runs from the algorithmic plotter works of Manfred Mohr and Vera Molnár, to Alan Rath’s kinetic sculptures fusing electronics with movement, to Paik’s groundbreaking video art, and to the browser-based experiments of 1990s net artists like Cory Arcangel and Olia Lialina. “Each era redefined what it meant to create and experience art in dialogue with new technologies, shifting from producing singular digital images to building works that exist natively within global networks. I’ve always been fascinated by how forward-thinking some of the artists were. Seeing Nam June Paik’s Electronic Superhighway in person, its glowing map of America alive with moving images, makes you reflect on how foretelling his vision was to today’s hyperconnected, media-saturated world.”

The Paintboxed Tezos World Tour paid tribute to this long history, spotlighting the heritage of the Quantel Paintbox—the legendary 1980s commercial computer designed for artists and famously used by David Hockney and Keith Haring. “The digital art we make today most certainly belongs to a long lineage dating back to the 1950s, with interactive systems, initiatives such as E.A.T. and tools like the Quantel Paintbox,” Artamonovskaja points out.

In the past year, the Paintboxed Tezos World Tour has appeared at major art events in Miami, Paris and New York, culminating in a pivotal exhibition at the Digital Art Mile in Basel. The Basel presentation was accompanied by a catalogue of works produced by early pioneers such as David Hockney and Kim Mannes-Abbott—among the first to experiment with the tool—alongside a younger generation of artists like Simon Denny, Coldie and Gretchen Andrew. “Recognizing these histories enriches our understanding and positions Web3 art not as a fleeting trend but as a continuation of decades of creative innovation,” Artamonovskaja says.

She recalls first encountering Olia Lialina’s work in person at her presentation during Rhizome’s 7×7 conference in 2017, an experience that left a lasting impression. “What struck me most was not only her early, both critical and playful approach to the browser as a canvas, but also the nuanced commentary on the word ‘technology,’” she recalls, noting how the artist was vocal in her criticism of how the term had been overused to the point of losing specificity. “This reminded me how in the 1990s, ‘technology’ in an art context often meant something tangible, visible and experimental. In contrast, today it’s so embedded in our lives that we rarely stop to question it, and by doing so, in a way, we lose our power. The work and reflections of early net art artists often underscore the importance of maintaining that spirit of inquiry.”

Creative freedom and new audiences

For Artamonovskaja, the digital realm opens vast possibilities: dynamic experimentation, global reach and direct control. Over the past decade, she notes, social media has reshaped the artist’s role—shifting it away from reliance on galleries and institutions toward a more direct relationship with audiences. “Some artists have become their own marketers, community builders and storytellers, shaping not only how their work is seen but also how it’s valued,” she says. “This shift didn’t just change the market side of art; it influenced the medium itself. Many artists, including those working in traditional media, have begun creating works either conceived for the screen or engaging with it from a conceptual or critical perspective, responding to its formats, visual rhythms and narratives, while reflecting on how these elements shape our ways of seeing and experiencing art.”

The rise of blockchain and NFTs has taken this further by adding new layers of transaction and interactivity. “Within the Tezos ecosystem, for example, sales platforms like objkt.com have nurtured their own curatorial voices and collector bases,” she explains. “At the same time, through our ongoing initiatives like Tezos Foundation-supported open calls, residency programs and partnerships with leaders such as Art Basel and Musée d’Orsay, we’ve created new success structures for artists.” Fully harnessing this potential means embracing both creative and structural possibilities—whether by experimenting with digital-native forms, exploring interactive or generative elements, or engaging with blockchain-native ecosystems to connect with communities and shape how their work is experienced, owned and valued.

The importance of context in curating digital art

Context, Artamonovskaja stresses, is just as important for digital art as for any other medium when it comes to establishing value and recognition. Digital art curation—including art on the blockchain—has evolved rapidly over the past several years, she notes. Having worked in the digital art space for nearly a decade, longer than many of her contemporaries, she has witnessed these shifts firsthand. “It may not seem like a significant amount of time in the grand scheme of things, but in the Web3 world, everything is accelerated,” she observes. “The COVID-19 pandemic forced the traditional art world to embrace virtual environments en masse. In blockchain and digitally-native art, these technological advancements that reshape how the audience interacts and experiences the work happen every few months.”

For this reason, curating digital art already extends far beyond simply displaying work—it is about building trust and transparency with both artists and viewers. “Given the size of the digital art market and its novelty, the curator’s role is often also that of an art dealer helping artists position their work, connecting them with the right collectors and helping them navigate the commercial and technical aspects of selling digital art in a rapidly evolving environment,” she clarifies.

“In many ways, the Web3 market functions as an accelerated mirror to the traditional art world—compressing the cycles of creation, curation, sales and audience engagement into days or weeks instead of months or years,” she continues, noting that this might not apply to every project but that, over time, it makes the discovery of emerging talent more accessible. “The same dynamics of representation and influence exist, but blockchain-enabled provenance, global marketplaces and always-on communities make the process faster, more transparent and oftentimes more efficient.”

Artamonovskaja acknowledges that whether this acceleration is good or bad for artists and the market is still open to debate, but she sees one undeniable advantage: the ability to engage new audiences.

Challenges in collecting and preserving digital art

In May 2022, the Tezos Foundation unveiled its Permanent Art Collection (PAC), curated by Misan Harriman, as its first official high-profile program dedicated to celebrating and elevating digital art created within its ecosystem. This marked the beginning of an ongoing commitment to showcase and acquire works by diverse, emerging artists.

Artamonovskaja has been collecting digital art and NFTs for years. When asked about her criteria for identifying a significant work worth collecting, she says it often comes down to whether the piece moves her or signals that the artist is bringing a fresh perspective to her areas of interest. “Factors such as strong artistic vision, thoughtful use of technology and meaningful cultural context are also incredibly important,” she explains. “Novelty—both conceptual and visual—plays a significant role.” This is a defining feature on sales platforms like objkt, which frequently highlight advanced interactive pieces ranging from minimalist HTML sketches to fully immersive browser-based games and on-chain data experiments. Other platforms, such as EditArt or InfiniteInk, enable interactive co-creation and dynamic experiences.

“As someone who collects the art they love, I find that the resonance within the wider ecosystem often plays a big role,” Artamonovskaja says. “Given that the market was born under the premise that there are no more gatekeepers and each artist can represent themselves, an artist’s approach to self-representation can be as important as how a gallery typically represents its artists.” Today, a community of artists exists with varied definitions of success, some prioritizing reach and community growth over traditional markers of recognition. “Perhaps this is where comparing art on the blockchain to traditional markets is a fallacy.”

Collecting digital art also raises new questions around preservation and conservation, as these works often depend entirely on the technologies through which they are created, circulated, displayed and stored. Preservation begins with recognizing that it’s not just about maintaining the still or moving image as we see it on a platform or as we right-click save it. “If we care about the work’s association with a blockchain, we need to maintain a relationship between the smart contract and the output,” she explains. “We need to care about whether the work has an archival file, a higher resolution exhibition copy, or just the web copy we see in front of us. We also want to safeguard the metadata and the environments in which the work is intended to reside.”

She notes that ensuring a worthwhile chain of documented provenance for blockchain-registered art requires active collaboration between artists, technologists, archivists and node operators. For a work to remain tied to a chain, archival advocates and conservation specialists may need to preserve not only the piece but also its operational context.

Across blockchains, one of the most significant risks in recent years has been the shutdown of marketplaces. “In such instances, it was either the core team’s efforts or the community that preserved the works, ensuring they remained accessible as intended,” Artamonovskaja points out, emphasizing that this was possible only thanks to open-source access and the benefits of decentralization.

On Tezos, for example, every artwork collected on objkt is stored on IPFS, a decentralized network designed for long-term preservation. The team ensures that each asset is pinned and remains accessible, with safeguards in place so that even if the platform were to go offline, the art would remain secure. “Tezos provides a reliable and future-proof foundation for building digital art collections,” Artamonovskaja emphasizes.

Another advantage of NFTs on Tezos is that its self-amending blockchain and formal on-chain governance make contentious hard forks far less likely than on other chains, reducing the risk of the same NFT appearing on two separate blockchains. “Because protocol upgrades are proposed, voted on and activated within the blockchain itself, NFTs remain recorded on a single chain that all participants continue to use.”

Art, technology and A.I.

When it comes to conversations about technology, the biggest elephant in the room is the A.I. revolution, which is reshaping nearly every aspect of our lives—and, in turn, how artists approach their work and creative process. Increasingly, artists admit to using A.I. not only to refine work but also to brainstorm or seek feedback. This has sparked ongoing debate about the role of A.I. in the creative process—as a tool, an assistant or even a collaborator.

Asked about the opportunities A.I. presents for the art world and the risks it poses, particularly for digital art, Artamonovskaja is convinced that if it is approached as an instrument, it can help extend an artist’s vision. Its value, she argues, depends on how intentionally it is applied—whether to streamline workflow, unlock new aesthetic possibilities, or enable experiments that would be impossible through traditional means.

“Artists like Dr. Elgammal have even credited A.I. as their creative partner. Ultimately, art is subjective, so the idea of improving it is hard to define,” Artamonovskaja considers. “For some creators, A.I. is integrated on a deeper technical level—artists like Ivona Tau or Mario Klingemann write their own systems, shaping the algorithm as much as they shape the final product. Other artists, such as Trevor Paglen or Kevin Abosch, engage with A.I. from a critical standpoint, using it to question the technology’s politics, biases and social implications.”

At the same time, she warns of potential risks: diluting authorship, amplifying biases embedded in training data or reducing the artist’s role to that of a passive editor rather than an active creator. In 2021, she collaborated with Mike Tyka to release his renowned Portraits of Imaginary People on the blockchain, a project that delved directly into these themes. By training GANs on thousands of Flickr images, Tyka generated faces of people who do not exist, exposing how A.I. systems can reproduce and amplify identity biases. “His approach challenged notions of authenticity and sparked dialogue about technology’s influence on representation and trust,” she notes.

With the arrival of more sophisticated tools in recent years, Artamonovskaja observes that the market is still struggling to understand and value generative artistic practices. “For me, the most compelling A.I. art is not simply about the image produced, but about the relationship between human intention and machine capability, and the conceptual story that emerges from that relationship,” she reflects, emphasizing again that it is not about the medium itself but the critical and creative approach to it—the inquiry into its potential—that transforms a work of art into a tool for better understanding, or even anticipating, the broader sociological, anthropological and political implications of these new technologies in our existence.