(This is part of an ongoing series of posts about art & NFTs.)
Right now, in the world of NFTs, artists have all the power. All of it. This is a battlecry. And when I say “artist” I’m generally referring to any kind of creator. I’ve already seen painters, writers, dancers, musicians, photographers, etc. all do fantastic and delightful things with NFTs. This is wonderful because in most industries where these artists usually live they are forced to compromise, be subordinate or end up beholden to any number of entrenched middle men. That’s a hard truth, but one we all know to be real.
By and large the current NFT marketplaces desperately want to assume that role. They are embracing the archetype of the established curator king in hopes that artist will assume the role of subject. And many artists are happy to do that as it’s all they’ve ever known. But at this moment we have the opportunity to flip that table and build a new castle with better kitchen appliances installed from day one. Artists rightly get excited about the prospect of attention from the Gagosians and Saatchis of the world not because they arrived on the scene yesterday and put up a cool sign outside, but because they have decades and decades of history, and story, that an artist might hope to become part of. The blockchain is a decade old, NFTs have been around for a few years, the really old NFT marketplaces are only 2 years old, most have not been live for even a full year. Almost every artist minting NFTs has an art career which predates these sites launching.
To be clear, I’m not trying to universally knock the platforms or the people working with them. However here are certainly people who see all of this as just a short term play with a hugh upside which they are hoping to cash in on, like they did with the last thing, before they move onto the next thing. And there’s nothing wrong with that, more power to them, but as artists we all should be aware of what is happening and take care not to fall victim. Right now, in almost all cases, artists minting work on Platform X does more to benefit Platform X than it does the artists, which is important to consider when Platform X is asking for 20% of the sale price as their fee. (Currently the platforms I’ve assessed are taking between 0% and 30% so it’s quite a range) Artists can and should be asking what Platform X is doing to earn that cut. If the answer is “we let you in” that really is not good enough. By minting on Platform X we are giving our attention, marketing potential and money to that platform, so it’s worthwhile to ask questions ahead of time.
Conversely there are certainly people at platforms that are thinking about the artists first, and thinking of long term mutually beneficial partnerships. I’ve talked to several of them myself, but I’d be lying if I said those people weren’t in the minority. This is why I say that artists have all the power. We can vote with our dollars, vote with our time, vote with our attention. We can demand that things be different. There is absolutely a value in curation, but there is also a very well known problem with arbitrary middlemen. The promise of all this decentralized technology is that it puts power and agency back into the hands of the people rather than keeping it locked away in the vaults of the companies. It would be a shame to embrace this new world only to hand that power back over to a handful of randos who showed up yesterday. All Power To The Artists.
(As an aside, if you read this and take offense you should ask yourself why? You chose to see your reflection in the picture I’ve painted. If you don’t want to be accused of doing shitty things, don’t do shitty things. Don’t be one of the randos, think about what value you have to offer and realize you are lucky to have artists paying attention to you. Keep trying to do the right thing, and in a few weeks/months/years when all the dust settles maybe you’ll still be standing. Artists were here before this and will be here long after, we have support systems that we’ve built for ourselves. You are welcome to join us. I am an unapologetic artist advocate and equally happy to work with people who want to see artists prosper, or crush those who see artists as just another stepping stone.)