David Gryn blog

Is Online Art The Future ? Aston Martin feature on Daata Editions

In Amalia Ulman, Art, Art Basel, Aston Martin, Daata, Daata Editions, David Gryn, David Hockney, digital art, Elizabeth Dee, Julia Stoschek, Saya Woolfalk, Scott Reeder, Uncategorized, Zuecca Projects on 08/07/2016 at 10:53 am
Aston Martin Daata Editions

Image: Tracey Emin, I Lay Here, 2016 (courtesy the artist and Daata Editions

 

Art transcends culture, echoes its roots and is integral
to the documentation of the human experience

For an artwork to reflect the musings of its creators, it should ideally be able to naturally adapt. While a ‘physical’ piece of art may be moved or displaced, its very form cannot. The intellectually satisfying aspect of enjoying a painting for example, will come from discovering (or rediscovering) a detail we have missed or overlooked. A brush stroke or a shaft of sunlight can add new meaning to a well-loved piece, without altering it per sae. Since the dawn of the Internet in the 1980s, artists have exploited the laws of this parallel world to create events, images, or to subvert the way we visually absorb information.
Part of the attraction is its global reach, the use of cutting-edge technology and the liberation of art from the constraints of traditional wealth-creating establishments such as commercial galleries, auction houses, private collectors and public museums. Then there’s how we as viewers actually relate to virtual or digital art and one of the most exciting features of a digital piece of art is that it is ever changing. While we may be familiar with its initial subject, it will surprise us as it moves and transforms, inviting us to engage.

Though digital pieces have found a home in some of the art world’s most heavyweight institutions, many collectors still need convincing.

Enter Daata Editions: an online gallery utterly dedicated to video, sound and web art, launched in May 2015, showcasing artists’ video, sound, web and poetry works, available to view and acquire on the website as digital downloads in limited editions. Featured on Daata Editions is Argentinian-born Spanish Artist Amalia Ulman whose series, ‘White Flag Emojis’, displays short videos that create a powerful feeling of apprehension. Ulman is also known for exploring social media in her work, Excellences and Perfections, a poignant four-month long art project in which she creates a fake persona on her Instagram page with thousands of followers. The thought-provoking series throws up important questions on the pitfalls of easily manufactured online “fame”, while, perhaps ironically, highlighting the power of digital art in doing so.

The founder of Daata Editions, David Gryn, and his team have a strong reputation worldwide for producing, curating and promoting artists’ audio visual projects and events that have consistently excited and attracted large audiences, and introduced new audiences to the arts. Gryn says that digital and downloadable art is the future, a belief confirmed by David Hockney who in 2011 began creating works to be viewed exclusively on an Ipad, thus allowing him broader perspective and freedom of adaptability when working.

Daata Editions artworks form part of the Hammer Museum Contemporary Collection, US; the Julia Stoschek Collection, Germany; KIASMA, Finland and the Zabludowicz Collection, UK. Collectors, including Robert and Renee Drake, The Netherlands, as well as galleries, including Elizabeth Dee, New York and Marc Foxx, Los Angeles, have purchased multiple artworks from the platform.

Things are moving all the time, so watch out for fresh new works Daata Editions will be launching in the next months. Artists will include the likes of Saya Woolfalk, Larry Achiampong, Scott Reeder and Tameka Norris. In addition, Daata Editions in collaboration with Zuecca Projects presents Gentrification, an exhibition with new works by artists Hannah Quinlan & Rosie Hastings, at BBAR, Bauer Hotel, Venice, to coincide with the 15th Venice Architecture Biennale.

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