‘Frameless’; borderless art and boundless opportunity: How collaborative efforts between art and digitalization are transforming cultural institutions. (C2044812)

Immersive experiences have transformed the museum landscape by seamlessly merging traditional artistry with cutting-edge technology. London’s critically acclaimed Frameless exemplifies this evolving cultural relationship with digitalization, fundamentally reshaping how we engage with art and culture within the walls of its borderless gallery.

Embracing the digital renaissance

Frameless provides an immersive journey through four expansive galleries, showcasing digital renditions of masterpieces from 28 world-renowned artists. Each artwork is thoughtfully paired with curated soundtracks, enriching the immersive storytelling and captivating audiences across generations. My visit to Frameless completely transformed my perception of the museum experience. Encouraging visitors to step beyond the frame and immerse themselves in the astonishing worlds created by these artists, the gallery fosters participation and collaboration with the artwork like never before.

Source: (Frameless 2023)- content belongs to author.

Frameless is the UK’s largest permanent multi-sensory experience, earning prestigious accolades like the 2023 AV news award for its innovative use of creative technology. Its success highlights the growing public appetite for technology-driven cultural experiences. But as the museum continues to be modernized, what impact will digitalization have on artists and curators?

Navigating uncertainty: Art in the age of Artificial intelligence

Artists have frequently drawn inspiration from technology in their artwork. For instance, Sun Yuan & Peng Yu’s robotic ‘Can’t Help Myself’ installation, which gained widespread attention online in 2016 for its poignant commentary on ‘the rapidly evolving relationship between people and machines.’ Since then artificial intelligence, virtual reality and audio-visual technology has rapidly evolved, providing new kinds of creative opportunities that not only feature technology but actively collaborate with it.

While artists are embracing technology in increasingly innovative ways, there remains a sense of uncertainty among many about the future and the stability of their profession as AI expands its capabilities. Freelance artist Eva Toorenent expresses; ‘without our work this technology could not exist. It feels like we are being replaced with our own labour”.

The UK government’s 2021 research report on the impact of AI on various job sectors acknowledges these inevitable changes in employment structures but it also emphasizes the myriad of opportunities that will occur as a result of digitalization. Some scholars even suggest that by moving from ‘cooperative or competitive models to models based on simultaneous co-operation and competition’, there would be a significantly increase in value of creative work. By embracing digital tools artists can work with AI as a collaborator rather than a competitor, but could AI truly enhance the artistic process?

Art Reimagined: The Power of Collaboration in the Digital Era

Source: MoMA- ‘AI art: How artists are using and confronting machine learning’- Artist/digital collaboration with Refik Anadol.

Digital artist Refik Anadol harnesses the power of artificial intelligence to create original pieces of art. For his exhibition at MoMA titled ‘unsupervised’, Refik used AI to create artwork that ‘is trying to dream and speculate an imagination of a machine’. In the above video, he prompts us to question what happens when digital technology isn’t used for its intended purpose. The answer? An untapped potential for creativity.

The UK government’s ‘culture is digital’ project reiterates:

‘Culture and technology can work together to drive audience engagement, boost the capability of cultural organisations and unleash the creative potential of technology.’

– ‘culture is digital’ by The UK Government.

Source: Refik Anadol’s library of digital sculptures made in collaboration with AI

Refik Anadol’s art not only demonstrates the creative potential of AI but also highlights the transformative impact of collaboration between technology and artistic vision. Frameless recognise their position as innovators in the digital technology and art space, and therefore provide platforms for emerging digital artists through their ‘blank canvas’ gallery. This space is dedicated to showcasing the talents of up-and-coming creatives, providing temporary residences for artists to showcase their innovative designs to large audiences.

Balancing Act: Enhancing Museum Accessibility while Upholding Artistic Integrity

source: Interview with ‘Frameless’ CEO Richard Relton by Intelligent Enterprise Institute

Frameless is a prime example of how digitalization can enhance the museum experience while also preserving the integrity of artistic expression. While there are concerns that ‘digitalization could detract from the traditional museum experience, prioritizing entertainment over learning’, in the above interview Frameless CEO Richard Relton insists that the ‘intension is not to compete with the galleries, but to inspire a broader audience and introduce them to art’. In collaboration with ArtscapesUK Frameless offer specialist lectures about the fascinating historical context and significance of the artwork. Additionally, digital QR codes throughout the galleries, BSL and AD tours ensure that art appreciation and education is accessible to all.

Academic Sherry Arnstein highlights the importance of audience participation. She explains that public involvement in culture helps to redistribute decision-making power to include marginalized groups. In the ‘colour in motion’ gallery at Frameless, interactive technology allows visitors to ‘become the artists and paint on a digital canvas’, while aesthetically ‘instagrammable’ displays encourage public input and feedback on social media platforms.

source: frameless  

Is The Future Truly Frameless?

Frameless certainly offers a compelling template for cultural institutions amidst this era of digitalization. Harnessing new technologies to create participatory, collaborative, and culturally enriching experiences. Unlike the static confines of traditional museums or the detached virtual spaces of digital art archives, Frameless embodies a dynamic fusion of human creativity and technological innovation.

As AI algorithms assume a more prominent role in the creation and curation of art, we must remain mindful and question: are we encouraging a new era of creativity or risking the loss of authenticity that defines the essence of artistic expression?

The risk is worth the reward according to art critic Brian Droitcour, who believes:

‘The best immersive work, like any good art, draws on historical traditions and contemporary vernaculars, melding different ways of looking and making. The new art is unlike last century’s art. That’s what makes it exciting.’

-Brian Droitcour in ‘Art in America’

In the ‘frameless’ gallery, the fusion of art and technology paints a vivid picture of a future where boundaries cease to exist, and creativity knows no bounds.

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Digital Art and NFT’s: A Sustainable Mix or Environmental Risk? (C21058821)

In an era where technology permeates every aspect of our lives, the realm of art has not been left untouched. In recent years, the art world has witnessed a seismic shift with the advent of digital art. From digital paintings, illustrations, and animations to multimedia installations and virtual reality experiences, artists are experiencing new frontiers and are pushing the boundaries of traditional art forms. The emergence of Non-Fungible Tokens (NFTs) in particular, is hailed as a game changer for digital artists and its growing popularity is taking over the art world.

NFTs have revolutionized the way we perceive and consume digital art. But what exactly is an NFT? Essentially, an NFT is a unique digital asset that is authenticated using blockchain technology, allowing artists to tokenize their creations while establishing ownership rights and facilitating a sale in a secure manner. At a first glance, the idea of NFTs might be a complicated notion to conceptualize, but its contributions to digital art offer unprecedented opportunities for creativity and accessibility. However, the sustainability of this booming industry remains a subject of debate.

Although NFTs themselves do not directly contribute to any environmental damage, their production methods can be linked to negative climate impacts. Until recently, the environmental issues associated with NFT art was previously ignored, given the limited scale of this phenomenon. However, with the recent surge in interest and sales of digital assets, the energy consumption of the entire process has escalated significantly.

The Environmental Impact of NFTs: Unveiling the Reality

Source: NowThis Earth on Youtube 2022

Research on NFT trends suggests that as of April 2023, around 5,000 NFTs were being sold daily and the sale revenues would roughly amount to around $15 million. With the increase in the amount of NFT art sales daily, it is consequential for the number of emissions to also increase.

But where do these NFT emissions come from?

Well, the process of minting NFTs and transacting on blockchain networks, particularly those utilizing proof-of-work consensus mechanisms such as Ethereum, consumes a significant amount of energy. This energy-extensive process contributes to carbon emissions exacerbating climate change and raising concerns about the sustainability of NFTs and digital art as a whole. A study conducted by the University of Cambridge estimated that the carbon emissions of the entire Bitcoin network alone exceed those of some countries, thus emphasizing how significant the energy consumption is in blockchain-based systems.

So yes, these seemingly harmless images on the internet can have a huge negative environmental impact. In fact, the average NFT can generate up to 211 kgs of CO2, compared to only an average of 2.3 kgs of CO2 for a piece of print artwork. Hence, an NFT releases 92 times more carbon emissions than a physical piece of art.

To put it into context, below is a graph that compares the average carbon emissions of an NFT, a piece of physical art, and driving a car for 100 miles.

Source: Beth Howell 2022, The Amount of CO2 Emissions an NFT Produces

As it is shown, the amount of CO2 emissions released in generating and storing an NFT is significantly higher than driving 100 miles. For comparison, the sale of a single NFT is the emissions equivalent to driving from the tip of Cornwall, all the way to Newcastle.

The Digital Art industry has been facing the challenge of its carbon footprint for some time already and despite the industry depicting a socially conscious image, much of the artwork being produced has led to an increased pollution problem. To highlight this issue regarding NFT art, artist Memo Akten created CryptoArt.wtf to trace the blockchain activity related to 18,000 works of NFT art, allowing him to create awareness of the sustainability issues, however, the site had to be shut down due to misuse.

Source: Memo Akten 2021, CryptoArt.wtf

It is explicit that more awareness needs to be created to boost the environmental ethos of the Digital Art industry, however, are NFTs and other digital art forms really that unsustainable?

Beyond the Environmental considerations: Economic and cultural sustainability

While environmental sustainability is a crucial aspect, it is essential to recognize that the sustainability of digital art extends beyond carbon footprints. NFTs offer the potential to transform the economic landscape for artists, providing them with new revenue streams, ownership rights, and opportunities for exposure. It can also enhance cultural sustainability by streamlining the preservation and authentication of digital artworks.

Source: CNN on Youtube 2022

Recently, BBC Wales online featured an article highlighting the success of graphic designer Ashley Crossland, who has become one of Wales’ most commercially successful artists overnight, after his work sold for £500,000. The article mentions how digital spaces are more accessible to a wider range of artists and audiences, abolishing the requirement for a gallery or exhibition.

Source: NTF image by Ashley Crossland on BBC Wales

“I think it gained popularity because a lot of people thought there was a lot of potential to sell art in way that was more democratic, so that it would become available to people who don’t have the platform of a gallery.”

Carol Breen 2023, BBC online

Thus, while debates persist regarding the long-term sustainability and environmental impact of NFTs, there’s no denying their transformative potential in reshaping the economic and cultural landscape of the art world.

How can we strike a balance for a sustainable future?

As the Digital Art landscape continues to evolve, the popularity of NFTs will continue to rise and although the economic and cultural benefits of NFTs are sustainable, how do we address the environmental challenges posed by blockchain technologies that consume high amounts of energy?

Since many of the most popular cryptocurrencies depend on energy-inefficient problem-solving systems (Proof-of-work), switching to blockchain technology with lower energy consumption (Proof-of-Stake) can mitigate the negative impact of carbon emissions.

In adopting such sustainable practices, platforms such as Ethereum have transitioned to Proof-of-stake consensus, reducing consumption by 99.95% and PwC has come out with a framework for blockchain sustainability. If the industry continues to promote and adopt such methods, the digital art community can pave the way for a sustainable future where creativity thrives without compromising the health of our planet.

Source: NFT Gallery by OnCyber on ZENFT

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Audio Source: NFT for Newbies Podcast on Spotify

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What the hell is an NFT? And what does it mean for the art world?

In March 2021 artist Beeple sold a piece of art for $69.3 million, making him the third most expensive living artist at auction. But that’s not the only thing that made this sale so remarkable – the piece of art entitled ‘Everydays: the first 5,000 days’ was bought as a purely digital copy.

Everydays: the first 5,000 days: Christie’s LTD/Beeple

Hold on a minute… How does that work?

Using cryptocurrency, the piece was bought with a unique non-fungible token (or NFT) via the blockchain to guarantee its authenticity. 

The question is:

What the hell is an NFT?

First, it’s easiest to define the ‘fungible’ part of non-fungible tokens. Fungible means that something is interchangeable or replaceable. For instance, if I have a pair of jeans I bought from ASOS, I know that if I fall off my bike and rip them I can just buy the exact same pair again: they are fungible goods. So non-fungible means that it is one of a kind and cannot be replicated.

Auction house Sotheby’s enters NFT world: Marco Verch

The token part comes from the blockchain. To keep it simple(ish) the blockchain is a digital record of transactions, validated by multiple computers on the internet that form a peer-to-peer network. This record is secure, irreversible and cannot be changed. The token is a unique digital certificate of authenticity recorded on the blockchain that can be purchased to say “I own this!” and can be used to buy digital art, gifs or even NBA video highlights.

In 2018, as it was emerging, Gordon Berger spoke about the technology in more detail:

Video by Gordon Berger

That makes no sense! Surely it can still just be copied and looked at by everyone else?

Well… yes. Everyone else can still copy it and download it and screenshot it and do whatever they want with it because it’s on the internet, but people are still splashing out to buy them. I know the idea seems so alien, but it comes down to the question of value. 

When you buy an expensive physical painting from a famous artist you can feel the paint on the canvas, see the texture of the paint strokes, even smell the paint. You know it is the original because of these things.

BUT that piece of canvas with paint on is still only valuable because it is unique, sought after and because, ultimately, someone decided it was. This is exactly the same with NFTs. Beeple puts it best:

“If everybody wants it, well, then it has value”

Beeple speaking to Yahoo!

Ok, but is it really going to disrupt the art world?

NFTs are undeniably taking off right now. Whilst experts, like Andrew Shirley, predict that the craze will be short-lived as they lose their allure, one thing is certain: they are opening up the art world for digital artists to actually make some money off their art like traditional artists can. This is exactly what Berger predicted back in 2018.

Where artists, like Blacksneakers, would once have shared their art for free and maybe been able to make some money from prints or commissions, there was no way of selling any original digital artwork. Now she has sold more than $60,000 in NFT art.

“Artists put so much of their time—and themselves—into their work. To see them compensated on an appropriate scale, it’s really comforting.”

Jazmine Boykins (AKA Blacksneakers) for Time Magazine

Holding up the sun sold for $7088: Blacksneakers

Maybe the hype will fizzle out, but wouldn’t it be great if NFTs continued to provide a platform for digital artists to have their work valued and compensated like never before?

END

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