Digital is the language of the modern-day. It’s extended far beyond communication alone as the art world, in particular, has seen a massive digital splash.
Locally and internationally, artists are taking their creations from the canvas to the screen. We’ve seen these showcased in presentations like the National Arts Festival, and now in the recent announcement of Investec’s Cape Town Art Fair.
While for the National Arts Festival it happened to be their second swing at the digital game, the Cape Town’s Art Fair, it’s a first.
Both are embarking on the narrative of digitalisation, but how successful could the digital art fare mantra be and why?
The Cape Town Art Fair for example, is going fully digital, with a focus on two continents, namely Africa and Europe. The collaboration will see an Italian take, teaming up with Milian based miart international modern and contemporary art fair made sense to make the all-digital magic possible, under the theme ‘Connect Through Art from Africa and the World’.
Why Digital Art Fairs could be a pretty successful future for artists.
Audience expansion.
Collaborations of this nature provide an unique opportunity whereby VIPs, galleries and visitors will have access to a much broader audience. In light of the Cape Town Art fair, we’re talking about access across all of Africa and Italy, and two art fairs to share artist’s work.
Channels of communication open up.
Throughout the pandemic, art and technology have fused as channels of communication.
With physical events cancelled globally, the art world accelerated their online platforms with ‘collaborative consumption’ becoming the new order as white cube galleries navigated their way off floor plans and online.
Communication and connections in any industry are pivotal, and so we see a larger network.
Digital art fairs in particular provide a kind of mash-up between the traditional and the future.
Opportunities for galleries.
While viewing rooms became the new art fairs, even with the noise of live events muted, the industry’s global acceleration online has seen a welcome shift in visibility and opportunity for galleries to control their own narrative and to access a whole new set of collectors.
“We believe art can break down barriers and bring people together. So, we’re delighted by the launch of Investec Cape Town Art Fair’s first digital edition, which could bring the world of art to a potentially larger, more diverse audience. It’s also important that the many talented artists represented at the fair continue to receive support and potential earnings despite the in-person event being cancelled,” said Peta Dixon, Investec’s Head of Sponsorships.
On transformation in the art world.
“While we still firmly believe that a digital event cannot replace the transformative nature of an in-person art experience,” Laura Vincenti, Investec Cape Town Art Fair director expresses, “the first Investec Cape Town Art Fair Digital Event gives us an opportunity to support and showcase South African artists whilst continuing to connect with international galleries, businesses, media and creatives.”
“There is a transformation happening in the art world,” she notes.
The times they are a-changing, and naturally, the art world must move with them. In my opinion, writes Cape {town} Etc’s Ashleigh Nefdt, the divergence of art to a digital experience provides a lot of opportunities. If social media didn’t exist, there would be so many artists worldwide that I never would’ve had the privilege of enjoying. Additionally, there’s the opportunity to own one’s own creations. Having the option to showcase your work in a digital art fare is also exciting, because you get to open the door to your work in beautiful wide-reaching ways.
So, are digital art fair’s the way of the future?
If expansion and reach are the end goals, then in short, the answer is definitely.
The Cape Town Art Fair’s digital event is set to take place from 17-19 September.
If you’re interested in the event it’s free of charge. To attend, all you need to do is sign-up with Artshell online or via their App for access.
You can also peruse their socials for more information.
Twitter:@ictartfair
Instagram @investeccapetownartfair
Facebook @ICTArtFair.
Picture: Tabita Rezaire/ posted by @investeccapetownartfair