Reflecting on Digital Art Value: NFTs’ Potential for the Art-Market Parity

Abstract

Until recently, digital art was perceived as something of secondary value compared to the physical artistic artifacts. One of the reasons for that being its predisposition for duplication and hence the inability to assign “original artwork” label to the digital file and represent it as a unique object on artistic market. But the rapid pace of popularization of blockchain technologies in creative communities through the use of Non-Fungible Tokens has a seeming potential to change the perception of digital art. The ERC721 standard sets a precedent for authentication and traceability of digital artworks suggesting that the old paradigm might shift, and digital art will gain value and attention comparable with traditional fine art. In this article we discuss the problematics of digital art representation on art market and the issue of digital creations’ pricing. We use photo stocks and print-on-demand platforms as an example for pre-NFTs digital art monetization. We then discuss the changes caused by Non-Fungible Token blockchain technology in the digital art market in recent years and the implications that come with the change. We then illustrate theoretical tenets with expert interview that suggest that while successful NFT projects offers publicity and profit to the creators, the level of complexity and unpredictability of results sets a high bar for entering the market.