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Ryan McGinness Non-fungible Token Primer Concept Integrity Does the NFT embody and express a concept, or only illustrate one? How does the NFT art transcend the realm of neat ideas or entertainment? Does the NFT art challenge what you may have previously considered art? Is the NFT premised on simulation of artwork that exists elsewhere? Is the NFT a work of art or is it a reproduction of a work of art? To what degree does originality matter to you? Do you like appropriation? How does a work of art fit into the history of art without repeating the research of past artists? Is the NFT linked to or related to a work of IRL art? Does that matter to you? Material Integrity and Digital Craft These questions have more objective answers. What are your standards for digital files? Do you even care? It’s OK if you don’t. (It’s kind of like caring how archival a painting is or how colorfast pigments are.) Are there industry standards for NFTs? What are the medium-specific attributes of NFTs, and does the NFT art exploit those? NFT Art Appreciation Does the NFT address the medium in ways that make it unique and specific to being an NFT? (Think of RGB-specific colors, time-based work, screen resolution, and sound, for example.) How do we address the craft of NFTs? Is the NFT artist an expert in the material? Does that matter to you? Empathy vs. Magic We appreciate material artworks, because we can imagine how those materials were manipulated. Conspicuous material manipulation (a viscous brush stroke, for example) allows us to imagine having manipulated the material ourselves. Empathy drives appreciation in the same way we appreciate athletes, because we know what it is like to run and jump. The challenge with digital art (NFTs) is that many of us cannot empathize. They are magic tricks. Many of us don’t know how to use the tools or manipulate the materials. We are left to wonder at the warm glow of flickering lights. Mystery and magic replace empathy with digital art. Unless, of course, we do know. In that case, digital art is most appreciated by digital artists the same way painters are the best people to appreciate painting. Ask artists who the best artists are. They are the “artists’ artists” with peer-reviewed work. With NFT art, we can look at whom the pioneering digital artists appreciate most and follow their lead. ryanmcginness.com Page 14 of 17PDF Image | Non-fungible Token Primer 2021
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