6.03.2013

2012 台北藝術論壇 專題座談-藝術與行動通訊裝置中的新媒體

20130514 Update     / 蔡宏賢 , 沃夫•黎瑟 , 張詒銘


新媒體藝術市場的情況

蔡宏賢(以下簡稱蔡):沃夫是從數位藝術前期的發展開始提起。記得去年新媒體的講題,荷蘭的一位學者、藝術家,提到新媒體藝術家作品販賣,以及新媒體藝術家一般處於貧窮線以下的問題。想先請問沃夫,關於經營DAM這個線上博物館,從介紹作品到販賣的部分,是不是可以分享一下新媒體作品買賣在目前市場上的狀況是如何?另外,DAM的作品選擇,是否有不同的喜好,譬如說軟體藝術,從這方面我們了解一下沃夫的看法,回頭再來看剛剛張先生從音樂產業這邊有什麼解套的方法,或是從另外的觀點來看。 

沃夫•黎瑟(以下簡稱沃):是的,當我開始嘗試販賣數位藝術作品時,最初大部份的人認為那些以3D或繪圖軟體創作輸出的作品才值得購買,購買接下來三、五、十年還可以留存下來的作品較為安全,但是目前已經產生巨大改變。我一直跟潛在的客戶、收藏家或是策展人解釋,許多藝術家在創作的時候,其實是想要傳達某一種他們覺得有價值、有趣的訊息,或只是想表達自己。藝術家不會思考如何創作出能長久保存的藝術品,或思考自己的藝術品能不能賣。因此,面對潛在的收藏家,我會灌輸他們一個概念,購買作品是在支持藝術家,這些錢可以幫助藝術家持續創作。讓他們接受這樣的想法需要一段時間,但也有些人的心態非常開放,在一段時間後真的開始接受這樣的概念跟想法。如果藏家購買DAM賣的數位檔案,會得到一個USB隨身碟,他可能只花了八千塊歐元,想要複製多少都可以。但DAM也許會提供藏家一份文件,譬如藝術家證書等等,象徵著他所購買藝術品的價值,藏家就不會想去複製該藝術品。它因而象徵著一件特殊的作品、單一的作品。這樣的趨勢使每一件數位藝術品得以流傳,而沒有任何限制。可能只要花兩分鐘按一下滑鼠就能把藝術品傳到網路上。這在藝術層面是非常劇烈的改變,或許行銷也能有一個新的方式。 


The current status of the new media art market

Escher TSAI (TSAI, for short in the following): We will start from the early stage development of digital art. Recalling the new media forum from last year, a scholar and artist from Netherlands mentioned the issues of selling the artworks of new media artists and the problems of the typical new media artist remaining below the poverty curve. We would like to ask Wolf about managing the DAM online museum, from artwork introduction to actual selling; can you share with us how the current new media artwork market is doing right now? Moreover, regarding the artwork selection of DAM, is there a specific preference, for instance, software art? We would like to know Wolf’s take on this subject, and then reflect on Mr. CHANG’s solutions for the music industry, perhaps providing us another point of view.

Wolf LIESER (LIESER, for short in the following): Yes, when I first tried to sell digital artwork, most people believe that only the artworks made by 3D or illustration software are worthy to purchase. Purchasing an artwork which can last for the next three, five or ten years is the safer choice, but that conception has Changed immensely nowadays. I kept on explaining to potential clients, collectors or curators that when many artists create, they are either trying to deliver a message that is valuable and interesting to them, or just trying to express themselves in certain ways. Artists do not focus on how to create something that can last forever or think about what sells. Therefore, when facing potential collectors, I will emphasize a conception that purchasing an artwork is supporting the artist to continue creating. It takes an amount of time for them to accept this kind of thinking, but there are also people who are very open-minded, and after a period of time, they really start to think and believe in this manner. Once a collector purchases a digital file sold by DAM, they will receive a USB; he might have only spent 8000 euros, but he can duplicate the artwork as many times as he wants. DAM might also issue the collector a certificate, for example, an artist certificate, declaring the value of the artwork he has purchased, hence the collector would be less prone to try and duplicate the artwork. The certificate symbolizes that the artwork is unique and one of its kind. This action allows each and every digital artwork to circulate around without any restrictions. It only takes two minutes and a click of a mouse to spread the artwork on the internet. This changed the field of art radically, and perhaps even opens up a new method for marketing.



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