About Us
Our
Mission
Create new ways for audiences to experience art
We are committed to developing new digital formats that capture and represent the nuance and detail of physical artworks. Whether it's time-lapse videos that reflect the life of a painting or 3D viewing in virtual reality, effective digital representations of physical art must go beyond static photos and add new perspectives that enhance a viewer's experience of the artwork.
Bridge the analog / digital divide in art
Most artists that create in the real world are experts in their craft but not necessarily proficient in digital tools and platforms. This results in a missed opportunity for them to connect with audiences that are increasingly online. We want to be the partner that helps these artists connect with digital audiences without the need for them to learn new skills.
Bring art to the masses
Humans connect with art on a primal level that transcends the boundaries of borders, language, and culture. Yet, a very small percentage of the potential audience has easy access to museums and galleries, typically the only means to experience art today. By providing meaningful access to art digitally we aim to meet audiences where they are spending ever-increasing amounts of their time and attention. We believe that better access will help increase interest and make arts more relevant and popular in contemporary culture, driving more audiences to museums and galleries to experience art in person.
Create new monetization opportunities for artists
In today's content-centric culture, there is great demand and opportunity for a variety of digital creators. But artists like painters and sculptors, widely recognized to be some of the most creative and gifted individuals, are mostly left out of today's content economy simply because their work doesn't easily translate to digital platforms. By developing tools and processes to create meaningful digital representations of physical artworks, we aim to bridge this gap. This will enable new financial opportunities for artists — through sales of digital assets, licensing for display in public and corporate spaces, and OTT streaming.
Build a groundbreaking digital platform for art and artists
We aim to be THE digital platform for traditional visual arts and artists. We believe that this is a largely unaddressed gap in today's entertainment and information economy. Existing 'art streaming' services largely fall into two categories : 1. Dynamic, purely-digital content - These services feature short videos and animations that are created using only digital tools and hence leave traditional artists completely out of the loop. 2. Static content - These services feature photos of paintings and sculptures that retain very little of the original artworks' vibrancy and spirit. We are working to create an entirely original platform — one that truly brings traditional arts and artists into the digital age.
Artists first
We firmly believe that the success of our venture will depend on whether we can deliver real, tangible benefits to the artists we feature on our platform. As such, our revenue models and compensation structures are developed to deliver the most value to artists possible. We see artists' success and satisfaction as a primary indicator and driver of our business success.
Focus on real-world art
While there is a wealth of talent and creativity in the digital art community, we have chosen to focus on artists that work in physical mediums. We feel that this is the subset of artists that is most under-represented in the digital space; our tools and processes are being developed specifically to authentically represent and amplify their work and voices. We use a variety of digital tools to produce the content on our platform but each piece originates as a real, physical artwork.
More stakeholders, more value
We see ourselves as part of the wider art industry ecosystem. We believe the greater the value that we can deliver to a diverse set of stakeholders — artists, audiences, art institutions, collectors, local communities — the higher our chances of success as a business. Whether by beautifying our public spaces, creating new assets for collectors, driving traffic to museums and galleries, providing meaningful access to art for audiences, or creating new revenue streams for artists; we want to explore all the ways in which we can deliver benefits to our stakeholders.
Democratized art
One of our key goals is to work to systematically break down barriers to entry for artists as well as for art audiences. A minuscule percentage of artists are able to get their work featured in museums and galleries due to the limited number of such opportunities. A similarly tiny fraction of art audiences are able to experience art in person due to geographical and economic constraints. We see our role as a facilitator that helps artists find their audience (and help audiences discover the artists that speak to them) to their mutual benefit.
A better internet
At a time when so much of the online discourse is negative and digital content algorithms prioritize clicks and views at any cost, amplifying content based purely on its ability to elicit a reaction, we want to produce and promote digital content that inspires and educates. We aim build a brand that represents and is defined by human creativity, imagination, optimism, and knowledge.
Our
Values
