Cover Story - Artay

Artay is a creative and marketing consultancy and they have created and published NFTs in collaboration with renowned artists from various disciplines. With the help of Artay’s interviews with them, we are delighted to feature Simon Birch, Kelvin Yuen and Sydtrus and share their ambitions and artistic visions. As an NFT project collaborator and curator, Artay has also shared with us on the artists’ behalf what they think about the role that NFT plays in the art industry, and the dynamics between the market and creators and commented on the seemingly overhyped phenomenon.

How does the NFT trend influence the process of art creation and distribution?

NFT creates a new form of art production, hence the concerns for quantity and variation. One main advantage of using NFT is that a much larger scale of audience can be reached without consideration of cost and space limitations. Also, digital ownership could be shared in the form of NFT if legal rights are specified in the NFT contract.

More digital artists are coming to the NFT market and art becomes a lot easier to gain recognition with the power of connection on the Internet, compared to art in physical gallery settings.

What is the role of NFT in different art and creative industries?

We see NFT as a marketing tool or business strategy for branding and creative space for their communities. For example, a community can sell memberships by distributing NFTs as membership cards and using them as forms of art.

We manifest core values of the business and creativity of the artists with NFTs to enhance brand image and values.

What are the implications of the current seemingly saturated NFT markets and overhype?

The NFT market is not necessarily saturated because NFTs come in various forms and the most common ones you see on the market are digital avatars and they represent a concept behind a community. Since successful projects are dominantly avatars, it is understandable that people would think this space is full as they’re all very similar. In fact, as a technology, NFTs can improve sales and create marketing ideas & strategies for different businesses. Not a lot of people have the legal knowledge of intellectual property with digital assets to execute these ideas or strategies for commercial or artistic purposes. However, we believe the time will come when people start realising the importance of legal and structural strategies to adopt the technology of the blockchain into businesses and enhance their marketing and sales.

How does the market compare between arts published with NFT and without? And what are the implications of the difference?

For now, not a lot of people understand how NFT can be used as a marketing tool because of the lack of education in the field. So, most may have mistaken it as a tool for quick money instead of a strategic way to build brands. We believe the only players who will thrive in the NFT market will be those who understand the potential of the technology as it develops and the knowledge of the intellectual property.

The key message is that NFT can not only be in the form of pure art creation but also as a business marketing tool.

From the art side: It’s a big transformation in the industry when digital art ownerships can be given to a wider group of audiences. As exposure always turns out to be larger than artists’ expectations, we think it will boost creativity in the industry as more people are trying to express themselves in art comparatively.

From the Commercial side: A brilliant marketing strategy for attention grabbing in the space of sales and products. Branding and marketing will be boosted with the idea of NFT because it re-enhances the core values of a community by labelling it as a form of asset.

Simon Birch

is a British-born artist living and working in Hong Kong who is renowned for the kinetic, cinematic quality of his paintings which have been featured in art shows internationally. His most reputed project to date, The 14th Factory, became an art world phenomenon as 100,000 people attended to discover its first outpost in a disused factory in East LA in 2016. The upcoming Hong Kong edition of The 14th Factory will be one of the largest independent art experiences in the world, the first project of scale globally post-pandemic, cementing Birch as one of the most diversely talented artists of our time.

Describing himself as an ambitious multidisciplinary artist, entrepreneur and practitioner, Simon Birch creates and presents his arts in various forms. There is no surprise that NFT is one of them as his vision extends beyond serving art dealers and galleries, to document his past achievements - from the first brushstroke to the latest installation project (14th Factory); setting a milestone for how far he has come, and acknowledging the transformation of the art industry, Birch marks the tipping point of his career by publishing his top 24 paintings ever with NFT. Drawing from his dark past, Birch believes that this is the opportunity to create something meaningful and impactful that can benefit young people and help bring out their potential in them.

My Story - Simon Birch

Kelvin Yuen

Kelvin Yuen is a tremendous photographer and artist whose works give life to the pieces captured by his lens. Born and raised in Hong Kong, he has become the soul of the city’s landscape. At only 24, Kevin has been recognised by the International Landscape Photographer of the Year Awards and has also become a panel member of the institution.

Hong Kong’s natural landscape might not catch the eye or make the first impression on the outside world, but Kevin believes his home is not just a city but more. Presenting the most exclusive moments and the true soul of Hong Kong nature through his lens, Kelvin has been able to lead the world into his home with this one-of-a-kind art piece, which he desired to present after 5 years of preparation throughout his whole career. “Hong Kong is not just a city” will be presented in the form of NFT, with only one copy available.

Hong Kong is Not Just a City - Kelvin Yuen

Sydtrus

Sydtrus is a Hong Kong-born self-taught DJ. He would play his tracks by himself in his bedroom, with no guidance on his musical journey. All he had was his desire to one day bring joy and hope to the people of Hong Kong. Sidtrus would send free copies of his music and perform for free in clubs in hopes of getting more exposure and generating a fanbase. He believed he would eventually find someone who understands his dream and shares his vision, and his struggles would have paid off.

To this very day, Sidtrus still carries the same energy and passion that ignited his dreams. No matter what - whether he is performing on a million-dollar stage or alone in his bedroom - the DJ decks are his sanctuary. He believes there is no such thing as failure when following your truest desires. “Failure is only (for) the one who stops believing and gives up.”

Everything comes to those who believe, “keep dreaming until you are living in it.” The NFT will be a single titled “Take Me Home” - reflecting on Sidtrus’ belief that every dreamer can one day find their way to where they belong no matter what difficulties lie ahead.

Take Me Home - Sydtrus