business models for digital art – some thoughts

Most photographers work freelance – see MEAA recommended rates of pay – around $220 per hour.


and MEAA

The economy for artworks is often driven by scarcity – a single unique object.

But how is value derived for ‘The work of art in the age of mechanical (and digital) reproduction’?

Photographers will often ‘edition’ their works in a similar way to prints (eg 1/5)

and there is an emerging market for video art

eg Bill Viola works via a licence to exhibit. for example, the NGV purchased one of three licenses worldwide to exhibit ‘Ocean Without Shore’

It is reputed to have cost them “a lot more than a million dollars”

The business models that you will end up using may not exist yet.

For example, the business model for internet music streaming is quite new. Eg, Spotify
Previous business models for music were the CD and record – an object/structure for storing the sound recording. Then iTunes to won the file, now licensing.

Similarly, there have been some proposals for emerging businesses to license digital visual artworks – the client pays a license fee to stream digital artworks on their screens

In some sense, it is not that different to the licensing arrangements offered by Photography agencies, eg Getty Images

What can you discern of the business model embedded in Rafael Rozendaal’s practice?


Sano, M 2013, ‘Cashed-up avatars pay out in real life’, ArtsHub 17 May¬†

Screen Shot 2014-04-27 at 6.41.54 AM

Screen Shot 2014-04-27 at 6.45.46 AM


The business models that you will end up using may not exist yet.

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