Programming digital art: despite technological and ownership issues, galleries are connecting with this high-tech market

Art Business News, Dec, 2003 by Julie Mehta

Feigen Contemporary in New York, another gallery that mostly sells traditional media, has found a following for Jeremy Blake's painterly digital artwork. The looping DVDs are usually shown on plasma screens, giving them the feel of a moving painting. Feigen is currently showing Blake's newest limited-edition DVD work, which goes for $20,000.

Despite the concentration of galleries in New York selling digital art, the greatest acceptance for the medium seems to come from the West Coast. "Because of our proximity to silicon Valley and the enormous technology base in the Bay Area, the idea of digital art is not so foreign to people here" said Todd Hosfelt, founder of the Hosfelt Gallery in San Francisco. Hosfelt said he has a waiting list for pieces by Jim Campbell, who programs grids of LED lights to play video imagery. "I'm making lots of money from digital art" said Hosfelt, who sells Campbell's pieces for $30,000 to $40,000."And the great thing about having a solid market for this work is that I'm able to show more experimental stuff, too."

Hel'll likely have more to choose from as technologyl's influence continues to deepen. "The reality is today's kids are developing hand-eye coordination by playing video games" said Rhizome's Greene, "so there are sure to be more digital artists in the future."

Sawon has learned first-hand the value of patience in the digital art market. "I thought this would catch on very quickly after our ["Can You Digit"] show in '96, but it's still catching on," she said. "But things are moving forward. There will be new generations for whom digital art will not be a second language, but a first language."

SOURCES

* American Museum of the Moving Image, www.ammi.org

* Bitforms, (212) 366-6939

* Bryce Wolkowitz Gallery, (212) 243-8830

* Feigen Contemporary, (212) 929-0500

* Hosfelt Gallery, (415) 495-5454

* Pace University,

http://csis.pace.edu/digitalgallery/main.html

* Postmasters Gallery, (212) 727-3323

* Rhizome.org, www.rhizome.om

* Sandra Gerring Gallery, (646) 336-7183

* A Taste of Art, (212) 964-5493

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