SURE INVESTMENT

Still available!

The digital art object places the collector of contemporary art in a difficult position.

The work may be beautiful, it may be sublime, it may have great artistic merit and it may have required countless hours of conceptual and mechanical labour from its devoted creator.

It can, in all immaterial and phenomenological ways, be the peer of a non-digital, physically-realized work of art.

And yet, the digital object’s function as a commodity is unproven. The ease of copying and distributing perfect reproductions of digital files may have lasting implications for the valuation of an artwork in a marketplace, beyond its perceived value as a discursive cultural object.

As a financial investment, it is as much of a gamble as opening up an account and casually playing a few hands at Party Poker with no working knowledge of poker convention and strategy.

With this new piece by Winthrop Jones, the digital collector can rest at ease, knowing that their purchase is a guaranteed investment — for as long as the BOCA Gallery website remains trafficked.

By purchasing Jones’ custom-painted frame for a lump sum (contact us for pricing information), the collector gains ownership over both the frame and the frame’s content: a clicksor contextual advertisement which steadily generates revenue by both displays and click thrus.

In this way the collector receives a cumulative return on their investment which is in no way linked to the nascent (virtually non-existent) market for digital artworks.

Curiously, then, in Jones’ piece a reversal of the typical process of artwork commodification occurs: Rather than Jones’ artwork being framed (contextualized) by market forces, the artwork itself functions as a framing device for its capital value. The aesthetics are overtly secondary to its generative potential, and the investment value itself is aestheticized through its vehicle, the webpage advert.

As an added incentive, the successful collector will also have their name engraved on the frame’s plaque, the better to show off their newest acquisition.

Still available!

(exhibition text by Jorge Ortega)