Some thoughts about art onchain

A few weeks ago I recorded an episode of The Optimism Show where I touched on grants, art and Scout Game. They chopped it up into 3 different episodes and today they released the section on art. I often don't even listen to my own appearances but I listened to this one and was happy with how well it represented my various thoughts on art. I recommend you give it a watch/listen. Inspired by that here are some random thoughts around art onchain that have been swirling around my head.

For a long time, the art world has been controlled by galleries and curators who acted as gatekeepers, deciding which artists gained visibility and success. These intermediaries took a significant cut of earnings, sometimes up to 50%, for their role in promoting artists' work to collectors. While this model ensured exposure, it also created a steep barrier for emerging artists who lacked gallery representation. The rise of NFTs has disrupted this model, enabling artists to connect directly with their audience and sell their work without the need for middlemen. But this shift has also placed new demands on artists who now need to be able to tell their own story and effectively promote their work, skills that might not come naturally to those who excel in visual communication.

As art moves onchain, artists have to rethink how they bridge the gap between creation and audience engagement. In the traditional model, galleries would tell the artist’s story, explain the context, and sell the narrative to potential collectors. Now, that responsibility lies with the artists themselves. Many artists, who thrive in visual mediums, might find it challenging to articulate their work through text or voice. Yet, effective storytelling has become essential on blockchain networks, as it helps build a connection between the artist and their audience.

Platforms like Zora, which has evolved to function more like a social network than a marketplace, have embraced this shift. When an artist mints a piece, it shows up in the feeds of their followers, encouraging interaction and creating a sense of momentum. This approach mimics the algorithms of Instagram, where visibility is driven by engagement, but with the added benefit of direct ownership and monetization. Artists can take advantage of this by sharing more than just finished works—showing their creative process, inspirations, and even missteps to build a richer narrative that keeps their audience engaged over time.

A successful art launch requires more than just dropping a link and expecting people to mint it. During the NFT boom, behind every high-profile drop was a well-thought-out strategy to build anticipation. Artists would reach out to previous buyers, offer previews, and even host virtual studio tours to give collectors a behind-the-scenes look. This kind of pre-launch engagement helped build trust and excitement, making the actual launch much more impactful.

Artists need to take a similar approach today. Building a network of support is key. Artists can coordinate with peers to amplify each other’s launches, creating a “swarm” effect where a new piece gets shared widely across different networks at once. This kind of coordinated push can boost visibility and make a launch more successful.

When I was involved in the launch around The SUNNYs and started planning the launch for Scout Game it struck me how these swarm strategies could be an approach for artists. A well executed campaign involves organizing supporters to share news about a release at different times, ensuring a steady stream of engagement. This approach, seen in the Scout Game’s waitlist launch, where coordinated posts across time zones kept the momentum going throughout the day, can be adapted to art promotion as well.

Artists can adopt this “swarm” strategy by coordinating with others, scheduling different waves of promotional posts to maintain sustained visibility. Rather than a single spike of interest, this approach ensures consistent engagement, giving the work a better chance of gaining traction. Platforms like Zora are ideal for this because the visibility of a piece in the feed can drive further engagement and sales, creating a ripple effect. The goal is to create a community launch, where mutual support across social networks generates momentum that no single artist could achieve alone.