Part 1: How Artists Can Embrace Web 3.0
Artists: Embracing Future Technologies Series - Part 1
Traditional visual artists (e.g. painters, printers, sculptors, etc) always need to consider new ways to connect with their audience and showcase their work. With the emergence of Web 3.0, there is now access to a whole host of new possibilities.
Web 3.0 represents a new era of decentralisation, security, and innovation, and it has the potential to revolutionise the art world in countless ways. Terms related to Web 3.0, such as decentralised marketplaces, NFTs (Non-Fungible Tokens), smart contracts and Web 3.0 social media platforms, are being heard more and more at the moment. In this blog post, I will provide clarity around these terms and explore some of the key benefits to artists.
This new terminology can feel overwhelming and it’s tempting to avoid it at all costs, but by embracing these new technologies, artists have the opportunity to stay ahead of the curve and take advantage of all the innovations happening right now.
Table of Contents
The difference between Web 1.0, Web 2.0 and Web 3.0
What are Decentralised Marketplaces?
The difference between Web 1.0, Web 2.0 and Web 3.0
To understand what is meant by Web 3.0, we first need to clarify the meaning of Web 1.0 and Web 2.0. I have provided a short summary of each below.
What is Web 1.0?
Web 1.0, also known as the first generation of the World Wide Web, refers to the early days of the internet, starting in the late 1980s through to the early 2000s.
Websites during this time were simple and static, consisting of mostly text and hyperlinks, and lacked many of the features we take for granted today, such as multimedia content, interactivity, and social media. The most common form of website was a basic HTML page, and e-commerce was still in its infancy.
Overall, Web 1.0 was a simpler and less interactive version of the web that we know today.
What is Web 2.0?
Web 2.0 emerged in the early 2000s and introduced a new era of dynamic and interactive websites. This is the version of the internet that we currently use today.
Web 2.0 is characterised by the emergence and growth of social media, user-generated content, multimedia, and web applications that allowed for greater interactivity and personalisation. It also enabled the advancement of e-commerce and online advertising, which helped to fund the growth of many popular tech companies like Amazon, Google, and Facebook (now known as Meta).
What is Web 3.0?
So, what is Web 3.0? Web 3.0 is the emergence of a new form of decentralised web. Web 3.0 is a vision for the future of the internet that seeks to provide a more secure and private online experience. It has come about as a reaction to the overly centralised characteristics of Web 2.0.
The current web is dominated by centralised services that are controlled by a small handful of companies that collect vast amounts of user data. When we say that Web 3.0 is ‘decentralised’ we mean that it seeks to shift power and control back to the users, and create a more open and distributed web that is not controlled by any single entity.
The vision is based on an internet built on decentralised protocols and where users assist with the creation of content and also the governance of this space.
Web 3.0 is built on blockchain technology, which enables the creation of decentralised applications (dApps) that can run on a peer-to-peer network without the need for intermediaries or central authorities. These dApps can provide users with greater control over their data and identity, as well as enable new forms of digital interactions, such as, decentralised finance, social networks, and marketplaces.
Web 3.0 also involves the use of other technologies such as smart contracts, cryptography, and decentralised storage, which together can help create a more resilient and trustworthy web.
The ultimate goal of Web 3.0 is to create a more open and inclusive internet that is accessible to everyone, and that can support a wide range of new applications and use cases.
When will Web 3.0 Replace Web 2.0?
While it's difficult to predict exactly when Web 3.0 will take over from Web 2.0, the signs are that the transition has already begun. It is likely to take many years, and I would expect Web 2.0 and Web 3.0 to run alongside each other for some time.
The future of the internet is exciting and full of potential, and Web 3.0 is poised to play a significant role in shaping it.
The Use of NFTs by Artists
One of the most exciting developments in the world of Web 3.0 is the emergence of Non-Fungible Tokens (NFTs).
Part 5 of this Artists: Embracing Future Technologies Series provides a more detailed look at NFTs, but the following section provides a short summary of what they are and how an artist can use them.
Non-Fungible Tokens (NFTs) are digital assets that represent ownership of a unique piece of content. This could be a piece of digital art, but it could also relate to physical art.
The Benefits of using NFTs for Artwork
There are various benefits to an artist who may wish to create an NFT:
NFTs allow artists to create a digital record of ownership and authenticity for their artwork, which can be verified and tracked using blockchain technology.
NFTs can be used to create new revenue streams for artists by allowing them to sell digital copies of their artwork, as well as the physical originals. There are also opportunities to benefit from royalties from the future sales of your artworks.
For artists, this represents a major breakthrough, as it provides a way to protect the value and integrity of their artwork in the online world.
Creating an NFT is another way in which artists can gain exposure to new audiences and markets.
Overall, the use of NFTs represents a major opportunity for artists to take advantage of the benefits of Web 3.0 and enhance their digital presence.
What are Decentralised Marketplaces?
Decentralised marketplaces are another key benefit arising out of Web 3.0 that artists could utilise.
These marketplaces operate on a peer-to-peer basis, meaning that they cut out intermediaries and allow artists to maintain control over the sales process. This can be especially valuable for artists who may be looking for new ways to sell their artwork online without relying on traditional galleries or auction houses.
The Benefits of Using Decentralised Marketplaces to Sell Physical Artwork
Decentralised marketplaces represent a major opportunity for artists to take control of their sales and distribution process and connect with buyers who are passionate about art. By using decentralised marketplaces, artists can set their own prices and terms, and they can reach a global audience of buyers who are interested in unique and original artwork.
In addition, the aim of decentralised marketplaces is that they should be more secure and transparent than traditional online marketplaces, as they rely on blockchain technology to track and verify transactions.
By leveraging the power of Web 3.0 and decentralised marketplaces, visual artists can build a strong online presence and establish a loyal following of buyers and collectors.
The Main Decentralised Marketplaces
There are many decentralised marketplaces that artists can use, however, if just starting out, I would suggest exploring and researching one of the larger ones in the first instance. The main ones include:
OpenSea - OpenSea is the largest marketplace for NFTs and decentralised digital assets, and also supports the sale of physical artwork.
SuperRare - SuperRare is a curated marketplace for rare, single-edition digital artwork and NFTs.
Rarible - Rarible is a community-owned NFT marketplace that allows artists to create, sell, and collect digital items secured on the Ethereum blockchain.
KnownOrigin - KnownOrigin is a UK-based art marketplace that allows artists to sell their digital and physical artwork as NFTs.
These marketplaces allow artists to reach a global audience and connect with buyers who are passionate about art, and they offer a more secure and transparent sales process than traditional online marketplaces.
What are Smart Contracts?
In addition to NFTs and decentralised marketplaces, Web 3.0 also offers another powerful tool for artists, known as smart contracts. Part 4 of this Artists: Embracing the Future Technologies Series provides a more detailed look at Smart Contracts.
Smart contracts are self-executing contracts with the terms of the agreement between buyer and seller being directly written into lines of code. This means that smart contracts have the potential to automate and streamline the process of buying and selling artwork online.
Smart Contracts are different to NFTs, but the two are mutually beneficial. NFTs are the unique virtual assets, whilst the smart contract is the code on the Blockchain that executes any NFT transaction.
How smart contracts can be used in the sale and distribution of artwork
For artists, smart contracts can be used to ensure that the value and authenticity of their artwork is preserved throughout the sales process. By embedding information about the artwork and its provenance into a smart contract, artists can establish a record of ownership that can be tracked and verified on the blockchain. This can help to prevent fraud and protect the value of the artwork over time.
Smart contracts can also be used to automate the process of paying artists for their work. By setting up a smart contract that automatically releases payment to the artist once the artwork has been delivered to the buyer, artists can avoid the need to chase down payments or deal with payment disputes.
How Can Artists Use Web 3.0 Social Media Platforms?
Another development in the Web 3.0 space is the emergence of decentralised social media platforms.
These platforms are built on blockchain technology and offer a range of benefits over traditional social media platforms, including greater security, privacy, and control for users. They also provide another way in which artists can connect with fans, share their work, and build a loyal following.
Some examples of Web 3.0 social media platforms that may interest visual artists include:
Sapien - Sapien is a decentralised social network that puts users in control of their data and provides a range of features for content creators, including the ability to monetise their content and build a following.
Hilo - Hilo is a decentralised social network that rewards users for creating and sharing high-quality content. In the Hilo platform, your sensitive data will be owned and controlled by you.
My Final Thoughts on Web 3.0
It is natural to feel daunted by such a shift to what we have come to expect from the internet and trying to grasp a wide variety of new terminology. But I would recommend approaching Web 3.0 with an open mind.
Web 3.0 potentially offers a range of exciting opportunities for artists to expand their reach, protect the value and authenticity of their artwork, and connect with a global audience of buyers and collectors.
As the Web 3.0 ecosystem continues to evolve, it is likely that even more powerful tools and technologies will emerge that can help artists to thrive in the digital world.
Thank you for taking the time to read this blog post, I hope that it has provided you with valuable insights into the ways in which Web 3.0 can benefit artists.
For more information on some of the new technologies that artists could embrace, including some information on the ones mentioned in this article, please see the following blog posts:
