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在线翻译:
szdaily -> Culture
When art meets commerce
    2017-March-28  08:53    Shenzhen Daily

    Chen Xiaochun

    654789759@qq.com

    IN the era of Internet plus and sharing economy, a wave of cross-industry collaboration is springing up. The same is true for art. Art projects joining hands with commerce or art joining hands with brands are mushrooming around the globe.

    A media promotion meeting for ARTDNA, an art sharing platform run by Penguin Cultural Technology, was held March 18 in OCT-LOFT. The platform focuses on the trading of original works of art and the management of “art IP,” aiming to build a professional database of “art IP,” to scout excellent contemporary young artists and incubate excellent “art IPs.”

    The word IP, originally “intellectual property,” is now used in China to refer to literature or other types of art products, such as online literature, film, music and art, that are very well-known and have a great potential for future commercial value.

    There are many successful examples of art creating great commercial value, thus becoming a successful “art IP.” One of them is the “van Gogh credit card” issued by the Taiwan branch of Dutch bank AB NAMRO Bank.

    In November 1997, AB NAMRO Bank in Taiwan printed the paintings of Vincent Willem van Gogh, one of the greatest Dutch painters, on a credit card. As well, in April 2001, in a bid to promote the card, the outer wall of the whole building of the bank was also decorated with copies of van Gogh paintings.

    “The card was a great success. Within three months, it had achieved a 300-percent increase in the number of cards issued, making it a hot topic in the fashion field. As of 2002, 520,000 cards of its kind had been issued,” said Zhang Lingyu, operations director of Penguin Cultural Technology.

    Zhang explained that, currently, many problems exist in the art market such as the opaque pricing, transaction information asymmetry, the difficulty in distinguishing genuine from fake works as well as the low utility rate of art space.

    “Due to the fact that there is a lack of proper platforms, many excellent artists still haven’t come into the public’s sight and cannot achieve more art value,” said Zhao Li, professor of the Central Academy of Fine Arts.

    “The Internet can help with the dissemination of art and facilitate the entering of art works into people’s life in an easier way, thus increasing the value of art,” said Chen Yan, vice chairman of the Shenzhen Copyright Society.

    Chen said that many artists might worry about copyright issues that might occur in the course of online transactions, adding that the Shenzhen Copyright Society is equipped with three platforms to protect copyrights.

    At the meeting, Penguin Cultural Technology entered into strategic agreements with Art Nova 100, Art Internet Conference, 318 ART, Shenzhen Copyright Society and China Arts and Crafts Master Zeng Jin to tap the “art IP” market, besides joining hands with Tencent, OPPO and companies from other fields.

 

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