Photographers empower women artists to sell NFT

Next Monday (20), a large screen will appear on Times Square, an iconic avenue in New York, USA, showcasing the work of more than a hundred photographers from around the world. Among them is a Brazilian: Livia Elektra, 32. She is one of the leading names in the NFT art market — we explain what the term means below — and is an activist for the inclusion of women in the niche.

NFT stands for “fungible token” or “non-fungible token”. It is a technology that was born with the idea of ​​creating smart contracts and now works as a certificate of authenticity for a document in digital format. That is, it provides a guarantee seal that verifies that it is the original version.

But it was the digital art sector that popularized NFT. “Technology gives authenticity to a digital work and proves that it is unique in the world,” he says. “Our lives are already online and the trend is going to be even more so from now on. People are buying these works as digital property,” the photographer continues. Player Neymar, for example, is a collector of NFT works and has a portfolio of $ 1.3 million.

Today, the Brazilian is part of the casting of NFTPhotographers, an organization that manages artists who use technology and connects with collectors. The photo of the electric will be shown on the LED screen of the Marriott Marquis hotel.

Photo by Lívia Elektra in New York

Image: Lívia Elektra

Livia introduced NFT technology in February 2021. It was during this time that the American singer The Weeknd released a single with a record of authenticity, which caught the photographer’s attention. A month later, he decided to sell his first work following the same scheme. “It was a turning point for me.”

Lívia says the NFT market guarantees artists the opportunity to pay more directly. “A musician, for example, can sell his work without the need for a record label. Then, even if he resells that work, he earns a percentage of that transaction. I think that will balance the way record labels and platforms pay artists.”

Women make up only 16% of the NFT market

In 2019 and 2020, according to a report published by the art market research firm ArtTactic, women accounted for only 5% of global NFT sales and only 16% of the NFT art market.

“We are still a long way from achieving that balance between men and women. They are still the vast majority,” she says. “We are a minority of investing in cryptocurrencies. So from the moment you have this cryptocurrency-dependent technology, women are already at a disadvantage.”

to buy or sell NFTs it is necessary to make the transaction in cryptocurrency – the generic name for decentralized digital currencies. NFT and cryptocurrency are technologies of the same origin: blockchain (the English word for “blockchain”, literally translated, used to describe the system in which cryptocurrency works).

That’s why she and nine other NFT market experts launched a program to empower women to enter this niche. The EVE NFT project empowers women to invest in the cryptocurrency market and invest in NFT.

“This technology is just beginning, so now is the time to come together to move forward or to take to the streets, face to face with men. “She doesn’t need a husband or a boy or anyone to invest in money. She can do it alone.”

The photographer has already done artist covers

Lívia was born in Lorraine, in the interior of São Paulo, and entered the art world at the age of 12, when she wrote her first songs and created a female vocal band, Fake Number, in which she was a member for ten years. He moved to São Paulo when he was 15 years old.

While in the band, he began recording concerts and travel. When it was finished, the photo was left. From then on, he began taking professional photos of musicians and making album covers for artists. The photographer has already done album covers of various styles, such as Wesley Safadão, the artist who has taken the most portraits for portals five times, Luísa Sonza, Léo Santana, Vitão, Simone e Simaria and Dennis DJ.

“I tried to combine my piece of music in the photo,” he says. “Even without singing, I wanted to fit into this environment that I still knew a lot of people.”

Working with so many artists of different styles helped him become a photographer today. “The main challenge, when it came to making album covers, was to create a stage that showcases the artist’s style. It touches a lot of our creativity.”

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