Empowering Female Artists Across Europe: Free Blockchain Art Academy Launches under Project FLUX

The regional art scene has recognized the need for an interdisciplinary approach to art through multimedia, and with the support of the European Union, the FLUX Female Digital Creativity project has been created in collaboration with renowned cultural and technological organizations from Croatia, Italy, and Slovenia: Labin Art Express (Istria, Croatia), MEET Digital Culture Centre (Milan, Italy), MOTA Museum of Transitory Art (Ljubljana, Slovenia), and Alice in Blockchains (Zagreb).

Alice in Blockchains, a nonprofit women’s association focused on fintech, cryptocurrencies, and blockchain, introduced NFTs to the public last year during the Web3 Tales conference at the Museum of Contemporary Art. This was done through the first international NFT exhibition in Croatia, themed “Techno Healing – Finding Resilience and Well-Being in a Digital World”, showcasing unique works by 10 female and non-binary artists, pioneers of digital creation.

In the same spirit, this year they are offering a free Blockchain Art Academy designed for female artists, graphic designers, photographers, and more from across Europe. The academy is an online program, which will be held from October 14 to 18, 2024, featuring 10 educational online sessions (lectures and workshops).

It will connect 90 female artists with mentors who have professional backgrounds in blockchain, art, marketing, strategic planning, and other sectors, providing a comprehensive education. The most successful participants will have the opportunity to exhibit their work in 2025 in three European cities: Milan, Ljubljana, and Labin, as part of events and exhibitions organized by project partners.

The purpose of the project is to provide female artists with the necessary knowledge, a platform for presentation, and opportunities for promotion in the world of digital art, with a special focus on the innovative medium of blockchain. FLUX creates equal opportunities in the NFT art sphere, placing female artists at the center of all activities.

“FLUX is not just about creating beautiful digital art – it’s also about empowering female artists to build a successful digital career. Our workshop equips them with the necessary knowledge to present their work online, connect with a global audience, and turn their passion into a sustainable source of income,” said Klara Kovačević, a digital development expert at Google and one of the project’s mentors.

Participants will learn the basics of blockchain, cryptocurrencies, digital wallets, and NFTs through interactive workshops and lectures. They will also become aware of the impact of virtual and augmented reality on artistic expression, learn how to create an exhibition in the metaverse, and learn how to create NFTs on several different platforms. Through examples, they will get closer to understanding how to present their work to a wider audience through different channels.

A significant emphasis is placed on marketing and how to utilize social media presence, the importance of having a professional portfolio and website, how to create a good digital marketing strategy, how to engage followers and the audience, the importance of storytelling, and they will also gain insights into the legislative frameworks and intellectual property at the European Union level.

“Our goal is to inspire and equip artists with the knowledge and tools to thrive in a rapidly evolving digital environment, fostering a culture of collaboration and innovation. I must admit that I am excited to see how the participants will take advantage of this opportunity to advance their careers and contribute to the dynamic field of digital art. We have the chance to shape the future together, where contemporary art from our region plays a key role on the global art scene,” emphasized Vanja Žanko, president of Nomad – the Croatian office for contemporary art, and also one of the academy’s mentors.

The importance of being digitally present was explained by one of the academy’s mentors, Nik Kolveshi Radlović, founder of Kolekcionart, the first Croatian digital platform for the popularization of Croatian art:

“The advantage of digital platforms and social networks is that they allow us to reach an audience wherever they may be, and the key to success in building an engaged community is the quality, consistency, and authenticity of the content served to them – whether it is informative, educational, or promotional. However, the most beautiful part of engaging with art is the interaction, so events where people physically gather are an essential part of promoting and popularizing art.”

The Academy is built through 10 interactive online lectures:

• Topic 1: Basics of Cryptocurrency & Blockchain in theory and practice
  • What is cryptocurrency? Basics of cryptography in simple terms.
  • What is blockchain, types of blockchain and the consensus mechanisms?
  • How blockchain empowers artists?
  • How to choose and open a crypto wallet? How to make a transaction?
  • Securing and managing digital assets
  • Understanding digital ownership and authenticity
  • What are smart contracts? How smart contracts can benefit artists?
  • Decentralized applications (DApps)

• Topic 2: Metaverse and XR
  • Extending the Canvas: Understanding the Impact of VR, AR, and XR on Artistic Expression and Opportunity
  • NFTs within 3D environments: How to Take Your Work from the Blockchain into Virtual Realities
• Topic 3: What are NFTs and how to get started?
  • Why is it essential for NFT artists to have a compelling story behind their work?
  • How can an artist’s personal story enhance the value of their NFTs?
  • How does community support impact an artist’s confidence and
  • creativity?
  • What distinguishes a strong community from a passive audience in the
  • NFT world?
  • In what ways can an NFT artist turn their community into advocates for their work?
  • What are some successful examples of NFT artists who have excelled in storytelling and community building?
• Topic 4: Cultivating Togetherness in Contemporary Art
• Topic 5: Making art accessible to wider audiences by leveraging digital platforms
• Topic 6: How to create an NFT? (Workshop)
  • Learn hands-on techniques for creating and minting your own NFTs, presented on multiple platforms.
• Topic 7: Building a Digital Foundation: Skills and concepts artists should understand for long-term growth
  • Establishing a strong online presence
  • Creating a professional website/portfolio
  • Utilizing social media effectively to showcase artwork
  • Leveraging digital marketing strategies
  • Understanding digital marketing concepts and techniques
  • Engaging with followers and fans to build a loyal community
  • Collaborating with other artists and communities for mutual growth
  • Analyzing data to adapt strategies and maintain audience engagement
• Topic 8: Mastering Storytelling in Immersive Environments For Engagement and Emotional Impact
  Artists will explore the art of storytelling in immersive environments, focusing on the unique aspects of interactive narratives and worldbuilding in extended reality (XR), mixed reality (MR), and virtual reality (VR) for digital artists. Artists will delve into various storytelling techniques, including character development, worldbuilding, and plot structure, and demonstrate how effective storytelling can enhance engagement, emotional connections, and business success.

  The lectures will provide examples from game design principles and popular immersive experiences showcasing how these technologies can create powerful, immersive storytelling that captivates and engages audiences.

• Topic 9: NFTs and law
  • Regulatory environment (overview of relevant regulatory framework applicable in the EU)
  • Intellectual property (introduction to the rights, protection and infringement)
  • Ownership and smart contract – Royalties

• Topic 10: Numbers & Statistics
  • Sales value of art and collectibles NFTs worldwide
  • Market cap of leading NFT collections and projects in the art segment worldwide
  • Main factors that would motivate art buyers to buy NFTs worldwide
  • Biggest NFT marketplaces based on sales volume
  • New technologies, tools, and digital formats for exhibitions planned to be implemented bymuseums worldwide

Participants will mint their NFT’s in partnership with Endemic.app, the first AI Curated Marketplace — a platform that created and trained its own AI model on a vast dataset encompassing historical art pieces, user preferences, and curatorial records. This AI is poised to decentralize the way we curate digital art, particularly within the NFT industry.

Applying for the program is simple. FLUX invites all interested female artists to describe themselves and their artistic practice through a short statement and send a few photos that best represent their work (a maximum of five pieces, whether digital or physical) to [email protected] or through the form on the project’s website https://fluxproject.eu/ by 30th September, 2024. Participation in the program is free, and selected participants will receive all necessary resources and materials at no cost.