Recent innovations in technology are pushing the boundaries in art and music. After the camera was invented, mobile devices, the advent of social media, and the internet have tremendously transformed the art world. Instagram, Facebook, and other digital sites have defined how people take and share images in split seconds regardless of their geographical locations. Massive developments in how images are produced and the shift in how people understand modern art also demonstrate the influence technology has on art. According to Faraboschi (2019), experts predicted the impact of technology on art, science, and fashion, all of which surpassed their expectations. Apart from art development to publication, the buying and selling of artwork have also taken a shift from its traditional approach. This paper will examine the impact technology has on art, drawing on its significance and implications for the future.
Digital disruptions in the wake of this technological era have injected new energy into the art world. Reminiscing on how modern fashion influenced the advent of pop music and culture, technology projected the East and Western art heritage onto the global scale. Moreover, decades ago, topics and discussions about art were confined to the few art lovers (Samdanis, 2016). Rightfully so, technology, more so the internet and smartphones, have expanded the art society to a bigger and younger target audience. For instance, art collectors in the past would only know about art exhibitions held in other countries if their names were included in the mailing catalogs. However, current trends have shifted the power back to the collectors, enabling them to search for planned exhibitions and their venues. Unlike the traditional mode of communication, the internet has simplified how fast information travels from one end of the globe to the other.
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Rather than democratizing the art world, the current digital transformation has revolutionized art. A CNN report indicates that, while 2015 saw a decline in auction sales, a 24% rise in online art market sales was reported (Murphy, 2018). At the same time, galleries and museums have also not experienced any dip in attendance despite the digital revolution (Giannini & Bowen, 2018). Similar to music, art has become more significantly desired as people get to experience its magnificence. Through technology and access to the internet, people are now more aware of scheduled museum exhibitions and the arts being showcased (Murphy, 2018). The availability of online art drives more people to physically visit museums and galleries and see the actual art exhibits.
Complexities within the art world have increased as a result of the internet. For instance, there is so much information available on the internet about different arts and exhibitions worldwide. However, art collectors have to remain concerned about the validity of such information. Murphy (2018) believes that while technology has expanded the realm of art in this modern society, digitization does not portray the essence of art. The critical aim of art production and collection is its emotional connection with the audience. Without that emotional connection, any piece of art loses its meaning. Famous paintings and sculptures made centuries ago continue to remain relevant because they have successfully maintained their aesthetic and emotional connection throughout generations.
As more business models move to the web, art centers and galleries have embraced this trend to reach more consumers and collectors. Intelligent technology, more so augmented and virtual reality, are pushing the boundaries of art purchase, with interested collectors having the capacity to view a simulated version of the art before making any purchases (Zhang, 2018). Not only do these emerging technologies improve the overall buying experience, but they also foster the discovery of new artists. Moreover, the gratification that once filled the art market has been neutralized by new technologies that streamline the buying and selling process. For instance, blockchain technologies have overshadowed obscure interactions in the traditional selling of art pieces, increasing online transactions' speed and confidence (McConaghy et al., 2017). In the long run, the validity, authentication, and privacy of the transactions and all those involved are maintained.
Art organizations are fully aware of the impact of technology on their vision and objectives. Since the internet came into existence, art organizations have amassed the power to market themselves and broaden their target audience. Online advertising, social media exchanges, and blogging have created opportunities for art organizations and individual artists to showcase their art, increasing their revenue streams in a more effective manner (Al Hashimi et al., 2019). While it is challenging to predict how technology will increase in the next few decades, profound accessibility to information by a large target audience promises to continue. As such, there will be diverse decisions concerning previous and modern art. Moving away from the practicality of technology and art, more advances and emerging technologies will improve the communication and marketing of art, further deepening the audience experience.
Far beyond one-off events and performances, the internet helps art organizations extend their impact to all communities. As earlier noted, art in the past decades was coveted by the few. Currently, the digital world has leveled the playing field, pulling more people to join the art audience (Giannini & Bowen, 2016; Murphy, 2018; Samdanis, 2016). The world is now witnessing a continued increase in art's interest as more artists employ digital tools to reach masses far and wide. Activities and interactions in social media platforms are a constant reminder of how relevant information is to communication and marketing. On the other hand, the internet has changed the norm of one-time events and live performances, giving artists and art organizations a platform to extend engagement with their audience.
The introduction of newer artistic materials combined with rapid developments in emerging technologies has significantly influenced modern art. While Bowen & Giannini (2016) acknowledge that the above trends have played a role in expanding the creativity of art in this contemporary age, Dufva & Dufva (2019) question the implications of using digital tools to create and publishing artwork. In essence, digital tools have simplified the production of artwork, opening new art frontiers on imagination and creativity. Moreover, the execution time has been reduced significantly, allowing artists to focus their attention and energy on creating groundbreaking artwork. Dufva & Dufva (2019) argue that contemporary artists are faced with a myriad of options in the creation of artwork, leaving them confused and puzzled on which option to undertake. As most of their art revolves around the emotions created from the confusion, repetition becomes a norm. Given that art originates from a ritual perception, the artwork is devoid of imagination.
The internet, modern art techniques, and digital tools are driving paintings and drawings to new heights. In the traditional art world, an artist's creativity and final product depended on their skills and knowledge in applying different brushes, color codes, and materials to come up with a masterpiece. Through imagination and creativity, the artist was in control of all the elements, conventional steps, and realism in generating a perfect work of art. However, modern artists have been influenced by technology, taking away their human touch to create artwork (Bowen et al., 2018). Computers and drawing tools that try to mimic traditional materials and aesthetics still portray significant differences in performance, emotional connection, and usage (Dufva & Dufva, 2019). Arguably, the human touch in classical paintings and other artwork pieces influenced the shape and design of art.
The internet has provided artists with a wide array of digital tools that offer diverse sets of mechanisms, giving them the freedom to express and stretch their imagination and creativity. The level of detail and limitless options utilized by computer-oriented artists has, at times, surpassed some classical masterpieces. At other times, the completed work can deviate away from what the artist envisioned. With limitless tools at the artists' disposal, they must possess the in-depth knowledge and skills necessary to adequately utilize these tools (Giannini & Bowen, 2016). Generating a replica of one's fantasies through these digital tools requires concentration in capturing every detail these digital tools can create. Ultimately, the internet has opened a gateway to sophisticated art tools that encompass a wide variety of techniques.
There is a misconception about the internet's impact on art. While one can argue that the internet has expanded the art audience to reach diverse communities worldwide, it has also created a new form of art, internet art. In essence, modern artists use the internet to create pieces of art or small art experiences through digital tools. Alexander (2020) notes that internet art began as a way for artists to interact with technology to express their views about different social or political issues. According to Christou & Hazas (2017), internet art has shaped the modern culture and how people view art today. The misconception on internet art is that it depicts any piece of art shown on the internet. Rather, internet art solely exists on the internet, taking full advantage of the web's interactive nature.
Debate on the future of art fueled by advances in artificial intelligence continues to gunner momentum. With AI systems being incorporated in almost every aspect of human life, experts raise questions on its implications for AI-created art. The revelation of the Portrait of Edmond de Belamy in 2018 sparked a global conversation on artificial intelligence and its integration in the art world (McFadden, 2019). The portrait was created entirely by a program with little human interaction. According to the program creator, the AI program used several historical paintings as a point of reference to craft the painting. While the technology can provide better tools and shorten the time artists need to develop art, AI-created art lacks the emotional connection creators and the audience demand from a masterpiece.
In conclusion, technology has significantly changed how art is produced, distributed, bought, and sold, right from where the sale will take place to the mode of payment and ownership transfer. As the internet takes control of all these processes, it creates newer models and opportunities for other innovations in communication and marketing. This new art culture promises to push art beyond the traditional boundary and into new regions, dimensions, and creativity levels. At the same time, the internet creates more challenges for artists and art organizations. With an increased audience comes increased expectations for modern art and its significance to the current cultural, social, and political sectors. As technology improves, people expect art to be more engaging and of high quality. Art as an experience will also increase as more artists explore the relationship technology shares with art. Meeting all these expectations will influence artists` choices or the entire art form. Ultimately, the changing culture and more advances in technology will continue to impact art.
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