“We will have to build a bridge between museums and new artists”, assures Godefroy Jordan

A pioneer of Web 2.0, Godefroy Jordan is also a pioneer of Web 3. With his partners in Twineva, he is pushing museums to take an interest in blockchain. He guest of 20 Mint au Carré, together with Jodouin Mitrani of Minteed, he explains what new technologies can bring to these venerable institutions.

Twineva move museums to Web3. Is it summed up well?

Twineva is a collective of veterans and digital and heritage experts who support art projects that want to go on the blockchain. We place ourselves in the role of co-producers, because in NFT many approaches resemble what happens in the audiovisual sector. Today, most artists don’t know how to program. So these are very often projects where you have to associate artists with each other, make collaborations, produce new things like generative art.

Is it a new way of looking at art?

Not so much … When Raphael was doing architecture during the Renaissance or when the great artists of the twentieth century united in architecture or for gigantic frescoes, they called teams of craftsmen, architects, technicians to face the technological challenges. They are just new ways to collaborate. And two worlds that are totally ignored today. We have therefore positioned ourselves alongside museums, institutions, foundations of the heirs of great artists. Actors who watch all this, see the train leave and would like to get on board and we help them define strategies in line with their cultural policy.

Why do they want to get on board? Is it the fashion effect?

There are museums that want to win back the public lost with Covid, others that want to reach a young audience because they have an aging audience. Institutions that want to open up to innovation or contemporary art because they have fairly traditional collections. Many new artists have already created codes for themselves. Often from 3D, from video games, from street art. Sometimes we are far, far away from traditional fine arts. Still, we will have to make the bridge. Our task is to be able to create strategies from existing collections.

Encouraging them to create NFTs?

The NFT manages to give back a property title in a world, the digital one, where the work of art had lost its value because it was copied endlessly. Is fantastic ! But if I take delivery of a work of art that itself is not for sale, there is a paradox. In this case, selling a digital twin only makes sense if it gives you access to more.

Do you have examples?

Ultra high definition scans, for example … I don’t know if you’ve ever seen it. It requires a material investment because you have to close the museum and come up with high-precision equipment, but suddenly you have an image that isn’t the one you stole with your iPhone. You have an image within which you can scroll down until you see the painter’s touch. It looks like a little robot that goes to Mars and explores a new planet. But we also have the opportunity to provide more information. When a museum has a painting behind it, it has archives, sketches, university articles. If tomorrow I will not have space problems in my small museum in the Metavers, if I buy this digital twin, maybe I will be able to exhibit all these documents in a room that will delight my friends or strangers who come to visit my exhibition.

Is that a bonus logic?

Yes, we have another dimension which is that of derivative products, we are reinventing the postcard with a single image repeated several times. Or we add artifacts and make sure that, starting from a single work, we create 5,000 different versions to create profile images, stickers. Finally, we have one last chance, these are collaborations. Have you seen the bear’s head designed by Leonardo da Vinci and sold at Christie’s auction? The Italian duo Hackatao enjoyed recreating it. And when we visited the presale exhibit wearing Oculus glasses, we saw, as we approached, this head that came out of the drawing and that was a digital work of art. There we create new works, truly 100% digital. And all in all, this creates immense opportunities …

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