Photographers give women artists the right to sell NFT

Next Monday (20) a large screen will appear on the prestigious route in Times Square, New York, USA, showcasing the work of more than a hundred photographers from around the world. One of them is Brazilian: Livia Electra, 32. She is one of the leading names in the art market in the NFT – we explain below what the term means – and she is an activist for women in the corner.

NFT stands for “Non-Fungible Token” or “Non-Fungible Token” in Portuguese. It is a technology that was born out of the idea of ​​creating smart contracts and today it serves as a certificate of authenticity of documents in digital format. In other words, it guarantees that it is the original version.

But the digital arts sector made NFT popular. “Technology validates digital work and proves it to be unique in the world,” he says. “Our lives are already online and the trend is that from now on it will grow even more. People buy these works as digital properties,” the photographer continues. Player Neymar, for example, is a fundraiser in the NFT and has a portfolio worth US $ 1.3 million.

Today, Brazilian is part of the casting of NFTP photographers, an organization that curates artists using technology and connects them to collectors. Elektra’s photo will be displayed on the Marriott Marquis Hotel’s LED screen.

A photograph of Livia Electra will be on display in New York

Image: Livia Electra

Livia visited NFT Technology in February 2021. At the time, American singer The Weekend released a single with a record of truth, which caught the photographer’s attention. A month later, she decided to sell the first job according to the same plan. “It was a turning point for me.”

Livia says the NFT market guarantees artists more direct pay. “For example, a musician can sell his works without the need for a record company. Then, even if that work is resold, he earns a few percent from that transaction. I think it will strike a balance between how record companies and platforms pay artists.” He bets.

The share of women in the NFT market is only 16%

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

“We are still a long way from achieving this balance between men and women. They are still the majority,” he says. “We are a minority in investing in cryptocurrencies. So, since the advent of this cryptocurrency-dependent technology, women are already at a disadvantage.”

To buy or sell NFTs Must be traded via cryptocurrency – generic name for decentralized digital currencies. NFT and cryptocurrency are technologies with similar origins: blockchain networks (English word meaning “blockchain”, literally translated, used to describe a system in which cryptocurrency operates).

So she and nine other experts in the NFT market launched a program to enable women to enter this niche. A project called EVE NFT enables women to invest in the cryptocurrency market and invest in NFT.

“The technology is just beginning, so now is the time for us to come together, to move forward or to go out, to face the men. We want to show that she doesn’t need a husband to invest in cryptocurrency, she doesn’t need a man, no one. She can do it alone. “

The photographer has already covered the artist

Livia was born in Lorena, in the heart of Sओo Paulo, and entered the art world at the age of 12, when she wrote her first song and formed a female vocal band, Fake Number, of which she was a part for ten years. At the age of 15, she moved to Sओo Paulo.

While with the band, she started recording concerts and excursions. When it was over, the photographs remained. Since then, she has been professionally photographing musicians and creating album covers for artists. The photographer has already covered the album in different genres, such as Wesley Safadão – the artist she has photographed the most for the covers, five times – Luísa Sonza, Léo Santana, Vitão, Simone e Simaria and Dennis DJ.

“I tried to combine my musical parts into photography,” he says. “Even though I don’t sing anymore, I wanted to fit into an environment where a lot of people know me.”

Working with many artists of different genres helped her to become a photographer today. “When creating album covers, the main challenge was to create a setting that reflects the artist’s style. It touches our creativity a lot.”

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