Urth Art is an innovative digital gallery that curates and sells inspiring photography projects based on NFT technology.
Up until now, Urth has been primarily known for its high-quality tools for creators, such as camera equipment, backpacks and accessories, as well as Urth Magazine, which presents a diverse selection of artists and photographers.
In the unique selection of Urth Art's official launch, one may find well-established talents, such as Dino Kužnik, Denisse Ariana Pérez, and Tim Swallow. But what sets this digital gallery apart is how it blends physical art with NFT technology. “We wanted to create a platform that merges the traditional art world (limited edition gallery-grade physical prints, fine art photography curation) with the new art world (NFTs) and does it in a way that allows collectors to benefit from the best of both worlds”, the founders share. Therefore, each NFT owner gets the rights to a physical print.
What are NFTs and why are they shaking up the art world? NFT is a unique cryptographic token that exists on a blockchain and cannot be replicated. It is possible for NFTs to represent real-world items such as artwork and real estate. "Tokenizing" these real-world tangible assets allow them to be bought, sold, and traded more efficiently.
The purchase and sale of NFTs are entangled in a controversy over the high energy consumption and subsequent greenhouse gas emissions associated with blockchain transactions. However, the ecological aspect plays a significant role for the founders of Urth Art. As a result, they decided to add a clause in the contract of sale, which requires 10 trees to be planted for every purchased Urth Art NFT. "According to an independent study done by Thinkstep on Urth’s tree-planting sites, those 10 trees sequester approximately 3075kg of CO2 over a 25-year period, so in time there will be a net positive environmental impact with every Urth Art NFT sold”.
Urth Art’s founders are aware of the potential challenges that such a technological novelty may bring about, “We understand the benefits that NFTs bring to artists and collectors, but also understand that as a new technology not yet widely adopted, it can feel inaccessible to both artists and art collectors. So we have set up the platform in a way that makes buying NFTs feel like shopping on any other online store”.
Urth focuses on promoting artists and creating feature videos about their work, helping artists reach new audiences around the world. "We want to make the experience as simple as possible, so artists can focus on creating art", says Co-founder Christian Gibson.