How on Earth did a company like NeonMob sell 4.8 million pieces of digital art since launching in 2012? They must have found a gimmick that works because so far they’ve raised a total of $2million dollars in seed funding from investors. Oh and get this, the guy who invented the hashtag back in 2007, Chris Messina is leaving Google after more than three and a half years to join this company. So what is it about Neon Mob that made Messina become this San Francisco Company’s head of community and growth?
Digital Art is a growing industry and the fact is that there are so many images available on the web that trying to make money on it is very difficult, so NeonMob (jobs st NeonMob) is looking to make it so that an image available online is unique and worthy of being collected. How is this done? You have to create the idea of scarcity, that that image is limited in accessibility. The company offers a myriad of tools and features that the artist can apply to their works to help them build collections. Then if a customer wants to buy the collection they can. The artist determines the price and how many will be made available, thus introducing the notion of scarcity.
Mike Duca, founder of NeonMob states that “Digital scarcity is kind of radical and goes against the way most people think about how the internet and data works.” NeonMob has created an authentication software that creates a sequence of numbers that provide the user with a unique code for ownership of the artwork, so prints can be verified on and off the NeonMob platform. “Since NeonMob inherently promotes the notion of digital scarcity, we have to show people why it’s no different than Andy Warhol choosing to create 50 prints of each Campbell’s Soup poster instead of 1 or 1,000. People aren’t used to relating to data, or art, in this way.”
Now the groovy element for the artist is that NeonMob offers up to 70 percent of every sale that occurs on their site. Smart move on their part because they keep inventory costs way down since the works are digital and the artists actually make some money. Duca says “we’re trying to show people that collecting online can be just as satisfying, as and or more satisfying than offline collecting.” Still convincing people of this idea of scarcity is not going to be simple since we have grown so accustomed to just copying and pasting whatever we like into a folder somewhere on our computers.
If you love art and the new premise of creating a scarcity online digital art culture, find out if they are looking for more talented folk to join.