Photographer Empowers Female Artists to Sell NFTs

Next Monday (20th), a large screen will appear in Times Square, New York’s iconic avenue, showing the work of more than 100 photographers from all over the world. Among them was a Brazilian: Livia Elektra, 32. She’s one of the main figures in the NFT art market — we’ll explain what the term means below — and an activist for inserting women into the niche.

NFT is the Portuguese abbreviation for “non-fungible Token” or non-fungible token. It is a technology that was born from the idea of ​​creating smart contracts, which today serve as a certificate of authenticity for documents in digital format. In other words, it gives a guarantee seal that it is the original version.

But it is the field of digital art that popularizes NFTs. “Technology gives authenticity to a digital work and proves that it is unique in the world,” he said. “Our lives are already online, and the trend is, from now on, it will be more. People buy these works as digital assets,” the photographer continued. Take the player Neymar, a collector of NFT works with a $1.3 million portfolio.

Today, the Brazilian is one of the cast members of NFTPhotographers, an organization that curates artists using technology and connects them with collectors. Elektra’s photo will be displayed on LED screens at the Marriott Marquis.

Photos by Lívia Elektra will be on view in New York

Image: Lívia Elektra

Livia encountered NFT technology in February 2021. At the time, the American singer The Weeknd released a single with a record of authenticity that caught the photographer’s attention. A month later, she decided to sell her first piece on the same plan. “This was a turning point for me.”

According to Lívia, the NFT marketplace guarantees the possibility of more direct remuneration for artists. “For example, a musician can sell his work without needing a record label. Then, even if the work is resold, he can get a percentage of that deal. I think it will balance the record label and the platform How to pay the artist”, he bet.

Women only make up 16% of the NFT market

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

“We are still a long way from achieving a balance between men and women. They are still the vast majority,” he said. “We are a minority in investing in cryptocurrencies. So from the moment you have this technology that relies on cryptocurrencies, women are already at a disadvantage.”

buy or sell NFT It is necessary to transact through cryptocurrencies – the common name for decentralized digital currencies. NFTs and cryptocurrencies are homologous technologies: the blockchain network (the English word means “blockchain”, a literal translation, used to describe the system that makes cryptocurrencies work).

That’s why she and nine other experts in the NFT market launched a program to empower women to enter the field. The project, called EVE NFT, enables women to invest in the cryptocurrency market and invest in NFTs.

“The technology is starting now, so it’s time for us to get together to be successful or to go out and meet men face to face. The more women we bring with us now, the more women we’re going to be in a few years from now, we won’t be much different, “Being able to achieve what we want in the future. We want to show that to invest in cryptocurrencies, she doesn’t need a husband, a man, anyone. She can do it alone. “

The photographer has completed the artist cover

Born in Lorena, inland São Paulo, Lívia entered the art world at the age of 12, when she wrote her first song and created a female vocal group, Fake Number, with which she joined for ten years. This work led her to move to São Paulo at the age of 15.

While in the band, she started recording concerts and traveling. After it’s over, the photos are still there. Since then, she has professionally photographed musicians and created album covers for artists. The photographer has done album covers in different styles such as Wesley Safadão – the artist she has photographed the most covers for five times – Luísa Sonza, Léo Santana, Vitão, Simone e Simaria and Dennis DJ.

“I’m trying to incorporate parts of my music in the photo,” he says. “Even if I don’t sing, I want to be in this environment where I know a lot of people.”

Working with so many different styles of artists has helped her become the photographer she is today. “The main challenge when making an album cover was creating an environment that showcased the artist’s style. That had a big impact on our creativity.”

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