Should Video Art Be on Your Art Collecting Radar?

Detail of Storied Bodies, by Gabriela Hirt, photo credit Michael Makwala.

Video Art Should Be on Your Art Collecting Horizon.

When you think about video art, what comes to mind? In the contemporary art setting, video and new media have pushed beyond films and movies to constantly bounce between object and medium—artists actively engage with the physical aspects of the artwork, such as screens, projections, or installations, and the underlying technology that enables its creation and presentation.

Traditionally, video has been understood as a medium in which stories or narratives are recorded and broadcast through moving images projected onto a screen. However, with the advent of new technologies and the expansion of artistic possibilities, video, and new media art have expanded beyond these traditional definitions.

Contemporary artists working with video and new media explore the boundaries of what can be considered an artwork. They often incorporate elements of interactivity, installation, and performance, blurring the lines between the object (the physical manifestation of the artwork) and the medium (the technology used to create and display the artwork).

In this context, video and new media art become more than just passive viewing experiences. They become immersive, interactive, and dynamic, challenging traditional notions of art forms and engaging the audience in new and exciting ways.

Artists, who recontextualize video as art, comment on the intended purpose, to prove that there are no boundaries of what art can be.

Video artwork manipulates audio and visual media, to further play with alternative aspects of viewer engagement.

Below we take a look at why you should have video art on your radar as a collector, and how video can be a medium to promote dialogue with traditional materials.

So, what is video art within the category of new media art?

Video art encompasses a range of digital, virtual, and documentative artwork. No longer are art consumers fascinated with the development of this digital technology as they once were pre-mid-20th century, but manipulation and engagement is the key component to understanding video as a medium.

Artists working with video can manipulate and combine different visual and auditory elements to convey their artistic vision, often incorporating techniques such as montage, found footage, animation, and digital effects.

Why should art collectors be interested in video art?

You can view video art at any time. Videos can be communicated through Tik-Toks, Instagram Reels, or movies with the touch of a button, so why would you want to collect this easily accessible artwork?

To differentiate video art from everyday videos, let's first look at the change of context.

The ideals of video art partially stem from the development of the idea of "the art object" and movements like Fluxus and Dada. In these movements, everyday objects can be recontextualized to become art objects—think Duchamp's Urinal. Video art developed along these same lines.

Video art itself stems from technological developments during the 1960s. It has engaged with and surpassed contemporary technology as artists are rearranging, utilizing, and continuously developing further ways of viewer interaction. This bleeds further into new media forms like video games, virtual reality, simulations, and any AI-rendered media.

However, questions about display, rights, ownership, and value have continued to arise. The concern about display has dissipated as the influence of installation art has proven to cooperate with collectors' environments.

Since 2020, the rollercoaster of NFTs not only heightened the interest and value of video and digital media but discussed copyright by providing multiple answers from recent court cases.

Video as a medium and what that means for arts’ sake.

Simply put, when documentation and intention are reimagined in video artwork, it transforms the way we consume mass media. Instead of impersonal, distant experiences, video art creates intimate connections between the artist and the viewer. Technology serves as a barrier between the artist and viewer, but video as a medium becomes its own expressive element—much like the pigment in a painting.

The experimentation with video was influenced by artists like John Cage, who played with audio in his 1952 piece, 4'33". Then, towards the sixties, artists used video to document performance art, as recording performances extends their longevity.

Artists have since evolved the concepts of performance and documentation in their work. For example, Marlon Riggss' work Tongues Untied, directly confronts racism and homophobia with repetition, performance, language, and image, providing space and visibility for Black gay liberation.

Lynda Benglis used repetition to experiment with disruption in her 1973 work "Now."

How are artists manipulating the medium to push video art further today?

Artists use digital manipulation to bring viewers into new virtual spaces. Contemporary artists such as Wong Ping, or Elektra KB use video art to disrupt conventional concepts of place and space. Either creating new environments or using already mapped-out forms from video games to immerse the viewer into a parallel world.

Who is currently interested in collecting video artwork?

According to a recent article from Larry's List, women make up the highest percentage of supporters collecting video artwork. This indicates a significant presence of women in the art world and suggests a potential feminist perspective. Historically, women-identifing individuals have been at the forefront of embracing new art structures and emerging mediums.

For instance, collectors like Julia Stoschek and Francesca von Habsburg are notable examples of women actively involved in collecting video artwork. Barbara London, the founder of MoMA's video program, further demonstrates the involvement of women in the field. In 2020, she published a book titled "Video/Art: The First Fifty Years," highlighting in detail, the significance of video art.

Furthermore, resources and institutions have developed to support this category of art. Electronic Arts Intermix (EAI), established in 1971, is a non-profit organization dedicated to preserving video artwork and various forms of digital media. They contribute to the accessibility and preservation of video art.

Another example is the contemporary biannual art fair Moving Image, which specifically showcases highly sought-after video artworks. This event further emphasizes the growing recognition and demand for video art in the art market.

The Dance of The Creator, 40 x 60 inches, digital painting framed on acrylic facemount, by Doriana Sinnett.

How can video art impact your art collection?

Video artwork can be displayed like any other type of art. Nowadays, it’s easy to hide cords and have playback controls.

The moving image is no different from a sculpture swaying in the wind. Video and digital media can support ongoing conversations with artwork in your collection. If anything, it will produce a more dynamic dialogue.

Traditional materials meet digitally rendered works incorporating sound and movement. What could be better?

Storing and managing video art in your collection.

As a collector, it can be hard to juggle and manage the organization of a dynamic collection. At Artwork Archive, you are able to upload and document video art the same way you would any other type of artwork.

To add video art to your Artwork Archive account, you can include a video link to your piece record by clicking on ‘Add Video Links’. The platform can support videos from Youtube and Vimeo. You will simply want to copy/paste your video link into the top field and add a short caption.

Tip: Learn more about how to upload videos into your archive here.

With Artwork Archive, uploading a video artwork is a breeze. You can include multiple images of the artwork, installation shots, and ephemera. Track its location, and exhibition history, and attach additional documents like the edition number verification or certificate of authenticity.

Start exploring video artists on Artwork Archive

How are artists using Artwork Archive to document their video art and how can you find new artists that are using video art to make waves in the art world? Take a look at the talented video artists using Artwork Archive to track their work.

We have a number of video artists using our platform to document their video artworks.