These digital frames are like Netflix for artwork – Business Insider


Fireplace_Max_Jack_Vanzet 2 copyCourtesy of Electric Objects

For $9.99 per month — less than one museum ticket — New York
startup Electric Objects
wants to beam art from galleries and museums into your living
room.

The company announced its newest product, a 23-inch digital
canvas called the EO2, on
October 18. The device is designed to show static or
animated artwork on a 1080p matte screen, which can be
controlled from your smartphone or desktop. The screen, which is
surrounded by an aluminum frame that’s 21.75 inches
tall by 12.9 inches wide, retails for $299.

The EO2 connects to your home Wi-Fi network, and comes with
a connected app that lets owners choose which images
to display. They can upload their own images, or browse an
array of offerings and user-submitted art playlists on Electric Objects’
platform
. From there, they can freely switch
between images as desired or put them in a slideshow
rotation. Call it a Chromecast for art.

Electric Objects founder Jake Levine tells Business Insider that
he hopes the device will make art more accessible to people who
either don’t go to museums or are sometimes unsatisfied with the
experience. While there’s value in seeing art in person, there’s
no comparable digital analogue.


Gallery versionCourtesy of Electric Objects

The connection between artist and viewer has
escaped the art world for the last 10 years while every other
industry has been transformed by the internet,” he says. Electric
Objects wants to erase that gap by forging a connection from
creators to viewers on its platform.

“We have artists who live in Brooklyn and produce
something, and within minutes it’s up on the wall on someone’s
kitchen in London,” Levine says.

Electric Objects’ newest feature is an optional
$9.99-a-month “art discovery service” called Art Club, which
the company bills as a thoughtfully curated series that’s updated
every week. The subscription gives users access to work from
museum collections — Electric Objects has partnerships with
five
museums
, including LACMA, the National Gallery of Art,
and the Getty — and exclusive original artwork. The company has
an ongoing program that commissions
artists
 to create series of five or six works
for the platform. In the future, Electric Objects also plans
to provide access to live-streamed performance art shows or
painting sessions. 


Bedroom_Max_Van_Gogh copyCourtesy of Electric Objects

This isn’t far from Netflix’s model — the company also offers
subscribers access to a wide array of content for a monthly fee,
and pays studios to make original creative works exclusively for
the platform.

Levine says his customers have been pleased with how
seamlessly the viewing experience translates from gallery to
home. One customer told him that she and her husband and kids
were taking turns displaying different artworks and reading about
them.

“That should be a museum director’s dream,” Levine says, “to be
able to take that experience and educational mission of the
organization and take it into the daily lives of their members.
And it’s thrilling to see that happen.”

As a display, the EO2’s functionality isn’t much different
than, say, a large-scale digital picture frame that you can
order on Amazon
for a similar price.
 But the relative cheapness of
the EO2 for its size beats out the
competition. Meural and
Blackdove offer
similar digital canvases with their own artist
networks, but theirs are bigger and pricier —
32 x 21 inches for $595
 and
42.4 x 24.6 inches for $999
respectively.

But at $299, Electric Objects could be an easy,
affordable way to put a rotating art gallery inside
your home.

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