The art on the walls moves.
Whiskey Black’s neon artwork flashes words like “good vibes”, “dopamine”, “wealth”, “desire” and “approved by Zark Muckerberg” over dystopian drug branding. The graceful elegance of Marterium flows seamlessly, exploring form and color, articulating a discomfort in the traditional world. Barbara Vaughn’s subtle meditations on water—the ones you’d imagine in the powder rooms of modern mountain lodges—mimic the waves crashing against rocks outside, revealed by massive windows.
“My waterscape presents a juxtaposition of the real and the surreal, and the resulting ambiguity invites us to decipher the truth,” said Vaughn. “Attracted by the magnetism of water and the mystery of abstraction, I have attempted to marry the two by capturing reflections of ordinary scenes in moving water.”
With a flick of the wrist I transport myself across the room. Gallerist Yanna Lantz also joins and dances. Even her signature bun of red hair is animated in 3D. The link to this gallery will be sent out in an e-blast.
I’m not in Ketchum. I’m not in America. I am not in the physical realm. Inside my virtual reality headset, I’m in the metaverse.
“We have clients in Singapore, in England, who literally can’t be here for this exhibition,” Lantz said. “Now it feels like you could be. People can meet in this space and they can talk to each other about art. It’s a way to experience the art without literally being in Idaho.
“This is the future,” Lantz continued. “People are going to go to work in here. People will sell art in here. People will sell homes in here. Remember MySpace and Facebook? People want to be able to show their personality and their collection and goods. This is the next version of that.”
Taking off my glasses, disoriented, I return to earth, specifically the Friesen+Lantz gallery. Paintings on the wall have been replaced with screens displaying NFTs, powered by all Wi-Fi in the building. Beige protectors hide the wires running up the walls.
1.-5. On September 1, the Friesen+Lantz Gallery will host the NFT SV x Sonic Summit, the first ever NFT exhibition in the state of Idaho.
“This is the next evolution in the world of art,” Lantz said.
Friday 2 September they open the doors for Galleri Walk from 5-7pm DJ Funkhausen spins some tunes. Nosotros will provide tequila and Stanton Barrett will provide wine.
On Saturday 3 September, they are hosting the panel “What is an NFT?” from 17:45 to 17:45, discussing the blockchain, Web3 and the metaverse. Then, at 18-19, they will host the “Music NFTs x Sonic Summit panel” with Dot, Cooper and Turley Lenny Skolnik.
“This is an educational community event about the future of art,” Lantz said.
Friday 2 September and Saturday 3 September, Whisky’s organizes after-parties starting at 21.00 with live music. Tickets are $15 in advance and $20 at the door.
Those who come to “What is an NFT?” the panel will be able to experience the VR version of the gallery.
“We know it can be a little intimidating, but the more people we can get in the door and talk about this, the more we’re going to learn and rise together,” Lantz said.
NFT stands for non-fungible token.
“Think of a dollar bill,” Lantz said. “A dollar bill is interchangeable. Each dollar bill is exactly equivalent to another dollar bill. They are replaceable, they are interchangeable. Non-fungible means it is unique. There is only one.
NFTs have a specific code and contract associated with the digital artwork in the blockchain. That way, people can track ownership.
“In a gallery it is so important. You buy a painting for $50,000 and a piece of paper that says it’s yours. Better to keep it in the safe and hope the safe doesn’t burn down, Lantz said.
The blockchain simplifies authentication – no more debating the provenance of a Picasso or Matisse
“Now we’ll never have that problem again. It’s real or not,” Lantz said. “It’s very exciting to me.”
It’s also a way to build in resale value.
“The poor Van Gogh estate. Millions and millions and millions in sales and they get nothing,” Lantz said. – This is not how it should be.
We are now entering Web3, Lantz said. Web1 was the primitive internet in the early 90s. Web2 was the rise of social media and all its influence.
“This will be extremely important in the future,” Lantz said. “NFTs may not be what they are today, but everyone is going to use them in one way or another. And I don’t want to be left behind.”
When Lantz took over the gallery, she wanted to see what was new and exciting in the art world. NFTs gained prominence during the COVID lockdown. In March 2021, Beeple sold an NFT for $69 million at Christie’s. That’s when Lantz started paying attention.
“I’m a big believer in doing your own research. Don’t take anything I say for granted. I’m not an investment advisor,” Lantz said.
She consumed all the podcasts and articles she could find.
“What is this? Why is it important? The more I read, the more it seemed to make sense,” Lantz said. “I find that this relates more easily to the younger generation. One of my missions at this gallery is to make art accessible.”
Oil paintings are still hung around the corner at Galleri Friesen+Lantz.
“I try to bridge those two worlds,” Lantz said. “I want to be clear: One is not better than the other. Physical art will always be important. This gives a voice to a new generation of artists in a beautiful way.”
Those who purchase an NFT Whiskey Black also receive an 8×8 print.
“Most of our collectors are used to something more traditional like this,” Lantz said. “This really shows how you can have both. NFT is linked to both the physical and the digital.”
NFTs also allow artists to push beyond static images.
“Friesen + Lantz’s invitation to participate in the Sun Valley NFT Summit prompted me to create my first purely digital artwork, and my first moving images,” said Vaughn. This new format allows the viewer to experience the fascinating movement of water that is the inspiration and subject of my still images.”
Lantz handpicked the three artists from a list of 50.
Whiskey Black’s real name is Ethan Burnette.
“The world is changing rapidly, and yet it seems that art is aggressively steeped in tradition and has been for a long time, but maybe it doesn’t have to be that way,” Burnette said. “In art, context and value change based on how something is positioned. Sometimes it’s not what’s on the wall, it’s what room it’s in. NFTs are new and exciting in many ways, but I’d like to caveat and say, don’t just buy something because it’s new and shiny. Buy it because you like it.”
This is the first time Lantz has worked with the German artist Marterium, already established in the NFT world.
“We never get to work with artists from Europe because there are so many logistical problems. And this is literally a dropbox folder — download the file here you go,” Lantz said.
Bankless, a cryptocurrency podcast, is sponsoring the summit. So does SuperRare, one of the leading marketplaces for NFTs.
“Anyone can make an NFT, really. When people realized that, there was a lot of unfiltered, uncurated work. Art is art, and then there’s a lot of crap,” Lantz said.
NFTs allow direct communication from artists to customers. They can send gifts or invitations to events.
“There is this new way of community as well. Of course, you can do it with an email, but it’s much easier when everything is connected to the blockchain, Lantz said.
Musicians can upload their music to the blockchain, and people can own parts of a song or the whole thing. Snoop Dogg has released NFTs. Dot, the NFT musician who speaks on the panel and performs at Whiskey’s, is hosting a retreat this weekend for her collectors.
“This unlocks a whole new type of experience and opportunity for both artist and fan,” said Dot. “Being able to write for performance and distribution contexts of my own creation is exactly why I was drawn to Web3 in the first place, and is very important to me as an independent artist.”
Lantz said, “You get funding, as an artist, in a different way. You don’t have to be a slave to a record company.”
There have even been VR concerts in the metaverse, featuring avatars of famous artists.
“You don’t have to worry about bathrooms. You don’t have to worry about people throwing up on the floor, Lantz said. “It’s just a different experience.”
The NFTs at the summit range from $990-$7000. Collectors can install a screen in their home and present works on a slide show.
“I’ve never had that experience before,” Lantz said. “Being able to change your art with no installation, no shipping, no worries.” 
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