The Love Watts Project
For several years now the ever changing world of digital art and internet curation has had Jordan Watson aka Love Watts take lead in dictating what the kids should see and covet. Naturally the digital curator has now taken steps towards allowing his audience to take part in collecting art with The Love Watts Project. The project will sell limited edition prints from emerging and established artists all for $45 a pop. Curated by Watson this commercial program seeks to help artist make work accessible to their ever grown admirers. Portions of the sales will also go to The Love Watts Foundation dedicated to supporting art programs in the inner city.
The prints will be made available for 24 hour periods with the items printed to amount ordered and will cease to be rereleased, with each numbered and authenticated by Love Watts. With his large portfolio of Instagram accounts and this impressive new project we spoke with him and his partner Ryan Horne about the nature of the new digital collectors.
RYAN: We have a few very exciting projects coming up, starting with The Love Watts Project where we will be selling limited edition prints daily.
WATTS: Right now it's really important for us to focus on growing what we have today and making those channels true to their audience.
RYAN: Ultimately, we do see ourselves as a digital content hub, with specific channels such as Art, Music, Fashion, Architecture, etc. Almost like an internet version of Conde Nast.
You have a wonderful community of like minded collaborators how have you found each other and how have you grown through each other?
WATTS: The best thing about the digital age is how easy it is to meet people to collaborate with. We almost always find our collaborators by first seeing something they made that inspires, and then contacting them with a project to do together. Over the next year as we do more installations and pop-ups in a physical space, you will see a lot more of this from us. We are very excited to show you what's coming next. Stay tuned.
How did you start with this digital art madness? What was your background?
WATTS: Several years ago, I was managing my very good friend Theophilus London, and on the side I started posting pictures on Instagram in a Tumblr like fashion. I wasn't doing it to gain followers or anything, it was more of an outlet for my interests. Since I was a kid, I always saw the world through a particular lens and that manifested itself best through digital media. As I started getting a response from people, The Love Watts Project started to snowball to where we are today.
How do you feel you were able to step up above the digital angle with conceptual, performance and other who go between object and experience?
RYAN: The best thing about having a digital channel is that we are not restricted to traditional mediums of art. Paintings on a canvas can be shown as an image, conceptual or performance art as a video, so on and so forth. Our extreme flexibility in showcasing various forms of art has been the secret to our success. It's almost as if we have become a conduit for letting people know about interests they never really had.
WATTS: I agree. We are basically using our digital space to create a manufactured experience that allows our audience to participate even though they aren't physically able to see the artwork.
What do you look for when it comes to curation and art?
WATTS: Is it interesting? Does it have a point of view? Does it reflect our current culture? I always ask myself these questions when evaluating different pieces, but there isn't any one aspect that I look for.
RYAN: The access the digital age has given all of us to explore the art world has destroyed any preference for a particular style. We are able to expand our own knowledge, comfort, and experience with different types of art, and that's what we project through our various channels.
Your work intersects with fashion a lot, do you see fashion as a place for art as well?
WATTS: Absolutely. Its funny that you say that, before we started, different friends of ours in the fashion world would always tell us that the images we post would end up on their mood boards. It's almost as if fashion is heavily influenced by art, but it is an art form within itself. With this in mind, we would like to focus more on the artistic aspects of art through our @watts.on channel which will showcase fashion as a place for art.
For More information visit LoveWatts
Photographed by Matt Petranovic