DeviantArt Founder Creates $22,000 Digital Art Display

DeviantArt Founder Launches High-End Digital Art Display

Angelo Sotira, the founder of the prominent online digital art platform DeviantArt, initiated his venture as a teenager. He fostered a significant community for artists throughout the 2000s. Now, after twenty-five years, Sotira aims to redefine how digital art is experienced, shifting his focus to its presentation.

Introducing Layer: A Premium Digital Canvas

Sotira recently unveiled his new project, Layer – a screen meticulously engineered to showcase digital art with unparalleled quality. He explained to TechCrunch that the display’s functionality must seamlessly integrate into aesthetically pleasing environments.

Distinction from Existing Products

While Samsung’s The Frame TV offers a similar concept, resembling a painting when inactive, Layer elevates this experience to a more exclusive level. Unlike The Frame, Layer isn’t intended for mainstream consumers, nor does it attempt to replicate traditional artwork.

“With a price point of $22,000, it clearly targets a specific clientele,” Sotira stated. “We prioritized excellence in every aspect, making no compromises in creating what we believe is the ultimate way to exhibit digital art on a wall.”

The Focus on Generative Art

Sotira clarifies that when discussing digital art, he refers to creations beyond digital photography or videos. Layer collaborates with artists like Casey Reas, who specialize in generative art – a form distinct from AI-generated art created using Large Language Models (LLMs) that may utilize existing artists’ work without permission.

These artists often develop their own software, producing dynamic digital artworks that evolve based on programmed code.

Technical Requirements and Display Capabilities

Executing these artworks demands substantial computational resources. This contributes to Layer’s high cost, as it requires the technological capacity to render these innovative works effectively.

“Over 35 years of artists have been developing code-based art, and the pixels on the display are directly controlled by the code running on the GPU, rendering in full resolution,” Sotira explained. “This eliminates any compression algorithms, ensuring pristine image quality.”

Addressing Past Shortcomings

Sotira acknowledges previous attempts to improve digital art displays, having encountered numerous pitches during his time at DeviantArt. This experience informed his understanding of what previous products lacked.

“A core principle is plug-and-play functionality; the device should automatically sequence art without requiring constant user intervention,” he said.

He found that while initial tinkering is enjoyable, continuous updates become burdensome, so he designed Layer to be largely self-sufficient. “It’s intended to be a fixture in your home for years, and must integrate seamlessly into your lifestyle.”

Investment and Business Model

Despite its high price and niche appeal, Layer has attracted significant investment. The startup secured $5.7 million in funding from firms like Expa Ventures, Human Ventures, and Slauson & Co., along with angel investors including Twitter co-founder Evan Williams and Behance co-founder Scott Belsky.

Layer’s vision extends beyond hardware sales. Owners gain subscription access to a curated collection of art from partnered digital artists, who receive royalties based on the duration their work is displayed.

Artist-Centric Philosophy

“Our primary focus is on supporting artists, which is the foundational mission and guiding principle of Layer,” Sotira concluded.