We interviewed the artist Giovanni Motta, famous for his Jonny Boy and also for having a successful career in the NFT field to talk about the art market and his coefficient, as well as his artistic journey and much more.
Can you tell us about your artistic journey? What was the key moment that led you to choose this path?
My artistic journey has always been guided by the desire to explore deep and forgotten emotions. I started as a painter and digital artist, driven by a curiosity towards the evocative power of the image.
The key moment was understanding that art could be a bridge to rediscover the inner child, that authentic essence that is often lost while growing up. From that moment, Jonny Boy became the symbol of this quest, a tool that allows me to explore the worlds of memory and nostalgia. The key moment did not exist. Art is my destiny.
Your works have a unique and recognizable aesthetic. What are your main sources of inspiration?
I find inspiration in pop culture, Japanese Anime, cartoons, and objects that characterized my childhood. Every element I use is a fragment of collective memory, a symbol that carries universal emotions. I am also inspired by surrealism and the ability of this language to create imaginary worlds that interact with reality.
How would you define your approach to contemporary art? Is there a specific message you want to convey through your creations?
My approach is deeply emotional and narrative. I use the aesthetics of pop surrealism to create works that speak to people, bringing out forgotten emotions. The main message is that it is possible to rediscover the child we once were, to embrace our authenticity and to find that simple joy that is often stifled by adult life.
In general, I am interested in being able to transform complexity into messages that go straight to people’s hearts without passing through the brain.
The coefficient of an artist is often a subject of debate. I am curious: how does Giovanni Motta perceive his coefficient and how does it influence your relationship with collectors and the market?The coefficient is an important parameter but it should never become a limit or an obsession. I perceive it as an indicator of the trust that collectors and the market place in my work, but for me, the fundamental aspect remains the emotional connection that my works create with the public. I strive to maintain an authentic dialogue with collectors, trying never to sacrifice my artistic vision.
The coefficient is perfect for clarifying a position, identifying a value but then there are works that are more and less good.
The coefficient protects the market but it can be a double-edged tool, so it must always be supported by the expository history and the key moments of an artist’s professional life.
My collectors are involved in my projects, and in the future, I will try to involve myself even more
How do you see the current art market? What are, in your opinion, the main challenges and opportunities for contemporary artists?The art market today is extremely dynamic, with opportunities linked to digitalization and globalization, but also with complex challenges such as saturation and the need to emerge in a competitive landscape.
I believe that the secret is to find an authentic voice and cultivate deep relationships with the audience, going beyond passing trends.
Creating a community of people who believe in your work is essential, and to do so, it is necessary to maintain a constant relationship and invest in highly creative and multidimensional, immersive exhibitions. Furthermore, it will be increasingly important to have an independent parallel market.
What is the role of galleries and auction houses in an artist’s success today? Do you feel supported by these institutions?
Galleries and auction houses remain fundamental pillars for the dissemination and enhancement of an artist’s work. I have been fortunate to collaborate with institutions that believe in my vision and support me, but I believe it is essential for every artist to find a balance between their creative path and market dynamics.
I have a strong feeling that some mechanisms are changing simply because the new generations of collectors have a different parameter for evaluating art and artists. Furthermore, artificial intelligence is not only influencing the creative process of artists but is also strongly modifying the general aesthetics.
How do you manage to maintain a balance between your creative path and the demands of the market?
It is not always easy, but for me it is essential to stay true to my vision. I try to listen to the market without being too influenced. The key is to maintain a line of authenticity and coherence that allows me to create works that I truly feel are mine, while still meeting the expectations of the public and collectors.
I must say, however, that staying balanced in a situation of continuous crisis (transition) is essential for me because it allows me to remain vigilant and attentive to stimuli and changes, but also hypersensitive to the small things that happen daily, which are an essential creative source for having ideas.
Have you noticed a change in the interest for your work in recent years? What do you think has influenced it?Yes, I have noticed a growth in interest in my work, probably linked to the fact that more and more people are looking for an emotional and authentic connection in art.
I believe that the success of Jonny Boy as a symbol of the inner child has resonated with a wide and varied audience, in a historical period in which there is a strong need to rediscover authentic emotions.
What are your future plans? Is there something new we can expect in your work or career?I am working on several exciting projects, including a new collection related to the theme of memory for the English market.
Among the most ambitious projects is the LOST PARADISE event, which combines art, dystopian scenography, and a unique immersive experience in Milan in the spring. I wish to change things by making exhibitions as extraordinary as possible.
I would like to create an installation like the one I brought to Cagliari, still visitable, until the end of February, where I exhibited more than 600 objects of memory. The work is titled “La vita segreta degli oggetti”.
As expert in digital marketing, Amelia began working in the fintech sector in 2014 after writing her thesis on Bitcoin technology. Previously author for several international crypto-related magazines and CMO at Eidoo. She is now the co-founder and editor-in-chief of The Cryptonomist and Econique.
She is also a marketing teacher at Digital Coach in Milan and she published a book about NFTs for the Italian publishing house Mondadori, while she is also helping artists and company to entering in the sector. As advisor, Amelia is also involved in metaverse-related project such as The Nemesis and OVER.
