Photography in the Metaverse

Fee-Gloria Grönemeyer on her sell-out series, Beauty and Truth

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After minting five photographs as part of ART3’s Ones to Watch drop, Fee-Gloria Grönemeyer sold them all in just over 24 hours. Here, the hotly-tipped German artist reflects on her NFT experience thus far

Central to the work of German photographer Fee-Gloria Grönemeyer is a sense of blurred lines. Her images tread a delicate balance of fantasy and reality; fashion and portraiture. In rich and reflective shots, she transforms everyday interactions into scenes of enthralling beauty: photographs that are rooted in happenstance, but abound with human connection. “I’m often in a dream-like state,” Grönemeyer said in an interview with British Journal of Photography (BJP), “and I don’t see reality at all. Yet at the same time, I’m paying attention to life in extreme detail. I think this tension manifests in the work.”

After being named one of BJP’s Ones to Watch this year, Grönemeyer was amongst the first artists to be minted by ART3. Her pieces sold out on OpenSea in just over 24 hours – now owned by collectors DemianAustin, RapidSack, CryptoCyss, unknwn_nft and IndridCold – at 0.2ETH ($962.12) a piece. The works are now being relisted by their current owners at up to 30ETH ($144,499.80). “It was quite the surprise,” the artist remarks. “I was very happy about it.”

© Fee-Gloria Grönemeyer.

The artworks are part of a wider series titled Beauty and Truth, which Grönemeyer made during a trip to Asia in 2019. Working with local brands, stylists and models in Bangkok, Singapore, Ho Chi Minh City, Hanoi and Taipei, she sought to create images that capture the personality of the teams and their home cities. “It was a very special trip that opened my eyes to many cultures… I gained a whole new perspective of the world,” she says. “[These NFTs] are some of the images that are closest to my heart.”

Grönemeyer didn’t always intend on being an artist. In 2015, she studied finance at New York University, before the psychological pressure of the work led her to seek creative fulfillment elsewhere. Now, six years later, she is based in Paris, and uses photography as a means to explore “how we look at the world, and how we look inside of us,” she told BJP.


© Fee-Gloria Grönemeyer.

It was when working for the German government as a photographer that Grönemeyer first heard about NFTs. True to her ethos of establishing a bond between artist and subject, she always endeavoured to get to know politicians before taking their portraits; one day, during a conversation, one of them proposed the metaverse as a potential new avenue for her work. When Grönemeyer heard about Polygon – which allows NFTs to be minted with up to 99 percent less carbon emissions – she decided to pursue the opportunity with ART3.

As for how the income will help support her as an artist, Grönemeyer intends to use it to continue working on long term artistic projects that she has been struggling to find funding for elsewhere. “I am looking forward to seeing what happens to the value of the [sold] artworks over time,” she adds. 

© Fee-Gloria Grönemeyer.