Hope, hustle, and hype: The rise and fall of Art Non-Fungible Tokens (NFTs)
A sociotechnical analysis of emergence and failure
DOI:
https://doi.org/10.33621/jdsr.v7i154881Keywords:
Art NFT, Web3, technological diffusion, sociotechnical imaginaries, failure, celebritiesAbstract
This article examines the technological emergence trajectory of Art Non-Fungible Tokens (NFTs), exploring their initial promise and then failure as transformative commodities disrupting art economies. Operating within an analytical framework of hope, hustle and hype, death and taxes, we investigate the interplay of technological, cultural, and economic trends shaping this trajectory towards failure. We identify the sociotechnical imaginaries clothing art NFTs and consider their relationship to both the acceptance and rejection of this technology. Our analysis contends that the desire to escape economic exclusion created a collective hope through which social adoption occurred. However, delving into the digital graveyards of Art NFTs, we identify external forces such as cultural shifts, social backlash, and regulatory interventions extinguishing the public’s ‘cruel optimism’, leading to the revocation of the social licence to operate for this emerging technology.
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Copyright (c) 2025 Alexia Maddox, Naomi Smith
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
