There are moments in history, moments in which the tide can turn based on the will and actions of few. We are currently in one of those moments regarding the acceptance of NFTs in the mainstream art world. As best-selling author Malcom Gladwell would describe far better than myself, these moments don’t last—they are finite and fleeting. But give the right person access at the opportune time and a small spark will turn into an epic blaze with the potential for causing an iterated future. These moments are the literal incarnation of a societal “choose your own adventure game.” With the uncertain and volatile future of cryptocurrency fundamentally linked to an artwork, the traditional fine-art community needs reassurance when it comes to NFTs. There have been so many fads, scandals and trendy flashes in the pan. WE NEED THE PROOF!

The IRL art collectors, critics and appreciators need a leader (more so a savior) to unplug the fine-art NFT arena from life support and prove to the world that this platform provides intrinsic and immutable value to traditional fine art. We need proof that NFTs are more than silly pictures of apes purchased by celebrities and crypto is not just imaginary internet money easily stolen to fund drug-fueled orgies in the Bahamas. Both of those don’t sound horrible if you are included on the guest list, but when you are just the unwitting financier—not as much fun.

Kevin Rose. Image courtesy Foundry by PROOF

As if by divine intervention or an auspicious moment, enter Kevin Rose—a human many would call a serial entrepreneur, some would call an angel investor and others on the platform formerly known as Twitter may call a conglomerate of names less appropriate for public consumption. X trolls aside, Rose is aligned to usher forward the transformation of how the traditional art world views NFTs. A new Los Angeles gallery—appropriately named “Foundry by PROOF”—states that its goal “aims to cultivate a greater understanding of the digital art landscape, specifically within the web3 space.” Collaborations with Pace Gallery and a plan to relocate to the LA Arts District in early 2024 put Rose and PROOF (of which he is the CEO) front and center in the IRL art scene and hopefully allows them to cultivate that much-needed understanding.

While the upcoming move is imminent, Foundry by PROOF’s current location within the former American Apparel complex is hip, sleek and industrially modern. Envision a private club that is covered with futuristic flat screens showing NFT images that are magically pulled from the owner’s crypto wallet through the blockchain. This is not the JPEG reproduction I have complained about before, but rather a formal link to the actual NFT. Half of the 4000 square feet exists as dedicated gallery space, while the remainder is more akin to a nightclub. A giant bar built of cinder blocks and live-edge wood slabs delivers cocktails adorned with custom-made images—floating atop the liquor—of the digital art being shown in the adjacent gallery. A large stage surrounded by upscale seating exists to innately provide ambiance, but also easily accommodates regular podcasts in which artists, curators and special guests talk about the current exhibitions. Foundry by PROOF begins to set a new standard for what a high-end gallery feels like and, funnily enough, they don’t actually sell any art out of the space.

If you don’t know Kevin Rose, he may be worth a google. Rose has started a handful of tech companies, invested in far more through his VC firm True Ventures, won a volume of awards from the likes of Forbes, Bloomberg and Time. He has the self-proclaimed “worst cover ever” on Business Weekly and—if that isn’t enough—his Moonbirds NFT collection made up of pixelized owls sold out in 2022 for tens of millions of dollars in a matter of hours (with some speculating over $50 million in mint sales). Rose has been in the public eye for well over a decade, so obviously I had no interest in regurgitating questions others had asked, when I caught up with him at his gallery. With his history and PROOF’s new space building the bridge between the blockchain and the IRL art world, I did feel it necessary to ask a hard-hitting question or two. The question which seemed most relevant was “How are you always in the right place at the right time, what is the cheat code?” Hint, hint: it starts with up, up, down, down, left, right … Fill in the blank—if you know, you know.

IX Shells, Ixian No-Ships, 2022.