Onchain art is now being curated at multiple levels: institutional, individual and collective. As Gemma recently noted in their manifesto: ‘Curation transforms creation into a social experience.’

Ubiquitous from the beginnings of consumer culture and modernism, the mythology of the individual creative is sustained through a mismanaged image, reproduced in storytelling about creative labour. This is mostly based on economic grounds: a creative genius figure is easier to market, to make the face of a product, or to ghostproduce for in order to maximise profits. As a result, cultural production is often attributed to a single person, while concealing the extended network of individuals who are collectively responsible for it.