Anima, a Newtown Tech Startup, Is ‘One Part Studio, One Part Art Dealer’

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monolith in the ocean
Image via Anima at PHL Inno.
Augmented reality art piece done by an artist in partnership with Anima.

Anima, a Newtown startup, brokers digital art seeable only by using visual technology like a Smartphone. Kennedy Rose looked at this unique e-business for PHL Inno.

Founders Alex Herrity and Neil Voss started their careers in gaming; Herrity at Epic Games, and Voss at Nintendo.

There, they saw the comfort with which players routinely owned and shared virtual goods (Fortnite skins, for example) within virtual worlds.

They decided to expand that ability beyond the confines of screens and keyboards.

“You can’t take [purchased items] out of those games,’ Herrity said. “But they’re as real to people as physical goods.”

Anima’s business model therefore sits at the intersection of virtual creative studio and art dealer. It partners with artists and creators to turn their works into augmented reality pieces. Anima then helps them sell those reality works.

Buyers can “kick the tires” of the art before purchasing it with a credit card or cryptocurrency. Once they buy an item, they receive the virtual object and an ownership certificate.

The artwork can also be revised over time, scaled and imbued with different functions.

“They’re not like static 3-D objects that don’t change,” Herrity said. “They’re interactive.”

More on Anima is at PHL Inno.

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