Last April, Jordanian artist Raya Almufleh’s “Royal KSA”
became the “most expensive NFT sold in the Arab World” with a price tag of
$7,500.
The artwork is a collage of Saudi Arabian cultural
trademarks, including the Gulf nation’s flag, camels, and coffee called, and is
Almufleh’s first attempt at an NFT, she told
Jordan News.
اضافة اعلان
An intrinsic drive to seize opportunities drew the artist
into the emerging world of non-fungible tokens (
NFTs). The concept was and
still is novel in the region, but with encouragement from her sister, Dina, and
technical support from Ahmad Alsharkatly, a blockchain expert, she decided to
give it a try.
The debut was inspired by the artist’s name, Raya, which
means “flag”.
“When you google images of flags, they were all very basic
and typical. So, we started adding more of the country’s culture. We made it
very artistic and pop-culture inspired and we came up with a design that is simple
but also unique,” she explained.
“We thought to build upon that structure for every Arab
country. People would learn from the piece about the country’s culture,
landmarks, food, and so on,” Almufleh added.
The goal for Almufleh and her team is to introduce the Arab
world to this new concept that has opened up a whole new realm of possibilities
for artists. She said that they were very happy with the response, and that
they planned to drop their next NFT on May 8.
“We just want educate people and artists about the
technology and empower women. This opens up a whole new platform for us,” she
said.
Almufleh says she has never followed the “traditional
course” set by society, which often undervalues art as a profession. The local
artist forged her own creative path, rejecting the notion that success is
limited to STEM professions.
“I wanted to send this message: We need to think outside of
the box. We don’t (all) have to be engineers or doctors,” she contested,
adding: “In our community, they tell you that you won’t find a good job in a
field like this. But I was able to do that and it was amazing.”
At some point during her career, Almufleh realized she had
put aside her own artistic projects and plans. The global
pandemic, however,
gave her the chance to rethink her priorities.
“I learned to become my own boss and to manage my own time.
I’m surrounded by calendars and it’s all up to me. I started making more time
for my art and I created an Instagram account. I wanted to take it more
seriously because it helps me in terms of work, and it works as a portfolio.”
Back in school, her favorite subject was art and she jumped
at every opportunity she had to work in the field. Almufleh then continued her
artistic journey at SAE Institute in Jordan, where she enrolled in the
institute’s animation program.
Almufleh later moved to Ottowa, Canada to pursue a degree in
animation and design.
She was able to land a job before she even graduated from
college and she went on to work with companies like Disney, Nickelodeon, and
Kharabeesh.
Her main goal was to make a name for herself in the corporate world
and to continue learning.
When it comes to her creative process, Almufleh views it as
an experience to be shared. Every art piece is a portrayal of the emotion she
is feeling at that moment.
Nature, Almufleh said, is among her greatest sources of
inspiration; adding that she is bemused by garden flowers and the colors of the
fall season.
“I want to have my own touch but still reach a number of
people who would like my art. I love for it to be something unusual, bold, and
eye-catching,” Almufleh added.
Though she does not have a preferred style or medium, she
does have an eye for detail, which she employs in both her traditional and
digital art. Whether it is on a canvas or on a screen, this quality makes her
artwork stand out.
“I am better at complicated drawings than simple ones. I
dive deep into the work and get lost in the details.”
The artist does not limit herself to anything. She is an
opportunist who is always ready to take on new projects. As long as the work
tells a story in good quality, she is open to it.
“I don’t want to restrict myself and close doors on great
opportunities. Whatever pops, I take it as a chance to progress. Everything can
be a learning opportunity,” Almufleh said.
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