The Art of Art

The Next Most Famous Artist, Hafiiz Karim, does not want art to define his existence.

- ZAMIYA NOOR

From Warhol to Michelangelo, history’s artists have navigated the treacherous intersection of art and business. Hafiiz Karim, 30, a Singaporean digital artist known as ‘The Next Most Famous Artist’, is no stranger to this intersection. His works are a daring fusion of classical art combined with contemporary (and familiar) Singaporean backdrops that will certainly elicit a soft chuckle.

Hafiiz eventually decided to embark on a journey to monetise his work and transform it into his livelihood. From his moniker to his background in advertising, Hafiiz unravels his unique artistic approach — one that juxtaposes his art with commercial success — blurring the boundaries between past and present.

From early on, Hafiiz recognised the importance of crafting a unique brand that would stand out in the saturated realm of social media. Drawing from his experience in the advertising industry, he strategically curated his online presence and chose a moniker that would pique curiosity.

Hafiiz’s understanding of branding and marketing extended beyond his name, cleverly positioning his art as limited edition prints. He even ventured into the realm of non-fungible tokens (NFTs), capitalising on the exclusivity and allure that drive art enthusiasts to acquire his works.