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WPAP as Digital media-based
artwork
Bimo Prakoso Priatmadji
bimo_priatmadji@yahoo.com | +628999815760
Lia Yuldinawati, ST. MM
liayul@yahoo.com | +6281573835788
Telkom Institute of Management
Indonesia
2012
Abstract
Digital media as a form of changing era covered many aspects. For example is WPAP
(Wedha’s Pop Art Portrait), a unique Pop Art style of face portrait from Indonesia. WPAP
focuses on people faces because it are unique identity to recognize them.
WPAP has specific rules: no facet formed by curved lines. Initially, many artists
including WPAP uses manual technique with poster paint as media and considered as art
painting. Digital media converts art painting into printmaking, and so WPAP. WPAP was
turning into more colorful and diverse artwork when applied to digital media.
This paper is written because of the phenomenon happened in Indonesia. Many
Indonesian artists keep their ideology of conventional arts and do not want to change their
way of making art into digital media, resulting their works have no sale value whereas they
are the economical assets for their country.
Keyword: Digitalized media, WPAP, artists, sale value.
Introduction
Digitalization of media has certainly changed human life style and culture todays. Things
have never been done before become common, like how people communicate through
video call and socialize by internet network at the other side of the world in real-time.
Digitalization of media also makes execution process easier and briefer, specifically
for new artist when working on their arts. Many computer softwares can do working
process of an art like sketch to coloring.
WPAP is an art that apply digitalization of media, make its working process easier,
also produce more appealing colors.
Indonesian artist nowadays have inclination to stay with their style/ideology. They
are not planning to develop the works to be more unique. Their works have become less
valuable or even have no sell value in the middle of digital era that makes execution process
easier.
Method
Two types of reserach data were collected :
Literature Study : Authors found out literature from various sources, such as books,
internet, etc.
Observation : Authors tried to observe and formulate a conclusion from sample
activities.
Literature Review
1. Art movement
1.1. Pop Art
Pop art is an art movement that emerged in the mid-1950s in Britain and in
the late 1950s in the United States. (M. Livingstone, 1990). The term first
appeared in Britain during the 1950s and referred to the interest of a number
of artists in the images of mass media, advertising, comics and consumer
products. The 1950s were a period of optimism in Britain following the end of
war-time rationing, and a consumer boom took place. Pop Art therefore
coincided with the youth and pop music phenomenon of the 1950s and '60s,
and became very much a part of the image of fashionable, 'swinging' London.
(editor: Shearer West, 1996)
1.2. Expressionism
Expressionism was a modernist movement, initially in poetry and painting,
originating in Germany at the beginning of the 20th century. Its typical trait is
to present the world solely from a subjective perspective, distorting it
radically for emotional effect in order to evoke moods or ideas (Bruce
Thompson)
2. Competitive advantage
A competitive advantage is an advantage over competitors gained by offering
consumers greater value, either by means of lower prices or by providing greater
benefits and service that justifies higher prices.
2.1. Competitive Strategies
Michael E. Porter suggested four strategies to gain competitive advantage.
The four strategies relate to the extent to which the scope of a businesses
activities are narrow versus broad and the extent to which a business seeks
to differentiate its products.
The differentiation and cost leadership strategies seek competitive advantage in a
broad range of market or industry segments. By contrast, the differentiation focus
and cost focus strategies are adopted in a narrow market or industry.
Strategy - Differentiation
This strategy involves selecting one or more criteria used by buyers in a market - and
then positioning the business uniquely to meet those criteria. This strategy is usually
associated with charging a premium price for the product - often to reflect the
higher production costs and extra value-added features provided for the consumer.
Differentiation is about charging a premium price that more than covers the
additional production costs, and about giving customers clear reasons to prefer the
product over other, less differentiated products.
Strategy - Cost Leadership
With this strategy, the objective is to become the lowest-cost producer in the
industry. Many (perhaps all) market segments in the industry are supplied with the
emphasis placed minimising costs. If the achieved selling price can at least equal (or
near)the average for the market, then the lowest-cost producer will (in theory) enjoy
the best profits. This strategy is usually associated with large-scale businesses
offering "standard" products with relatively little differentiation that are perfectly
acceptable to the majority of customers. Occasionally, a low-cost leader will also
discount its product to maximise sales, particularly if it has a significant cost
advantage over the competition and, in doing so, it can further increase its market
share.
Strategy - Differentiation Focus
In the differentiation focus strategy, a business aims to differentiate within just one
or a small number of target market segments. The special customer needs of the
segment mean that there are opportunities to provide products that are clearly
different from competitors who may be targeting a broader group of customers. The
important issue for any business adopting this strategy is to ensure that customers
really do have different needs and wants - in other words that there is a valid basis
for differentiation - and that existing competitor products are not meeting those
needs and wants.
Strategy - Cost Focus
Here a business seeks a lower-cost advantage in just on or a small number of market
segments. The product will be basic - perhaps a similar product to the higher-priced
and featured market leader, but acceptable to sufficient consumers.
Observation review
1. WPAP (Wedha’s Pop Art Portrait)
WPAP is an art genre developed by Wedha Abdul Rashid, a contemporary Indonesian
artist. He developed this style in 90’s when he had to deal with the decreased function of his
eyes.
He was using geometric facets of free hand stroke by crayon when he started to
develop his drawing style. He also did not use skin tone. Then he developed his style with
strong and bold stroke, but this style did not last long because he felt the color and the
stroke did not match.
Using poster paint he omitted the stroke and made imaginary lines from contiguous
different color and cubicle facets. He named this style as FMB (Foto Marak Berkotak/Cubicle
Rousing Photos) because it based on photo and used many colors and cubicle facets.
In 2007, he changed the name of his style into WPAP (Wedha’s Pop Art Portrait)
because he thought it could not be consider as cubism or mosaic style and it used face as
the main idea. Face is unique identity to recognize people, and has many meanings implied
within. In this year, Wedha made major change to his artwork. He changed his drawing
media from manual (poster paint) to digital (computerize), giving result that his artwork
became more colorful, detailed facet, and made production faster. It also changed his
artwork type from art painting into printmaking.
Wedha was releasing book about history and tutorial of WPAP making. He did it to
promote WPAP to wider audiences in order to make a legacy of it.
WPAP has several important and specific rules:
1. No facets formed by curved lines.
2. Every facet must joint vertically and horizontally as long it still make resemblance.
3. Every facet joint must converge.
4. Every facet must be in solid color (without gradation) and use no skin tone.
2. Affandi
Affandi was an expressionistic artist known as painting maestro of Indonesia and had
produced more than 2.000 painting. As renowned artist, he had participated in
various exhibitions abroad like India, Brazil, and Venice.
He started making expressionistic painting in 1950s and found new style ‘squeezing
the tube’. He found this technique by accident, when one day he felt impatient to
find his pencil for draw a lines, he just applied the paint directly from its tube. The
result the painting object appeared more alive.
3. Braga’s painter artist
Braga Street is a small street in the center of Bandung, Indonesia, which was famous
in the 1920s as a promenade street. Nowadays, Braga known as “old city” because
various Dutch Colonialism heritage buildings.
One of Braga’s uniqueness is various paintings sold at the roadside of Braga Street,
form scenery, portrait, to abstract. However, many paintings sold in affordable prices
because the artists for those paintings are unknown.
(a) (b) (c)
Images : (a) Affandi’s “Wisdom of the West”, (b) Mick Jagger in WPAP, (c) example of
braga’s painting
COMPARISON TABLE
Preliminary Findings
Artists who have their own sell value are they who apply strategy of differentiation
focus, because every artist has their own uniqueness in their artworks, which become their
sell value.
Change which was done by Wedha in making WPAP from manual to digital is one
most important thing to add sell value to his artwork.
But, Wedha’s decision to give tutorial of WPAP to public likes two sides of coin. One
side it gives opportunity to WPAP to be famous in public, in the other side it will make his
artwork become common and not special. Therefore, Wedha has to keep develop his
uniqueness that distinguish his WPAP with others, and make his WPAP has distinctive value
proportion.
Later on, not only the artist who needs to develop their skill, but also the tools or
supporting software need to be customized following each artist’s characteristics.
Reference
M. Livingstone (1990), “Pop Art: A Continuing History”
Michael E. Porter (1998), “Competitive Advantage: Creating and Sustaining Superior
Performance”
Shearer West (ed.) (1996), “The Bulfinch Guide to Art History: A Comprehensive Survey and
Dictionary of Western Art and Architecture”
Wedha (2011), “Wedha & WPAP (Wedha’s Pop Art Portrait) Pop Art Asli Indonesia”
Artwork Differentiation Differentiation focus Cost Focus Cost Leadership
WPAP x
Affandi's artwork x
Braga's painter
artworkx
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