Interview with Sarah Main, a versatile artist with an insatiable thirst for pushing the boundaries of creative expression

Sarah Main is a versatile artist with an insatiable thirst for pushing the boundaries of creative expression, bridging the gap between the past and the future. She combines physical painting with augmented reality (AR), artificial intelligence (AI), and virtual reality (VR) to create multidimensional works that break through conventional confines. Her art is the result of a life dedicated to exploration and experimentation, merging music, art, and emerging technologies into projects that captivate and inspire. In her exhibition at Amàre Beach Hotel Ibiza, Sarah invites us to immerse ourselves in a journey to the intersection of creativity and innovation.

Your artistic career spans a wide range of disciplines, from physical painting to augmented reality and artificial intelligence. How has your training in fine arts and interactive multimedia influenced the evolution of your style and artistic approach?

While my training in fine arts and interactive multimedia provided a foundational step into the art world, it is truly my natural curiosity that has shaped my approach to art. I strive to remain creatively free, unrestricted by conventional expectations. I believe that art has no boundaries, so I consciously avoid a traditional mindset. Ultimately, it is life itself and deep contemplation that drive my artistic expression, allowing me to explore and innovate across diverse mediums.

In your artistic statement, you mention that your work is a visual diary of your quest for meaning in an apparently meaningless world. How do you channel themes such as extinction, self-destructive behaviour, and the human condition into your works to convey a message of optimism and hope?

In a world where many of our actions seem nonsensical and the things we value often pale in comparison to the miracle of being alive, my art seeks to celebrate the human experience and our deep connection to Mother Earth. We are facing planetary boundaries that, if surpassed, threaten our ability to survive as a human race, but we often push forward, oblivious to the impending effects. I feel many of us move in a haze of nonchalant delusion. However, there is always hope. People like the visionary social philosopher and activist Daniel Schmachtenberger are actively searching for solutions. He emphasizes the interconnectedness of our world’s complex problems and seeks comprehensive solutions.

Inspired deeply by his work and driven by a desire to protect the beauty I see in the world, I use bright colours and unexpected elements, such as augmented reality, to evoke a sense of awe in the viewer. By observing our surroundings with a fresh, unencumbered perspective, we can truly appreciate our place in the world and the beauty that exists in every moment. Personally, I have found that once the noise settles and the awe returns, my appreciation for life is profoundly enhanced.

Since your debut in the digital NFT art collection in 2021, you have been at the forefront of the convergence between traditional art and new technologies. What inspires you to integrate these emerging technologies into your artistic practice, and what do you believe they offer to contemporary art?

I believe this is a monumental turning point in the art world. Where art once felt like a linear evolution to me, it now bursts forth in all directions like an explosion of creativity. Training an AI on my body of work offers a fresh perspective on interpretations. AI is the ultimate collaborator, unlocking doors to realms of imagination I never knew existed. Previously, storytelling felt somewhat constrained, but with emerging technologies, I can unite all my mediums into a cohesive artistic experience that expresses the full spectrum of my experiences and emotions. This is just the beginning. We’re embarking on an exhilarating journey where our world transforms into an unimaginable creative playground. The possibilities are limitless. My mind is ablaze with ideas, and it’s an incredibly thrilling time to be an artist.

It also provides us with greater control over our intellectual property. Blockchain technology and the rise of NFT culture have shown me the importance of maintaining a self-sovereign existence and taking charge of our own success. Unlike traditional models where corporations often own and control intellectual property and communities, blockchain allows for decentralized ownership and management of digital assets. NFTs, in particular, enable creators to tokenize and sell their digital works while retaining ownership and potentially benefiting from future sales. This transformative approach empowers creators with more control over their work and its economic outcomes, marking a significant shift in how intellectual property is valued and managed in the digital age. Furthermore, blockchain ensures the immutability of provenance, providing a highly reliable and tamper-proof method to verify ownership and trace the history of artwork.

As a resident of Ibiza for over two decades, you have been a prominent figure in the music scene, with a long residency at Pachá. How has your connection to electronic music and the spirit of Ibiza influenced your art?

Colour plays a pivotal role in my art, where each shade represents a facet of life as I perceive it. I view everything through the lens of tonality: life experiences, emotions, people, and music alike. My arrival in Ibiza felt like a sensory awakening, where people, culture, and nature coexist in chaotic harmony. To me, Ibiza is a living canvas embodying art in constant motion. As I can interpret music in colours, it provides me with endless inspiration and support while I work. However, while music has always been a vital outlet for my creativity as a DJ, its fusion with art through augmented reality has given me a sense of completeness.

My exhibition at Amàre pays homage to two revered deities worshipped since the Phoenician era in Ibiza. Bes is personified in my characters, Tha Besties, who you can find on the ground floor. He symbolises dance, music, and sexuality, which thrive vibrantly on the island. Tanit, portrayed in my rooftop mural, stands as Ibiza’s protector, casting a watchful eye over the island and its people.

Your exhibition at Amàre Beach Hotel Ibiza offers a unique experience that fuses art, technology, and the natural beauty of the island. What attracted you to this space for showcasing your work, and how do you think your pieces interact with the hotel’s environment?

The Amàre Hotel has provided an ideal canvas for showcasing my works. Its sleek lines, neutral colours, and spacious layout enhance the art, creating a harmonious integration that feels natural and purposeful. Each distinct area has allowed me to unleash my creativity, establishing a seamless flow that unites my entire body of work. The Mediterranean hues complement both the hotel and the art, inviting guests to explore in a relaxed and fluid manner. Curating my pieces for this exquisite space has been a true pleasure.

I extend heartfelt gratitude to the visionary creative team at Soul Space Consulting for making this opportunity possible. And, of course, to the Amàre Hotel group for their forward-thinking approach in Ibiza, wholeheartedly supporting the arts in such a comprehensive manner.