Digital artist Hafiiz Karim fuses classical art with contemporary Singaporean backdrops

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’ on Instagram, 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.

“Advertising taught me the art of self-presentation on social media. I had to grasp my audience and choose the perfect platform to share my art,” Hafiiz explains. “I deliberately selected a moniker that would stand out.”

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Balancing vision and viability

So, how does a young artist like Hafiiz seamlessly meld artistic vision with the demands of commercial success? His answer: balance and integrity.

Before becoming an art director, Hafiiz dedicated a year of his life to working as a full-time artist. “I did everything possible to sell my art,” he reveals. “Commissions, paid collaborations — it was unending.”

However, this relentless focus on selling tainted his artistic approach and perception. “At some point, it distorted my creative process, as I became more preoccupied with catering to clients’ desires,” he laments. “It truly felt like I was betraying my art.”

After a year, Hafiiz transitioned to the role of an art director, where the emphasis shifted from the selling strategy to the art itself. “As cliche as it sounds, I yearned for my art to be nothing more than an expression of my inner self.”

Today, to safeguard his artistic integrity, Hafiiz intentionally avoids excessive reliance on art as his sole financial support, although he still sells prints from time to time.

“Ideally, I’d love to be free from financial pressures, but that’s wishful thinking. So, I’ve learned to navigate the realities,” he admits. “I don’t want to be overly dependent on art as my main income. It’s a good bonus. That’s how I strike a balance between art and business.”

In addition to dismantling the notion of art as a mere moneymaking venture, Hafiiz rebels against the traditional definition of “real art”. It’s why the majority of his work thrives in the social media landscape.

“I wanted these figures to live and breathe organically on social media, where narratives perpetually evolve.”

And even when Hafiiz ventures into physical spaces beyond social media, such as cafes or bus stops, he eschews convention. “I want my art to reside where society’s heartbeat pulses — where people from all walks of life gather,” he asserts.

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Blurring boundaries

And as Hafiiz balances on the edge of creativity and commerciality, he invites us all to embrace the liberating power of art and its boundless potential.

“I want there to be a reminder that we are in an era of constant conversation between the past and present,” he muses. “The narrative of the past need not be dominated by the gatekeepers of the art world. Blurring the boundaries between highbrow and lowbrow cultures is important. Art does not have to be exclusive or difficult to understand in order to be good art.”

Furthermore, with an unwavering commitment to artistic integrity and a spirit of exploration, Hafiiz Karim encourages artists to embrace the full spectrum of possibilities, finding their own unique balance between the established and the uncharted.

Above all else, he resolutely refuses to let his life revolve solely around art. Instead, he endeavours to live a life that naturally reflects his art.

“My art shouldn’t define my existence. Rather, it should be a reflection of my life.”