10 November 2024 · nIVA SHAH
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Growing up in Indonesia, my cultural background has always been a vital part of my identity, though my connection to it evolved over time. I picked up a camera at 14, during a phase where I wasn’t fully in touch with my roots. I attended an international school, consumed American TV, and grew up with a Westernized perspective, which created a disconnect from my heritage. Moving to LA brought a newfound appreciation for my Indonesian and Chinese-Indonesian heritage.
I realized how much my upbringing and cultural mythology shaped my artistic lens. I began to draw inspiration from Indonesia’s rich history, mythology, and vibrant culture, incorporating these elements into my work through unorthodox means—whether it’s my color choices, the way I style my subjects, or how I portray my muses. Living away from home gave me a chance to embrace my roots fully, and my work now reflects a unique blend of being a global artist shaped by my Asian identity. It’s interesting how leaving helped me find pride and love for my heritage and what it means to represent Asian artists in a global context.
What inspired you to co-found ArtCoded, and how did your journey as a fashion photographer shape the platform’s mission?
ArtCoded officially launched in 2024, though the groundwork had been laid over several years. It stemmed from a realization that artistic disciplines—fashion, photography, music, tech, and more—no longer exist in silos. COVID-19 further underscored this interconnectedness, showing how art is consumed, shared, and purchased more dynamically than ever before.
ArtCoded’s mission is to merge these worlds and amplify diverse voices. We aim to work across fields—fashion, tech, finance, and music—to create art that is meaningful and impactful. An essential focus is empowering young artists and international creators by providing them with opportunities I once struggled to access. For instance, a recent project in Thailand brought local artists into the spotlight, blending their unique cultural perspective with our production style.
ArtCoded is about ensuring every artist has a space to shine and that their voices are heard. I’ve faced challenges in the past figuring out how to break into the industry, and now, with ArtCoded, I want to open doors for others and show them that collaboration can create something extraordinary.
ArtCoded aims to bridge art and entrepreneurship. How do you envision ArtCoded influencing the global arts scene, and what role do you see it playing for emerging artists?
ArtCoded strives to amplify voices and create opportunities for artists worldwide. While we specialize in fashion photography, we expand its application to tell diverse stories—working with models, entrepreneurs, and even women leaders who don’t fit the conventional fashion mold. Fashion photography is a language we use to narrate stories that inspire, empower, and create impact.
We believe in innovation and breaking barriers. Art should not be limited to aesthetics; it should inspire action, foster inclusivity, and create meaningful conversations. Through ArtCoded, we want to demonstrate that artists from all backgrounds can contribute something unique and valuable to the global arts scene.
What is your creative process when curating content or collaborations for ArtCoded, and how do you ensure it aligns with the platform’s vision?
Our creative process is fluid and varies depending on the project. Sometimes we begin with a concept or narrative, and the casting follows. Other times, we start with the talent and build a story around their unique essence. Whether we’re working on a tech-inspired hyper-surreal project or an empowering women-focused editorial, we ensure the content has depth and purpose.
For me, art must go beyond being visually appealing. It should contain a narrative that challenges perceptions, empowers individuals, and sparks cultural conversations. Every project is an opportunity to weave something significant into the global artistic tapestry.
With the launch of the “Super Women Entrepreneurs” series, what do you hope to communicate through this project? Why is it important for ArtCoded to spotlight women leaders?
The “Super Women Entrepreneurs” series is a vision spearheaded by my incredible co-founder, Tina Kim Park. I grew up admiring powerful, impactful women like my mother, who is a celebrated fashion designer, and icons like Lady Gaga. These women embody strength, elegance, and resilience, balancing traditional roles with groundbreaking achievements.
Through this series, we aim to celebrate the multifaceted nature of womanhood—whether as mothers, leaders, or dreamers. By spotlighting these voices, we hope to inspire others, showing that empowerment comes in many forms. Women can lead with strength, nurture with compassion, and shatter glass ceilings, all while staying true to themselves.
How do you approach building relationships with artists and entrepreneurs for collaborations, and what do you think makes these connections impactful?
Collaboration is rooted in the belief that there is room for everyone to shine. Growing up, I experienced a culture of competition, which I now recognize as toxic. As artists, we face enough challenges, so fostering a supportive community is vital.
I make a conscious effort to nurture relationships based on respect and mutual growth. Gatekeeping has no place in art. Sharing resources and celebrating others’ successes strengthens the community and creates opportunities for all. Helping another artist succeed is one of the most rewarding aspects of my work, as it feeds into a cycle of generosity and growth.
Your photography has a unique blend of fashion and celebrity culture. How do you stay creatively inspired, and are there particular themes or aesthetics you’re drawn to?
My work often celebrates powerful women and leans into themes of surrealism and world-building—whether futuristic or nostalgic. I’ve always stayed authentic to my vision, despite early criticism suggesting I conform to simpler styles. Authenticity is the core of my art, and I’ve never tried to emulate others.
Each piece I create is an extension of myself. Whether I’m experimenting with bold aesthetics or subtle nuances, my goal is to craft something that reflects who I am while resonating with others.
How has working with major publications and brands influenced your photography style and approach?
Collaborating with major brands has taught me to balance creative freedom with industry standards. While I understand the aesthetic requirements of publications, I ensure my work remains true to my perspective. I’ve been fortunate to work on projects where my unique style is valued, allowing me to infuse assignments with my artistic vision.
What challenges have you faced as an Asian creative in the fashion industry, and how do you navigate these while building your brand and platform?
The rise of AAPI representation has been empowering, but challenges remain. Growing up, pursuing art seemed unattainable for someone from Indonesia, especially in a global context. Yet, the support within the AAPI community has been incredible. When one of us succeeds, it’s a victory for all of us.
Navigating this industry means embracing my unique perspective while celebrating the diversity and inclusivity that the global arts scene is increasingly prioritizing.
Are there any misconceptions about Asian photographers that you hope to challenge through your work and with ArtCoded?
One of the most significant issues I aim to challenge is colorism in the Asian beauty standards. I want my work to celebrate all forms of beauty and ensure that no one feels excluded. Photography should uplift and embrace diversity, and I actively work toward broadening representation in my portfolio.
Art is about inclusivity and being prepared to honor the diversity of humanity, whether it’s through technical expertise or storytelling.
How do you see ArtCoded evolving in the future, and are there any new projects or ideas you’re particularly excited to explore?
ArtCoded’s future is about scaling our impact. Beyond producing art, we aim to contribute to meaningful causes, focusing on charity and work that creates real-world change. Growing up, my dream wasn’t about fame or wealth—it was about leaving a legacy of impact. I want young creatives, especially those from underrepresented backgrounds, to see that their dreams are achievable. Proving the naysayers wrong has been one of the most fulfilling aspects of my journey.
With technology transforming the creative industry, how do you incorporate innovation into ArtCoded’s vision and your own work?
I’ve embraced AI as a tool, not a substitute for artistry. My introduction to AI came during an NFT project, where it was a means to achieve a specific vision under tight constraints. To me, AI is like any other tool—whether it’s a camera or editing software. It complements my work, adding futuristic, uncanny elements to projects. While AI remains controversial, I believe its responsible use can push artistic boundaries and enhance creative expression.
What advice would you give to young Asian creatives looking to make an impact in the global arts and media space?
Stay true to yourself. Don’t conform to societal expectations or lose your authenticity to please others. Respect your heritage, embrace constructive criticism, and remain kind and collaborative. Your unique perspective is your strength—protect it.
Reflecting on your journey, what values or lessons have been most important in shaping both your career and the direction of ArtCoded?
My journey has been about nurturing my inner child—the dreamer who dared to imagine a different path. Manifestation, humility, and kindness have been key values. Creating art isn’t just about self-expression; it’s about staying grounded, embracing challenges, and making a lasting impact on others. Every step of my journey has been guided by the belief that art can inspire and transform lives.