Abstract
This study investigates the transformative potential of Non-Fungible Tokens (NFTs) in revolutionizing the marketing of artworks by Malaysian visual artists, with a particular focus on promoting cultural heritage. NFTs, as digital assets secured by blockchain technology, offer artists innovative methods to monetize their creations while preserving authenticity and provenance. Despite their growing popularity, Malaysian artists face challenges such as limited knowledge and skepticism regarding the effective use of NFT technology. This research aims to identify strategies and best practices for incorporating NFTs into digital art marketing, particularly in the context of cultural heritage preservation. Through a combination of content analysis and semi-structured interviews with five experts, this study applies the soft laddering technique to explore the perceived benefits and challenges of NFTs. The findings highlight the significant potential of NFTs to enhance Malaysian artists' access to global markets and strengthen the preservation of cultural heritage. The study underscores the need for improved technological literacy and NFT utilization among Malaysian artists to maximize their presence and competitiveness in the evolving digital art marketplace.
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