MLOW THE MLOW SHOW

10 Jul 2024/59 min/Schmrypto

MLow X Schmrypto

Never-published conversation with Schmrypto, steward of the Robert Mallory archive, on rescuing a shipping container of mid-century generative art, Checks and Opepen, royalties, and the eight dollar open edition model.

Never published

This never-published interview opens with the best art-historical story in the show's archive. Schmrypto was a gallery artist from 2006 to 2016, then ran his family's hospital until selling it in 2021 and going all in on web3. In late 2021 a business partner said he thought he knew where a shipping container full of generative art sat in New England; Schmrypto's reply was that this was ridiculous. It was true: two containers in a New Haven, Connecticut shipping yard, one holding the life's work of mid-20th-century American generative artist Robert Mallory, the other the centerpiece of the New York Pavilion from the 1964 World's Fair. Mallory died in 1997; the work sat in his Conway, Massachusetts barn for 20 years until the family sold the barn and paid storage rent for years, waiting for someone who wanted to push the legacy rather than flip it. Schmrypto bought nearly all of it, plus the IP, shipped it to a Texas warehouse, and now functions as the estate: translating Mallory's code (Bob called it robotic serial code, a much cooler term than generative) into modern codebases, training an AI on his writings, producing two books, short films, and five shows in the next 12 months.

The conversation doubles as a lucid history lesson: the earliest generative work was natively digital but had no display technology, so it did not meaningfully exist until printed on a plotter, a pen shuttling one way while paper on a tension spool moved the other. With no graphical interface, programmers hand-executed vector code on graph paper, and those sheets are artifacts too, alongside bronzes, oils, reel-to-reels of Mallory at the piano, and every digital format from 1967 punch cards to laser discs. Schmrypto has minted under one percent of the archive, prices physicals at 5,000 to 10,000 dollars, targets about 50 releases a year, and rejects permanently coupling tokens to physicals: they are different things with different lives. On provenance for a dead artist he argues for the best provenance possible rather than perfect provenance, citing how the first NFT by Kevin McCoy preceded works like the 2015 piece he mentions that were minted years later without hurting appetite. His stinger: at Art Basel proper, 5,000 artists and over 10,000 works yielded exactly two pieces of vintage digital art, both Vera Molnar.

The back half is dense operator talk. He is publicly the largest holder of Jack Butcher's Checks, has an aggregator contract ready to deploy, calls Checks the only generative project where holders drive curation while results stay fully on chain, and describes pushing an Opepen set through with the narrowest margin ever recorded. His hot take on royalties: they were over-promised, never enforceable, and anybody who needs royalties is not getting them while anybody who gets them does not need them; enforce with carrots like royalty-payer airdrops, not sticks. On supply he is a heretic: supply fear is a MacGuffin, XCOPY has a million-piece open edition, and artists should not run a furniture store with one chair. His own model is eight dollar open editions and eight dollar no-reserve auctions, 30,000 pieces sold that way in a year, with the math that supply's effect on price is linear while demand's is quadratic.

What this episode teaches

  1. Tokens and physicals live different lives

    Schmrypto does not believe in permanently coupling a token and a physical: they exist in different dimensions and cannot be meaningfully coupled forever. He sells some pairs to satisfy the market but would happily decouple them entirely.

  2. Best provenance beats perfect provenance

    Mallory could not have minted his own work, so holding it to that standard is silly. No superior on-chain version will ever exist, and scans on chain are the closest thing to making decaying physical work immortal.

  3. Enforce royalties with carrots, not sticks

    Sticks fail in crypto because people just walk away. If an artist is serious about royalties, airdrop rewards to collectors who paid them. And only artists have the power to enforce their own royalties; complaining that others will not is incoherent.

  4. Royalties are a distraction by construction

    His sharpest formulation: anybody who needs royalties is not getting them, and anybody who gets them does not need them. Meaningful secondary volume implies far larger primary income. Paid mints and burn-redeems are the honest revenue tools.

  5. Supply is a MacGuffin

    The most successful artists in the space (XCOPY's million-piece open edition, Jack Butcher, Des Lucrece) have enormous supply, because ample supply is how you generate signal people notice. Trickling out work at a controlled pace hurts both sales and development.

  6. Don't run a furniture store with one chair

    Have ten, twenty, a hundred pieces on the market at once and give people options. MLow confirms it from experience: SuperRare bought a piece that sat listed since February, and only because he kept building out that collection.

  7. The eight dollar model

    Price open editions and no-reserve auctions at a memetically significant eight dollars (Checks, prosperity in China, infinity on its side). It is low risk for buyers, nearly guarantees sales and honest price discovery, and had Otherdeeds been an eight dollar mint it would be a feather in Yuga's cap instead of a stain.

  8. Supply is linear, demand is quadratic

    His pricing physics: double your supply and you roughly halve your price; double your demand and you roughly quadruple it. You cannot force a price on the market, so tell the market to tell you what the work is worth.

  9. Burn-redeems drain whales, not supply

    The real utility of burn and redeem mechanics is not scarcity, which does not matter, but letting multi-unit holders scale out of positions of 10 or 20 units gracefully.

  10. Movements are artists collecting each other

    Impressionist provenance runs through other impressionists' collections, and the abstract expressionists traded work constantly. Web3 reproduces this: mutual appreciation among artists is what solidifies a movement, and most big collectors have minted something.

The conversation, topic by topic

From gallery artist to the container recovery

Schmrypto was a gallery artist from 2006 to 2016, left to run the family hospital until selling it in 2021, then went full-time into web3. In late 2021 a business partner tipped him to a container of generative art in New England; it turned out to be two containers in a New Haven shipping yard, one of Robert Mallory's art and one holding the centerpiece of the 1964 World's Fair New York Pavilion. He acquired both and filled a Texas warehouse.

How the work survived and who Mallory was

Mallory died in 1997; the work sat in his Conway, Massachusetts barn for about 20 years until the family sold the barn, stored everything, and waited for a buyer aligned on legacy over flipping, reached through Mallory's last agent, a prominent New York gallerist. Mallory worked in commercial illustration with Wayne Thiebaud (Schmrypto says he is the reason Thiebaud became a working professional artist), passed through abstract expressionism, and turned digital partly because industrial resins had poisoned him.

Robotic serial code and the plotter era

Mallory called his practice robotic serial code. The earliest generative work had no display technology, so it did not meaningfully exist until printed by plotters: a pen shuttling on one axis while paper on a tension spool supplied the other. Programmers also hand-executed vector code on graph paper, and the archive spans bronzes, oils, piano reel-to-reels, 10,000-plus pages of notes, and every format from 1967 punch cards to CDs and laser discs.

Running the estate

Schmrypto owns nearly 100 percent of the work plus all the IP and licensing, making him functionally the estate. Legacy work means cataloguing the early career across Mexico, New Mexico, and New York, translating the surviving code into modern codebases to reanimate it, training an AI on Mallory's writings and visuals, two books in production, short films, and five shows worldwide in 12 months.

Minting policy and pricing

He has minted plotters, sketches, and one piece of code, under one percent of the archive, mostly decoupled from physicals with cheap starting auctions. He is pivoting to selling physicals with accompanying tokens, as at the Digital Art Mile during Art Basel. Physicals run 5,000 to 10,000 dollars, in line with peers of Mallory's standing; the abstract expressionist canvases that fetched 30 to 40 thousand 20 years ago now go under 10, while the digital work moved the other way. Two uncut 60-foot plotter rolls wait in a category of their own, and the target is about 50 pieces a year.

Two Vera Molnars at Art Basel

At the main fair, roughly 5,000 artists and over 10,000 works included exactly two pieces of vintage digital art, both Vera Molnar, shown by London's Mayor Gallery, coincidentally the only private gallery holding a meaningful amount of Mallory (20 or 30 pieces). The satellite Digital Art Mile, derisively called the digital art ghetto, is one floor of a converted industrial building, where gallerist Robert Murphy's RCM hung Mallory alongside Harold Cohen and Ken Knowlton.

Posthumous minting

Early on people scoffed at buying container work, scanning, and minting it. But works predating the blockchain, like the 2015 piece he cites (made the year after Kevin McCoy minted the first NFT), were minted years later without denting appetite. His standard is best possible provenance, not perfect provenance, and on-chain scans guard against the inevitable decay of physicals.

Checks and the aggregator

He is publicly the largest holder of Jack Butcher's Checks, was among its top minters, and built a Checks aggregator contract that is ready to deploy once his partner buyout stopped complicating things. He calls Checks the only generative project where large-scale curation and creation is holder-driven while remaining fully on chain, immutable, and permissionless, and predicts the burn and combine mechanic will be its real legacy, with conceptual derivatives still to come.

Opepen as a holder-curated museum

Opepen, in his words, is a museum curated by the holders, only a quarter minted or revealed, its dynamics unpredictable. His own set took nearly a month to push through and passed with what he believes is the narrowest margin ever; a second set is in the pipeline. He admits sleeping on Opepen early, when he could have swapped 10 Checks for about 150 Opepen, because he was the Checks guy with a goal in mind. MLow, in the community since day one, agrees it functions better than most DAOs without being one.

The Marfa flea market drop

Schmrypto was in Marfa for the drop the transcript renders as Beef Broskos: a little meat market installation where a friend messaged him the contract address, so he minted about 20 from his car outside the flea market. People involved told him it was supposed to be a joke, not a collection people would spend real money on, which he calls the best kind of work. Both admire the artist's ironic-but-sincere turn into AI and then generative art.

The royalties hot take

Royalties are dumb, over-promised by a president of web3 who does not exist, never contract enforceable, and dodged via OTC anyway. Artists who want upside should save work and keep working. MLow raises community enforcement and Magic Eden's Solana flip-flop, and suggests royalties should only bind profitable sales; Schmrypto counters that a 10 million dollar seller will OTC nine times out of ten, and only artists can enforce royalties, with carrots like payer-only airdrops.

Supply heresy and daily practice

Against the space's supply anxiety he stacks the evidence: XCOPY's million-piece open edition, Jack Butcher, Des Lucrece. Ample supply generates signal and practice makes artists better. MLow describes minting relentlessly this year, every few days plus curated monthly drops, and credits that persistence for SuperRare's collecting account buying a piece listed since February, his first marketplace collector.

Personal provenance and untrustworthy images

MLow minted his NYU diploma before any art, reasoning that years of work and a quarter million dollars deserve permanent provenance; Matt Kane recently recolored and painted over his family photo albums, and Schmrypto wants more of this: mint your great grandparents' album, and if the house burns down, the photos are on OpenSea. The same logic scales up: blockchain timestamps may be how we know what is real once AI floods everything, news organizations are building real-photo-only minting platforms (an arms race he suspects the AIs win), and his long view is that we could only marginally trust images for under 200 years anyway, so the destruction of that useful fantasy for governments and corporations can only be good.

The eight dollar system

After nearly a year of not minting during his partner buyout, he minted two pieces this week and is returning aggressively. His whole model is eight dollar open editions and eight dollar no-reserve auctions, about 30,000 pieces sold last year. He contrasts Otherdeeds, the craziest, stupidest mint he has ever seen, prefers ERC-1155 over 721 for mixing editions and 1/1s, explains why free mints break 1155s, and closes with his supply-linear, demand-quadratic pricing rule and the observation that Twitter is the only place that matters.

In their words

“No, you don't. That's ridiculous.”

Schmrypto

“Robotic serial code, as Bob called it, which I think is a much cooler term than generative.”

Schmrypto

“The work didn't really meaningfully exist until it's printed.”

Schmrypto

“Anybody who needs royalties is not getting them, and anybody who gets them does not need them.”

Schmrypto

“Give people options. Don't run a furniture store with one chair.”

Schmrypto

“If Otherdeeds had been an eight dollar mint, everybody would be head over heels in love with them.”

Schmrypto

Cite this conversation

Schmrypto in conversation with MLow, "MLow X Schmrypto," The MLow Show, unaired recording, 10 Jul 2024. https://show.mlow.xyz/e/2024-07-10-mlow-x-schmrypto.html. Quoted from a machine transcript.

Quotations come from machine transcripts. Check wording against the audio before republishing.