Last updated: March 28, 2026
Violeta Vojvodić Balaž
Founder and Chairwoman
A media artist, digital humanities researcher, NMA archivist, and project manager
Expertise: art research, data design, new media art archiving, media art production, environmental art, teaching, academic writing, project management, strategic planning, branding and copywriting.
She specialises in new media art, with an emphasis on new media art archiving and digital heritage preservation. Her research interests include Computer-based art, Site-specific media art history, New media art archiving, Preservation of born-digital art, Art methodology, Genetic epistemology, Cybernetics, and Virtual economy. Special consideration is given to research on genetic epistemology and AI within the framework model “Autotelic Intelligent Machinery” (AIM). A native of Vojvodina (Republic of Serbia), Violeta VB graduated from the Academy of Arts of the University of Novi Sad in painting and art pedagogy (1995), and received an MA from the Faculty of Fine Art in Belgrade for postgraduate work CD-ROM “Urtica Medicamentum est” (2000). She earned the European Diploma in Cultural Management (Marcel Hicter Foundation, Brussels), her research was focused on strategic planning and virtual organisation (2006). She studied at the Faculty of Fine Arts of the University of Belgrade for her PhD (2017), with an art-doctoral thesis “The Case of Art-Adventurers Operating into the Global Margin: Art, Money, and Value in the Age of Artificial Intelligence.” As a PhD candidate in Transdisciplinary Studies of Modern Arts And Media at the Faculty of Media and Communications, Singidunum University in Belgrade, she conducted a case study “Cybernetic Models of the Posthuman: Digital Art Nomads” (2018-2021). Violeta VB received a number of fellowships and awards, including the UNESCO Digital Arts Award 2003 at the Institute for Advanced Media Arts and Sciences in Ogaki, Japan.
Violeta VB was trained in the traditional fine art disciplines (painting, sculpture and installation) but her interest in symbolic communication and tactical media drove her toward experiments that combine ICT and visual art. Her expertise includes: art research, data design, new media art archiving, media art production, environmental art, teaching, academic writing, project management, strategic planning, branding and copywriting. In 1999, she co-founded and led the → Urtica art and media research group where she worked as a media artist and researcher until 2012. Urtica exhibited at international festivals such as Ars Electronica (Linz), Viper (Basel), FILE (Brasil), Ogaki Biennial (Ogaki); new media centers StudioXX (Ada X, Montreal) and The Israeli Center for Digital Art (Holon); and had a solo exhibition “Value Quest: Art of Fortune & Economy of Risk” at the Salon of the Museum of Contemporary Art Belgrade (2010). Within the framework of Urtica's projects Social Engine & → HoopUp, Violeta VB held workshops with students and artists at the universities in Saint-Etienne, Luneburg, Novi Sad, Belgrade, and art organisations in Innsbruck, Ulm, Montreal and Dundee. She was a co-founder and project manager (2001-02) of the New Media Center kuda.org (Novi Sad); she also worked as an editor/ New Media Expert (2005–2007) at labforculture.org, an online repository powered by European Cultural Foundation (Amsterdam). In 2020, she launched an online repository MEMODUCT posthuman.archive out of which the Memoduct Group was founded in 2023. She publishes regularly and participates in scientific conferences such as the Media Art History, the Summit on New Media Art Archiving (SNMAA), the CIHA World Congress (Comite International d'Histoire de I'Art), the International Congress of Aesthetics, etc. Since 2023, Violeta V.B. has been an IPC member of the Summit on New Media Art Archiving (SNMAA).