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The Art of Turning a New TLD Into a Global Community: Jeff Sass's October Odyssey for .ART Shows What it Takes - You're Either All In Or You're Out of Luck 

New top level domains (TLDs) arrived in en masse over a decade ago when ICANN added more than 1,000 extensions to the Internet. It is hard for anyone or anything to stand out in a crowd like that, but a handful have made it happen. Invariably, those are the ones that spent heavily in time, money and resources to build a global community around their TLDs. .ART has been a prime example of that and perhaps never more so than they did this month

Given the registry's dizzying schedule of October events, I hope no one has been trying to track .ART CMO Jeff Sass's movements around the globe. If you were, your GPS device has likely blown up by now. This very day (Monday, Oct. 27) Jeff is in Dublin, Ireland, taking part in a special exhibition associated with the ICANN 84 Meeting underway there. On Friday (October 24) he was busy with .ART's 2nd Annual International .ARTist Day Online Conference and right before that he was sharing his love of art and .ART with fellow attendees at the Domain Days Dubai conference in the UAE October 22 & 23. The week before that he was in London where .ART announced the two winners of their Digital Innovation in Arts & Culture Award at a Gala ceremony hosted by GP Bullhound Allstars on October 16th. The week before that he was in Portland, Oregon for American Art Therapy Association conference where .ART was exhibiting October 10th.

OK, I'm sure you're starting to get the picture. When you see what it takes to turn a new TLD into an institution, I wouldn't blame those who are thinking about applying for a new TLD if they are having second thoughts! I'm not sure how Jeff kept up with all of that as I certainly couldn't, but we will try to rectify that right now.

 

.ART CMO Jeff Sass at the American
Art Theraphy Association Conference
in Portland, Oregon October 10, 2025.

Let's start with that Art Therapy event as that is an important story in its own right. .ART Founder Ulvi Kasimov has been a tireless advocate for the healing power of art. Ulvi noted that "art therapy takes concepts from psychology and counseling and expands on them, forming a unique field of mental health treatment in itself. It’s time to remember that art has a therapeutic effect and start sharing art, its practices, and impressions to begin the process of global healing and recovery.” The .ART registry is a member of the American Art Therapy Association (AATA) and provided support for their annual conference as a sponsor, presenter, and exhibitor. 

The next week it was on to London where two innovators,  Artcrush and WHATCLASS, were named winners of the 2025 Digital Innovation in Arts & Culture Award for their work in reshaping public art and creative education through technology. Artcrush is a Belgian startup that transforms unused digital billboards into the world’s largest open-air gallery, creating a new cultural economy that connects artists, brands, and millions of viewers through urban space. UK-based WHATCLASS is revolutionizing music and cultural education by turning artists into teachers and fans into co-creators. As Spotify’s global education partner and backed by ABRSM, WHATCLASS blends streaming culture with accredited, artist-led learning.

Mathieu France (CEO of Artcrush), Ulvi Kasimov (Founder of .ART Registry) and Chairman of the Judging Jury Dean Phelus (Editor in Chief of Museum Magazine and Senior Director of Special Projects at the American Alliance of Museums), at the 2025 GP Bullhound Allstars Gala in London.

Now, about that International .ARTist Day Online Conference that was held Friday (October 24). That event was created to support the following day's International Artist Day (IAD) celebration. For over 20 years IAD has been celebrated on October 25th (Pablo Picasso's birthday). For the free online conference .ART presented four excellent panels of artists and experts from various facets of the art world, including many who use a .ART domain. If you missed the live event you can watch a YouTube replay here.  While the conference was running .ART also released this year's edition of the .ART ODYSSEY publication, which this year is focused on HEALING and the healing power of Art. .ART ODYSSEY: HEALING is available now on Amazon.

That brings us to today (October 27) and the .ART exhibition during the ICANN meeting in Dublin. To help celebrate the art and culture of Ireland and other regions, the registry presented an AR (Augmented Reality) Exhibition, Between Nature and Code, at EPIC The Irish Emigration Museum. By scanning a QR code and pointing their smartphone camera at the featured artworks, ICANN participants could consider the interconnectedness of physical and virtual matter, where a cell might become a pixel, and a mineral might transform into a model of digital memory. Each work is experienced not on a conventional screen or canvas, but through augmented reality, offering a dynamic encounter with art as process and experience.

This artwork from Lolli.olly was part of the 
Between Nature and Code Exhibition

After all of that you might think Jeff's travels on behalf of .ART would be over for now. That would be wrong, of course! Next week it's on to Miami, Florida and the NamesCon Global conference. It should be easy to spot Jeff - he'll be the guy with a large cup of coffee in each hand and most of the leather worn off the bottom of his shoes. Still, the old saying is true - when you love what you do, you never work a day in your life - and Jeff obviously has deep affection for art and .ART domains.

(Posted October 27, 2025)   

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