Amrita Sethi

An award-winning, golden visa holder and the first NFT artist in the UAE
Summary

Amrita is an award-winning, golden visa holder and the first NFT artist in the Middle East. 

Prior to becoming an artist and an entrepreneur, Amrita had over 15 years of experience in finance, where she was associated with multinational corporations including Barclays, HSBC, Zurich Insurance Company Limited, WBA, and Continental Group International, across various sectors including life insurance, general insurance, private banking, and retail banking.

In her current role as an artist, Amrita is exploring the realms where technology blends with art. She has created a new multimedia art form, called the “Voice Note Art”©, which she now calls SoundBYTEs. 

The unique idea led to her recognition and coverage with Forbes, CNN, and BBC World news. She has also won many awards and was selected for Expo 2020, where she created live activations and installations in Middle East Asia and Europe. 

Amrita NFTs were sold worldwide for under half a million USD and she regularly bridges the gap between physical arts and digital art. She became the first NFT artist in the UAE. 

In 2021, she received the prestigious Golden Visa Residency in Dubai for her contribution to the Digital Art Market in the UAE. 

She has recently painted and created The World’s first Sound Augmented Reality NFT Mural at the DIFC Innovation Hub and created the world's first Augmented Reality Abaya. 

Biography

Born and raised in Kenya, a British citizen of Indian origin, residing in Switzerland, Zimbabwe, Uganda, and the United Kingdom, before moving to Dubai in 2007.

Amrita received her BA honours degree in Economics from the University of Manchester. She further did her M.Sc. in Development Economics there. 

In 2005, she received a Certificate for Financial Advisors from The London Institute of Banking & Finance, Neuro Linguistic Programming Practitioner License from NLP Life London with Richard Bandler, and a certificate in Mixed Media from University of the Arts London.

Professional Career

Amrita started as Senior Premier Relationship Manager at Barclays International. She, then, associated herself with HSBC Private Bank in 2007 as International Wealth Manager at Dubai, UAE. 

She became the Associate Director GSAD and Sub-Saharan Africa at Geneva Switzerland. She, then, joined Zurich Insurance Company Limited in 2011. 

During all this time, she had developed a personal mission to disrupt the current insurance and investment market in the UAE and really put the client first. To offer proper holistic financial advice and help people make financial decisions today that their future self will be proud of tomorrow. 

She joined WBA as Managing Director and Continental Group International as Senior Financial Advisor. In her financial career that spans more than 14 years and in the world’s largest financial service global companies, she has contributed to many sectors, including life insurance, general insurance, private banking, and retail banking. 

Published work

After a successful career, spanning 15+ years, in some of the world’s largest multinational banks and insurance companies, Amrita left the corporate world for a deeper calling, which eventually led to the creation of a new multimedia art form that she named “Voice Note Art.” ©, and now calls SoundBYTEs.

The unique idea led to her recognition and winning the “Outstanding Artist Award” at World Art Dubai in April 2019 and being selected for Expo 2020. Amrita has also created live activations and installations at Art Dubai in March 2019 and the Asia Contemporary Art Fair in Hong Kong in October 2019. She has also painted 3 murals at the iconic Souk Madinat Jumeirah in Dubai, UAE.

Amrita then launched her first NFT portfolio in 2020 and became the first NFT artist in the UAE. In 2021 she was nominated by Dubai Arts and Culture to receive the prestigious Golden Visa Residency in Dubai for 10 years for her contribution to the Digital Art Market in the UAE.

She has also created Voice Note Art Portraits of various people as well as celebrities and world leaders, most notably, a commissioned artwork for His Highness Sheikh Mohammed Bin Rashid Al-Maktoum.

She is a digital artist who also uses traditional painting methods, collages as well as 3D-printed artwork to create layered modern looks. She works on wooden and acrylic panels & aluminum. She integrates technology into her artwork through the use of QR, AR, and VR. 


Vision

Amrita is passionate about exploring new avenues of expression in her art. Utilising technological tools, she is constantly creating newer benchmarks in the field of digital art. Amrita’s art reflects her international diversity and combines the sweetness of tradition and storytelling with the energy and technology of the modern world.

In the recent interview with Dinis Guarda, she said:

“My art is all about storytelling. The way we tell stories are the ways we impact people. With these new stories, these new images, we're then creating new narratives. Thus, we are creating new paradigms and change the way people think. So, on the core, I want to change the way people see their lives and empower change through art and technology.”

Giving a positive perspective on technology, and putting all the speculations to rest, she further added:

“Just because there's going to be a digital revolution, nothing will replace human touch, nothing will ever replace the energetic level of what it means to be connected on a physical level, and not everyone will just become obsolete. I think people will have to embrace technology and know that it's only going to enhance what we do already, but we are still the original creators of what we can do with the tech. We are still driving the tech, the tech is not driving us, even when it comes to AI.”


Recognition and Awards
Amrita has a copyrighted new multimedia art form, called the “Voice Note Art”©, which she now calls SoundByte.  She was also recognised by international media including Forbes, CNN, and BBC World news. Amrita was selected for Expo 2020 to create live activations and installations in Middle East Asia and Europe.  Amrita became the first NFT artist in the UAE. Her NFTs were sold worldwide for under half a million USD. In 2021, she received the prestigious Golden Visa Residency in Dubai for her contribution to the Digital Art Market in the UAE.  Amrita also painted and created The World’s first Sound Augmented Reality NFT Mural at the DIFC Innovation Hub. She created the world's first Augmented Reality Abaya.

References
Amrita Sethi
Occupation
Financial expert, digital artist, and entrepreneur
Companies
Barclays, HSBC, CGI, Art by Amrita
Known for
SoundBytes, AIBytes
Accolades
Golden Visa Residency in Dubai, creator of the world's first Augmented Reality Abaya
Education
BA Hons Economics and MSc Development Economics (The University of Manchester), London Institute of Banking and Finance (CeFA), University of The Arts London (Certificate, Mixed Media)
Social Media

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