Discover the interview with Sebastian Clej, founder of ASKNIGHTS, on innovation in digital art and NFTs, building bridges between artists and collectors, and the future of the art economy.
Sebastian Clej, Founder & Director of ASKNIGHTS, an innovative startup that combines art, technology, and the creative economy, redefining how art curation is perceived and implemented, both physically and especially digitally. The company was launched in September 2020 in London, England.
In addition to the UK and Romania, the first collaborations came from the USA, Sweden, and France, and Sebastian’s first pitch was at the end of 2020, just a day after he had attended the ‘Space Summit’. This was followed by a pro bono invitation to the Paris Blockchain Week. In 2023, he managed to take part in the first NFT.NYC edition, which at that time was also the first one in London. And no, it’s not about exaggerations or temporary band-aids, but about long-term solutions whose scalability and adoption are only now being tested in a sustainable and sufficiently decentralized way.
You can find more about him on LinkedIn, where he already has over 20,000 followers and professional connections: LinkedIn.com/in/sebastian-clej/. For more information about the company, visit www.asknights.org.
C&B: How would you describe yourself in a single sentence, to spark curiosity in those who don’t know you yet?
Sebastian Clej: I am an innovative entrepreneur, leaning more toward Web3 than Web2, exploring the intersection between art and technology, with the mission of solving major problems in the art ecosystem and creating new bridges between artists, collectors, and the future of the economy around top-tier art.
C&B: If we were to look at the narrative thread of your career or business, what were the key moments that defined you?
Sebastian Clej: The key moments were the transition and pivot from my activity focused on market research to founding ASKNIGHTS. Living in the UK also played a key role, as it allowed me to start building an international network, curating the first NFT collections on Ethereum (including network layers such as Base and Zora), Polygon, and Solana, while also consolidating the community through Discord, Farcaster, and hybrid events. These things confirmed that digital art needs a new and improved framework for validation and cultural-artistic preservation. Another turning point was when we built an NFT Marketplace at a more affordable price and realized that instead of making security and stability compromises due to insufficient resources at that time, it would be better to pivot. From then on, we focused more on collection and post-collection curation, not beforehand, as is the usual practice. This way, artists receive faster and more direct support. At the same time, we want to provide as much utility and as many benefits to collectors as possible, making it a win-win for everyone.
C&B: What were the first challenges you faced when you started down this path in such a new and dynamic field?
Sebastian Clej: The biggest challenges were: the lack of predictability and credibility in the NFT market, since it was something very new; the difficulty of finding partners dedicated and prepared enough to make real sacrifices for the long-term vision; but also challenges such as the misunderstanding of the opportunity and, as a result, resistance to digitalization and tokenization—something expected in the early phase, I would dare to add. For example, from the very beginning, I criticized the 2021–2022 crypto and NFT wave for being driven too much by hype marketing, quick gains without much substance, and far too little based on utility, sustainability, and long-term success. I am glad, however, that things are less chaotic now and that only the best and most serious players remain in the game—those not intimidated by sacrifices and truly focused on making history through NFT art in the long run, whether hybrid or purely digital. Basically, the market underwent a cleansing, not a collapse, and those with too much leverage were pushed out.
C&B: Is there a dream or ambition that has always guided you, regardless of obstacles?
Sebastian Clej: To help and offer art lovers a new and better vision of freedom and artistic validation. A vision where the real value of the art ecosystem is not overshadowed by speculation, financial or otherwise, but supported by the most open, inclusive, and efficient form of curation possible. At the same time, I prefer a coaching approach with questions and answers, rather than a rigid guide or ambition that cannot adapt when market and customer needs evolve. In other words, most opinions don’t matter much, but those of users and clients are crucial. You listen and apply—there is no growth without continuous adaptation and refinement.
C&B: How did you look at the beginning of your journey, and how do you feel you’ve transformed up to now?
Sebastian Clej: At the beginning, I was more of a visionary full of enthusiasm and futuristic concepts. Today, I am much more pragmatic, with a solid base of experience, a more realistic strategy oriented toward durability, and a deeper understanding of the connection between art, finance/economics, and technology. At first, it was mostly about what I wished and hoped would happen; now it is about what is happening and what can realistically happen in the future. With more business implementation and development experience, you become less naïve and more realistic. It’s no longer optimistic naïveté, but optimistic realism.
C&B: If we met with your team or collaborators, what do you think they would say about you?
Sebastian Clej: They would probably say that I am sometimes demanding but fair; that I put a lot of passion and rigor into what I do; that I have a broad, overall vision; and that I am willing to go all the way and even the extra mile to build something authentic, as unique and durable as possible. One of the first 8 investors in ASKNIGHTS once told me I was a dictator, because I listen to every opinion but only act if it is based on solid, well-founded arguments, not just empty words. Of course, he was joking, but I probably do seem a little like that from the outside, if people bring nonsense to the table and I don’t have time to waste on unrealistic things. Since I studied analytic philosophy and logic in the UK, I think it’s understandable. Not to mention that I still study programming and artificial intelligence, which we also apply in NFT art and its curation.
C&B: What is the most important decision you have made that changed your trajectory?
Sebastian Clej: The decision to incorporate ASKNIGHTS with an international vision and a clear strategic direction, with a plan open to improvements. Creating and using new technologies sounds easier than it is, even though they solve serious problems. Before 2020, it was mostly market research. This step marked the transition from a passion project to a scalable entity, capable of attracting partnerships, investments, and recognition. Gradually, from 2020 to 2025, our financial valuation grew from only £20,000 to at least £2,000,000—over 100x. The potential is in the billions, and achieving another 100x or even 1000x growth is certainly possible. However, we don’t want to focus too much on numbers, because the most important aspects are quality, sustainability, and how many art lovers we can help as efficiently and as long-term as possible. We are in competition with ourselves, not aiming to surpass the track record of Ion Țiriac, SuperRare, or Sotheby’s in terms of figures and finances, although that may happen at some point. The democratization and decentralization of art is more than a Web3 trend—it is a vision that solves major problems we face, such as art authenticity, its value tied to intellectual property, and not unfounded speculation.
C&B: How do you manage to combine the technological side with the artistic one in a way that is relevant for artists and collectors?
Sebastian Clej: Through careful curation and the integration of the best and most inclusive blockchain standards (such as ERC-721 or EIP-2981 for copyright, royalties, and on-chain licensing), but also through organizing hybrid exhibitions—where classical artistic experience meets the Metaverse and augmented reality.
C&B: What does ASKNIGHTS bring that is different from other NFT platforms on the market?
Sebastian Clej: ASKNIGHTS is not primarily a marketplace or trading platform but an artistic portal and a space for validation and artistic preservation. Our uniqueness lies in how we address and solve existing market and ecosystem problems. For example, we are the only ones conducting NFT art curation in the freest, most accessible, inclusive, and agnostic way possible, closely linked to preserving art as sustainably as possible. We focus on emerging artists with real potential, not just established names; we organize hybrid (physical and digital) experiences; and we provide an educational ecosystem that prepares artists, collectors, and the public worldwide for a new cultural era of top-tier art, one as long-lasting as possible. Observing that top art is often not intended to be sold or traded, we pivoted more toward its preservation and security. And here I’m not referring to NFT collections like CryptoPunks or BAYC but to 1/1 blockchain-based art pieces, much more unique, rare, and artistically rich. Some works are undervalued, while others are overvalued—just like some companies and businesses. Honestly, because we focus on unique, original solutions at a global level, not a national one, we don’t even really see competition in what we do. In short, our uniqueness lies in what we do and how we do it.
C&B: What does a typical day look like for you now, and what moments of the day bring you the most satisfaction?
Sebastian Clej: A typical day means strategic work, new market research, art curation, dialogue with partners and collaborators from around the world, and paying close attention to technological developments. The greatest satisfaction comes when I see a client, artist, or collector change their perspective thanks to our projects and become more fulfilled.
C&B: How do artists and collectors in Romania and abroad respond to the ASKNIGHTS concept?
Sebastian Clej: In Romania, the reaction is one of curiosity and gradual openness, while internationally there is already a much more mature and advanced interest. Many artists and collectors abroad understand the value of tokenization and digital curation, which makes ASKNIGHTS a credible partner in this ecosystem.
C&B: How did the idea for ASKNIGHTS come about, and what inspired you to create a platform dedicated to art NFTs?
Sebastian Clej: The idea came from both frustration and necessity: the fact that digital art and blockchain/NFT technology were often treated superficially, as mere speculative objects. I wanted to create an ecosystem—a portal, not just a platform—where the aesthetic, cultural, and historical value of artworks could be protected and respected through rigorous curation, top collections, and Web3 technologies that also help track provenance in the most credible and efficient way, something missing in the traditional economy and Web2.
C&B: Can you share an experience or a project that confirmed for you that ASKNIGHTS creates real value for art?
Sebastian Clej: One example is NFT.NYC, along with other successful art events and summits—or simply the curation itself, which includes hundreds of artists from several countries. We’re talking about the selection, protection, and safeguarding of thousands of NFT artworks on Ethereum and Solana (over 5,000), where hundreds of emerging artists were introduced to a new ecosystem aligned with a long-term vision. Moreover, the feedback from the community, partners, and collaborators confirmed that ASKNIGHTS not only promotes and protects art but also ensures it has a sustainable future. Even after 5 years, we still consider ourselves at the beginning of the journey. Sustainable adoption grows gradually and through education, not overnight.
C&B: How do you see the evolution of the NFT and digital art market in the coming years?
Sebastian Clej: I believe we will witness an increasingly rapid maturation. Speculation will decline, and the focus will shift to quality, preservation, and utility—whether cultural or otherwise. NFTs will become a standard infrastructure for art, copyright, and licensing, while digital art will be taken just as seriously as traditional art, with museums and galleries integrating blockchain and XR (extended reality) technology as the norm. I see an extraordinary future that truly makes me wake up optimistic and work joyfully toward a better tomorrow for all art, technology, and wisdom lovers. The shift toward a better day begins, however, first with us.
Sebastian Clej and ASKNIGHTS demonstrate how digital art and NFTs can be explored, preserved, and promoted in an innovative, sustainable, and global way.
UK
IT
ES
DE
FR
RO
PT
HU
