Buycloud is a video-installation linked to a virtual speculation market and online land registry. The project by Studio Noa Jansma explores the exploitation of natural phenomena by offering clouds for sale. In doing so, Jansma wants to draw critical parallels between the past (colonialism), the present (climate change) and the future (extra-terrestrial occupation). Buycloud questions the fictional role of the notion of ownership and exposes the subtle absurdity of owning a piece of nature by quite literally selling air. All steps in the sale are justified by existing laws, methods, concepts or philosophies that we are accustomed to accepting and following in our society.

Light-footed and razor sharp at the same time: with one seemingly simple metaphor, Noa Jansma manages to touch upon a whole spectrum of themes, all of which are urgent. Admirably, the young Jansma initiated the project herself. The conceptual idea of Buycloud is very complete and worked out so carefully that it immediately calls into question the absurdity of other forms of ‘owning’ natural phenomena such as land and water. Buycloud is very powerful in its communication. Noa Jansma uses different technologies in a relevant, skilful, and refreshing way. This can also be seen as a subtle indictment of the game around NFTs.