When Jace Cooke and Alex Chung founded Giphy, they simply wanted a convenient platform for sharing and searching GIFs. But now, Giphy, which launched in Febrary, is reaching beyond its search engine origins and aims to serve as a tool to empower artists and animators.

The first round of features to roll out on Giphy over the coming month are built to serve GIF makers rather than consumers. Artists will have dedicated URLs, making their work easily accessible for fans. When embedded on another blog, each GIF will include a coded block that shows the creator’s name. That’s right, no more stumbling onto a great GIF on Tumblr and wondering who created it. “I want Giphy to be what Vimeo is for videographers or Soundcloud is for musicians,” co-founder Jace Cooke told Cartoon Brew.

Cooke invited several notable GIF makers to launch artist pages, including  animator Frank Macchia (see GIF below) and wildly popular Tumblr GIF artist Matthew DiVito (aka mr. div). The next step will be providing GIF makers with uncapped uploads—Tumblr, for example, has a maximum upload of 1 MB per GIF. Eventually, artists will have personalized dashboard with analytics for tracking where their GIFs are being shared. “I want to lend more credence to GIFs, give them a wider audience and open up the possibility of monetization for artists,” adds Cooke.

For Cooke there are two major questions going forward: For GIF makers, how can Giphy adapt to best serve their needs? For everyone else, how can Giphy encourage more people to try creating GIFs? Cook is turning to the animation community to find answers to these questions, particularly the latter. Many creative people who work in CGI are interested in GIFs, but they haven’t yet given it a shot. “There’s a learning curve,” Cooke says . “They understand the value and they’re excited about it, but they’re a little apprehensive.” Ultimately, Cooke hopes to see more animators embrace GIFs, which he describes as “animated trading cards.”

Even though there are many GIF repositories and search engines like GIFSoup, Tumblr, and Google’s new animated image search, Giphy is the first coherent attempt to elevate GIFs as an artform. “There is something really powerful about an art that is halfway between a photo and a video,” says Cooke. “GIFs are a legit medium, a form of expression that’s only going to grow.”

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Chappell Ellison

Chappell Ellison

CHAPPELL ELLISON is an award-winning design writer and critic based in Brooklyn, New York. In addition to contributing to various publications, she has lent her editorial skills to several visual arts-based institutions and companies, including the Museum of Modern Art, Design Observer, Etsy and the Museum of the Moving Image. Chappell regularly lectures at universities and currently teaches at the School of Visual Arts. She blogs often and tweets twice as much.

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