Hans Ulrich Obrist x Matt Copson

Upstarts is a series in which key figures from The WIRED 100 list of digital powerbrokers nominate individuals they feel will make a huge impact on people's lives, through digital projects.

Digital technologies should impact how artists create work and audiences find it, according to Hans Ulrich Obrist, co-director of Serpentine Galleries.

"I think it's important that [art is] not only for visitors who actively decide to go and see an exhibition - because that it a minority," he says. "Let's use social media. Let's use technology."

For Obrist, the surreal work of artist Matt Copson is an excellent example of multi-platform digital art. Obrist has selected Copson as a digital innovator, using technology to impact the status quo, for the WIRED / Intel Upstarts series.

For example, the artist's work featuring Reynard the fox - a medieval folklore character - explores multiple tales of the eponymous animal, many of which feature gruesome endings, through live-action films, projected images, animation and installations.

For the first time there's a real possibility of an exchange... a global dialogue that really goes beyond all kinds of boundaries," says Obrist.

Copson is active across Twitter, Vimeo, Intagram and is using the platforms as further canvasses on which to explore his art - and reach out to the audience. All of which means you're just as likely to run into Reynard the fox in a dark alleyway or the depths of social media.