Artistic work in the Internet era joins the creation of interactive artworks with the production of forms of communication and exhibition involving and promoting audience loyalty. This paper analyzes these new artistic features and their relational modes in a context where the deployment of art is inseparable from the evolving and porous practice of media. At the intersection of the sociology of uses and artistic innovation, this paper puts in perspective these new forms of affiliation to ?Net art, bringing to light new media regimes.