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From the QR code posters at White City Tube to the Bloomsbury Art Fair photo competition– ART has become DIGITAL.
At this year’s Art Insight Series ‘Innovations in the Global Art Market’ and ‘Online Entrepreneurship’, held at London Business School, it was apparent that the new business model emerging is servicing a new type of digital art market. With new players such as Art.sy, Artsicle, Artfinder and DigitisedArt popping up to service the art market (whose total turnover is currently in the region of $50 billion), this shift is not going unnoticed.
The panellists at the first series included spokespeople and owners from Artprojx (a leading brand exhibiting and promoting artists’ films and videos in the context of cinema), All Visual Arts (a firm redefining the mould of art collecting), Arts Co (conceivers and curators of a range of VIP and cultural programmes) and Lara Wolfe (a pop-up curator). The four spokespeople identified common trends and they noted the emerging changes within the art market- such as the swap from public arts funding to private patrons, the use of social media (twitter, Blogs, Pinterest and facebook), the hype of exclusive experiences, and popularity of Pop Ups, mutual collaborations and convergent practices.
Mediated by Jeffrey Boloten it was interesting to hear the ‘spark plugs’ talk about the UK’s public art collection and its vaults of unseen art. And since the series, the Public Catalogue Foundation has revealed their entire national collection of oil paintings in public ownership in the UK, and they have managed this all online. There was no doubt, after the first series, that the use of the internet + social media, mark the future.
A few recent facts help to put this into perspective:
We were introduced to the first pure-play online auction house (Saffronart), the cutting-edge digital form of art (S[edition])and the online art fairs. Despite the fair’s first hiccups, the VIP fair reached 160,000 visitors within 155 countries with 1.5 million pages of art and this year there will be 3 online fairs- Paddle8, Art Space and VIP. We were left with the resonating Notion that ‘the Internet is the new China – the numbers are exponential and the ideas vast’.
- Although I prefer viewing art in a gallery now, who knows with the innovations in new screens and technology I wouldn’t be surprised if had a Landseer as a standby picture on my TV screen (its already the background of my twitter page)!
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Think your website may be in danger of being a billboard in the desert? Then I hope I can offer some pointers here to help attract your target audience online [...]
