JUL 18 - 02
THE ONLINE ART MARKET
On the importance of online platforms for today's galleries to reach out to their future clients
With making art available via online platforms such as artsy, Saatchi Art, Paddle8 or Tappan Collective, a different perspective on experiencing and curating has been established.
Not only a vast amount of artworks then become to the disposal of a consumer, it further guarantees a greater variety of price categories, hence attracting people of various ages and backgrounds. Such platforms create an easy entry into art buying. Selling art from lower set price categories online, which basically wouldn’t be lucrative for a gallery, starts rebutting the thought of only being able to purchase art, if you’re entitled to, because of your wealth. It encourages a broadening of the horizon and sharpening of senses in terms of buying art. We now see a young generation with the world to their fingertips, being able to conquer an industry that for way too long has been kept exclusive and intransigent in regards to their internal structures and clients.
Supportively, galleries already use their social media platforms, in particular Instagram, to reach out to potential clients and art enthusiasts.
The platform’s success is undeniable, let alone the possibilities within reach and consumer diversity. The importance of a younger generation, experiencing vanishing boundaries within the art world with social media tools, provides new possibilities for art dealers. The industry itself then develops to be inclusive throughout the implication of online platforms.
Where does that lead to? Well, it not only provides confidence in being curious, it further encourages an open minded, ever changing creative industry, aiming for interdisciplinary approaches. When James Turrell’s works are shown in Drakes music video or an artist, such as Ed Templeton, identifies as well as a photographer and skater, we experience a variety of a person’s interests that are being valued by a postmodern society, instead of disregarded as nonlinear. The blending of characters and fields of interest seem to create a new norm of consumption.
Such behavior refers to an increasing preference to be highly informed in regards to purchasing. Ultimately, what it means for all kinds of galleries, is to gather an online community around their offline platform. Buying art no longer deprives to be consumed by the economically wealthy, but is open for all kinds of people at any age and budget. At Cc we like to encourage each and everyone to connect and interact with the art world. With our projects and artist collaborations we’re actively engaging in the discussion of who to reach out to and how to create a future of interdisciplinary success in the creative field.