Catalyst Lab held a workshop this month for Christie’s London on digital marketing for the art world. Participants came from diverse art professional fields including gallerists, artists, dealers to art students. Many questions abound as art professionals are under tremendous pressure to create outreach via social media to their current and potential audiences. Can artists circumvent dealers and their high commissions by subscribing to sites such as Artsy, Saffronart, Artnet and even Amazon? By being on such popular sites geared for mass consumption, does that undermine the value of the art and the artist brand? How can museums use social media platforms to get visitors to their sites given their funding is becoming more contingent on visitor numbers? Are art audiences online the target audiences for these art works and galleries? How can one maintain exclusivity and yet embrace such an inclusive medium of communication? Does exclusivity matter in the art world as they move online?
Was an amazing experience to explore these queries at the workshop!
James Goodwin, the coordinator of the course on Technology and the Art Market describes this workshop in his course as follows:
Technology has enabled unprecedented scope and scale in art marketing. Art collectors have been drawn closer to artists, galleries, fairs and auctions through the digital world. Information that was once attainable in newspapers, telephone and satellite television is now transmitted via computer screen, mobile and tablet. This lecture will evaluate the technological transformation of art marketing across the trade from the late 20th century onwards.