In today’s article we will explore the great influence of technology and the advantages or disadvantages it disposes.
What does it mean to be introduced to the art world through Instagram? How will you display an artist’s 50-year retrospective when their latest exhibition is a series of GIFs, contained on a thumb drive? Technology is forcing the art world to grapple with questions like these, and young art collectors have the answers. Art world insiders were asked to examine how emerging trends in the art industry are shaped by technology and here’s what they had to say…
SOCIAL MEDIA FUELS ENGAGEMENT IN THE ARTS
Facebook is now 14 years old and is quickly closing in on the 2 billion user mark. The likes of Instagram and Snapchat are even younger. These platforms have altered the way we communicate, and they connect artists and collectors like never before. They’re disrupting the traditional gatekeepers of the art world and creating opportunities for new players.
“Facebook is the number one way that people are able to find out what’s happening in the city.”
Paulina Petkoski, Co-Founder, Playground Detroit.
TECHNOLOGY IS OPENING THE ART WORLD TO NEW PEOPLE
Two of those new art players are Paulina Petkoski and Samantha Banks, founders of Playground Detroit. They’ve found a sweet spot by using social media and local engagement to drive involvement in the arts. Young collectors gravitate towards this scene and they’ve gained a considerable following by connecting emerging artists with collectors and resources. The scope of their influence is fast eclipsing traditional galleries and dealers.
“Instagram is one way that people are learning a lot about art.”
Augusta Morrison, Education Associate, Museum of Contemporary Art Detroit.
TRADITIONAL GALLERY ROLES ARE CHANGING
Getting into a gallery can be a career boost for artists starting out. It means they’ll meet collectors, dealers, and influential players in the art market. However, being featured on the right blog or social media feed can leapfrog an artist beyond these tenuous first steps and make them into an overnight sensation.
CAREERS CAN BE LAUNCHED VIRALLY
In the past, a new art phenomenon would percolate slowly into the collecting scene, sometimes only emerging long after the artist was deceased.
Now, artistic renown can begin at the tip of someone’s finger—as they double tap a picture on Instagram.
So what drives these waves of viral interest online? Imagine if you could try every food in the world on demand. Your tastes might become daring as you sought out new flavour combinations and textures. If a lot of your friends discovered a new delicious food, chances are you’d want in.
“If there’s an artist highlighted on a popular art blog one day, the following week they’re inundated with requests. Everyone goes to an artist’s site and crashes the website.”
Thad Mighell, Assistant Chief Animator, Museum of Contemporary Art Denver.
COLLECTORS ARE BECOMING MORE ADVENTUROUS
The internet offers a limitless buffet for tech-savvy art enthusiasts. Collector’s today have access to more artistic content than any prior generation, and in an effort to try something new and discover a fresh artist or trend, they’re willing to push boundaries. Thanks to the combination of an adventurous young spirit and an unprecedented, endlessly scrollable stream of art, unheard-of trends can emerge overnight!
“Another habit of millennials driving art collection is that they’re not afraid to search on the internet and discover new things. They use non-traditional ways of discovering art and it’s exciting to find an artist no one has heard about it.”
Thad Mighell, Assistant Chief Animator, Museum of Contemporary Art Denver.
A PERSONAL TOUCH STILL MATTERS
Another way young artists and collectors break through the scroll cycle is by leveraging social media to form a deeper connection. Through social media, collectors can tour a studio they might not otherwise be able to visit. These behind-the-scenes glimpses into the artist’s world are a driving force behind engaging collectors. Authenticity and experiencing the story behind art is a huge draw for today’s collectors. Many people buy art because they want to support artists and foster a connection with the arts. Collectors and artists on these platforms are part of an extended online network.
AN ART COMMUNITY IS BEING BUILT THROUGH APPS
Young collectors are not only expanding the boundaries of what is considered art, they’re changing what it means to be part of an arts community. On platforms like Facebook, Instagram, Pinterest and Twitter, they’re forming communities that share ideas, create trends and shape the market. These forces are part of an exploratory and democratising force in the art world, spearheaded by young collectors.
“Certain people treat Instagram as a gallery. It’s a virtual extension of that community that they’re part of.”
Thad Mighell, Assistant Chief Animator, Museum of Contemporary Art Denver.
So, what can we learn from this tech and art intersection?
Don’t write off tech trends as the product of short-term millennial interest, destined to fade. These changes are more seismic and entrenched than passing fads. Many future artists and collectors of the 21st century will have cut their teeth online. Through tech, they discovered their passion for art, acquired their first piece, made their first sale, found a community and created an entirely different world of art collecting. The 21st Century collectors use non-traditional ways to explore the art world and discover new trends. Their other collecting needs are also being met by digital solutions. Art that is unexpected and unusual is more likely to catch the content-saturated eye of collectors in the digital realm. They’re validating new forms of art based on their personal interests instead of collecting within prescribed lines. This fact alone, is a game changer.
© PHOTOS
Leo Caillard, Art Game (2010)
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