The art market doesn’t escape to the digital turn of our era. Internet changed the artistic world, as well in terms of exchanges as discoveries. Consequently, the increase of platforms, multiplies actors.
« Click and buy »
The acceleration of the circulation of informations allows the fluidization of exchanges. “Pure players”, of the art market, such as Artsy or Artnet understood it very well.
« Pure players » are, above all, competitive by their prices. In fact, Internet sales make it possible to create « peer to peer » exchanges. That is, exchanges with a limited number of intermediaries. Commissions are reduced and, therefore, prices are lower. In order to reassure buyers, the « pure players » publish a detailed descriptions of works (photos, provenance, expertises).
The increase in the use of online platforms, between 2015 and 2016, is significant. This is a phenomenon of « Click and Buy » which is happening. The market can, now, do without the traditional buying circuit. Buyers can just click and their product arrives directly at home.
» Branding »
Nowadays, on the art market, artists have powerful tools to make their own promotion. The most used tool is … unsurprisingly, social networks. Artists can present it their works but also their « lifestyle ». Consumers will not only be attracted by the works, but also by an entire universe. Artists are making a form of « branding » with their own lives. Thus, the relationship « artists / sellers » is more personal, almost intimate. The speed and the amplification of the circulation of information, on social networks, is a very powerful promotional tool. Moreover, Social network’s publication can generate income. In other words, the audience is proportionally paid. So this promotional tool can be, as well, used as a commercial tool.
Even if the phenomenon of digitization of the art market allows the democratizer not to trace himself, it is not in question the usefulness of (physical) galleries of art
Written by Solène