Traditional art marketing usually focuses on exhibitions, meeting people in person, and getting endorsements from influential figures in the art world. Making an artist into a “star” isn’t just about having great artwork. It also depends on how galleries manage their relationships with critics, curators, institutions, and collectors. This system can create an exclusive art scene that often leaves regular people out since it targets a small group of influential players instead of connecting with a wider audience.
However, digital technology and social media have changed everything, allowing artists to connect directly with their audiences and potential buyers. The pandemic made this shift even more urgent, pushing many in the art world to start using online tools, and create digital collectible art. We saw the rise of online platforms like Viewing Rooms, Zoom talks, online auctions, and even new things like NFTs. Still, many artists find it tough to navigate this digital space and often feel lost in all the online noise. Just having an online presence isn’t enough anymore; artists need to engage their audience and boost sales. To attract a new generation of millennial collectors—who are among the most active online buyers—artists have to come up with unique strategies and build their online following.
Challenges in the Traditional Art Business Model
Since the beginning, art marketing has relied on the relationship between artists and collectors. The market involved galleries and auction houses acting as middlemen. Going back to the 17th century, a growing middle class in places like Flanders and Italy became the first art collectors. Fast forward to today, and the focus is still on these collectors. Finding new buyers has been a big challenge for galleries and dealers, especially after the pandemic caused a 22% drop in global art sales in 2020. Reports show that, on average, dealers sold to only 55 individual buyers that year, down from 64 in 2019. Many dealers work with fewer than 50 clients, which creates a small, exclusive base that can feel unwelcoming to newcomers.
The traditional art business model has worked so well that it took a pandemic to push the industry toward digitization. When in-person events were canceled, the art world scrambled to find online solutions. New ways to connect with collectors and engage audiences have popped up, creating fresh business models that reach out to a broader crowd rather than just a chosen few.
The Digital Transformation of the Art World
Digital innovation is changing not only how art marketing works, but also how it’s made. Artists are using technology not just as a tool but to completely rethink their creative processes. For example, David Hockney makes beautiful images on his iPad, and Olafur Eliasson uses augmented reality to bring his nature themes to life. Damien Hirst is even transforming his oil paintings into NFTs with digital platforms.
At the same time, some artists are mixing technology with physical experiences. Take teamLab, for example. They are known for their immersive installations that blend art, tech, and real spaces to create unforgettable experiences.
Digital screens have also become crucial for viewing art. Now, a piece of art can be shared as pixels on a screen, allowing people to experience it through images, text, and videos. This change alters how we see art, providing a more indirect experience. The challenge for galleries and art businesses is finding ways to create excitement and urgency in this online world.
Many galleries have begun using Online Viewing Rooms (OVRs) to showcase artists’ work during the pandemic. While OVRs are basic web tools, they allow galleries to share stories about their artists and even sell art online. During the pandemic, 90% of high-net-worth collectors explored these online spaces, but less than half completed purchases.
Social media has become a key marketing tool as well. It ranked as one of the top strategies for art dealers in 2020, helping artists and galleries reach potential buyers beyond their immediate networks. One successful effort during the pandemic was the Artist Support Pledge, started by British painter Matthew Burrows. This campaign encouraged artists to sell their work directly on Instagram, with each piece priced at £200 or less. If an artist made £1,000 in sales, they promised to buy work from another participating artist. This initiative reportedly generated around £60 million in global sales. At the same time, it has demonstrated how artists can connect with buyers without the need for galleries.
By embracing these digital strategies and connecting with their audiences more directly, artists can successfully navigate this changing landscape and ensure a bright future in the art world.
