THE PROBLEM:
CONTEMPORARY ART IS UNAPPROACHABLE AND GALLERIES ARE DYING
OLD HABITS DIE HARD
"If most longtime gallerists continue clinging to familiar patrons and familiar methods, then the art business, as physicist Max Planck once said of science, will only “advance one funeral at a time.” But either way the next generation appears ready to step up and reach out."
galleries are off-putting
''There is an absolutely correct perception that art galleries are off-putting,'' said Robert Fishko, owner of the Forum Gallery at 745 Fifth Avenue. ''Generations of successful galleries have perpetuated this feeling.''
More eyes please!
"...most artists would rather sell nothing and have a hundred people see what they made than make one private sale and not have a show."
Modern art needs a rebrand
"I’ll argue that going to contemporary art galleries simply isn’t worth my effort. Acquiring the historical and philosophical background necessary to begin to appreciate contemporary art is a huge time investment — and even after this investment, I value the appreciative experiences I end up with much less than I value the experiences I have of, say, Monet."
COMMUNICATION INNOVATION
"...many of these potential new collectors find the art world confusing and opaque relative to how they purchase other luxury items and services. Galleries that provide a robust digital experience—complemented by exciting in-gallery events and shows—will likely be the long-term winners."
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TARGET USERS
NEW BUYERS
New art collectors are popping up across many industries. As they become more financially successful, they are looking for ways to invest in the arts and culture. The group spans across young Gen X'ers and older Millennials (ages 30-50) and sit in the higher income, higher education category.
"With almost 69 million people in the United States now having four or more years of higher education (an increase of 24 million since 2000), cultural literacy and arts appreciation has become an important social requirement to effectively navigate the worlds of business, finance, and professional services." (Source)
YOUNG APPRECIATORS
As younger millennials and Gen Z'ers lead the way in the digital world, it's important for the art industry to adapt to their way of purchasing and experiencing. Perhaps unable to afford original art pieces right away, young art enthusiasts are future financial supporters of the arts.
Experience rules in the Millennials eye. According to a study done by the Business Exchange, "more than 3 in 4 millennials (78 percent) say they would choose to spend money on a desirable experience" (Source). Collectively, "Art is not only the object; it's the experience". (Source). By crafting both a satisfying digital and physical experience around art, the industry will open its doors to long-term patrons.
GALLERIST & ARTISTS
Gallery owners and artists are looking for ways to get more people in their spaces and more eyes on their art. The broadest of markets, gallerist and artists have a wide age range and income level.
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COMPETITIVE AUDIT
SUMMARY
Top competitors include Artsy, Patreon, See Saw, Exhibitionary, and Artland. Each solve aspect of the art accessibility problem in their own way. Besides Artsy (top competitor), none of the applications provide full benefits for both the seekers and sellers of art. The applications also don't attempt to solve the issue of modern art being unapproachable.
fEATURES THAT ATTEMPT TO SOLVE THE PROBLEM
- Gallery locator (list and map view)
- Follow artists & galleries
- Daily recommendations
- Gallery Information
- Art collection manager
- 3D gallery experiences
- Personalized art recommendations
- Art visualization via AR
- Subscription based patronage
- Online art purchasing
AREAS OF OPPORTUNITY (MISSING FEATURES)
- Art education
- Gallery matching
- Social media implementation
- Art tour generator
- Gallery/Art synopsis
Patreon:
ARTSY:
SEE SAW:
ARTLAND:
EXHIBITIONARY:
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THE SOLUTION:
BY DEMYSTIFYING CONTEMPORARY ART, MORE PEOPLE WILL BE COMFORTABLE PARTICIPATING IN THE ART COMMUNITY.
Utilizing the accessibility of a mobile phone, we can gently transition the art industry into the digital age and capitalize on new art collectors and young art enthusiasts. The applications primary goal is make contemporary art approachable by creating a one-stop-shop for users to learn about the art in their community, become aware of topics on art culture, and connect with artists and galleries that fit their preferences.
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