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Want Art? The Gallery Will Come to You

Monday, 2. January 2012 0:19

Not long ago, Jason Wilson sent me a link to an article on The Bygone Bureau that proclaimed 2011 as “the year the art world went online.” The writer of the article, Kyle Chayka, noted a number of online art world activities that occurred during the year, including a couple of very high profile ones.

One of the projects noted in the Chayka article was the online VIP Art Fair, founded by James Cohan. The Fair hosted its first interactive art show in January, 2011, and plans a second show , which will represent over 2000 artists from 115 “carefully selected” galleries worldwide, for February 3-8, 2012. This event brings together galleries and collectors from all over the globe and allows the collector to see many works of art and have conversations with the dealers without leaving home.

The second project is Art.sy, which is backed by Larry Gagosian, Dasha Zhukova and others. The website, currently in “private beta,” is essentially a search engine of fine art from over 250 galleries and museums in over 40 different countries which “will analyze users’ taste in art and show them other works and artists that they might like.”

Not only can you buy physical art pieces through the internet buy you can now buy signed, authenticated, limited edition digital art by some very famous artists. In addition to works by Shephard Fairey, Isaac Julien, and others, you can purchase an original Damien Hirst for $12.00. Prices range from £5 to £500 and increase as editions sell out. There are even plans for a secondary market—handled by the same site, of course.

While these projects involve the most famous artists and the most prestigious galleries, there is art for the rest of us online. A number of artists, of course, maintain their own websites; on some of these, the art is displayed and the viewer directed to gallery representation for sales, and on others, the work can be purchased online. Then there are the online galleries that are not as new or exclusive as those discussed above. For example, both Zatista and 20×200 sell only original and limited edition art. Other sites, such as Art Gallery Worldwide, sell originals and open edition prints. Others sell only prints, although some deal in limited editions. Then there are the print-on-demand sites, which reproduce digital images in a number of media, ranging from “art prints” to tee shirts.

And we have not yet touched on the educational use of digital media in the art world. For example, there are a number of initiatives by museums to allow patrons to use their smartphones or computers to get more information about the artwork. There are already virtual tours of museums available online through various portals. The Google Art Project provides virtual access to 17 museums and expects to add many more. Gagosian Gallery has published an iPad app which is essentially a free digital version of a quarterly art magazine; there are also a number of other apps which provide art reference, generally for no monetary investment.

There are some of us, however, who have reservations about the digital rendering of visual art. The digitization of art is on the increase , even though color calibration is known only to artists who used digital production methods. From an educational and a sales point of view, digitization of physical art or original digital art itself makes a great deal of sense. Still, because of the differences between color rendition on various devices, you never know whether you are looking at what the artist intended or not. Because of economic and marketing requirements, art digitization is no longer optional; still, I wonder, aside from sales potential, what artists think about having their work represented in such an uncontrollable way.

 

Category:Audience, Education, Marketing, Technology | Comments (1) | Autor:

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