With the ubiquitous popularity of digital platforms comes the pressing demand for the art world to adapt to modern means of communication. This digital revolution has brought some much-needed transparency to the impervious luxury business and has allowed for significant growth in the online art market. According to research from Hiscox Online Art Trade Report 2019, the online art market grew 9.8 percent in aggregate in 2018 to $4.64 billion, an upsurge we can credit to the likes of social media platforms such as Instagram.
Digitalization of the industry has been essential in supporting the globalization and commercialization of art and has encouraged growth in emerging markets beyond the major players of New York, London and Paris.
As digital platforms continue to break barriers in the art world, artists are gaining a broader audience and taking it into their own hands to market their works and establish personal brands. From making sales easier to sidestepping galleries, social media platforms are making a bold statement in the industry. However, it takes a substantial amount of work, decision-making and strategy to implement and sustain a successful digital presence. For buyers and sellers, this is a pivotal moment for networking and relationship building.
Jeremy Larner, a private art dealer and president of New York based JKL Worldwide, has made it a point to be where his clients are. He believes that having an online presence that communicates your message and aligns your vision is one of the most effective ways to develop your uniqueness and expertise in this evolving industry. “I really think Instagram is the way of the future. Having the ability to market works through such a visually stimulating and engaged platform is a major asset for someone in the art world. I’m constantly checking Instagram to scan for new artists and see what other people are talking about and paying attention to,” Larner said.
Larner paves the way for the future generation of the art world as he utilizes social media platforms, such as Instagram, to showcase gallery artwork as well as facilitate direct sales, often through direct messaging. All the while, he is establishing a lasting presence and reshaping the rules of offer and demand.