Artists have found that the Internet has changed the way they live. Whereas before, the fine artist might have been primarily focused on galleries catering to a specific type of art, times have changed, allowing artists to develop a following and grow online. Because of this shift in how artists see their market, their collective reaction has channeled popular response to art into new market niches that previously haven’t been explored.
How Social Media Has Changed How We See Fine Art
One of the biggest changes in art and how artists operate has been simply in how artists communicate. Whereas before, interaction with an artist and their work would have been isolated, artists using social media have been able to receive feedback from a variety of different outlets. Some artists even studied social media marketing to facilitate reaching out to potential new fans of their work, as well as potential buyers. Gone are the days of artists as inaccessible to their fans, critics and friends. Because of this, Leyl Master Black, in an article for social media titan Mashable, notes the need for artists to optimize their website, as well as make sure that artists and galleries can reach their target clients.
While some artists have used the full complement of social media tools to reach out to and grow their market, this isn’t the only way to market their art. For many artists, finding the balance between “artist” and “art marketer” has been blurred. In some ways this has been positive for many artists; for others, not ready to become marketers of their work, this can be far more difficult.
Image Source: Pixabay
Use Social Media as a Gallery First, Not Simply a Marketplace
One of the cardinal rules of marketing art on social media is making sure one’s reputation as an artist is not blurred by marketing efforts. One of the best places to get information on how to use social media to an advantage to not only increase the abilities to market but also get valuable feedback from fans of an artist’s work, says Lori McNee on the site Fine Art Tips, which deals with the positives (and inevitable negatives) of using social media to gain more exposure for your artwork.
Data Liberation and Art Liberation
With the rise of social media and sharing, it’s never been more important for artists to interact with their fan base. So where to galleries fit during a rise in the “personalization” of the art market? Digital-savvy galleries such as Park West Gallery are leveraging the power of the Internet to give an even greater level of personal interactivity with their artists. A high quality image on Facebook or Twitter can only go so far, and gallery owners know that the best way for a person to fall in love with a piece of artwork is to experience its presence personally.
Far from fighting the personalization of art that social media has created, the modern art gallery recognizes that the visibility that the Internet has given to artists gives them a greater opportunity for people to connect with artists at the local level. Because of this, the social media-enabled artist does well to seek the counsel of an experienced gallery to get their message to a wider audience.