Lockdown – a word that since March 2020 has entered our vocabulary and our lived experiences.
Artists experienced the impact of closed exhibitions and wondered how to market their art work in a locked down world. To shift online or not? How to manage the change? What changes? It seemed a doom and gloom scenario. What to do you may ask? Down paint brushes and quit creating? Not a good way to go!
As artists we are innovative beings. Innovation is needed to respond proactively to the online shift. We need to consider new, creative ways to reach the art market and overcome the impact of lockdown.
There is positive news however! Over the last year the art eco system has not collapsed. It has survived – albeit battered. Internationally and locally our art sector has adapted to the so called ’NEW NORMAL’.
For you as an artist having an online presence can no longer be a default option. I believe it is an important platform for you to show your work. For a gallery or museum a virtual online and social media presence is an imperative. The COVID-19 pandemic merely escalated this existing trend dramatically. There are some caveats to consider… but that’s a story for another day.
Have there been benefits for artists and the local and international art sectors? A resounding YES!
International and local galleries, exhibition spaces and art fairs have all reported an increase in buyers. Examples are the new ‘kid on the block’, Latitudes – a Johannesburg based contemporary art fair and contemporary African art sales platform Artyli
Guns and Rain in Johannesburg operates both a physical and online gallery thereby increasing their market reach.
In 2009 New York based Carter Cleveland created a multi -purpose online contemporary fine art platform – Artsy. It markets and sells art works sourced from all over the world in addition to its various other activities.
Can you access this well-established platform to market your work? Absolutely! However, as I always suggest do your homework. Research Artsy, look at the works they select and evaluate whether it is an appropriate platform for your work. This is what you should do before approaching any gallery. There is a review panel which approves qualified submissions to show on the Artsy platform
Their online presence allows them an expanded audience, wider market reach and greater access to old and new buyers and collectors.
These galleries and platforms have raised awareness of artist’s works online across geographical borders and presented them to prospective buyers. Going online is no longer merely an option but an important consideration for a contemporary artist.
However, doing your internet research and being selective is vital to find the appropriate gallery which operates in a market suitable for your genre and work. There are online galleries …AND online galleries……
The consequences in the shift to a virtual world meant many artists needed to up their game and become tech savvy. They needed to investigate new ways to access markets and connect with prospective galleries and buyers.
Lockdown has stimulated artists (and the sector) to new ways of thinking and doing going forward. Many artists managed this shift relatively easily during this last year. However, for others there were and still are, obstacles to going online. They lack the requisite technical skills. Data is expensive in South Africa and for some their access to the internet is limited leaving them at a disadvantage.
……and then there’s Eskom!
COVID-19 has however, taken its toll on the art sector with some local and international galleries and art spaces not re-opening.
In 2021 where are we?
The art world is resilient. There is a revival. Doors to museums and galleries are opening. Postponed exhibitions are being re-scheduled. Visitors are cautiously returning under health protocols – now a part of our lives. Surprisingly, considering the difficult economy new galleries have looked to the future and opened – such as edg2020. edg2020. Situated in Kyalami, Johannesburg it launched in February showcasing contemporary South African art
Many changes have taken place, some positive, others less so. However, change is dynamic and has created many new and exciting opportunities of benefit to artists and the art industry.
The NEW is becoming the NORMAL.