ARTSY: The Tinder of Art

Having a piece of art in one’s home is very different from going to a gallery or museum- there is a relationship that develops over time. This is one of the differences between decoration-nice sofa and a piece of art. There is an internal conversation that happens in which, if it is good, we learn about ourselves as we learn more about the art. We are enriched as human beings.

One of the impediments to owning art is the highly opaque and purposely alienating art world. Except for a few generous gallery owners and thoughtful museums, it seems designed to repel newcomers -the ultimate insider experience. Which is why more people will purchase a diminishing asset like a nice car, than a possibly appreciating piece of art. And really, how much are you going to learn from a new BMW?

There is an interesting new start up Artsy, www.artsy.net. It’s a magazine with articles on how to oil paint, bad boy artists, alternative art spaces, all well written and insightful. It is also an auction site, similar to Christie’s. But where it gets very exciting is in the direct sales area. With their 800,000 images, it acts as a match maker between galleries and consumers. Why get the cold treatment from a gallerina when you can bypass that experience altogether. “Our goal is for art to be as popular as music” founder Carter Cleveland is fond of saying. But will people actually buy from a photo? Ask Tinder, it seems to have worked out well for them.

Andreas Tzortzis
Andreas Tzortzis
He has worked as a journalist for the New York Times, International Herald Tribune, Newsweek and Monocle Magazine from Berlin and London before leading Red Bull’s mainstream-facing content platform, The Red Bulletin, from Los Angeles. He recently returned to his hometown of San Francisco with his small family. dre@agei.st

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