The traditional art world has been historically—and sometimes comically—prohibitive. It’s something that social-media accounts like @jerrygogosian address in a scroll of memes: “You are cordially invited to dinner in honor of the artist whose work will never be available to you” framing Kate Moss eating ice cream or “TFW when they ‘let’ you buy an editioned print after 2 years” over smirking Ben Affleck. Still, beyond the occasional Emperor’s New Clothes–esque gatekeeper, art collecting is experiencing a renaissance in the increasingly relevant virtual space.
Gallerists recognize that online shopping platforms are democratizing the experience. “It’s fantastic for collectors and artists alike to have opportunities outside of the traditional art-world system, which tends to be highly exclusive,” says Lisa Marie Pomares, partner at Los Angeles’s Simchowitz Gallery. “These platforms level the playing field by way of providing access without having to jump through all kinds of ridiculous hoops to either be deemed worthy of collecting and purchasing artwork—or deemed worthy of having work exhibited and seen.” This bit is key. “Most artists don’t get the opportunity to exhibit,” Pete Voelker writes. The New York–based visual artist, whose photo work has been tapped by Calvin Klein and Sies Marjan, created a new outlet for indie photographers like Elizabeth De La Piedra and Amanda Heck with his zine Pix. Voelker accepts submissions at Spotz.club and acknowledges that on the collector’s side, “seeking out small editions and projects to buy from artists directly is extremely impactful.”
The act of buying “has also developed an aura of philanthropy around it in recent years,” says Owen Duffy, director of Yeh Art Gallery at St. John’s University. “I always tell people who are interested in collecting to focus on supporting artists.” In agreement, I call the person who introduced me to the scene (from whom I purchased one of my first works), Tamara Johnson. As codirectors of Dallas’s Sweet Pass Sculpture Park, she and Trey Burns create Our Mutt ceramic dog bowls as handmade pieces that funnel back to the nonprofit. Anything they would pocket from sales goes directly to maintaining the grounds, paying artist stipends, and providing educational programs like Sculpture School, which the pair hosted this month. She tells me how RISD Made spotlights shoppable works from its alumni, and SYNT (See You Next Thursday), based in New York, features weekly art auctions via Instagram.
Of course, NFT auctions are the latest fascination—though the industry is still adapting to the system. “In order to purchase an NFT, you have to buy cryptocurrency,” explains Brooklyn-based artist Elise Swopes, who’s slated to speak at the NFT.NYC conference in November. She credits @herstoryDAO for “doing great work in helping minority artists sell” and notes that “digital art is worth investing in because it’s always been here; it’s just been taken for granted because we see it and have access to it.” It’s an interesting point to absorb regarding the old-school value of closed doors. Keep an open mind, Swopes suggests. “It takes time to understand the platforms, the community, and how an artist creates.”
