Date of Award


Document Type

MA Project - Open Access

Project Type

MA Project - Business Plan

Degree Name

Master of Arts (MA)


Contemporary Art

First Advisor

Brendan Burns

Second Advisor

Eric Wolf


Traditional art marketing often focuses on physical exhibitions, in-person networking, and the endorsement of the art world “gatekeepers.” The making of a “star” artist relies not only on the quality of the art itself, but also on how galleries (the art marketers) orchestrate the complex power dynamics in the art industry – critics, curators, institutions, and collectors. This long-lasting mechanism leads to the elitization of the art world and disconnection with the mass public as it targets only a niche number of audiences that might make an influence on an artist’s career, price, and portfolio. COART is an agency that endeavors to augment the accessibility of the art – we connect art to a much larger audience beyond the art world through the power of digital marketing and cross-industry partnership. Our two key services are digital marketing consultancy and brand collaboration development, which we believe can fuel the scale of art’s outreach remarkably.