Date of Award

2020

Document Type

MA Project - Restricted Access (SIA Only)

Project Type

MA Project - Business Plan

Degree Name

Master of Arts (MA)

Department

Art Business

First Advisor

Betsy Thomas

Second Advisor

Brendan Burns

Abstract

The inspiration for this business plan came to me as a founder because of the need for artists to find a place in today's digital ecosystem. As a trained artist and art school graduate who has worked in the art industry, I have a unique understanding of the difficulties faced by young artists today, particularly those coming out of art school, and others who might not yet be at the level of getting representation; the art world is highly competitive, and representation is increasingly difficult to find. At the same time, artists play a vital role in society, exploring and developing key ideas through their art practice, and experimental forms of exhibition-making. They ought to be supported in as many ways as possible – and yet there are considerable obstacles to making such support feasible, including the high cost of art resources and venues, shipping logistics, and art-related travels. Physical exhibitions must address the financial challenges for both the artists, and the art exhibitors involved in the financing of the production, commission, preservation, promotion and sale of the artworks. As such, artists have become increasingly dependent upon the galleries who can finance them.

The impact of the COVID-19 pandemic has also accelerated the art business's embrace of the digital in order to survive, and many global art professionals and employees have sought to bolster the online viewing rooms and virtual tours of museums, galleries, art fairs and online live auctions like Sotheby’s and Christies. Thus, it bears asking: What exists in the realm of online initiatives for art schools and other non-profit and commercial art sectors with fewer resources, particularly in demographics such as Asia, the EU and UK art capitals? Further, the increasing and unnecessary waste of excess materials generated at art schools’ workshops, studios and libraries has sparked sustainability concerns in the art world, which in turn highlights the importance of digital archives, documentation, and management of art for nurturing the careers of pre-emerging and emerging artists today.

Through ArtVorm, our goal is to make a significant contribution to both the art education system, and the global art market. ArtVorm provides an alternative dimension that takes place online, so artists can continually grow their art expositions in size and popularity. ArtVorm provides digital art space not just for exhibiting artworks in 3D, but also a networking channel to unite all stakeholders in one place, allowing artists to connect with users who could also become potential clients. ArtVorm promises to not only enhance viewers' digital experience in the enjoyment of art but will also leverage artists’ online presence. In turn, artists, galleries, and art exhibitors will find ArtVorm a resourceful way of keeping pace with this evolving environment while also meeting the needs of their customer base. I want artists to be the main drivers and stakeholders of this platform, and our primary goal is to allow those artists who cannot find a dealer but are talented enough to find buyers to bridge the gap; in essence, ArtVorm will serve as a middleman.

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