The First Art Newspaper on the Net   Established in 1996 United States Sunday, April 22, 2018

Artsy founder Carter Cleveland says art in the future will be for everyone
Carter Cleveland, Founder and CEO of Artsy. Photo:Sophie Elgort.

By: Carter Cleveland

NEW YORK, NY.- Before talking about the future of art, I'd like to draw your attention to the past, to another form of human expression: music.

Pre-20th century, the music world in the West resembled the art world today. If you listened to professional music, were informed about the genre and attended performances, you were part of an elite class.

Today, it's hard to imagine a world where listening to music has anything to do with class. Not everyone can afford front-row seats to a Justin Timberlake concert, but everyone knows his music. You can ask anyone on the street about their favorite band and watch their eyes light up. In contrast, try asking someone on the street about their favorite artist and rarely will you find a similarly enthusiastic response. (If this thought experiment doesn't make sense, you probably live in New York or London—two cities that together account for over 60% of the global art market.)

So why has music succeeded in transcending class hierarchies while art has not? Pessimists would say that fundamentally there is a finite universe of people interested in art, or that you must experience art in person to acquire a passion for it. But these same arguments were made about music and attending live performances over 100 years ago.

No, a love for art is not genetically predestined. Like music, passion for art is nourished from a young age via exposure and education. But while the record player and the radio drove music's exposure beyond class boundaries, those technologies were incompatible with art.

The good news is that the Internet provides a medium for both music and art to reach anyone with an Internet connection—and therefore holds the promise of a future where art is as ubiquitous a part of culture as music is today.

Given that, here are six predictions about the future of art:

1. The art of tomorrow will be the technology of today. Going back to charcoal on a cave wall, artistic mediums always began as functional technologies. Consider the daguerreotype, once an affordable alternative to commission paintings, now a fine-art medium beloved by Chuck Close. As we become increasingly comfortable with new technologies, they will transition to future modes of self-expression. Contemporary examples include Jon Rafman's Google Street View art, Dwyer Kilcollin's sculptures made using 3-D printers, and Katsu creating abstract paintings with spray-paint-carrying drones. And just imagine the kind of artistic experiences made possible by new virtual-reality technologies.

2. An "upper-middle-brow" of art will emerge. Literary critic William Deresiewicz used the phrase "upper middle brow" to describe cultural content that has widespread appeal and stands on its own critical merit. Television has seen the emerging dominance of upper-middle-brow shows like "House of Cards." In film, Pixar has managed to engage high-, middle- and even lowbrow audiences simultaneously. And Shakespeare accomplished the same in theater. Today art is rarely appreciated for appealing outside of a small world of tastemakers—although examples like Banksy and Christian Marclay (particularly his film "The Clock") come to mind. But in the future, a larger and more diverse audience of art lovers will celebrate artists that achieve trans-brow appeal.

3. The art market will expand massively. The global art market is about $66 billion annually, but for every one household that collects art there are 37 with the same average income who don't. If art becomes a ubiquitous part of culture, collecting could become normal behavior for households with disposable income, just like buying luxury fashion and jewelry. At Artsy we are seeing this phenomenon firsthand among new collectors in Silicon Valley, a market we have early visibility into given our tech-startup roots.

4. There will be many more galleries. Some 71% of collectors and 88% of dealers regularly buy and sell art via digital image (sight unseen), and on Artsy we see an average distance between buyer and seller of over 2,000 miles. Additionally, as of 2012, art fairs now account for 36% of all dealer sales. Art fairs and online platforms give galleries global reach without the costs of multiple physical locations. This ability to reduce costs will see a corresponding increase in galleries able to serve the rapidly growing art market.

5. New artists will be discovered faster, and location won't matter (as much).SoundCloud Chief Executive (and Artsy investor) Alex Ljung recently pointed me to the phenomenon of Lorde, a 17-year-old from New Zealand, who hit No. 1 on Billboard's Hot 100 less than a year after releasing her first extended play (EP) on SoundCloud. Online music platforms are making these kinds of discoveries increasingly frequent; and online art platforms will similarly unearth more talented artists regardless of location or how connected they are into the art world's existing power structures.

6. Education today will ensure the longevity of art in the future. For the majority of the 20th century, contemporary classical music flourished. Then, an elitist outlook that saw no value in educating new audiences began to dominate the genre. While rooted in the values of artistic integrity, this elitist stance was falsely premised on the idea that connoisseurs are born, not made.

Ultimately, ignoring future audiences proved lethal for contemporary classical music, which has now become largely an academic pursuit with the biggest names barely able to fill the orchestra sections of concert halls.

Why won't the fate of contemporary classical music befall contemporary art? Because unlike the contemporary music establishment, the art world is educating new audiences via the Internet. Museums, foundations and galleries increasingly publish artworks online and—critically—supply contextual material for self-education (the same reason Artsy created the Art Genome Project, which provides art-historical context and allows users to discover related artists).

As with music, a passion for art is made, not born. By educating young audiences today, we are avoiding contemporary classical music's fate and ensuring that future generations have the opportunity to become art lovers, collectors, patrons and connoisseurs.

Today's News

July 10, 2014

With nearly forty thrilling events, Nantes reveals itself through a cultural itinerary

International Council of Museums' Committee for Egyptology expresses concern over sale of Sekhemka

Sotheby's London Old Master and British Painting Evening Sale soars over estimate to realise $117.1M

Resonators: An exhibition of iconic photographic works by Scarlet Page opens at ArtHouse

American Museum of Natural History sells out adult sleepover under blue whale

Yorkshire Sculpture Park named Museum of the Year 2014 out of six remarkable finalists

A striking head study by Sir Anthony van Dyck discovered by British TV programme fails to sell

Getty Museum's Department of Photographs celebrates 30th anniversary with an exhibition

Group exhibition of art mostly created from functional sources opens at Allan Stone Projects

International Twitter debate #eroticcensorship leads to re-hang of 'Portrait of Ms Ruby May, Standing'

Exhibition at Sprüth Magers offers a survey of the multifaceted work of Anna Vogel

Exhibition of the work of artist Carsten Höller opens at Thyssen-Bornemisza Art Contemporary

Art Basel announces Alexie Glass-Kantor as the new Curator of its Encounters sector in Hong Kong

Historic and contemporary Korean art on view in two exhibitions at the Jordan Schnitzer Museum of Art

The Bowdoin College Museum of Art presents 'On 52nd Street: The Jazz Photographs of William P. Gottlieb'

Poodle Mix: Exhibition of works by Meg Cranston on view at Michael Janssen Berlin

Rare Mickey Mouse animation cel and background from 1935 brings $98,000+ at auction

The Contemporary Austin announces first gift to new Betty and Edward Marcus Sculpture Park

Two iconic Canadian paintings brought together side by side at the National Gallery of Canada

Summa Contemporary Art Fair sets a new date; Boasts new artistic direction

Sotheby's to hold a dedicated sale of English & European furniture from the celebrated Kentshire Galleries

Lehmann Maupin Hong Kong presents group exhibition 'Under the Skin'

Artsy founder Carter Cleveland says art in the future will be for everyone

Jewelry, silver and objets d'art showcased in Stephenson's July 18 Summer Auction

Most Popular Last Seven Days

1.- John Surtees' one-owner 1957 BMW 507 to be offered for the first time at Bonhams Festival of Speed sale

2.- Antiques looted in Libya by IS sold in Spain, two experts arrested

3.- The world's oldest bridge to be preserved by the British Museum's Iraq Scheme

4.- Exquisite jewels dazzle in historic Cartier exhibition at the National Gallery of Australia

5.- Now showing in US cinemas: "Hitler VS Picasso and The Others" directed by Claudio Poli

6.- New York's Metropolitan Museum of Art returns stolen idols to Nepal

7.- Glasgow starts a year of celebration as Charles Rennie Mackintosh exhibition opens

8.- Very rare Qing Dynasty bowl sells for $30.4 million

9.- Gardner Museum publishes "Stolen" book about 13 works in 1990 theft

10.- Royal Ontario Museum announces appointment of Curator, Islamic Art & Culture

Museums, Exhibits, Artists, Milestones, Digital Art, Architecture, Photography,
Photographers, Special Photos, Special Reports, Featured Stories, Auctions, Art Fairs,
Anecdotes, Art Quiz, Education, Mythology, 3D Images, Last Week, .


Ignacio Villarreal
Editor & Publisher:Jose Villarreal - Consultant: Ignacio Villarreal Jr.
Art Director: Juan José Sepúlveda Ramírez

Royalville Communications, Inc
Founder's Site. The most varied versions
of this beautiful prayer.
to a Mexican poet.

The First Art Newspaper on the Net. The Best Versions Of Ave Maria Song Junco de la Vega Site Ignacio Villarreal Site
Tell a Friend
Dear User, please complete the form below in order to recommend the Artdaily newsletter to someone you know.
Please complete all fields marked *.
Sending Mail
Sending Successful