Why is video selling such a major opportunity for artists right now?

Video selling represents one of the most significant upheavals in how art has been sold in our lifetimes—certainly since the website was created. Here’s what makes it so powerful: it’s early days and nobody has this figured out yet. From Art Basel and Sotheby’s down to artists who’ve never sold anything, everyone is struggling to figure it out. The playing field has been utterly and completely leveled. You have nothing less than the big auction houses—you can be just as effective with a webcam as they can with their expensive lighting setups. It represents the obliteration of gatekeepers and there’s no playbook yet. It’s a brand new front that’s been democratized. Those who get there first will get the best positions. This is not just for art—you’ll start hearing about this shift in every single industry that can leverage it. It’s a tectonic shift in how business is done, period.

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Asked by general teaching point · Answered by Patrick Shanahan · art-marketing-podcast · 2021-03-25