Some art fairs such as Art Basel and 1-54 have quickly launched or subscribed to a digital platform, offering exhibitors the opportunity to showcase artworks as planned. Even though the online experience would not replace a physical visit to the fair, it’s still better than a cancellation. With online viewing rooms, visitors will have access to a variety of artworks for an extended period from the comfort of their home. Organizers try also to leverage on their social media to attract new visitors.

Engaging with new audiences

Social media have participated in the emergence of various virtual communities including digital art circles. These art communities invite everyone to participate, allowing artists to reach a broader audience through their work. Artists can share their creative process, elaborate on the source of inspiration of a particular piece, and talk about issues they are facing during covid-19 quarantine. In fact, they need to reinvent themselves and keep themselves active while adapting to the new situation.

Some artists and curators have decided to offer lectures or talks online via Instagram or Facebook, inviting the public to participate in the discussion by commenting live. This type of interactions is usually offered at physical art fairs or exhibitions for ticket holders only. With the health emergency restrictions, the best strategy would be an intensification of online conversations, and production of interesting content to drive these conversations.

Exploring new art styles

While social platforms simplify the connection between artists and their fans, they don’t offer the same experience as online galleries. Curators work within galleries to guide art lovers through their huge catalog, building collections for all tastes. Unlike traditional galleries, online art galleries are already benefiting from an increased offering that attracts people from all backgrounds. They offer a marketplace for people who feel intimidated by traditional art spaces.

Some art galleries offer immersion of an exhibition, spotlight on a work or theme, and virtual visit of an artist’s studio. Others use a mix of predictive algorithms and advisory services to help art lovers discover new art styles they hadn’t previously considered. In essence, people will find the right work of art since they will have more time to explore a variety of works, build a list of their favorite art pieces, and get to know the artist before considering buying their art. Some galleries display prices or allow people to fill an inquiry for a price estimate.

Times are tough for the global art market. We are living in a period of uncertainty and the environment in which art is made is already changing. While the art dealers are trying to adapt quickly to this new reality, the artists continue to produce artworks, the majority of which reflect their fears but also their hope. Although the quarantine put a stop on the circulation of art lovers and art dealers, the art market will eventually fall back on its feet and move forward.