The Digital for Art

    The Digital for Art

    Uses and opportunities of digital for art

    Art Rights Magazine in collaboration with ArtBackers.Agency dedicate the first column to Cultural Marketing, to the discovery of digital strategies for art professionals and its protagonists.

    The column to get a preview of the techniques, methodologies and secrets of communication: an access key to the world of Art 3.0  


    Digital has made its disruptive entry into the world of art and it is good to start again from this, aware that it will be the undisputed protagonist of an immediate and global future.

    Due to the pandemic, we are experiencing a real “digital gold rush”, as declared by the art and innovation expert Andrea Concas, a new era for the world of art, now looking for tools and online opportunities to restart with their activities.

    If until a few years ago digital and online were not really taken into consideration for the use, promotion and sale of Art, in the past 2020 and even more today it has become more important than ever to activate new methods in close relationship with the physicality to be rediscovered.

    Digital will intervene on several fronts and in an art market with large numbers, just think of the volume of online sales recorded in the latest Art Market Report 2020 curated by Clare McAndrew for Art Basel and UBS, where the same figure is recorded to 5.9 billion dollars representing approximately 9% of the global market equal to 64.1 billion dollars.

    While, again in the same report, the art galleries contacted declared in the ranking of the great future challenges of the art market, that online sales are in fourth place of their priorities, decreeing the importance of a good digital presence to expand your own pool of collectors.

    It is important to underline that “Digital” does not only mean the use of sites and social networks, but a process to be configured in a broader Digital Strategy, which allows you to prepare the best strategy for your business model and prefigured objectives.

    The advantages of digitization for artists, art galleries, museums, artist archives, foundations or operators in the sector are many:

    • It allows to automate processes and procedures;
    • Optimize costs and timing;
    • Provides greater data security;
    • It guarantees traceability, but in total privacy and security;
    • Offers the storage of data and information;
    • Professional tools to support the cataloging of art collections such as the Art Rights platform, for the management and certification of works with Blockchain technology

    Still among the potential of digital is the use of online showcases, virtual tours, cloud services, eCommerce, statistics, customer management and profiling, billing and personal data, and many other solutions that are born every day and are used by millions of people and companies. in other sectors.

    Overcoming the distrust of digital and understanding how to make the most of it will be one of the great challenges for art and its protagonists.

    Photo Credits: MEET, Immersive Room; credits: Michele Nastasi

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