The Atlanta Journal-Constitution
Instagram’s global reach shakes up art industry
Artists, curators, buyers use app to promote, sell and discover art.
SAN FRANCISCO — As a member of a millennia-old profession, 28-year-old artist Laura Rokas can do her job painting, sculpting, — drawing, weaving without the — help of most modern technology. But the Bay Area artist makes one exception: Instagram.
Since its launch in 2010, the photo and video sharing app has become a mainstay in the art world. Originally an app that used filters to add a retro aesthetic to photos taken on phones, the Facebook-owned platform has become a home to artists, art collectors and curators like no other social network.
It’s more visual than Twitter. It’s more social than Pinterest. And simply cooler than Facebook. It’s fitting then that artists are using the app to promote, discover and sell art.
“I’ve sold work through Instagram,” Rokas said. “I’ve gotten show requests from people who have found me on Instagram, and galleries and curators have contacted me over Instagram.”
Many emerging artists see the photo and video sharing app as a democratizer, helping artists who might not have representation from the most prestigious galleries or degrees from the most exclusive art schools get their work in front of big audiences.
“I’ve met a lot of artists and curators that aren’t local through Instagram,” said Rachelle Bussieres, 31, an artist who also works in the Bay Area and has received, through the app, offers of art residencies in Brooklyn, Paris and Iceland.
“Without it, I don’t think it would have been possible to show my work in Norway,” Bussieres said of the country where she has exhibited twice. “I’ve never even been there!”
In the days before social media, emerging artists had a harder time getting noticed. The traditional way, according to art consultant and appraiser Alan Bamberger who runs the website artbusiness.com, was for artists to call local galleries and hope for the best. To cultivate a bigger following, there were additional hurdles such as securing representation at top galleries, exhibiting internationally and participating in major art festivals.
With the advent of social media, artists started using services such as Facebook, Tumblr, Reddit and Flickr to showcase their work, attract audiences without geographic limitations and advocate on their own behalf.
But it’s Instagram, according to Bamberger, that has had the biggest effect on the industry.
“The lack of words, the immediacy, it changed everything up,” Bamberger said. “Artists like that. They’re not big fans of tedious explanations or big, long discussions. They like fewer words, more pictures.”
As an image-sharing social network, it also far surpasses the competition. Flickr, the photo-sharing service that Yahoo bought in 2005, has around 90 million monthly active users. Pinterest, a visual bookmarking website, recently crossed 200 million monthly active users. Instagram is on track to reach a billion monthly active users this year.
The coalescence of tech, demographics and changing buying habits also plays a role in making Instagram the tool of choice for art professionals. In the Venn diagram of people who use Instagram and people who are discovering and willing to buy art online, the overlap is increasing. Around a third of online adults in the U.S. use Instagram, according to research from Pew. Among those ages 18-29, usage shoots up to 59 percent. In its 2017 survey, art marketplace Invaluable found that nearly 56 percent of U.S. consumers ages 18-24 said they would buy art online, and 45 percent said social media is the main way they discover art.
“That’s a very young group,” said Andrew Gully, a spokesman for Invaluable. Given that most people don’t start collecting art until later in life when they have the resources for it, Gully said if young people are already looking at and buying art online, the trend will only grow. “As they age into a collecting demographic, think of the buying power that group will have,” he said.
While art sales from big auction houses such as Sotheby’s and Christie’s are well-documented, there isn’t a lot of data on private art sales, and it’s hard to say whether direct sales over Instagram are cannibalizing gallery sales. Anecdotally, though, auction houses and galleries are seeing their own sales increase as their work gets discovered on Instagram.
Major galleries, such as Saatchi in London, and museums including the Whitney in New York City and the Los Angeles County Museum of Art have cultivated enormous followings on Instagram. The museums use the service to promote upcoming shows, give followers a behind-the-scenes look at their operations and make art itself more accessible.