The impact of social media is something we will never be able to
completely understand. Over the last few years, social media has grown rapidly,
and the internet and various platforms have improved drastically and allowed
people to communicate in a way which was not previously possible. Almost every aspect of our lives is now being
dictated or influenced by social media. It is redefining how the art world
functions as well. Research indicates that in the past year, over 80 % of the
all the generation Y art buyers, bought fine art online. As anything there are
pros and cons in this subject matter as well, this article aims to explore the
impact of social media on art!
When you walk into a museum, it is now common to observe viewers
who are ready with the phone in hand to snap and post a painting or a selfie
alongside one. But is this longing for the perfect Instagram or Facebook post
or is it a true appreciation of art or a different kind of engagement?
Observing the infinite posts online, we are left to wonder if the experience is
actually about art. But through this tangled web we can slowly see a growth of
a new generation of art lovers emerging, which is a positive aspect. With the
culture of hash tagging, tagging and location sharing becoming commonplace, art
has been globalized; for example, if a piece if shared on Instagram with the
right hashtag, it can become viral in a matter of minutes. The flip side of
this extraordinary rise is that the diversity of art becomes diluted to a great
extent.
When looking at auction houses and major galleries; they have used
to positive benefits of social media to drive their business. Many have been
using the online platform for a while even though it was not so popular, but
the pandemic truly changed course for many of them. Instagram was essential for
visually seeing artifacts for sale at auctions when it was not possible to
visit in person. Other large auction houses used social media to promote their
work by creating customer engagement, allowing Q and A's and Instagram stories.
For an amateur artist, the use of social media in the present day
is vital in building up a follower base. It is also a great way to connect with
other artists and to showcase their work to the world when art galleries would
turn a blind eye. On a practical level, we also know that simply because people
can admire art online, it doesn't mean they can afford it. As most auctions are
based on giving away a piece to the highest bidder, those who are with less
financial security will still miss out on the opportunity to own a piece.
Social media allows you to directly engage with your audience,
speak about what you are creating, introduce who you are and portray your
skills to the world! If you manage to draw the attention of the right people in
the industry, it can be a huge boost to your career.
It allows you to own your success, which means artists no longer
to have relied solely on galleries and the art world elite to validate it. The
masses who follow your social media accounts are proof of your successes. You
also become your own curator and art dealer, you can omit the middleman and
still create great business opportunities.
There is always the good and bad in everything, the worst thing is
seeing the change and not wanting to adapt to it. The art world is changing,
and it may be for the better. Social media is a wonderful tool, which if used
wisely can create beautiful opportunities!
Manesha Peiris
(2022)
