3. 8 years in New York
Co-Founder VIP Art Fair
and oneartworld.com
15 years in Silicon Valley
5 scale-ups: 2 IPOs, 3 acquisitions
Swedish, MSc Computer Science, KTH
8. High end market
•$30 billion global market
•Tiny group of buyers buying from a tiny
group of resellers
•Supply is limited (sometimes artificially)
•It is higly opaque and co-dependent
•It can only be marginally improved by
internet
ARTSY
9. Reproductions market
• $70 billion market
• It is a global market
• It is a mass market
• It has already been disrupted
11. What is the
Middle market?
•Affordable authentic art the middle and
middle-upper class can buy
•$60 billion market
•It is operated by local galleries selling to
local buyers
•The secondary market is almost non
existent
•It is growing. Buyers of reproductions
want unique pieces
•It has not been disrupted yet
14. How to approach the
Middle market?
Sell high end artists?
High-end artists have
little recognition in the
middle market
15. How to approach the
Middle market?
Sell high end artists?
Buyers don't find the
more conceptual art
produced by the high-end
artists appealing
16. How to approach the
Middle market?
Sell high end artists?
Limited edition prints?
Middle market buyers are
looking for uniques
17. How to approach the
Middle market?
Up the level of reproductions?
18. How to approach the
Middle market?
Up the level of reproductions?
Middle market buyers are
looking for authentic art, for
the “artist’s hand”… but this
that can’t be found in
reproductions and gift items
25. How the Mass market
for authentic art is
being Disrupted
26. The market
becomes Personal
•Buyers and artists interact
•Artists become marketing
powerhouses on their own thanks
to social media
•It democratises the market for
artists
•You can be a star by popular
demand rather than gatekeeper
selection
27. The ROLE of the GALLERY evolves
•The curatorial aspect becomes
more important. Galleries become
recognazible brands.
•Social media challenges the role of
galleries as gatekeepers
28. MOBILE is more than
MICROTRANSACTIONS
•A big chunk of our sales happen on
mobile apps and we were the first
surprised!
•A mobile sale always happens at
the right moment, in the right place
•Inhibitions disappear
29. NOTIFICATIONS are HUGE
•Buyers following their favorite
artists
•Buyers following other buyers
•Buyers following taste makers
•Buyers discovering local galleries
via apps
•Artists receiving real time feedback
from their fan base
30. How STAR ARTISTS will be born
•The power of gatekeepers will
diminish
•The relevance of social network
popularity will increase
•What will happen if an artist rises to
the high end market? Will he keep
operating in this global market with
other stock?
Filippo Mineli, Shape 5
31. How does this affect ART
INVESTORS?
•Prices are driven by demand
•It is a liquid market
•Prices can go up or down!