FOLLOW.ART's Micro-Patronage Feature: Redefining Art Support

FOLLOW.ART, a platform for artists and art professionals, has introduced a feature called Support My Practice within its FOLLOW.ART Card ecosystem, enabling direct financial support from audiences. The feature allows artists and curators to receive micro-patronage, which is seen as an alternative to traditional patronage from collectors or institutions. Berlin-based curator Georgina Magklara and Latvian artist Keita Melle shared their experiences with the feature. Magklara noted how naturally micro-patronage fits into the visitor experience, offering a subtle shift away from transactional dynamics. Melle, who kept the feature active after a group exhibition, received a bank notification of a monetary boost, which she described as feeling cheered on. The feature emphasizes no commitment between funder and artist, and no expectation of entitlement. FOLLOW.ART aims to give artists greater professional agency, and the early experiences suggest that micro-patronage can add a layer of support, though it is not a solution to structural challenges. The future of patronage may involve more distributed, accessible forms of support.