Building a Resilient Art Business: Beyond Online Platforms

In a piece for Artsy Shark, Carolyn Edlund contends that artists should avoid relying entirely on platforms like Instagram, Google, and Etsy, which are affected by fluctuating algorithms, increasing costs, and diminishing search visibility. She proposes a dual strategy that merges digital resources with face-to-face interactions and authentic connections. Edlund points out that while technology aids in discovery, the significance of personal relationships grows as AI-generated content proliferates. She encourages artists to invest in their own assets—like a website, email list, collector database, reputation, and professional networks—rather than merely pursuing followers. The article highlights that in-person sales will gain importance as audiences seek genuine experiences and wish to engage with artists directly. Edlund concludes that a robust art business relies on diverse foundations, including the continuous creation of exceptional work.