The use of digital media as a communication tool is a subject that continues to interest me, in particular its relevance to the art market. Not long ago it was believed by many high profile personalities in the art world that digital media was not relevant to their businesses.  However, it is now beginning to be proven that all things digital can be used as an effective means of engaging with buyers of fine art. The world of digital has the potential to reinforce an art business’s culture and identity and communicate this to a wider audience.  In order for digital media to be successfully used as a communication tool by any art business, they must first understand their clients, how they currently use digital technology and also how they want to use digital technology.

It is thrilling that digital media is now not only being accepted as a relevant tool through which art businesses can communicate to their clients but also as a viable medium through which original artwork can be created.  During my recent visit to the Royal Academy to see David Hockney’s exhibition of new landscape works, I was amazed to see a series of beautifully-detailed images of East Yorkshire “painted” by the artist using an iPad!  The future of the relationship between all things digital and the art market holds endless possibilities and one which I am sure will continue to evolve.

For two arts businesses using digital to engage with their consumers and build their brand profile, look no further than our clients, Masterpiece London and the Affordable Art Fair.  You can follow them on Twitter (@MasterpieceLndn and @AAFLondon) or find them on Facebook.

Blog by Abigail

Vic Reeves with one of his works

According to marketing experts ‘emotional engagement’ is the hottest way to make people buy in an economic downturn. The key to keeping sales consistent is to target shoppers’ emotions, persuading consumers to buy something by making them realise it will make them happy. And you can’t really put a price on that, can you?

Emotion absolutely rules over logic when it comes to buying art, so in some ways it makes perfect sense that Focus PR client The Affordable Art Fair this year had a highly successful two-week autumn run in London, firstly at the usual Battersea venue, followed by a brand new Hampstead fair. With combined visitor numbers totalling 35,000 and art sales hitting £5.6 million, visitors were able to browse the very best in affordable contemporary art all valued under £4,000 in a relaxed and unstuffy environment, the important signature style of the fair. 

But what also made us very happy was the sheer number of high-profile comedians who attended the inaugural AAF Hampstead. Ricky Gervais willingly signed autographs while other funny men – including Graham Norton, Michael McIntyre, Stephen Merchant and Simon Amstell – were also spotted, along with Vic Reeves who was exhibiting his own artwork through Eyestorm Gallery. Could it just be a coincidence? Or maybe these men who use their emotions to make a living are just better able to channel it into choosing art?  Whatever the case, buying art should be fun and purchasing a piece which moves you emotionally is worth so much more than any return you may (or may not) get on your investment.

Here are The Affordable Art Fair’s top tips to getting the best buy. 

Prepare
Take some time to think about your requirements before you shop. Have an idea of the space you are considering for the work and make sure you are familiar with colours, the degree of daylight and general surroundings of where it is to be displayed.

Ask
When you are considering a piece of work, ask about the artist’s history.  For example, is their work included in any major collections or has the artist has won any public art prizes? Ask what forms of payment are available too (many galleries now offer interest-free instalment schemes).  If the piece that has caught your eye is out of your budget, ask if there are any other works by the same artist, or in a different medium. Original prints, such as screenprints and etchings, are a great entry-level option and can also offer the chance to buy work by a big name.  If you are unsure about a piece, ask if you can reserve it for an agreed amount of time. Remember, the dealers are there to help you.

Look again
Take some time out to have a coffee or glass of wine and think through your choices.  Consider a work’s liveability and the space you have in mind for it. Once you have considered your options, return to your shortlist of pieces with fresh eyes and a clear mind. Beware though – you don’t want to be left broken-hearted if you return to find the piece that caught your eye has been taken by someone else!

Last week Karl Lagerfeld lent his artistic flair to the launch of Orrefors by Karl Lagerfeld in colette, Paris.

You can view a film of his inspiring and instore appearance here.

His first-ever glass collection with Orrefors launched here in the UK at Harrods on 15 September.

To find out more about the beautiful range, read our earlier blog post.