Online Exhibitions: The Wave of the Future?
Of course anyone can stage an online exhibition, although the better ones are presented by specialist art galleries who usually offer a physical exhibition as well as running an online one at the same time, thus creating better publicity and more chance of paintings or photographs being sold.
However, increasingly galleries are choosing to bypass the physical exhibition (where you can go visit the gallery itself) and go straight for the full online exhibition only. Of course, the main reason for doing this is money. Costs for online exhibitions are minimal as web site software is often free and internet connection fees are very low, plus there is a huge potential for easy online marketing (Facebook, Twitter, blogs and art web sites.) Artists are also usually very willing to allow their work to be exhibited online as part of a wider collection. Not only do they need the increased publicity of their work being shown online, but they also need sales – any way they can get them.
The viewer benefits tremendously from online exhibitions – no longer do I have to travel to central London to see a prestigious exhibition of cat paintings (yes I did say “cat” – it’s not all about nudes you know, I like furry things too.) Instead I can see a selection of online art, perhaps buy a piece that takes my fancy and I can rest assured that it will be shipped safely to me when the exhibition ends. All without leaving the comfort of my sofa! Plus, if I register with the online gallery displaying the work, I qualify for a discount voucher and they can send me cat-art news updates so I can stay in touch with any future exhibitions that they may present.
Now a lot of photographers and artists are going to say that the trend towards exhibiting everything online will push galleries out of business, but IMO I think it is a valuable marketing tool that could help them survive a rough financial period. It is also the wave of the future. Like it or not, one day all galleries will be expected to exhibit online - the punters will expect it.
However, I do concede that looking at a painting or photograph online is not the same as physically seeing it in an exhibition. A piece of art loses a lot of its emotional impact when you see it online (only) rather than physically being in a gallery, spending time drinking in the full size painting or photograph and really "seeing" it in the way that the original artist meant it to be viewed. Plus there is more detail in the original painting or print, the lighting is superior, it looks better mounted and framed, and so on....
So how do galleries make the best of both worlds – the online and the physical? Well, why not combine both? Exhibit the collection of art online, as well as making the original art available to visit in person for those that are interested enough? IMO, the combination of online and physical really works. Online exhibitions are a way of marketing art to potentially millions of people who would never otherwise have known about it. The chance for artists to sell their work goes up dramatically. Seeing a stunning piece of art online makes me MORE likely to want to go see it in person too, kind of like seeing a great movie trailer makes me want to go see “the real deal” at the cinema.
So the U.K. online art community is finally going mainsteam. The rise of social networking and online media is revolutionising the way that art will be shown, marketed and sold in the future.
The question is, what effect will it have on the future of exhibitions? Will the rise of online art encourage more people to get “the art bug” and buy an artist’s work? Will it make art collectors of us all? Will it tempt more people to go find their favourite paintings in real physical galleries because they have seen a taster online? And most importantly, will it make both artists and galleries more money?
For those U.K. readers who are interested, a specialist online gallery will shortly be holding its first exhibition devoted to contemporary figurative art. All the artwork will be for sale and can be previewed on the web site. The exhibition is called “Real” and will be both online and physical i.e. you like the online version you can then go see it “for real” at Heatherley’s School of Fine Art in London between 19-21st March.
Labels: marketing, Pirate Maiden, Review
























