HP Innovation Issue 19: Fall 2021 | Page 78

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BETH SHERIDAN ’ S FINE ART photography — sweeping vistas of serene waterfalls , majestic mountainscapes , and other scenes of natural splendor — used to hang for sale in galleries and at art fairs . But when her hometown of Houston went into lockdown , she realized she needed a new way to connect with collectors .

“ As a creative , I ’ m used to thinking outside the box ,” she says . Right away , Sheridan got to work learning how to use a plethora of digital platforms : Zoom and Facebook Live for interacting with customers , Instagram Reels for showcasing work , StreamYard for creating content , and HelloWoofy for automating and managing online interactions . “ It ’ s been a big success ,” she says . “ I plan to continue to work this way after the pandemic .”

She ’ s not the only one . According to a 2020 study by Adobe , 82 % of artists believe that the pandemic has forever changed the way they create and sell their work .

The largest global online fine art marketplace , Artsy , which works with 4,000-plus galleries , auction houses , art fairs , and institutions in more than 100 countries , saw its total volume of ecommerce sales skyrocket from 2019 to 2020 — a 150 % year-over-year increase . Artsy research shows that 90 % of its collectors surveyed between the ages of 18 and 44 have purchased art online , primarily on their phones . According to Instagram , more than two-thirds of its users come to the platform specifically to interact with creatives .

These trends point to the emergence of a new creative economy , powered by digital technology , in which more creators are finding opportunities to earn income from their work by connecting directly with audiences online . The UN recently declared 2021 the International Year of the Creative Economy for Sustainable Development , noting the economic and cultural importance of the arts in the wake of the devastating impact of

PHOTOGRAPH BY LORRAINE NAM

HP / INNOVATION / FALL 2021 74