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Instagram: global showcase and sound box of art

Web review - 04/09/2015

Instagram – owned by Facebook- just launched this week a new image and a private mailing, thus confirming its 1st ranking place and its distinctive features: 300 million users and a high 4.21% commitment rate – the one of Facebook and Twitter is lower than 1%. The App also accelerate the new web sloughing “that is no more founded on texts but on images” explains Kevin Systrom – Instagram’s co-founder – to Enjeux Les Echos March 2015. He now describes the app as a “visual walkie-talkie” –Financial Time June 2015.

“it is also a new chapter of the history if the art dematerialisation coming up” supports Ingrid Luquet Gad – Les Inrocks, 31/08/15 – in a time when photographic reproductions convey artistic messages. Intagram’s impact does not only disrupt photography’s economic model, but also the art market’s one. The App consists in a powerful cultural conveying tool to the whole artistic ecosystem. The #museuminstaswap operation illustrates this idea : 10 Londoner museum swapped their collections in open source on Intsgram at the end of August 2015.

“Instagram shows our universe and help a lot to develop our visibility” explains Thierry Sugitani from the photographers agency VU’ that opened the eponymous gallery in 2010 to Le Monde (11/08/15). Artists, museums and auction places understand it indeed for they post teasers, exhibition views etc. Thus they feed the leading position of the social network – waiting for its competitors like Google to react! – and they open unprecedented perspectives to image and art history.


Instagram’s Mark on Public Art

Using Instagram as a digital-marketing ploy to promote art helps to increase the attendance and visibility of artists and exhibitions. And it’s easy to hope that the desire to take a photo of a piece of art would inspire a wider interest in the art work. The whole practice calls into question the role of art in society: Should it always be educational? Is there a right way to engage with art? Since 2011, Thomas has been using the hashtag #InSearchOfTheTruth. “People used to make marks on trees to signify that they been somewhere—now we have hashtags for that,” he said.

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Is it possible to write art history through Instagram?

It is not because yu went to Ibiza on Google Streetview that you have the feeling you have been on holiday. Yet it is sometimes possible to think you visited an exhibition because you saw some photos on Instagram. Art historian Rémi Parcollet- specialist of photographie’s exhibition- explains why the web force us into rethinking exhibitions’ documentation. Interview.

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Can Instagram really make people get interested with art?

Always more museums and cultural institutions gather many Instagram’s users. The purpose is to enhance the visibility of art pieces and thereby to attract a larger public.

An ‘instameet’ for example is a way for influencers passionned by Instagral to take creative photos and share them in order to enhance an exhibition’s visibility.

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Instagram takes a growing role in the Art market

Anyone in the art market who was not already paying attention to the social media platform Instagram had to sit up and take notice in April after the actor Pierce Brosnan visited the showroom of Phillips auction house in London. Mr. Brosnan snapped a selfie in front of a work by Marx Newson he admired. Then he added the words “let the bidding commence,” and posted it to the 164,000 followers of his Instagram feed.

And commence it did. Later that week, Phillips broke the world auction record for a design object, selling “Lockheed Lounge” for £2.4 million, or about $3.7 million.

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Instagram, new actor on the Art market

In order to bye art it was long necessary to get into a gallery or an auction place without knowing exactly what you would found. With the arrival of the internet it was then possible to bye online and to have your art work delivered. Now in the United-States art galleries and auction houses only swear by the app Instagram. It is – after Facebook -  the second social media mostly used in the art world as the 2015 report Hiscox on the online market art supports it. 

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