Inclusive marketing is about more than getting brands’ products and services in front of target markets; it’s about creating meaningful connections with diverse audiences through relevant strategies. We heard from award-winning DEI communications and marketing strategist Juanita Slappy (Cadillac) and seasoned multicultural content, branding and strategy pro Isabel Nieto-Cañon (Hemisphere Media Group) about key considerations for building a multicultural marketing strategy.
The takeaways:
Whether you're outfitting the walls of a new home or considering collecting art as an investment, exploring the myriad options and discovering pieces that resonate with you is an exciting, if slightly intimidating, process. We consulted art world pros to learn what advice they'd give to those starting out on their search. Read on for key tips to keep in mind as you start your foray into collecting art.
Discover what you're drawn to | Rachel Cole, Founder, Rachel Cole Art Advisory
Aglae Bassens
"When entering into the art world, the first thing on your to-do list should be to figure out what kind of artwork you love. Going to art fairs, galleries, and museums will allow you to build an idea of what excites you the most, and Instagram is a great tool for keeping up with interesting artists, galleries, and advisors. Consulting the experts is also crucial: work with a financial advisor to help generate a budget, and find a trusted art advisor to help you navigate, narrow down and refine your taste. There are incredible artworks at all price points, so it’ll help to know roughly where you fall both financially and aesthetically before you get started. Here’s an example of an emerging, sub-$10,000 artist I’ve been loving named Aglae Bassens. Finally, don’t be afraid to reach out to people to ask questions—including me (@rachelcoleartadvisory)!"
Hana Moore presented by Lustre Gallery at Affordable Art Fair NYC
"Collecting art should foremost be a highly personal endeavor and one that brings joy and inspiration to your life. Unless you’re a seasoned collector with deep art holdings, it is unlikely that you are acquiring works to relegate to storage, so it is important that you follow your heart on what will yield the most psychological reward to you in life.
For the very early stage collector, acquiring works at a *vetted* gallery or art fair may be the best entrypoint, as you have variety to peruse and — for the most part — gallerists are approachable and welcome the opportunity to educate you on their artists. I use the word vetted strategically here, as there is a certain level of due diligence that goes into making strong acquisitions. I’d advise looking to associations like NADA (National Art Dealers Association) for guidance as you start navigating through the gallery ecosystem, as there does exist somewhat of a hierarchy, or at least a prioritization of quality and integrity, that you want to be mindful of.
Beyond leveraging resources in the art world to gain confidence in collecting, my foundational advice is to proceed with curiosity. Trust your eye, ask thoughtful questions, look closely, and don’t be afraid to lead with your gut. Feel empowered in pursuing the expression of your personal taste."
"Subscribe online to a magazine or two that are art-centric. Start your search with Artforum, Artnews, artnet news, The Art Newspaper, Hyperallergic and The Brooklyn Rail. Just pick two that speak to your interests so you’re not overwhelmed. The New York Times, The Wall Street Journal, The New Yorker and The Financial Times all have terrific visual arts coverage that’s more consumer oriented. If you prefer to listen, try podcasts such as The Art Angle or The Week in Art (both market focused), or Getty Art and Ideas or Talk Art hosted by Russell Tovey and Robert Diament. There are a bunch out there that are more specific in their focus such as Barbara London Calling which features interviews with artists using media and technology in their work.
Buy and read art books and catalogues from exhibitions you love (museum and gallery). The art historian and dealer Michael Findlay who’s a director at Acquavella Galleries in New York has a marvelous book titled Seeing Slowly: Looking at Modern Art. It delves deep into the notion that we should bring our own values and perspectives to viewing art (in person is his staunch belief) rather than relying on texts and other opinions to experience the cathartic force of art. Again, if you prefer to listen, subscribe to the podcast Reading the Art World hosted by Megan Fox Kelly. Megan is a leading art advisor and speaks with authors about a range of topics – from industry trends to collections and exhibitions catalogues.
Don’t be afraid to ask questions. Museum and gallery staff are there to help guide and inform you, even if they don’t always seem that friendly at the front desk. At a gallery, you can always ask for a checklist with prices. It’s mandated in most states. One of my first purchases was thanks to an extremely helpful front desk person.
Become a member of both a larger institution and a smaller one in your town once you have a better sense of what you like. It won’t cost you a ton and while you’re supporting that institution, you typically get easier, earlier access to shows with a group of like-minded art enthusiasts."
World of Women
My number one tip on collecting art, objects and NFTs is buy what you love. It sounds super simplistic, but there are a lot of ups and downs in the art market and if you buy things that you truly love, you’ll never be disappointed. If you’re looking for the up and coming artists, you can head to some of the popular galleries and see what they have on their walls—that will always be a good indicator for what’s hot. When it comes to NFTs, I’m personally quite passionate about supporting female led projects. A few of my favorites are FlowerGirls, Boss Beauties and World of Women, which we are going to be selling at Christie’s in March.
