Art in a clic(que)
In recent times the world experienced a transformation from digitation to digitalization. This is accompanied by globalization and a reshaping of the art business. As investigated in the journal, Global Art Market in the Aftermath of COVID-19. Arts we learn that the prevailing digitalization trends of the contemporary art market have emerged or are involved due to the COVID-19 pandemic. (Sidorova, 2022) Specifically, the focus of this paper is to exploit the effects of the pandemic on digitalization within the art market by investigating the question: What are the most immediate effects of digitalization on the cultural industry of your choice? To what extent, has the ecosystem evolved during recent times, and what tools of digitalization are used to reshape the art market in the case of Sotheby's art auction house? I want to begin by addressing key terms and concepts that support a broad overview of the current ecosystem starting with briefly recapping the traditional career and practice of an artist operating with the mediator. Following the case of Sotheby’s in the UK, how have they adapted their market tools to the COVID-19 pandemic towards digitalization, and what innovative tools are reshaping the way they approach their audience?