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Arts & Design

Welcome to the new creative economy

The pandemic expanded the modern creator’s palette to include a spectrum of digital tools to connect directly with audiences.

By Stephanie Walden — July 27, 2021

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, Texas, 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.”

Photographer Beth Sheridan learned how to use a plethora of digital platforms to promote her work and connect with clients during the pandemic lockdowns.

CPT Chris Schaffer

Photographer Beth Sheridan learned how to use a plethora of digital platforms to promote her work and connect with clients during the pandemic lockdowns.

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

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 more than double 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, and 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 impacts of COVID-19 and the significant role creative industries have played in the world’s digital transformation.

“The pandemic accelerated the rock that we were already pushing up that hill to make the art space more democratized and transparent,” says Everette Taylor, chief marketing officer at Artsy. “Creators have more platforms than ever to showcase their creativity and make a living off their work.”

Emerging platforms for creatives

As with industries like retail and healthcare, the COVID-19 crisis may prove an inflection point for digital transformation in the creative world.

“I think the pandemic emphasized trends that were already in front of us: remote work, creation of digital experiences, virtual events and productions, podcasts and streaming,” says Josh St. John, head of creators, global product planning and industry strategy at HP. “As much as this past year was a source of tension and isolation, it was also an opportunity for inspiration.”

Beautiful image of an ancient tree at Dead Horse Point State Park in Moab, Utah captured by Beth Sheridan.

Beth Sheridan

Sheridan says she's found more than a new source of revenue online — she’s forged valuable connections with fans and like-minded creatives around the globe.

Creators of every stripe now have a huge range of platforms where they can reach new audiences and make money from their work. There’s Substack, the newsletter-publishing platform on which the top-earning writer now makes more than $500,000 a year. Patreon, a subscription service that allows fans to support creatives directly, saw a 38% uptick during the early months of the pandemic. Soundcloud and Spotify helped burgeoning musicians self-publish songs and earn income (at least a few dollars) as gigs and concerts were canceled. Clubhouse and TikTok became outlets for poets, dancers, and other creatives who were unable to perform at live venues. 

Lifestyle content creator Steven Sharpe, Jr. at his Brooklyn home. He recently launched his own agency, Nobius Creative.

Steven Sharpe Jr.

Lifestyle content creator Steven Sharpe, Jr. at his Brooklyn home. He recently launched his own agency, Nobius Creative.

The rise of non-fungible tokens (NFTs) also enabled artists ranging from writers and musicians to digital illustrators and filmmakers to make money — sometimes millions of dollars — from one-of-a-kind digital renderings of their work via blockchain. And this type of technology may be more than just a passing fad: According to a recent survey of more than 30,000 Americans by consumer insights firm Piplsay, 59% of respondents believe NFT technology is “the future of visual and creative mediums.”

“You’ve got collaborators all around the world working on shared digital projects, and they were able to capitalize on these new monetization methods,” says St. John. “Many were able to supplement income streams that dried up with lockdowns and social distancing.”

Taylor notes that these new platforms are also opening doors to collectors and those who want to discover art in non-traditional venues. “There was a time where if you didn’t live in a certain city, or you didn’t happen to go to a certain art fair, you would never discover a certain artist,” he says. “Now, millions of people are able to discover artists and creatives from all over the world.”

A new wave of multitalented “content creators”

Steven Sharpe Jr., a stylist, photographer, podcaster, blogger, and mental health advocate, has found an eager audience online. He’s merged his talents into a successful career as a “content creator,” a job title that’s becoming more and more prevalent.

“When I say ‘creating content,’ I really do mean utilizing all my skills, from styling to shooting images to putting them online and then writing copy that speaks to what I’m learning in mental health,” says Sharpe. “My whole deal is that I want people to feel seen.” This year, Sharpe launched his own agency, Nobius Creative, to further this mission, work with brands that align with his values, and make a living from his art.

An illustration made by Lorraine Nam, who creates content that requires both hands-on artistry and tech-savvy.

Lorraine Nam

An illustration made by Lorraine Nam, who creates content that requires both hands-on artistry and tech-savvy.

Lorraine Nam is another artist who has grown a sizable following on social media. Her cut-paper collages have been featured on book covers, in kids’ magazines, and even as illustrations for a picture book by astrophysicist Neil deGrasse Tyson. Her Instagram account has more than 10,000 followers.

 

RELATED: See how virtual reality is bringing symphonies, operas, and orchestras to life for a new generation of music lovers.

 

For Nam, creating content requires both hands-on artistry and tech-savvy skills. “Even though a lot of my stuff is tactile and handmade, I do use technology a lot,” she says. “All of my sketches are done digitally. I use a computer, a tablet, Photoshop, and Adobe Illustrator. I have a machine that helps me cut out paper craft templates.”

Like Sheridan, Nam had to pivot some of her projects in the wake of pandemic-related closures. In lieu of in-person workshops, she doubled down on digital efforts. For one papercraft tutorial she created in partnership with the arts and crafts chain Michaels, she had to learn how to film herself for YouTube — sans a professional video crew — which was a brand new skill for her.

She also embraced work that was easy to create and distribute remotely, such as collaborating with brands like HP to make and publish downloadable, printable PDF templates of her paper crafts. 

“Everyone needed an activity last year,” she says. “With this type of project, kids and parents could just print and make the designs themselves at home without having to buy materials.”

Lorraine Nam at her desk filming a YouTube tutorial for craft store Michael's.

Lorraine Nam

During the pandemic, Lorraine Nam embraced work that was easy to create and distribute remotely by collaborating with brands like HP and Michaels craft stores.

Improving accessibility for artists and art lovers

Emerging platforms and technologies also represent a doorway for artists who have long been shut out of the industry — creatives with disabilities, for example. Ava Halvai founded ARTXV, a digital community for neurodiverse artists, after discovering the incredible talents of her sister Tara, who has autism and is non-verbal. When a notable London gallery declined to accept Tara’s work, Halvai decided to create a platform where artists like her sister could make a viable income by selling their work as NFTs. 

“As much as this past year was a source of tension and isolation, it was also an opportunity for inspiration.”

—Josh St. John, head of creators, global product planning and industry strategy for HP

“The traditional art world has been exclusionary and completely inaccessible for disabled artists for far too long,” she says. “NFTs can help to break down this barrier, opening up new opportunities for artists to increase exposure and, most importantly, gain financial independence.”

The platform handles everything except the actual creation of the art — including the promotional, logistical, and technical aspects of selling NFTs. 

“NFTs present a unique offering, leveraging emerging technology to enable artists to sell their work across global frontiers in a format with unique properties,” says Caleb Lewis, who creates pen-and-ink stippling drawings — an artform that involves meticulously placing tiny dots close together in order to form ornate images. 

Illustration made by Caleb Lewis called "Requiem" featuring music, legos, bees, lips in a catastrophe.

Caleb Lewis

Illustrator Caleb Lewis, who creates pen-and-ink stippling drawings, has found that online platforms have opened up opportunities for "outsider" art.

Technology also makes it possible for creators in underrepresented communities — or even who just happen to live outside of major hubs like New York or LA — to connect with prospective clients.

Sheridan has seen this phenomenon firsthand. She’s found much more than a new source of revenue online — she’s forged valuable connections with fans and like-minded creatives around the globe. One collector purchased 4 or 5 pieces over the course of a three-day virtual art show, and the two have since formed a friendship. She’s even found a niche fan base in Nepal.

“I was able to interweave all of these digital places together and create one giant community,” she says. “It’s been really dynamic and a lot of fun.”
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Entertainment / Graphic Arts / Personal Computers / Community / Graphics
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