Art Advisory 101

Name: Art Advisory 101
Rating: 4.5 (19 reviews)

Learn how to navigate the art world, set up a successful advisory business and follow best practice.

Highest Rated

Created byJulia Wehkamp

Last updated 10/2020

English

What you'll learn

Start Your Art Career Now!
Learn how to navigate the art world, set up a successful art advisory business and follow best practice.

Course content

1 section • 5 lectures • 2h 27m total length

MODULE 1 - ART MARKET FUNDAMENTALS30:02
The art market has seen many changes over the past 20 years, including a democratization of information through technology and the rise of art as an investment asset and financial tool. Collector tastes evolve continuously. As a budding art advisor, you want to make sure you know the ins and outs of the international art market. How do auction houses, art fairs, galleries and art collectors interact with each other? And what is the role of an art advisor in this fragmented global marketplace? In this module we will discuss art market fundamentals and what they mean for you and your business.
MODULE 2 - THE DRIVERS OF VALUE IN ART33:33
Every month you read about auction records in the papers. But how meaningful are those record prices? Do they say anything about the other sectors of the art market? In this module, we will discuss the tangible and intangible drivers of value in artworks in the primary and secondary markets: the importance of the artist, collector’s tastes, rarity, condition and more. We will take a look at appraisal concepts, such as fair market value, retail value and sales estimates and what they mean for your clients. Common risk factors that affect the value of an artwork will be examined, including forgeries and art theft.
MODULE 3 - HELPING YOUR CLIENTS BUILD A MEANINGFUL COLLECTION27:49
In this module we will look at how you provide value to your clients. In order to be successful as an art advisor, you need to understand your clients’ tastes and budgets. We will show you the process for helping collectors create their dream art collection: from the first consultation with you to viewings, acquisition and eventually installation of the art in their home. We will then dive deeper into the different options available to buy artworks: at auction, at a gallery, an artist’s studio or at an art fair. In this module, you will learn how to provide the best possible buying experience to your clients.
MODULE 4 - MANAGING AND SELLING ART COLLECTIONS28:40
How do you educate your clients on the maintenance and protection of their art collection? In this module we will touch upon all the aspects of art collection care: from (preventive) conservation treatments to insurance, transport and collection management software. When your clients are ready to sell some or all of their art collection, you’ll need to recommend the best sales strategy, whether privately or at auction. We will show you how to assess sales opportunities, while taking into consideration the market for a particular work, the likelihood of a successful sale and, importantly, the costs associated with the sale.
MODULE 5 - HOW TO SET UP YOUR OWN ART ADVISORY BUSINESS27:47
You know your stuff as an art advisor, but how do you translate this into a profitable business? As a small business owner, being a great art advisor is not enough. You need to be a marketing expert, sales person and chief operating officer simultaneously. In this module we will show you how to juggle these roles and how to make technology work for you. We will also teach you how to build a stellar reputation by following best practice and acquire a solid client base with proven marketing strategies. Lastly, successful management of client relationships will be examined.

Requirements

Description

One Art Nation, the online international art community educating art collectors and professionals, is delighted to introduce its online Art Advisory 101 Program, created to set an industry-wide standard for the art advisory profession.

The art market has become more transparent over the past 20 years but some areas remain opaque. The art advisory field is a good example. No industry-wide standard exists for best practice: not for individual art advisors nor art advisory firms. Oftentimes this opacity prevents collectors from hiring an art advisor. This is unfortunate because a good art advisor provides tremendous value to their clients: educating them on art, saving them time and money, and reducing their transactional risk.

Aspiring art advisors, too, are left to their own devices when it comes to navigating the idiosyncrasies of the art market. No education exists on topics such as appropriate fee models or managing client relationships, including potential conflicts of interest. Until now...

Program Overview

The Art Advisory 101 Program consists of a series of informative and interactive online courses, which have been created to guide aspiring art advisors on how to navigate the art world, set up a successful art advisory business and follow best practice.

The five pre-recorded modules, each 30-45 minutes in length, are available for participants to view below at their convenience. Annelien Bruins, an experienced art advisor and independent CMO to companies in the art, luxury and wealth management industries, leads the program. The course is capped off by a quiz, which, upon passing, entitles you to a Certificate of Completion to provide you:

Recognition as an educated professional in your field
Assurance to clients of your professionalism
A competitive advantage when marketing your services
A non-academic credential for your resume and/or LinkedIn profile
Evidence of your professional development and continued education

If you’re an established art advisor and want information on best practice, legal and business considerations, how to successfully market your services and grow your firm as well as an in-depth overview on acquisitions and sales, Art Advisory 201 will be available to you shortly.

Instructor

Annelien Bruins serves as an independent Chief Marketing Officer to companies in the art, luxury and wealth management industries. She is a board member of the Foundation of the American Institute of Conservation.

Prior to her current focus on marketing strategy, she founded and ran her own art advisory firm in London, founded Katapult Coaching for Artists, an online business that coached artists on marketing, and served as CEO at Tang Art Advisory in the US.

Annelien has been interviewed by CNBC, Thomson Reuters, Barrons Asia, the Wall Street Journal and the Financial Times, among others. She has lectured at Christie’s Education, Sotheby’s Institute of Art, California College of the Arts and a number of financial institutions.

Annelien has written three Ebooks: ‘Managing relationships in the art market’, ’Art, the New Asset Class’ and ‘How to become a successful artist in 7 steps’. She is currently writing a book on marketing for art experts. You can connect with Annelien on LinkedIn.

Who this course is for:

Aspiring & New Art Advisors
Others Interested in Art Market Essentials & Art Advisory Know-how