Press Coverage : Startups like Artzolo are helping small-town artists sell their work online

The Economic Times, world’s second-most widely read English-language business newspaper, recently featured  our portfolio startup ArtZolo for their artwork platform. Read the article here..

For Solomon R, an artist from Trichy, who has travelled to all major Indian cities to conduct exhibitions of his paintings and ended up with no takers in the past, registering at Artzolo has been an acceleration of his art work.

He is now selling his work for tens of thousands of Rupees within the online art ecosystem. Solomon’s is not a lone story.

Be it Bijay Biswal from Nagpur who has sold over 40 works at prices as high as Rs 2.5 lakh through the same platform, or Palak Srivastava, a voice-over artist from Gorakhpur who got hired in a week’s time after registering with artist aggregator app talentrack, artistes from smaller cities are increasingly turning to online platforms and apps that roll out before them faster tracks to fame.

Shravani Vatti, founder of online art rental platform Artenthuse believes such platforms render artists more power. “Most of the art galleries are in metros or Tier-I cities. Through our website artists can practise from wherever they want and still sell their works.”

While metros continue to produce major share of the artists turning to online channels, Vatti confirms smaller towns are catching up and estimates 30-40% of those registered with her site to be from Tier-II or Tier-III cities like Durgapur, Indore, Baroda, Visakhapatnam and even remote villages in Assam.

Vishal Singhal, cofounder at ArtZolo, which has 20% of its registered artists from smaller towns, has seen prices of works by small town artists going up by 10-50% in the course of time.

“In smaller towns, there is so much peer pressure and hence not many take art as the mainstream. This kind of a channel helps to eliminate it. This gives them opportunity to see other artists’ works and understand where they stand in the spectrum,” says Singhal, who nonetheless believe that online art channels and offline art galleries would and should coexist together.

Not just creative artists, but their performing counterparts too are boarding the online bandwagon as much as the former do.

Talentrack witnessed a humongous number of over 65,000 artists and 1,500 recruiters from over 600 cities and towns registering on its platform in a matter of few months after launch.

“When we started 11 months back it was just 10-15 artists getting added on a daily basis. Today the number has exceeded 300. There has been a steady increase in the number of artists from Tier-II-III cities,” said Vineet Bajpai, founder of the company.

According to him, online channels democratise the process and levels the field for aspiring artists, unlike the traditional ways which have not been completely kind to the thousands of artists who once flocked the streets of Mumbai or Chennai with cine-dreams. He adds that this way the recruiters are also saved from the struggle of sitting through hundreds of auditions a day.