Art Advisory 101 Online Program
Tang Art Advisory, the New-York based art advisory firm and One Art Nation, the online international art community educating art collectors and professionals, are delighted to introduce their new online Art Advisory 101 Program, created to set an industry-wide standard for the art advisory profession.
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.
Annelien Bruins has worked within the international art world for almost 20 years. After managing two extensive private collections of art, antiques, and collectibles, she set up London-based Bruins Private Collections Consultancy in 2007, providing portfolio management to both private and corporate clients from Europe, the United States, and Asia. Five years later, Annelien hopped the Atlantic and joined Tang Art Advisory where she currently serves as CEO and senior art advisor.
Annelien is a member of the Estate Planning Council of New York City and a board member of the Foundation of the American Institute of Conservation. Recognizing her acute understanding of the art market and its many nuances, Spears Wealth Management named Annelien Best Art Advisor in 2014 and 2015. She has been interviewed by CNBC, Thomson Reuters, Barrons Asia, the Wall Street Journal, the Financial Times, Art + Auction, Investment Week and Private Asset Management.
Annelien has lectured at Christie’s Education, Sotheby’s Institute of Art and California College of the Arts, has written for Family Office Exchange, Spears Wealth Management, and Private Wealth Focus. Annelien has written three Ebooks which are available on amazon.com: ‘Managing relationships in the art market’, ’Art, the New Asset Class’ and ‘How to become a successful artist in 7 steps’.
Partners will benefit from:
- Increased online visibility in the international art world
- New relationships with aspiring and established art advisors
- Enhanced brand recognition among art collectors and the wider art market
Interested in partnering on this program? Please find the Sponsorship Deck here.
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. A live and interactive session will be offered monthly, for participants to select from. The course will be capped off by a quiz, which, upon passing, will entitle the participant to a Certificate of Completion. Annelien Bruins, CEO of Tang Art Advisory, will lead the program.
Module 1 – Art Market Fundamentals
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 Art
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 Collection
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 Collections
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 Business
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.
Module 6 – Live and Interactive with Annelien Bruins
Optional 30-min Online Discussion
Join an online discussion between your colleagues and Tang Art Advisory CEO Annelien Bruins, in which you can share your experiences and ask questions in real time. Register for your preferred date, below. Please note that this module is not mandatory to earn your Certificate of Participation.
- Friday, Nov 24 @ noon EST
- Friday, Dec 15 @ noon EST
- Friday, Jan 19 @ noon EST
Module 7 – Certificate of Participation
After all modules have been viewed, you will be asked to complete a short quiz in order to obtain your own personalized Certificate of Participation.
You’ll walk away with:
- A Certificate of Participation from the only Art Advisory Course in the world
- An excellent understanding of the business, marketing and sales skills you’ll need to set up your own successful art advisory firm
- A firm grasp of the ethical challenges the international art market presents and how to navigate those challenges by following best practice
- A deep awareness of how, as an art advisor, you provide value to your clients throughout the different stages of the collecting cycle
Please be aware that this syllabus is tentative and may be subject to change.
Please fill in the form with any questions or comments you have. We’ll get back to you shortly!