One Art Nation, the online international art community educating art collectors and professionals, is delighted to introduce its new 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.
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. Annelien Bruins, Independent Chief Marketing Officer and former CEO of Tang Art Advisory, will lead the program. The course will be capped off by a quiz, which, upon passing, will entitle the participant 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
Perhaps you’ve just graduated or you are thinking of changing careers. The one thing you know is that you want to work as an art advisor! Let us help you get there. Our Art Advisory 101 Program is being created with you in mind. We will cover art market essentials as well as art business topics and art advisory know-how. However, established art advisors looking to sharpen up their skills may greatly benefit from our Art Advisory 101 Program, too. We will provide you with pragmatic, hands-on information.
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.
We are delighted to offer a limited number of partnership opportunities for forward-thinking companies who, through their support of an industry-wide standard in the art advisory field, will gain positive brand recognition among art advisors, art collectors and the wider international art market.
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.
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.
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.
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.
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.
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.
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.
Participants will walk away with:
- A Certificate of Participation from the only Art Advisory Course in the world, offering evidence of your expertise
- 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
- A sense of achievement and confidence
- A non-accademic credential for your resume/LinkedIn and increased respect as a professional
- A competitive advantage when marketing your services
See what AA101 graduates are saying!
I thought the program was very comprehensive and well organized with great handouts/resources. Annelien discussed many practical concepts that I had not previously considered. I was able to immediately apply the information provided to the planning of my business.
S. Rios, Art Advisor
Art Advisory 101 was an amazing experience: not only because it helped me to master basics and expand my knowledge of the art industry, but also it inspired me to grow and broadened my network. I’m looking forward to Part 2!
I. Didenko, Art Advisor at Art Acacia