The Art World the Millennial Way

Much as the wine industry is currently transitioning from catering to highbrow Boomers to understanding Millennial-tailored (less exclusive) tastes, the art world is in a stage of reinvention. Once considered elusive and elite, fine art is opening up to the masses in order to attract younger consumers: twenty to thirty-somethings with limited budgets but the penchant to splurge on (certain) luxury items during their own transition into financially independent adulthood. Internet-savvy Millennials have the means to search across platforms for art that fits their design sense, but new start-ups want the art buying experience to be about more than just a transaction. Developing the idea that art can be an immersive experience, these start-ups aim to educate, excite, and build communities around modern art worlds, connecting enthusiasts with experts to expand knowledge at both ends and create a melting pot of interaction. The worlds of mixed media, canvases, historical artifacts, abstract paintings and sculpture are being intertwined in new ways in one marketplace, brought together by the eclectic tastes and desires of Millennials. The following five start-up efforts are moving the art world into the future by creating platforms that expose art to masses, and embracing the next generation of art collectors:

1. Artsy
Making Luxury Accessible
The Twitter tagline for Artsy reads: “Making the art world accessible to anyone with an internet connection.” Created in a Princeton dorm room and launched as a start-up in 2010, Artsy aims to do for fine art what Moda Operandi and Gilt have done for high fashion, pulling back the art world’s curtain of exclusivity for the masses. The company’s Millennial mindset has it merging the art world and the digital space using its unique Art Genome…

 
 

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The Newsfeed

“I think we have a tendency to think that the world revolves around us and what we want and having a hard time to live up to the standards of having/living a perfect life.”—Female, 22, WA

A new quiz app’s R-rated categories are capturing teens’ attention. FriendO is rising through the ranks of the app store, but not by following the Play Nice, PG strategy that took tbh viral. FriendO users move up their friends’ rankings boards as they answer questions about each other, proving their friendship. If someone sends the app to three friends, they unlock NSFW categories like MSFK (Marry, Sex, Friend, Kill). But people are worried that none of these categories are barred to young users. (Mashable)

TGI Fridays is adding Instagrammable milkshakes to their menu with “cascading toppings,” “suspiciously” similar to Black Tap’s infamous creations. The “Extreme” milkshakes “take dessert to the next level” with a seasonal option piled high with Christmas cookies, and a s’mores shake topped with marshmallows, Oreos, and graham cracker crumbs. If that’s not enough to get Millennials in the door of chain restaurants that they notoriously avoid, both shakes can be ordered “boozy” (a tactic we’ve seen before). (Grub Street)

Seventeen is creating an LGBTQ community for teens with their new, “social-first” platform, Here. Instagram and Facebook form the main hub of Here, along with a dedicated vertical on Seventeen itself. Launched less than a week ago, content is already popping up on social and the site. Seventeen is appealing to the Genreless Generation, and one editor said Here will be “a resource and a place for teens to express themselves.” (Fashionista)

Rising musician Tallia Storm says her Instagram paid for her debut album. Lauded by Sir Elton John and Nile Rodgers, 19-year-old Storm leveraged The Influencer Effect for her own gain: Her debut album, Teenage Tears, was entirely self-financed via her earnings as a “fashion ‘it girl’” and Instagram influencer with over 300,000 followers. As a result, she had full creative freedom and became a “part of the growing staple of acts who are not repped by a major label.” Oh, and she got to open for Sir Elton John. (PR Newswire)

Kylie Cosmetics, Kylie Jenner’s online-only beauty brand sensation, has teamed up with Topshop to drive young shoppers in-store. Brick-and-mortar is far from dead, with research from TABS Analytics showing 66% of shoppers prefer to purchase new cosmetics in-store—and brands like this one are betting on IRL retail. Kylie Cosmetics is now available at seven Topshop stores across the country for just five weeks, and they’re accruing long lines of fans to test out the coveted lip kits in person. (BuzzFeed)

“…[Rick and Morty] has our generation's sense of nihilism, fear of wasted time, humor in unpredictability, and shy optimism in human relations.”—Female, 17, TX

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