Art title registration brings Web benefits to art documentation

Art Business News, Nov, 2004 by Carla Hall

Filmmaker and artist John Cherry had an "ah-ha" moment in late 2002 while reading a magazine's account of an artist's struggle with inventory tracking. The artist in the magazine's account was frantic that one out-of-state gallery claimed never to have had three paintings she left with them months before. Cherry thought the woeful artist's situation might be a common one, and his entrepreneurial instincts told him there had to be a way to provide an easy and affordable solution. I've created a number of companies over the years," says Cherry, "but no idea has ever gotten such a consistent 'great idea' response as this fine art title registration."

Outlining the benefits of an online database for the art industry revealed other benefits for consumers who purchase art. "People walk into a gallery and instantly know what they like, but many feel uncertain about their judgment for purchasing," notes Cherry. "Get ting an ownership certificate and an online record of details and authenticity gives confidence to potential buyers and adds to the cachet of the art itself."

When Cherry explained the idea to a group of insurance professionals, their feedback told him he would be offering a service with widespread value: "I learned that when the ownership and value of art is not documented properly, most insurance companies' claims adjusters basically pay for what the raw materials would have cost. Talking with artists and gallery owners who have experienced a fire loss has confirmed that the need for good records kept off-site is very real."

The company Cherry founded, National Fine Arts Title Registry (www.FineArtsTitle.com), offers a secure service for art registration and documentation that meets the needs of art sellers, artists and the average art buyer. Registration records capture details for insurance purposes, inventory, authenticity and provenance. A photo and a supporting document, such as a bill of sale, may be added.

Here is how the Web site works: An artist or art buyer creates a private portfolio, similar in concept to an online investment portfolio. As each original work or numbered print is registered, its detailed record appears in the portfolio. A distinctive title certificate and a price card showing the work's unique identification number may be printed as needed. When a work is sold, the registration--complete with its descriptive history--is transferred to the new owner.

Artists may designate a representing gallery or agent for each work, so a copy of the registration record verifying details such as asking price is shown in that gallery's portfolio as well. The system alerts the artist when a title is transferred so inventory stays updated.

Galleries, frameshops and other art businesses can become National Fine Arts Title Registry affiliates and take advantage of a special "inventory registration" offer so that title transfers can be executed quickly when works are sold. For referring customers to the Web site, affiliates receive $4 of each associated $10 registration or title transfer fee.

Cherry is best known as the director of the Ernest IR. Worrell movies and as founder of Carden & Cherry Advertising in Nashville, TN.