Galleries and artists cater to the young at art: the next generation of art collectors is shunning pretension in search of an art experience that reflects their lifestyle

Art Business News, April, 2004 by Debbie Hagan

They're young. They're educated. And they re earning more than their parents. They're not worrying about the future. They're not into cold, white box galleries; they're into bright colors, contemporary designs and art that's fun.

They're the next generation of art collectors, and though they haven't yet reached the age of 45, they're showing a strong presence in the art market.

David Smith, chief executive officer and owner of Michael Godard Fine Art, sees these young art collectors as an untapped market with a lot of disposable income. Eighteen months ago, Smith introduced artist Michael Godard to 25- to 35-year-olds. Godard paints Spanish olives that swim in martinis, dance on poker tables and smoke cigars. Godard's world is one of nightlife indulgences. "It's not about drinking," said Smith about the Gen X appeal. "It's about hanging with friends. It's about the social aspect of drinking--not sweating life too much." The artist is currently in 365 galleries worldwide and is selling 2,000 to 3,000 prints a month.

Burton Morris is another artist who has caught on with younger buyers. "It's for a newer generation of collectors--people who like color, who like more contemporary art, who like art that makes them happy," he said about his art. "It's something a little more positive. It appeals to the 'Friends' demographics."

His bold, retro pop images of coffee cups, the Statue of Liberty and toasters have appeared on the sets of TV shows such as "Friends" and "Just Shoot Me." His work is collected by Jennifer Aniston and a variety of celebrities. They're all around his age, said the artist, who's 39. He was even commissioned by the Academy Awards to update its image--give the Academy a youthful makeover--by designing bright pop posters and banners for this year's ceremony.

"The style is simple and easy to identify with," said Morris about why the younger crowd enjoys his work. "I keep things easy and to the point. I'm known for using everyday ideas and making them come to life."

Looking at the Numbers

Every marketer defines the Gen X, Gen Y and Millennial crowds a little differently. For this article, we have divided younger art buyers into two groups, 24- to 34-year-olds and 35- to 44-year-olds. At 40 million and 45 million respectively, these two groups make up nearly a third of the nation's population. Neither group falls neatly into the Gen Y (ages 20 to 28) nor the Gen X (ages 30 to 38) categories. Still, they represent the two types of young buyers that art dealers see.

According to the 2002 Survey of Public Participation in the Arts, a fifth of all people ages 24 to 44 own original art (paintings, drawings, sculpture and prints). Those ages 24 to 34 (16 percent) were slightly less likely to own art than those ages 35 to 44 (22 percent). Of course, older buyers had more income. In fact, 45 percent of the art buyers ages 35 to 44 earned $75,000 or more a year. Only 29 percent of those 24 to 34 earned as much.

Of the young art buyers, 67 percent are married--61 percent of those ages 24 to 34 and 70 percent of those who are 35 to 44, according to the survey. Thirty percent of the 24- to 34-year-olds had never been married, compared with 13 percent of the 35- to 44-year-olds.

The survey also showed that both groups of young art buyers were Internet savvy. Nineteen percent used the Internet to search for artists, galleries and exhibitions and to educate themselves about artists and art history. Nearly half spent an hour or less a week searching the Web for art. Another third spent as much as two hours a week on the Web looking for art.

Affordable Pricing

Keeping art affordable is essential in marketing to younger art buyers. "We priced our work so it's under $1,500," said Smith about pricing Michael Godard's giclees on canvas, which are gallery wrapped (no frame). Some dealers have complained that Godard could raise his prices, but Smith put it like this: "Under $1,500 is something you can come up with. It's the one nice thing you'll buy to put in your house."

HANG ART, in San Francisco, opened six years ago under the banner, "emerging artists for emerging collectors." Leah Edwards, marketing director, explained that the gallery was founded for young people in the area who couldn't find a comfortable place to shop for art. "Maybe they hadn't developed their own taste to such an extent that they could find an artist on their own," she said. Since then, the gallery has developed a reputation throughout the Bay area for selling original work by new artists for around $2,000.

"I think a lot of people come here because they want confidence," said Edwards. "We create an atmosphere that feels very comfortable. We give them a 30-day money-back return policy. We're open seven days a week. All of the work in our inventory is on the Web site (www.hangart.com)."

On that site, buyers can build a personal gallery (similar to a wish list) or make direct purchases. "It enables them to narrow things down," Edwards said. Some couples will look through the art at home, she explained. They pre-shop. "They don't want to be here for hours looking through art," she said. Their attention span is short. They're busy. When the couple finds the painting that they want, one of them will pick it up. They don't feel it's necessary that they both go.