Representing Artists to the Corporate Market

by Carolyn Edlund

A conversation on what artists and photographers have to offer the corporate market, and how to compete.

I recently had a conversation with Danny Murray, Founder and owner of ArtVogue, a consultancy based near London which supplies art and in particular, fine photography, to the corporate world and leisure industries. ArtVogue sells both originals and prints.

Murray described his clientele. “In general terms we work on behalf of our artists to develop relationships with corporate buyers as well as restaurants and hotels,” he said. “However, even ‘care homes’ are a significant part of our business, and tend to be popular because the population is aging. Wherever you look, there is an application for high quality art.”

ArtVogue is a new company, just fifteen months old, but Murray has plans already to expand. “I feel that in some ways the concept we’ve got currently is a little hotel-oriented, a little ‘safe.’ But we don’t want to stay too safe, we want to be able to offer other opportunities, too.

“I’m meeting with a few photographers whose work involves a bit of nudity – nothing graphic, though, very tastefully done. Would that fit inside a corporate environment? Probably not. I feel there is a demand so that in perhaps five years we may approach the domestic market as well and be able to cross over into it, to the artist’s benefit.”

ArtVogue’s foray into that domestic market “would have the same look and feel, with ‘in situ’ pictures to help people have that journey, the experience of what the art would look like in their homes. To attack the high-end domestic market, we would need to offer clean, stylish looks in artwork.”

And what are corporate clients looking for?

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