Can the Internet be the Answer to Artists' Troubles?

by Thuy Phuong

Are Vietnamese artists overlooking the internet - an incredible tool in making their artworks available to a larger audience?

Vietnamese artists frequently sell their art through the galleries, Art Associations, and very often through the good ol’ word - of - mouth marketing.

However, are these traditional methods effective for the new era?

Word – of – mouth marketing depends on one’s network. For emerging artists, it can be quite a challenge since they have not established themselves in the industry, no one knows them or are just not interesting in the whole business of networking.

Entrusting paintings to the gallery system is the standard way to sell, however, therein lay certain biasness. There have been complaints that gallery activities in Vietnam are too disperse and profit-centric. They are not receptive towards well-calculated risks. A painter with a new style may be overlooked and undervalued through the screening process.

When asked about the market for Vietnamese artists, Mr. Tuan from Vietart Supply, a painting materials supplier, commented: “Unfortunately, they don’t have chances to introduce their artworks to the world, except for two neighbor markets: Singapore and Hongkong.” Perhaps the way around this is to consider complimentary internet marketing method , like blogging and other online platforms to bring their artwork to the larger audience, and reach younger audience. They can build a blog to encourage discussions, showcase their paintings, and interact with fine arts enthusiasts.

Why the current lack of internet utilization? Mr. Tuan shared his views “There are still multiple barriers keeping Vietnamese artists from making their art known to the world,. The inefficient use of internet technology and  language barriers.”  Also, most of them are skeptical towards the practicality of appreciating art through internet.

Vietnamese artists have to review the marketing and distribution of their works so procedures become systematic, efficient, and self-reliant. While online marketing sounds like magic, mindset shifts and proliferation of internet will take time, Change do not come easy after all.