Curating sales and creating trends: Curatorial approach in recent online art auctions

Abstract

Amidst disruptions from the COVID-19 pandemic and the digital shift, Sotheby's, a prominent auction house, adapted strategically to changes in online auction system. This thesis explores how Sotheby's curatorial approach added value to their brand during turbulent market years. A qualitative analysis on Sotheby’s guest-curated contemporary art auctions from 2020 to spring 2023 reveals that the curated content spurred engagement, potentially lowering the barriers of entry for new audiences.

After reviewing the managerial actions behind Sotheby's sales results, the case study offers a consumer perspective on digitally-enabled art collecting; by examining the financial, social, and cultural values that drive consumer behavior in the luxury market, the thesis discusses aspects of institutional elitism and Sotheby's recent attempts for inclusion.

While Sotheby's curated auction series mostly target affluent clients and seasoned collectors, findings suggest a possible shift in the digital auction sphere. This shift could attract a new generation of auction attendees and reshape market dynamics towards the logic and rhetoric of cryptoart trade. Further research is recommended on power structures and consumer trends influenced by the decentralized digital art space.