'Why the World's Most Talked-About New Art Dealer Is Instagram' by Olivia Fleming, Vogue

"Now able to sell works themselves, artists are nudging the dealer out of the way while promising to demystify fine art and increase accessibility; challenging what has long been seen as an industry shrouded in pretense and exclusivity. 'Like many technology disruptions, it levels the playing field,' says Kenneth Schlenker, the CEO and cofounder of Gertrude.co, a recently launched online platform where New Yorkers can sign up for modern-day art salons that bring collectors and the curious together to learn about, discuss and buy contemporary art in informal settings. 'It used to be impossible for an artist to reach a massive audience directly,' he said, adding that “what is happening to art is comparable to what happened to music: The cards have been reshuffled.” Musicians don’t necessarily need record companies to distribute their work anymore—anyone can put an mp3 up on SoundCloud or video on YouTube and reach millions. Similarly, Schlenker says, Instagram gives artists the ability to control the way their story is told, and find people who want to hear it."

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