How do ArtTech startups enter the art market, and how do they position themselves?

This study sheds light on a distinct segment of the art market that has exploded in popularity in recent years: ArtTech startups. There are no specific studies on them at the moment. If they are referenced at all, it is in articles about the entire area of startup research. The combination of two seemingly different areas - technology and art is of interest for this research and establishing a common utility for both participants and the art market as a whole. Furthermore, given the situation with the pandemic, these startups are of interest to traditional players (galleries, museums, auctions) for the introduction of special technologies and the development of organizations. As a result, such startups are frequently separated into those that sell their technology, organizations to larger corporations, and those who are attempting to establish themselves as a separate participant in the market. This study investigates the path of ArtTech startups before they enter the market and how do they position themselves after. 16 ArtTech startups were selected to research a recently formed phenomenon. The author conducted 5 in-depth interviews with founders of these startups to understand how the idea was invented, why the market needs it, and how startups manage to convey it to the art market participants. In addition to that, the desktop analysis of 16 startups’ websites was performed, which revealed their vision and mission as well as the ability to convey their ideas to the audience. As a result, it was found by the author of this thesis that the founders of ArtTech startups develop their innovative ideas based on their education and experience in both art and other industries. Identifying the key problems in a particular niche of the cultural sphere, ArtTech startups offer a ready-made solution for the participants of the art market. Their entry into the market is associated with the support of the surrounding network, and further positioning depends on the business strategies of the enterprise. Nonetheless, it was concluded that the phenomenon of ArtTech startups does not yet have a proper impact on the art market, having a point influence only in certain sectors.