Storytelling is in our DNA. How do you tell yours?

By Zach Sorrells | 18 January, 2016

Stories are the secret to our success.

By telling stories. By sharing stories. By helping artists tell and share their stories. By making it easy for anyone to discover the fantastic stories of artists and their artwork.  


Storytelling is in our DNA.  Humans love stories.  “Art” is storytelling.

When we began our journey to develop tools to help artists and galleries sell more art we looked at what already works.  Through our conversations with artists, galleries and fairs, we kept hearing about the importance of stories – stories of “how” and “why” the art was created.  Stories of the artist’s journey.  Stories of what makes that specific piece unique.

Those we spoke with claimed these stories built emotional connections. They claimed it enhanced the understanding of the art, and therefore the appreciation and value. They claimed telling stories led to more sales.

This may be why artists attend opening nights – to enhance the experience for visitors.  This may be why open studios have become so popular – so buyers can experience the “story”.  This may be why buyers love to meet the artist – so they can hear the authentic “story” first hand.

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We decided to build on this existing industry wisdom.   We thought, “Stories are powerful, but how can we make them even more powerful?”

We examined stories as related to promoting and selling art and we realized there are some very real factors limiting their effectiveness:

  •   The artist can’t be with every artwork they have ever created to tell the story when a potential buyer or collector is experiencing it.

  •   It’s extremely challenging for gallery owners/managers/attendants to know the authentic story of every artwork/artist they show.

  •   It’s unrealistic to expect collectors to effectively “re-tell” the story to their friend and family.

We thought if we could address some of these factors, we could supercharge the effectiveness of storytelling for promoting artists and their artwork.  This led to the development of ActivCanvas. Want to see how it works? See more here to know more about ActivCanvas.

ActivCanvas eliminates the three limitations outlined above (with a bit of magic… I mean cool tech) to dramatically enhance the power of storytelling for artists and other art sellers.

What’s your story?  How do you tell the story of your work?  If you’re an art seller, how do you tell the stories of the artists you represent?  Do you use technology or tools, or do you do it the old fashioned way?


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