‘We Make Fair Art’ Project © Wemakeprice

Aggressive and proactive marketing strategies by galleries seeking to break through the stagnating art market are drawing attention.
 
At the forefront is Gana Art Gallery (CEO Lee Ok Kyung), the first in Korea’s gallery sector to introduce a social commerce-based project titled “We Make Price,” offering artworks by artists at more accessible prices.
 
Under this initiative, the “We Make Fair Art” project has been launched, introducing and selling works by emerging artists through the platform Wemakeprice. The structure allows artists to promote their work to a wider public, while consumers gain access to high-quality artworks at more affordable prices.
 
Wemakeprice (CEOs Park Eun-sang and Huh Min) aims to open a new chapter in the Korean art market by presenting works by actively practicing artists from Korea and abroad. The project offers artists an opportunity to reach a broader audience, while providing consumers with access to artworks that are typically less accessible in everyday life.
 
Previously, Wemakeprice launched the “Opportunity for Passion” initiative, founding Korea’s first independent baseball team, the Goyang Wonders, in September 2011, giving players who had lost their chances another opportunity to pursue their dreams. The project achieved notable success, with five players joining professional teams the following year.


A painting by Kim Jipyeong featured in ‘We Make Fair Art’ © Kim Jipyeong

“We Make Fair Art” marks the second phase of this initiative. By establishing a new distribution structure for artworks, the project seeks to support talented artists in sustaining their practices within Korea’s challenging art market, while enabling consumers to collect quality artworks.
 
As its first step, the project collaborates with Gana Art Gallery to produce a limited edition of 199 special works by gallery-affiliated and invited artists, to be sold through Wemakeprice.
 
Participating artists include Kim Jun Sik, Kim Seung Taek, Kim Jipyeong, Koo Egene, and Kang Se Kyung, each presenting three to five works.
 
In addition, Wemakeprice plans to continue discovering and promoting promising artists through a selection committee composed of curators, critics, and artists. A portion of the proceeds from the “We Make Fair Art” project will be donated to programs supporting emerging artists, through a partnership between Wemakeprice and Gana Art Gallery.
 
Artists selected through this program will be given the opportunity to participate in Gana Art Gallery’s residency program, with final participants receiving a three-month residency at the Cité Internationale des Arts in Paris.
 
Park Eun-sang, CEO of Wemakeprice, stated, “The ‘Opportunity for Passion’ initiative plays a key role in expressing Wemakeprice’s philosophy of giving hope to young people in Korea. We hope that the ‘We Make Fair Art’ project will contribute to fostering a social environment where the passion of talented artists is fairly recognized.”
 
Kim Young-min, General Director of Gana Art Gallery, added, “This project is part of efforts to popularize art, offering artworks at accessible prices to those who have hesitated due to the high cost and limited market, thereby enriching cultural life. We also hope it will be beneficial for the participating artists.”

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