Affected

CASE STUDY Cj Hendry: Art through Instagram

In this case study, we introduce you to the young female Australian artist — Catherine Jenna, aka Cj Hendry (whose work can be seen on the front cover of this book). She successfully (and exclusively) used the digital channel of Instagram to introduce her art to the world. Her big break came when an Australian art collector saw one of her images on Instagram in 2013. Within the short period of three years she had established herself in New York, having sold her art to such clientele as Kanye West. The path to success has been fast as she gained a cult-like following due to the global reach of social media. Cj has also received attention from many art critics condemning her work. However, with over 299 000 followers, her meteoric success was this study’s motivation. We look at the strategy behind her operation and her ability to engage her audience through the use of her only digital channel: Instagram.

UNDERSTANDING THE ART INDUSTRY

Throughout the twentieth century, only a small minority of artists made a living from their craft — and only a handful over the entire century became financially well off from it. Why? Because they created a very successful business around their name (their brand) as well as their art, creating unique artwork but, more importantly, a unique business model that supports them. They are part entrepreneur. The most talented artists are very rarely the best paid.

Damien Hirst is reported as being one of the ...