An original work of art is a valuable piece, and not every art enthusiast has pockets deep enough to handle the price tag that comes with valuable art works. Which is why a Indian printing company has decided to bring custom art to the masses for affordable prices via their digital prints.
The latest series of Giclee prints, released by the Bengaluru-based ArtCollective.com, are digital prints of fine art from local artists across the region, digitally reproduced in high quality canvas, and sold to the general public. This effectively distributes fine arts to the connoisseurs who lack the greater funding for the more expensive originals.
Additionally, Giclee prints’ terms of distribution ensure that the artists of the region receive royalties for their work, as ArtCollective.com doesn’t charge artists for their work, meaning that small-time local Bengaluru artists are less reliant on big sales to make a profit from their works.
ArtCollective.com’s CEO, Amit Jaipuria, states that the art print platform, which he founded in 2014, curates their artists based on merit, and that it is completely free for artists to be on their platform, which explains why the site now has around 200 local Indian artists signed on with them, giving them the rights to make their arts in Giclee prints.
He adds that part of the deal includes the artist deciding what the price and size of the print will be, which range from Rs 3,500 to 25,000. The artist also has the option to limit the number of iterations of their work available, allowing them to decide what they’ll get out of their custom art.
Another platform for contemporary art, Artflute.com, recently introduced their signature limited edition prints in 2014. According to the company’s CEO, PadmajaNagarur, almost half of the company’s revenues, approximately 45% come from print sales. She says that the prints allow emerging, local contemporary artists to take on art as a full-time profession, and, according to some, increases the demand for the originals. All of that, on top of allowing art to reach the more modestly financed, and putting fine art in different formats, such as posters and coasters.