VOLTA VOICES: DIRK HERZER

VOLTA Voices is a recurring interview series with vanguards of the contemporary art world, whose insights into their experiences, concerns, and practices exemplify the very best of creative culture today. More than simply experts, these friends of VOLTA are supporters, colleagues, friends, family.

On this edition, Kamiar Maleki talks to Dirk Herzer, Founder & CEO of ARTBUTLER, VOLTA’s software partner. Read the interview as they speak about how Online Showrooms can support young and emerging galleries online and offline. And most importantly, how it is impossible not to fall in love with art.

Kamiar Maleki: Over the last couple of years, the number of platforms for presenting and selling art online has increased significantly. How do you differ from platforms like Artsy, Artland or Artnet?

Dirk Herzer: ARTBUTLER is more than a pure sales platform – our focus starts much earlier. We believe that only a sustainably structured business can grow and flourish in the long run. That's why ARTBUTLER focuses on organising the entire back office, so that an overview can always be maintained and workflows function quickly and efficiently. With contents once organised in this way, all mentioned platforms can then be used very easily, you don't have to decide in favour of one. This year we are already celebrating our 20th anniversary and a lot has happened since then, but our mission has remained unchanged: By managing, presenting or selling your art with ARTBUTLER, you gain a better overview, increase your professionalism and thus gain more time for the essentials – art and clients.

Kamiar Maleki: Art creating and art perceiving is always personal, and each artwork resonates differently with each person. How do you think digital showrooms can influence the definition of taste and its reception?

Dirk Herzer: Digital showrooms are ultimately just a tool to facilitate the evolution of taste and preferences. The perception of art in a physical space is usually also shaped by a narrative which contextualises the art for the spectator. This storytelling can also take place in a digital space with or by means of online showrooms that provides the virtual visitor with additional background information, for example through interviews, podcasts or videos along with high quality photos that show details that are sometimes difficult to see even on site. Online Showrooms are not meant to provide the exact same experience as a physical visit to a gallery, at least with today’s technology, but we consider them a powerful tool to experience and learn about art and a means of communication that is hard to do without in today's global age, as the last two years have proven. With online showrooms, you can experience a wider range of art, their creators and exhibitors as you normally would have access to. You can learn about artists from the other side of the planet within the comfort of your own home. This is not only faster and more direct, but also reduces the carbon footprint. In my personal experience, the more you see, the more you train your eye, sharpen your intuition and learn to understand what resonates with you. As a consequence, your taste will shape and define over time.

Kamiar Maleki: VOLTA Art Fair is a platform for young and mid-career galleries. How does ARTBUTLER support these galleries in the ever-evolving art market?

Dirk Herzer: Especially for young and emerging galleries, it is important to use the available resources in a targeted manner. Our product helps to structure processes and facilitate work, even if time, personnel and financial resources are not unlimited. This way, ARTBUTLER supports galleries in the preparation leading to and the performance at an art fair, whether on – or offline. We also offer professional solutions for different budgets and target groups, all of which are part of our sophisticated product family based on the experiences and needs of our most diverse clients & business models. We offer affordable entry-level packages which are modularizable that can grow over time, and go hand in hand with the clients' individual business requirements.

Kamiar Maleki: Do you collect art yourself? And which advice would you give to the next generation of collectors that are making their frst steps into the art world, especially in these current times?

Dirk Herzer: After 20 years in the market and countless inspiring conversations with artists, gallerists and collectors, it is impossible not to fall in love with art. I highly recommend being curious, not being shy, but asking questions about context, as well as prices. Listen to other people's opinions, but make your own decisions. What resonates with you may be more important than what resonates in the market. I have a personal story for every work of art I have ever acquired. The stories can even evolve over time, at least with my favourite ones.

The Online Showrooms of the fair and the participating galleries are created with ARTBUTLER.

Follow ARTBUTLER on Instagram at @artbutler_solutions and connect with Kamiar Maleki at @kammaleki.