Case Study: The Launch of

Attempting to do for art what Pandora did for music and Netflix did for movies, is a new web-based art appreciation guide. Launching to the public today after months of beta-testing with art world professionals, is on a mission “to make all the world’s art freely accessible to anyone with an internet connection.” Similar to the goal of The Ministry of Artistic Affairs, the site seeks to popularize visual art (of all eras cultures and genres) and expose it to as many people as possible.’s rapidly growing collection of artworks has surpassed 20,000 individual pieces by more than 3,000 artists. 275 galleries and more than 50 museums have helped the site build an online reference system. Called the “Art Genome Project”, the database provides a system similar to that used by Pandora. “If you like that, you might also like this…” Works deemed similar, based on 800 different categories, are served to visitors in a stream of informative text-accompanied images. Just as Pandora has an army of musicologists deconstructing thousands of songs and feeding their information into a massive algorithm leading to recommendations,’s massive team assigns categories and values to each piece of art.

Started by Carter Cleveland, 25, the team has an impressive list of advisers and backers, including international art world impresarios like Larry Gagosian and Dasha Zhukova, and corporate titans such as Eric Schmidt (Google) and Jack Dorsey (Twitter). Success will be measured by growth of visitors but also via revenues derived from sales commissions and partnerships with institutions.

You can learn more about the launch of in the New York Time‘s feature published today or by visiting the site directly.

Comments are closed.