Francesco Bellanca, CEO of Feral Horses, and his team based in London, represent a “new generation of art entrepreneurs who believe that the fact that the industry is insanely opaque and secretive contributes to its inefficiency”. Therefore they have created a marketplace where art lovers can discover new artworks and new artists, learn about them, and decide if they would like to invest in art and support certain artists’ carriers by getting a share of the artworks. The artworks are then rented to generate dividends.
An approach which demonstrates that there is still room for innovation on this market! thank you to Feral Horses for sharing their vision and for their support of artists 🙂
Feral Horses offers an innovative approach on the art market. What led you to create it?
We, at Feral Horses, believe that art should be more accessible and inclusive and that it can also be a tremendous alternative investment. What led us to create Feral Horses, is the will to let art lovers express their passion for art differently and get to invest in something they are interested in and share values with.
Who are you targeting in terms of clients? how do you convince them?
Our users are mainly young art enthusiasts. For obvious legal and ethical reasons, we never convince our clients to do anything. We simply are a marketplace where art lovers can discover new artworks and new artists, learn about them, and decide if they would like to invest in art and support certain artists’ carriers.
Are you a collector yourself?
For the moment I would simply define myself as an art lover who’s very curious to explore diverse ways of interacting with art and artists. I don’t want to express the fact that I love art simply by becoming a collector because I believe that they are so many other ways to appreciate art. But, who knows? Maybe starting a collection will be one of the ways I’ll be willing to explore later on in my life.
How do you select your artists: through galleries or directly?
So far we have worked directly with European Contemporary Artists. We absolutely love working with artists and building long-term relationships with them. However, in 2018, we are planning on also starting collaborations with art galleries. This is a very exciting project because the art galleries who partner with us will finally have a service to offer to the art lovers who visit their galleries every day but cannot afford to start an art collection. By simply tapping their smartphones on an artwork’s tag, visitors will be automatically directed to the Art Stock Exchange, where they’ll be given extensive information about the piece of art and the artist and also be able to buy shares of the artwork in a few seconds. Therefore, thanks to this new initiative, with as little as a fiver, art lovers will finally get to endorse an artwork, support the artist and build a micro investment portfolio all at once!
Who are the artists you currently represent?
We have had the chance to collaborate with JAGO, David Aiu Servan-Schreiber, Léo Caillard, Tasos Nyfadopoulos, Federico Clapis, Simone Fugazzotto, Matteo Cordero, Raffaele Montepaone and Alessandro Calizza. We don’t really “represent” artists in a traditional way, as we do not have exclusivity contracts with them. Quite the contrary, we encourage them to have several collaborations!
How will you rent the artworks? Who are the clients for this service ?
Renting the artworks that we have under our management has always been a top priority for us. Traditionally, art as an asset does not generate dividends. However, we have identified an opportunity to kill two birds with one stone: renting the artworks that were acquired for investment purposes in order to increase their visibility and generate a regular return on investment for our art investors. This is our way of showing that, as a company, we believe that art should be respected and promoted while keeping our investors’ interest at the heart of what we do. We are currently discussing art rental services with a vast variety of clients from boutique hotels to offices and residential spaces. Our art rental team works really hard on securing projects to place the artworks we have under our management in settings where their meanings really resonate.
What are your main challenges to develop the company?
I try to be as much of a data driven person as i can and as the CEO of a young startup I would say that my main challenge is to overcome the fact that art market is reluctant to becoming transparent! I consider myself part of a “new generation” of art entrepreneurs who believe that the fact that the industry is insanely opaque and secretive contributes to its inefficiency.