1. Project Initiation 

I really want to work as an artist. As disclosed before, in late 2021, I made the decision to leave my previous job as an Economist/Strategist and began to work my way into the art industry. It was not an easy decision. I didn't hate what I did. I enjoyed both the money and the fact that I was good at what I did. Call it a mid-life crisis or an untameable urge, at the time, I wanted to make art more than anything else. So I had to manage and plan for my finances, whipped myself into constructing my portfolio, and applied for Camberwell. Being handed the divorce paper during the New Year's of 2022 was not helpful, but luckily that didn't stop me from applying, and I got my offer to Camberwell.

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I was happy to be offered the chance for a new beginning. But I knew the MA is just the prelude of a long piece that is yet composed. Starting in 2021, I began my research into the art industry. I have interviewed artists, galleries, curators, art dealers, and collectors, I studied the careers of individuals and the business models of various players in the creative industry. (e.g. galleries, Sotheby's, Frieze, Art Basel, Red Bubble, masterworks, Saatchi, Daisie, Artlogic, Artenal, etc.) 

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1.1. The Problem

Unlike most industries, the art market today is still lacking transparency. Major players in the field include large auction houses and galleries. On one hand, there are many young artists who are in need of funding and promotions; on the other hand, there are buyers and the public with very limited access to the art market.

​Major challenges for artists at the beginning of their careers include: 

• Limited access to the professional arena: The usual way is to secure representations or residencies. However, this could be extremely difficult for those who have just started their careers as an artist due to the lack of credentials ( limited experience or exposure in exhibitions, lack of awards, endorsement, publications)';

• Sustainability and commitment dilemma: It is difficult to continue with one's practice without financial stability, yet engaging in works outside of the art industry would usually have a negative impact on on'e practice: e.g. time management

On the other hand, buyers and the general public are also suffering from the lack of transparency and information.

• For professional collectors: professional collectors are seemingly well taken care of by their advisers. However, I would argue that given the nature of the artwork (extremely difficult to value), chaotic second market activities (AML and increasing regulations, fragmented markets) and as a consequence, an extreme lack of reliable data and information compared to other asset classes (when viewing art as an alternative investment instrument). Deutche Bank has been performing well as an agent, corporate collector and industry participant;

• For new collectors, art lovers:  overwhelming, unfiltered, fragmented knowledge and information 

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1.2 Solution and Offerings (Vision, Mission)

This is how we’ve come to decide to establish a platform bridging young artists to the public. Back in June, I outlined the overall business plan for establishing an online gallery, and eventually growing it into an art community, bridging emerging artists with the general public. 

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Swanfall Limited (Trade Name: Swanfall Art, Swanfall Gallery) is a vanguard art agent committed to bridging emerging artists and the public through comprehensive knowledge and service-based offerings. The objective is to establish a platform connecting young artists and the public, a platform where the future masters' talents can be recognised and monetised, and introduced into daily life, where the public can access the world of art with choices and information. Eventually, I want to build a large holistic community for not only art dealing but also art education, appreciation, and information exchange.

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2. Business Development 

2.1 Scope of Services 

Current Stage: At the current stage, we have finished the development of Database Stage I, launched our online gallery as both a promotion and a sales channel (on an inquiry basis), and began to deliver offline exhibitions to showcase artworks and generate sales. For the artists, the online gallery serves as a professional platform that showcases and promotes artists without a cost. (see www.swanfall.art, instagram: @swanfall_art)