Forget the sales gimmicks—"Arthouse" is here to support artists sidelined by the traditional gallery model. In today's episode, our host, Scott “Sourdough” Power, founder of nonprofit media platform Arterial, discusses the concept behind "Arthouse," an innovative TV series currently in pre-production. This series, which is fiscally sponsored by Arterial, aims to connect artists directly with buyers, eliminating the need for middlemen or galleries.
"Arthouse" is all about community engagement. Each episode will feature a family, a couple, or an individual interested in purchasing original art from a local artist but feels intimidated and unsure where to start, often working within a budget of just $500 to $1,000. The "Arthouse" team will meet with prospective buyers in their homes to better understand their needs, tastes, and living situation. Then, he takes them to visit the studios of three talented artists from their community. This immersive experience allows them to learn about the artists’ practices and the stories behind their creations.
Scott believes that by directly connecting these buyers with local artists, "Arthouse" can recalibrate public perceptions of art ownership and make it more accessible to everyone. He emphasizes the socioeconomic dynamics that often deter people from investing in original artwork, noting that a lack of knowledge and exposure plays a significant role in this issue. By fostering open dialogues about personal tastes and accessibility, he aspires to cultivate a culture where original art is not merely reserved for the elite but is embraced and appreciated by all.
Tune into this episode to learn more about "Arthouse", or subscribe to our newsletter to stay updated on the latest "Arthouse" news.
Quotes From This Episode
“For artists to make more money, we need to bring more people into the art market. We need to bring more people into the marketplace so that they understand how to buy original art and that they, too, can afford original art.” — Scott “Sourdough” Power
“We need to find a way to democratize art and make it accessible to the mass market, to most people. We need to create a system that empowers and educates people.” — Scott “Sourdough” Power
“Most of the art world has done a great job of convincing people that you should buy art to collect and art to appreciate an economic value. Well, let me tell you something, people. I hate to break the news to you, but art from a financial perspective is a horrible investment. Never buy art expecting for it to appreciate in value. Buy art because you love it. Buy art because it feeds your soul.” — Scott “Sourdough” Power
“A show like ‘Arthouse’ would both educate, democratize, and stoke demand, and I think ultimately improve the lives of artists by putting more money in their pockets.” — Scott “Sourdough” Power
Links Mentioned in This Episode
About Scott ‘Sourdough’ Power
Scott “Sourdough” Power is the co-founder and creative director of Crewest Studio, an LA-based arts media organization focused on visual and performing arts. With a diverse career in the creative field since age 18, Scott grew up in a musical Midwestern family, influenced by a rich church background. His early health challenges, including a near-fatal illness, instilled in him a fierce will to live and create. He earned a B.A. in graphic design and arts management from Columbia College Chicago in 1994, later completing the AIGA Executive Business Program at Yale and obtaining professional licensing certification.
Scott has held various roles across publishing, marketing, and the arts, creating brands and curating exhibitions for global companies. An adventurous spirit, he is a member of the Explorers Club and spent time in the Alaskan wilderness, where he earned the nickname “Sourdough.” Recently, he contributed to launching a medical NGO in Haiti and served on various boards. In 2023, Scott founded Arterial, Inc., a nonprofit dedicated to helping artists share their stories and reach wider audiences.
All images published with permission of the artist(s); featured graphic: David Schwartz.