Masterclass: The Psychology of Collectors – Understanding Buyer Behaviour
Tuesday 17th February, 1pm – 2pm (UK time)

Understanding why collectors buy art is essential for building meaningful relationships and strengthening your sales strategy. In this insightful masterclass, we will delve into the emotional and psychological drivers behind art purchasing, helping you engage your audience with greater confidence and clarity.

This Masterclass will be delivered by David Venon

David Venon – born in France and having moved to the UK over twenty years ago – holds a formal Visual Art education alongside a Fashion Design technical degree. He has over 20 years of experience in the service industry, managing communities and creating content. David has also spent the past six years at Artfinder, a global art marketplace and B Corp with a mission to help artists make a living from their passion, where he worked as a Community Leader and later as Head of Artist Recruitment & Engagement. He now works freelance as an artist coach and event speaker.

Guest Speaker: Addi Aegisdottir
Addi is the Creative Director at Mall Galleries, home to the Federation of British Artists. As a visual arts charity founded in 1961, Mall Galleries is dedicated to empowering artists through a not-for-profit programme of exhibitions, events, prizes and awards with a strong focus on figurative art.

Serving on the senior leadership team, Addi works closely with the CEO, Chair, and Board of Trustees to provide artists with exceptional learning and engagement opportunities. With a specialisation in the culture and heritage sector, sales development, e-commerce, marketing, and brand development, Addi possesses a genuine passion for empowering artists at all stages of their careers. Over the past three years, Addi has successfully launched Mall Galleries Art Consultancy, a bespoke service catering to private and corporate clients seeking to commission and curate art by both emerging and established artists.

Addi has extensive knowledge of the primary and secondary art market, having built collections for high-profile national and international private collectors and institutions. Prior to working with Mall Galleries, Addi held positions with Everard Read, Africa’s oldest commercial art gallery representing over 60 contemporary artists from South Africa and Europe and the UK’s leading private Fine Art Dealers travelling extensively for clients and placements of artwork within leading art fairs, including Tefaf Maastricht, Frieze and The Armory Show.

We will explore:

• What motivates collectors when purchasing art
• How emotional, psychological and practical factors guide buyers
• The different types of collectors and how to engage each group effectively
• How artists can refine their sales conversations and presentations

This masterclass is exclusive to VAA Members.

• Premium Members: Free access to all masterclasses
• Standard Members: £12.49 per session

To join the Visual Artists Association, visit: https://visual-artists.org/join