.ART

As the structures surrounding cultural production evolve, many curators and artists continue to navigate a professional landscape shaped by outdated mechanisms and limited access.  Grounded in over a decade of industry experience, FOLLOW.ART proposes a shift in how the art world operates.

Having supported over 500 art fairs and thousands of practitioners, the team behind FOLLOW.ART observed a widening disconnect between the way art is circulated and how its producers are seen, supported, and connected. Veronika Gorbacova, the Head of the Curatorial Department comments:

“People say the art world is tough, but maybe it’s just stuck. Competition has been baked into the system for decades. We’re here to remind everyone that collaboration isn’t naive, it’s necessary. When curators share contacts and insights, or artists co-curate shows, we all move forward.”

FOLLOW.ART is a purpose-built infrastructure for curators and artists designed to support connections and professional visibility without algorithms or competitive ranking. Unlike marketplaces and social networks it offers a focused environment grounded in collaboration. At its core is NEXUS: a network and toolset tailored for curators and artists working across diverse geographies, media, and career stages.

As the CEO of FOLLOW.ART Bruno Mellis puts it:

“People are lost in the crowd. And lost people don’t get much done. FOLLOW.ART is like a central station. No matter what paths you take and how you spread your presence, here is the place where all your activity can come together. You don’t need to be everywhere anymore – you can be wherever you want, and still be at the center of the network, strongly connected to others. This is where we can build bridges, relationships, and events.”

The Nexus Card is the foundation of FOLLOW.ART, a digital identity format that captures a clear, professional snapshot of an artist’s or curator’s practice. It brings together key information, from bio and portfolio to links and publications, in one structured, shareable profile. Designed to live in a digital wallet and evolve alongside a creative’s work, the Card replaces the scattered online presence many cultural professionals rely on today. Artists can showcase selected works; curators can highlight their focus, methodology, and collaborations, all in one place.

As Evelina, the Head of Digital Development, explains: “The Nexus Card is really the heart of FOLLOW.ART. We wanted something simple and solid for curators and artists to show who they are and what they do, and we’re still building on it. The core version will remain free, but for those who want more, there’s a Pro option with extended portfolios, e-commerce links, and a ‘Support My Practice’ feature that allows anyone to contribute to an artist’s or curator’s practice, making micro-patronage feel normal and accessible.” 

And just recently, the FOLLOW.ART team reached its next milestone: the launch of the Connectory, a filterable directory and networking space for its users. Unlike social media platforms or art marketplaces, Connectory does not operate on advertising or algorithmic filtering. Instead, it offers a peer-oriented discovery system intended to surface practices that might otherwise remain on the periphery.

“The Connectory is what makes sure your Nexus Card doesn’t just sit in a vacuum. It helps the right people find you, not because you played the algorithm game or spent hours scrolling, but because they can actually filter by what matters,” says Veronika, the Head of the Curatorial Department.

Whether you’re a curator researching artists engaged with climate-related themes, or an artist exploring opportunities in a new location, Connectory provides structured search tools that allow filtering by topic, medium, location, and other criteria. And to go beyond search, the Community Board offers a forum-like space to share opportunities, ask for advice, exchange knowledge, and connect around shared interests.

“We believe real innovation comes from reflection, from slowing down and asking what really matters. And in art, it’s the people, the conversations, the energy in the room. Whether you’re meeting a peer through Connectory or sending your Nexus Card at an event, what matters is where it takes you: an idea, a project, or just a really great beer with someone new,” says Evelina. 

FOLLOW.ART’s priorities go beyond design and functionality. The team is committed to addressing systemic imbalances, such as the exclusion of curators from digital ecosystems and the instability artists face when working outside traditional market structures. It steps back from the constant noise and offers a quieter, more intentional way forward.

As its name suggests, FOLLOW.ART is not a brand, but a proposition: to remain engaged, even when institutional systems fall short. To maintain visibility on one’s own terms. And to build a career in the arts not by conforming to existing structures, but by actively reshaping them. 

As Veronika puts it: “For us, the .ART domain isn’t just an address, it’s part of the message. It signals that this platform is built by creatives, for their own community. It places FOLLOW.ART within a global movement of curators and artists who value collaboration over competition and are ready to shape an art world that works for them.”