The online art marketplace NALA is transforming how artists sell their work by directly connecting creators with buyers, eliminating traditional gallery gatekeepers and commissions.
Platform overview: NALA’s digital marketplace uses machine learning to match art buyers with artists, currently serving over 20,000 art enthusiasts and 8,500 artists.
- Artists can list their work directly on the platform and set their own prices, receiving 100% of their listed price
- Instead of taking commission from artists, NALA charges buyers an 11.5% fee on purchases
- The platform’s AI-powered system matches artwork with potential buyers based on style preferences and budget
- A new feature allows buyers to photograph artwork they like and find similar pieces from NALA’s database
Founder’s journey: MIT alumnus Benjamin Gulak ’22 developed NALA from his unique perspective as both an artist and technologist.
- Gulak first gained recognition at age 16 for inventing an electric one-wheeled motorcycle featured on “Shark Tank”
- After a decade running his motorcycle company, he returned to MIT to study computer science, economics, and data science
- His experience selling his own artwork through galleries revealed inefficiencies in the traditional art market
- Personal connections with artists in emerging markets like Cuba, Egypt, and Brazil inspired NALA’s inclusive approach
Market disruption: NALA challenges the traditional gallery system’s exclusivity and high commission structure.
- Traditional galleries often take 50% commission, while online platforms typically charge 30%
- NALA’s direct-to-artist model eliminates these intermediary costs
- The platform is open to all artists, removing selective curation barriers
- Artists receive immediate access to a global marketplace upon joining
Technical innovation: The platform leverages advanced technology to create personalized art discovery experiences.
- Artists complete a questionnaire about their style during onboarding
- Machine learning algorithms match artwork with potential buyers based on preferences and budget
- The image recognition feature helps connect museum visitors with affordable works in similar styles
- NALA handles all sales and shipping logistics
Looking ahead: The art market’s digital transformation: While NALA’s approach represents a significant shift in how art is bought and sold, its success will ultimately depend on maintaining a balance between democratizing access and ensuring quality control in an increasingly digital art marketplace.
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