Cultivating a Community for Master Drawings


Master Drawings is an annual event that brings international art dealers to the upper east side of New York City to exhibit an array of drawings, paintings, photographs, and sculptures from the 14th to the 21st centuries. For more than five years, Sharp was engaged to promote the event to collectors and enthusiasts, building interest and attendance both in-person and virtually.

Our Solution

To capture and engage the passionate collectors of Master drawings while also bringing new audiences into the fold, Sharp began our efforts with the art world’s digital meeting place: Instagram. We developed a content and community building strategy that focused on highlighting the stories behind MDNY exhibitors and their material, bringing the energy of the multi-location event into the digital sphere, and building connections between exhibitors, partners, participants and enthusiasts.
The work included content planning, community management, paid social strategy, and more. Our highly targeted paid efforts grew the channel exponentially, and helped cultivate a younger art enthusiast interest in the event.
On-site, Sharp produced live coverage from the event, capturing content across each of the participating galleries and partnership events, bringing followers who weren’t able to attend into the action.
The Sharp team conducted strategic media relations, securing preview coverage as well as a host of high profile features in publications including Financial Times, The New York Times, Hyperallergic, Art & Object, ArtNet and more.

The REsults

The event has grown significantly year over year introducing new, high caliber exhibitors and partners and generating important sales for the dealers. Some key stats from our most recent engagement are below.
Digital Impressions
Avg. Engagement Rate
Follower Growth
Press Placements