An interesting initiative to support artists is discussed in this intriguing Artsy article.

One key quote: “If we can inspire more people to choose to buy a piece of original work by a living artist as opposed to a reproduction print, or [if] we can build their knowledge and confidence about what goes into the process of making an original, unique work, and why that’s important, and what the role of artists is in society, all these things are very much part of our marketing messages and core ambition for the scheme.”

Our role is to make people comfortable looking at, appreciating, discussing & owning art.