How do you sell videos? How do you set the price? A practical guide to surviving the video art market — by Iole Pellion di Persano
30/09/2026
In a two-hour online masterclass, Iole Pellion di Persano offers a practical and critical look at the dynamics governing the video art market, from production to sales.
The workshop is aimed at artists wishing to explore video practice, collectors interested in including video works in their collections but who still harbor doubts or uncertainties, and anyone curious to learn more about this medium and its conventions within the contemporary art world. It is an opportunity to navigate a growing market—one that remains relatively unexplored yet is full of potential.
Activities
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Program:
• pricing criteria
• editions and unique pieces
• the artwork: file delivery, certificates of authenticity, contracts, preservation documentation, and installation
• sales and acquisition methods (involving artists, galleries, collectors, and institutions)
• forms of video art collecting—both private and institutional—and the relationship with buyers
Infos and costs:
Format: online
Hours: 7 - 9 pm
Cost: 30€
Language: italian
Iole Pellion di Persano
Iole Pellion di Persano (Turin, 1991) is a collector and curator. In 2016, she founded Recontemporary, initially a cultural project featuring video interviews that evolved into a cultural association in 2018. In 2024, Recontemporary transformed into the Recontemporary ETS Foundation, of which she is the Founder and President. Based in the center of Turin since 2019, the Foundation is dedicated to promoting contemporary art through the medium of video. Raised in a family of gallerists, she studied Design and Visual Communication at the Polytechnic University of Turin before continuing her education at the Sotheby's Institute of Art in New York. As a curator, she has organized exhibitions in Italy and abroad, collaborating with organizations such as the Loop Festival and the Italian Cultural Institute in Madrid. In 2019, she served as the Turin Specialist for Cur/agenda NY. She works as a consultant and art advisor for private collections and an art fund, and since 2024, she has collaborated as an advisor for the Loop Festival. Since 2019, she has been a partner at the Giorgio Persano Gallery, where she oversees the department dedicated to art fairs and international relations. A proponent of female entrepreneurship, she co-founded The Rown in 2021, a club dedicated to art, literature, fashion, and design. In recent years, she has also hosted and curated numerous panels and talks, including sessions for REBOOT at Phillips in London (UK), CINEMA FLUX, a lecture at Ca’ Foscari University of Venice, the Investec Art Fair in Cape Town (South Africa), PARTICOLARE in Vienna (Austria), and a masterclass for THESOCIAL.
