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Innovation & Startups

Easily choose art with Easely

Pandora picks music, OkCupid gives okay dating suggestions and now, Pittsburgh-based start-up Easely will predict which art you will like.

The art vending website was devised after co-founder and CEO Ashwin Muthiah saw how difficult it was for his girlfriend to make ends meet as an artist. He decided to use his computer science background to attack the problem, and came up with a business that will launch this month. Easely uses visual and textual questionnaires to determine which artworks to send to which users in a process that is part data, part psychology and part gut instinct, according to Muthiah.

Users must tell Easely how much space they have to devote to a work of art and can also let the website know which color palate they prefer. Like the popular glasses website Warby Parker, Easely then lets users try until they buy, mailing ready to hang artwork to your door. "If you don't like what we send you, we’ll go back to the drawing board, literally" Muthiah says.

His goal is to "reinvigorate the social prominence of art" and make it as easy to purchase as other media, which can be obtained by the click of a button.

"A lot of people out there who love art don’t know how to get it or have tons of money to get it," Muthiah says, offering up his site as a solution to the problem.

The art available on Easely is nowhere near as expensive as art purchased through most galleries, giving it a broader appeal. It's Muthiah's hope that by making art accessible, new artists will be able to support themselves and find a market for their work. The website accepts submissions from artists and uses a team of curators to asses the work accepted into its collection. Artists earn 25 percent commission if the work sells.

"I see a lot of young artists turned away from art based upon the market," Muthiah says, explaining why he pays above average comission to artists, "we want to get everyone reengaged with artwork."
 
Fun Fact: Muthiah came to Pittsburgh from Atlanta to join AlphaLab, our friendly neighborhood startup accelerator. He says he will be hiring a software engineer and a business development person soon.
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