wsj.com/amp/articles/how-christies-is-pitching-its-expansion-from-picassos-to-nfts-11637700438
How Christie’s Is Pitching Its Expansion From Picassos to NFTs Neda Whitney, Christie’s head of marketing for the Americas, talks about demystifying nonfungible tokens, showing up in the metaverse and reaching a younger bidder with a new definition of luxury

The Christie’s auction house may summon images of richly-priced art, wealthy buyers with small paddles and intense specialists taking bids at a phone bank.

But that’s been changing. This year, the company has sold $136 million in nonfungible tokens, or NFTs, vouchers of authenticity for digital assets that can be traded and tracked indefinitely with blockchain technology. In March, Christie’s made headlines when an NFT by the artist who goes by Beeple fetched $69.3 million at auction.

The...

The Christie’s auction house may summon images of richly-priced art, wealthy buyers with small paddles and intense specialists taking bids at a phone bank.

But that’s been changing. This year, the company has sold $136 million in nonfungible tokens, or NFTs, vouchers of authenticity for digital assets that can be traded and tracked indefinitely with blockchain technology. In March, Christie’s made headlines when an NFT by the artist who goes by Beeple fetched $69.3 million at auction.

The auction house’s customers are skewing younger, with millennials making up about a quarter of bidders this year, up from 20% in 2019, the company said.

More bidding migrated to the web during Covid-19, while sales of new products like NFTs are redefining the art industry and the way people think about luxury. So Christie’s, with a presence in London, New York and other cities around the world, is looking to update the way people see its brand.

That job falls to the company’s senior vice president and head of marketing for the Americas, Neda Whitney, who joined in January following a career at advertising and digital marketing agencies.

Ms. Whitney talked to The Wall...

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