“I was thrilled and scared to make this collection. Somewhere around the eighteenth clock my fear about not being able to create 100 unique designs dissipated. Being challenged to make such a large collection has pushed me to be more innovative creatively as well as technically. I know that this will continue to positively impact my work for years to come,” says Vermont artist Paula McCullough.

“I had been looking for an emerging artist up to the challenge of creating an edition of 100 original pieces of functional art in an unusual medium,” says Tod Backe of ArtSocket.com. After watching artists go through the frustration of marketing their work through galleries, Tod was inspired to create a new online format for selling small, innovative contemporary art.

Paula had been looking for an internet-based gallery that would feature her art in a completely new way.

”The way that online galleries operate is overwhelming, there are too many artists on one site showing hundreds of works collectively and not enough information about who they are and what you’re looking at,” says Paula. "ArtSocket differs from anything I have ever seen. I like that it focuses on one artist and one edition.”

The site only features artists open to being challenged to create innovative work. Tod says he’s willing to live with the same expectations from artists.

“I also want ArtSocket to be challenged by artists to evolve into the best environment possible to show this kind of art. Some of the current design and functionality of the website came out of dialog with Paula. She educated and pushed me to make it better by creating more original content and interactivity. There is a forum set up so that people can discuss the artwork and ask the artist questions. I interview each artist, post photos of the artist’s workspace, include long item descriptions, and number of close-up photos for each item.”

“This is the most complete way of presenting art for sale that I have found. I can’t imagine having more freedom as an artist in a structured selling environment,” says Paula.

The first 25 of 100 unique wall clocks made of reclaimed cast steel are currently featured on the site.

“I’m thrilled with Paula’s progress on the edition - it’s a tour de force of design exploration,” enthuses Tod.


####