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Gertrude was founded in 2012 as a way to bring together artists and art enthusiasts in a series of intimate salons and events to learn, consider, and collect. Their goal has been to “redefine the art salon for the 21st-century.” And along with that mission, is taking note of ways artists are using 21st-century tools to create and share, like Instagram. “Over the past three years, we have been using Instagram extensively, posting several times every day, to source and document contemporary creation at its best,” said Gertrude co-founder, Kenneth Schlenker.
What he and his team have found has now been collected into a book entitled, Regram, available for pre-order through its Kickstarter campaign. “We want to give people an introduction to some of the most exciting contemporary art we’ve seen, and make this a beautiful object to own and share with friends,” said Schlenker. Regram consists of a selection of Instagram images from 30 of the world’s best emerging artists, along with profiles and hashtags. The book caters to young collectors, and Gertrude hopes it will be a starting point to discovering new artists in an environment outside of museums and galleries.