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The Business of Content

May 28, 2020

Jono Dry is the type of artist whose work is sold in European galleries by art dealers. He only finishes a few pieces a year, and most of his purchased pieces likely reside in the private collections of rich people, closed off from the public.

But that hasn’t stopped millions of people from viewing his work. That’s because Jono films himself drawing each piece and uploads gorgeous time-lapse videos to platforms like Facebook, Instagram, and YouTube. On YouTube alone these videos have generated over 8 million views, and his success on social media has transformed him into a world-famous artist.

I recently interviewed Jono about how he built his following and in what ways he’s been able to leverage that following to advance his career.