Frieze Art Fair Takes Investment from Hollywood Agency to Expand Digital Presence

The Financial Times has the intriguing announcement that Ari Emmanuel’s WME-IMG has invested in Frieze. The size of the investment in the private company has not been disclosed:

Mr Slotover said the deal would see WME-IMG lend Frieze its expertise in “how digital can support live events” and in creating content.

“We will be able to create better value not only for our galleries but also for our sponsors and their broader business goals,” added Ms Sharp.

They also said the investment would give Frieze the firepower to “start realising innovations we have been developing over the last year” but refused to be drawn on the details. Ms Sharp said the art fair’s plans were “within the trajectory of what we have already done” but in a “future vernacular”.

Hollywood super-agent invests in London art world  (FT.com)