Online art competition raises millions for charity—and many questions
“The People’s Artist”, an online competition with Johnny Depp as its spokesperson, pulled in thousands of entrants with promises of an exhibition and magazine coverage
The People's Artist is an online art competition that has raised millions for charity. Founded in 2022, Colossal Management, which runs the competition, was initially created in 2015 by Mary Hagen, who worked at Jetset magazine. The competition model started with "Miss Jetset" and "Favorite Chef" contests, expanding to include various categories such as "America's Favorite Pet" and "Mr & Ms Health & Fitness".
Each campaign features a celebrity spokesperson, a cash prize for the winner, and a profile-boosting magazine feature or promotional opportunity. Supporters can vote daily through Facebook, with additional votes purchasable at $1 per vote. A percentage of the proceeds is donated to a major charity, and the remainder is distributed by two smaller non-profits, DTCare and Action Initiative Team (AIT).
While Colossal's business model has faced criticism, with comparisons to popularity contests, the organization maintains that it is registered as a professional fundraiser, allowing it to receive a cut of the donations. Last year, DTCare sent $107 million to charities through Colossal's competitions, with The Art of Elysium benefitting from a substantial portion of the funds raised.
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