Beyond the Blue Chip: Frieze NY 2025 Confirms Emerging Artists Are Shifting the Market

The Art Market in 2025: A Shift Toward Emerging Artists

The 2025 art world is undergoing a major shift. Look at Frieze New York 2025 for example. More specifically, emerging artists are stepping into the spotlight. Across the board, everyone’s talking about a slowdown. The numbers show it. Major arthouses confirm it. Public auction sales echo it.

However, that narrative mainly applies to the traditional market—where established names once held sway. In contrast, the current momentum favors younger, fresher talent. Notably, Frieze New York 2025 confirmed this shift, spotlighting a new generation of creative voices poised to reshape the industry.

Eirini Meze. Installation view of Tina Kim Gallery’s booth at Frieze New York, 2025. Photo by Casey Kelbaugh. Courtesy of Frieze and CKA.

Are We Forecasting a Slowdown Too Soon?

While many warn of a gloomy market, that concern may be premature. Despite surface-level declines, deeper indicators tell another story. Although the total art market value dipped last year, transactions rose by 3%, reaching 40.5 million in 2024.

This growth reveals a thriving segment in lower-priced, more accessible works—territory where many emerging artists operate. Dealers and auction houses alike saw increased activity in these areas, even as price records and top-tier sales declined. In short, the entry-level and mid-tier markets continue to gain momentum, signaling an evolving landscape rather than a collapsing one.

Mendes Wood DM, Frieze New York 2025. Photo: Casey Kelbaugh.

Mega Galleries Turn to New Talent

With blue-chip galleries and mega dealers seeing slower sales, many are shifting strategies. In response to the current climate, they’re pivoting to spotlight emerging artists. These younger voices help reignite interest, draw new audiences, and drive revenue.

A case in point is Gagosian’s Picasso: Tête-à-tête, which opened on April 18. The show reflected a return to his early passion for education and cultural relevance over commercial gain. Furthermore, the exhibition marked the end of a 30-year chapter at his Madison Avenue space, which will close soon in 2025.

Artwork © 2025 Estate of Pablo Picasso/ Artists Rights Society (ARS), New York. Photo: Owen Conway.

Gagosian’s Strategic Moves Signal Market Evolution

Gagosian continues to shape art world dynamics. At Frieze NY 2025, he surprised visitors with a solo booth of Jeff Koons’ Hulk Elvis series. It became a central attraction, drawing top collectors and fans. His strategy—controlling every layer from artists to exhibitions, sales to perception—keeps him leading the market. As the industry shifts toward emerging artists, Gagosian shows he’s still ahead of the curve.

Gagosian’s booth at Frieze New York 2025, featuring sculpture by Jeff Koons. Artwork © Jeff Koons. Incredible Hulk™ and © Marvel. All rights reserved. Photos: Maris Hutchinson.

Emerging Artists Steal the Spotlight at Frieze New York 2025

New voices are reshaping the art market. Top galleries across major cities are increasingly exhibiting emerging artists, many exploring new mediums—oil, acrylic, ink, photography. This evolution reflects collectors' changing interests. At Frieze New York 2025, the presence and power of non-Western and younger artists confirmed their central role in today’s art landscape.

Jadé Fadojutimi. DWELVE: A Goosebump in Memory.November 7–December 21, 2024. Gagosian West 21st Street, New York. Artwork © 2025 Jadé Fadojutimi. Photo: Owen Conway.

The Rise of Non-Western Art and Diverse Mediums

Collectors are shifting priorities. High net worth individuals now allocate 52% of their art budgets to fresh talent, up from 44% in prior years. In 2024, non-Western art made up 20% of global auction sales—double a decade ago. Frieze NY 2025 showcased 67 booths from 25 countries. Thus, it reinforces a shared message: the future belongs to bold, global, emerging artists.

High Net Worth Collectors Back the Next Generation

Several standout emerging artists at Frieze New York 2025 caught the attention of serious collectors. Arturo Kameya (GRIMM – Amsterdam, London, NYC), originally from Peru, creates installations that merge cultural and historical narratives. Using acrylic, plaster, film, and printmaking, he unpacks myth, memory, and modern urban tensions.

Arturo Kameya, Cien Pies, 2024, acrylic and clay powder on wood panel, bricks, wooden platform, speaker, resin and electronics, 120 × 250 × 55 cm. Courtesy: the artist and GRIMM Amsterdam, London and New York; photograph: Saul Granados.

Artists to Watch from Frieze New York 2025

Among the standout talents at Frieze New York 2025, Tuan Andrew Nguyen (James Cohan) presented Transforming War Into Healing. Born in Vietnam, Nguyen repurposes artillery shells and fragments of unexploded ordnance. Thus, he turns remnants of war into spiritual sculptures. Through this process, he explores themes of memory, violence, and redemption—narratives that resonate deeply within the broader movement of emerging artists today.

Equally compelling, Stefania Batoeva—represented by Champ Lacombe and Company Gallery (Biarritz). She captured attention with her distinctive vision and raw energy. Her presence at Frieze New York 2025 highlighted the fair’s commitment to promoting experimental voices and spotlighting fresh talent across borders.

Tuan Andrew Nguyen: Transforming War Into Healing at James Cohan. Scars, 2025. Pounded brass from artillery shells, enamel paint, patina, acrylic, plywood, metal bracket.

A New Era for Frieze: Acquisition and Expansion

Looking ahead, Frieze’s next chapter signals a bold evolution in the global art ecosystem. A venture led by Ari Emmanuel is set to acquire the company, which includes its flagship fairs. Which are in London, Los Angeles, and Seoul, as well as The Armory Show in New York, EXPO Chicago, and Frieze magazine.

Valued at $200 million, the deal marks a strategic move to boost creativity, expand international influence, and drive long-term growth. According to CEO Simon Fox, this transition aligns perfectly with the industry's shifting dynamics. Additionally, it highlights the rising influence of emerging artists. He believes the acquisition will help Frieze stay ahead of trends and nurture innovation. Consequently, the goal is to create a more inclusive, forward-thinking art world.

Stefania Batoeva, It's love, 2024, Champ Lacombe and Company Gallery, Biarritz, France. Photo by Jamie Lubetkin.

The Future of Art Is Emerging

A new paradigm is here—and without question, Frieze NY 2025 made it undeniable. As a result, collectors, galleries, and institutions are actively pivoting their focus. In turn, emerging artists are no longer just the future but they’re firmly the now. With every show, sale, and spotlight, it’s clear the art world is embracing a bold, generational shift.

Exterior view of The Shed, 2025. Photo by Casey Kelbaugh. Courtesy of Frieze and CKA.