Art as Life Force: Elizabeth Markevitch’s Mission to Transform Art from Luxury to Global Necessity

Elizabeth Markevitch is a trailblazer in the art world and the visionary founder of ikonoTV, the world’s first streaming platform exclusively dedicated to visual arts. With a career that began in the 1980s, Elizabeth has made significant contributions to the global art landscape, from establishing the Art Advisory Department at J. Henry Schröder Bank to serving as a Senior Manager in the painting department at Sotheby’s. In 1998, she co-founded eyestorm.com, one of the earliest online art galleries, demonstrating her enduring commitment to making art accessible to all.

An engaging TEDx speaker, artivist, and active member of Catalyst2030 and ECCA:earth, Elizabeth advocates for embedding art into daily life and leveraging its transformative power for social good. Through ikonoTV, she introduces art into unexpected places, such as hospital waiting rooms, encouraging peace and mindfulness through Slow Art. Deeply committed to sustainability, Elizabeth champions art as a means to inspire action on environmental issues, contributing to the United Nations’ Sustainable Development Goals (SDGs) and fostering a more empathetic, connected global community.

Art is not a luxury but a necessity

At the heart of Markevitch’s mission lies a powerful conviction: art isn’t a luxury—it’s a necessity that belongs at the centre of society, much like during the Renaissance when artists like da Vinci were both creators and innovators. ‘Art has been mistakenly relegated to the category of “nice to have,” restricted to those who can afford it or understand it,’ Markevitch explains. ‘But this wasn’t always the case. In Renaissance times, art was free in churches, combining beauty with scientific discovery and social commentary.

The Genesis of ikonoTV: A Revolution in Art Accessibility

Elizabeth Markevitch’s journey to creating ikonoTV, the world’s first streaming platform dedicated solely to the visual arts, began with a simple yet profound question: “Why is art not as popular as music?” This query, which has driven her work for over 25 years, led to a revolutionary approach to art distribution and appreciation.

Markevitch’s experience at Sotheby’s as an Impressionist & Modern Senior Manager sparked her desire to open up the often exclusive world of art to a broader audience. She recognized that while music had successfully leveraged technology to reach millions, the art world remained relatively isolated. “Music did from day one, as soon as radio was invented, dive into it distributed the maximum of music to a maximum of people,” Markevitch explains. This observation became the cornerstone of her vision for ikonoTV.

Unlike traditional art distribution models that focus on selling individual works to individual buyers, ikonoTV aims to emulate the music industry’s broad reach. Markevitch created first a linear TV channel, broadcasted via satellite across Europe and the Arab world for almost a decade, allowing people to discover art through channel surfing – much like stumbling upon a new song on the radio.

This innovative approach has since evolved into a full-fledged streaming platform in 2015, offering a user experience similar to popular music and video streaming services. By focusing on the visual experience and minimizing textual interference, ikonoTV encourages viewers to engage directly with the art, fostering a more intuitive and emotional connection.

Bridging Art and Technology: The Future of Art Appreciation

As someone who has transitioned from traditional art institutions to pioneering digital platforms, Markevitch sees technology as a crucial tool for democratizing art appreciation.

ikonoTV’s evolution from a satellite TV channel to a streaming platform reflects the broader shift in media consumption. By adapting to these changes, Markevitch demonstrates her belief that technology can make art more accessible and engaging to a wider audience. The platform’s design, which mimics familiar streaming interfaces such as Netflix, shows an understanding of the importance of user experience in encouraging art engagement.

Moreover, ikonoTV’s approach to presenting art at the beginning focused on visual storytelling without verbal commentary – leveraging technology to create a unique, immersive experience. This method allows viewers to form their interpretations and emotional connections with the artworks, potentially fostering a deeper appreciation for art. 

Looking ahead, we can infer that Markevitch sees potential in emerging technologies to further enhance art appreciation.

The Healing Power of Slow Art: Fostering Well-Being in Unexpected Places

One of the most compelling aspects of ikonoTV’s work, led by Markevitch, is its application of Slow Art in healthcare settings, particularly hospital waiting rooms. This initiative highlights how art can tangibly impact mental health and well-being in everyday environments. When anxious or stressed individuals watch ikonoTV’s calming films, cortisol levels can drop by at least 60%, placing viewers in a relaxed, serene state. This calming effect prepares them for potentially stressful medical appointments, and healthcare staff have also expressed appreciation for the soothing presence of Slow Art.

“We can put people in a state of calmness and serenity,” Markevitch explains, “helping them meet with their doctor and face what they may hear, whether good or bad, with a more relaxed mindset.” This unique application of art in healthcare demonstrates that art’s value extends beyond aesthetic enjoyment, playing a pivotal role in holistic well-being.

Markevitch’s approach aligns with the broader Slow Art movement, which encourages deeper engagement with art by taking time to observe and interpret. She notes that people often spend only seconds looking at a piece, largely due to a lack of engagement skills. ikonoTV’s videos address this by encouraging viewers to immerse themselves in each piece, observing details and forming personal interpretations. These videos feature visual storytelling without commentary or text, making art accessible to a diverse audience and honouring art as a universal language.

In a fast-paced world, ikonoTV’s Slow Art approach offers a counterbalance to quick media consumption. By inviting viewers to slow down, reflect, and connect more meaningfully with visual content, this approach enhances mindfulness and contributes to mental well-being, while fostering a more inclusive and enriching art experience.

Art as a Catalyst for Environmental Sustainability and Awareness

Markevitch’s work with ikonoTV exemplifies how art can drive environmental sustainability by fostering awareness and inspiring action. Her dedication to ecology is evident in initiatives like *Art Speaks Out*, launched during COP21 in Paris in 2015. This program encourages artists, especially in video, to create impactful works that address the climate crisis, with over a million viewers engaging with the initiative. By presenting environmental issues in creative and emotionally resonant ways, *Art Speaks Out* demonstrates the potential of art to deepen public engagement with climate concerns.

Markevitch believes that artists play a critical role in shifting the narrative around climate change. She argues that traditional storytelling from scientists and activists, while essential, often lacks the emotional resonance needed to inspire change. “We need to bring sensibility into the stories,” Markevitch explains. “If you don’t touch someone’s emotions, they won’t act.” This perspective positions art as an essential component in global sustainability efforts, engaging people on a deeper, more personal level.

In her broader work with Catalyst2030, ECCA: earth, and as co-founder of ArtSI.art, Markevitch is committed to uniting art and environmental advocacy. Through these platforms, she provides artists with opportunities to address ecological issues in ways that resonate with viewers, building a more emotionally engaged, action-oriented response to environmental challenges. By harnessing the power of art to evoke empathy and awareness, Markevitch’s work amplifies the role of art as a powerful driver of sustainability.

The Evolving Art World: From Traditional Galleries to Digital Platforms

Markevitch’s career trajectory offers insights into significant shifts in the art world since the 1980s. Her journey from working at traditional institutions like Sotheby’s to co-founding eyestorm.com, the first ever only art platform before any museums or galleries, and creating digital platforms like ikonoTV reflects broader changes in how art is distributed and consumed.

Markevitch’s work highlights a move towards greater accessibility in the art world. Where once art appreciation was largely confined to galleries and museums, digital platforms now bring art directly into people’s homes. This shift has the potential to democratize art appreciation, making it available to a much wider audience.

The evolution of ikonoTV itself – from a satellite TV channel to a streaming platform – mirrors the broader digital transformation in media consumption. This adaptation suggests a art world that is increasingly embracing technology to reach new audiences and create new forms of engagement.

Challenges and Solutions in Expanding Art Access


Markevitch has faced expanding access to art, her work with ikonoTV provides insights into her approach to this issue. The platform addresses the challenge of art accessibility by bringing art directly to people, the web and SmartTV screens, making the experience of discovering art more casual and approachable.

Markevitch’s comparison of ikonoTV to radio is particularly illuminating. By allowing people to “zap” or channel surf and discover art unexpectedly, ikonoTV removes some of the intimidation factors that can be associated with traditional art viewing experiences.

Advice for Aspiring “Artivists”

As a self-described “artivist” and TEDx speaker, Markevitch offers valuable insights for artists and art professionals who want to use their work for social good. Her primary advice centres on the power of emotional engagement.

Markevitch encourages artists to use their freedom of speech to address important issues and to help interpret current events in new ways. She believes that art’s power lies in its ability to touch people’s emotions, which she sees as key to inspiring action.

“An artist cannot be a true artist if you impose them a framework,” Markevitch states, emphasizing the importance of artistic freedom in creating impactful work. She sees artists as having a unique ability to present alternative viewpoints and challenge established narratives, particularly on issues like climate change.

Future Aspirations: ikonoTV and Beyond

Looking to the future, Markevitch has ambitious plans for ikonoTV and her broader work at the intersection of art, technology, and social impact. One exciting project on the horizon is the introduction of ikonoSHORTS, a 60-second daily news segments that explain current climate issues through the lens of creative thinking. This innovative approach aims to provide a unique perspective on global events, potentially fostering greater understanding and empathy.

More broadly, Markevitch aims to continue using art as a tool for addressing global challenges, particularly environmental issues. The success of initiatives like “Art Speaks Out” has demonstrated the potential for art to engage people with complex social and environmental issues in meaningful ways.

As ikonoTV continues to evolve, Markevitch’s vision of art as a catalyst for social change and environmental awareness remains at its core. By leveraging technology to make art more accessible and using it as a tool for addressing global challenges, Markevitch is pioneering a new approach to art appreciation that is both innovative and deeply purposeful.

In conclusion, Elizabeth Markevitch’s work with ikonoTV represents a bold reimagining of art’s role in society. Through ikonoTV’s democratic approach to art broadcasting, the therapeutic benefits of Slow Art, and initiatives like ‘Art Speaks Out’ and ikonoSHORTS, she’s working to restore art to its rightful place—not as a luxury for the few, but as a vital force for wellbeing, understanding, and change. Where scientists’ data often fails to move people to action on climate change, art’s emotional power and creative metaphors can bridge the gap between knowledge and action. By leveraging technology to create new forms of engagement and making art more accessible, Markevitch is helping to shape a future where art plays a central role in fostering a more connected, sustainable, and emotionally engaged world—one where art is not just a nice thing to have, but an essential part of our daily life.