You might have seen a put up in your social media feed this summer time from an artist you realize, most likely one not represented by a gallery, asking so that you can vote for them to be named “The Individuals’s Artist”. Or maybe you noticed the video starring actor Johnny Depp, inviting artists to hitch the competitors for an opportunity to win $25,000, seem in Artforum journal, and have their work displayed by The Artwork of Elysium, a Los Angeles-based charity that gives artwork and design alternatives to folks in want. You might have even seen the net backlash towards the competition and Colossal, the corporate that runs it and different on-line competitions, with quite a lot of artists withdrawing their involvement. So what’s the story behind The Individuals’s Artist?
Colossal Administration was based in Arizona in 2022, however its enterprise mannequin first began in 2015. That was when its chief government Mary Hagen, then working at Jetset journal, helped run a contest to pick out a “Miss Jetset” cowl mannequin. By 2017, she was additionally concerned in a “Favourite Chef” contest and Jetset’s founder, Darrin Austin, quickly created a separate firm, Crow Vote, to run the competitions, which by 2021 included ”America’s Favourite Pet”, “The Best Baker” and “Mr & Ms Well being & Health”. Every marketing campaign encompasses a movie star spokesperson, a money prize for the winner and the promise of a profile-boosting journal function or different promotional alternative.
The format pits contestants towards one another primarily based on “votes” they obtain from the general public, via a number of rounds that whittle tens or tons of of 1000’s of contestants all the way down to fewer than 20 finalists. Supporters can place one free vote every day, by logging in utilizing their Fb accounts, and extra votes might be bought at $1 per vote, though votes reset to zero at first of every spherical. A proportion of the competition proceeds are donated to a serious charity, such because the James Beard Basis, the Nationwide Breast Most cancers Basis and the Andrew McDonough B+ Basis. Nevertheless, in contrast to conventional juried competitions, a contestant’s skills are solely assessed primarily based on the photographs and movies they put up on-line when asking for votes. Because the variety of contests has grown, so has scrutiny of them, with critics evaluating them to recognition contests or worse. In 2021, a category motion lawsuit filed in a California district courtroom by the members of the family of a contestant for “Favourite Chef” alleged the competition amounted to an unlawful lottery. The decide dismissed the case.
When Colossal was created in 2022, one key change was made. As a substitute of working as an ordinary enterprise, Colossal is registered as knowledgeable fundraiser, which permits it to obtain a lower of the donations for its efforts in organising and operating the campaigns. And as an alternative of giving on to the big-name charities which might be cited within the contests as the ultimate beneficiaries, Colossal works with two smaller non-profits that acquire the competitors proceeds and distribute a lump donation to the bigger charities as grants.
These smaller non-profits are the Pennsylvania-based DTCare, established in 2019 by Marco Gruelle, a businessman who runs a freight firm that has labored with the US Division of Protection, and the Arizona-based Motion Initiative Group (AIT), created in 2024 by Elmer and Andrew Brown, who’re father and son. Gruelle has not too long ago labored with Ukrainian authorities to offer help and weapons to the nation in its conflict with Russia, together with a controversial cargo of unclaimed firearms from Arizona in 2023. Andrew Brown was additionally listed as a director of DTCare for a number of years.
Earlier than it began working with Colossal, DTCare’s operations had been modest, based on its 990 tax filings, with its income and bills operating below $500,000. In 2022, the primary 12 months it began managing donations from Colossal’s campaigns, it took in over $18m via 4 competitions. The grants it issued to benefitting charities that 12 months totalled round $11m—round 60% of the proceeds—and DTCare paid Colossal greater than $5m. The next 12 months, it dealt with greater than $48m via ten competitions, and distributed greater than $27m to charities, or round 57%, paying Colossal almost $13m. In 2024, it pulled in additional than $129m via 12 competitions, sending greater than $67m to charities, or round 52%, and paying Colossal almost $46m. And whereas its 990 tax filings aren’t but obtainable for 2025, based on the California Lawyer Common’s workplace, which oversees charities {and professional} fundraisers working within the state, final 12 months DTCare had greater than $201m in income constituted of 17 competitions and despatched $107m to charities, or 53%. AIT’s tax filings aren’t but obtainable, however it has been concerned in a number of competitions already, together with The Individuals’s Artist, “Tremendous Mother” and “America’s Favourite Couple”.
The donations that charities obtain via Colossal competitions are substantial, though the general proportion going to non-profits has dropped over time whereas the variety of contests and income has risen. They’re nonetheless across the common discovered within the New York Lawyer Common’s 2025 Pennies for Charity report, which analyses the work {of professional} fundraisers. Excluding contributions made via donor suggested funds, that are run by main funding corporations like Morgan Stanley as a direct tax write-off for rich shoppers, 54% of the income made with the assistance {of professional} fundraisers final 12 months went to charities. When taking donor suggested funds under consideration, the typical proportion going to charities rises to 75%. “We do not have to offer 50%, however we do,” Hagen not too long ago advised CBS Information.
For The Artwork of Elysium, the cash raised via The Individuals’s Artist competitors may very well be transformational. By the top of its two-month run, greater than $6.8m was raised for the charity—which if the chances stay constant, means round $13m was donated via voting. Its half of the proceeds continues to be extra income than the charity has raised in a single 12 months for the previous decade, based on tax filings, and can simply erase the deficit it has operated below for the reason that 2020 pandemic.
“When Colossal got here to us with this chance, we felt it was too good to be true,” the charity’s founder Jennifer Howell wrote in an e-mail to The Artwork Newspaper. “It turned out, they had been a solution to our prayers.” She provides that she “can be honoured” to work with Colossal once more, and that via their aggressive mannequin, “they’re elevating extra money for non-profits than some other platform I’m conscious of”.
Artist Gregory Bedford, the winner of The Individuals’s Artist Picture courtesy Colossal
The winner of The Individuals’s Artist contest is Gregory Bedford, a mixed-media artist who additionally runs an auto-body store in Mountain View, California and has acted in theatre and movies. In response to the press launch saying his success, “each weekend for eight consecutive weeks, he created new movies and social media content material to interact supporters and construct group round his work”. In a single put up, Bedford urged his followers to donate $25 to maintain him in first place. His work is because of go on view at The Artwork of Elysium’s Salon area, on the eighth ground of the Talmadge Condo constructing in Los Angeles. In response to Artforum’s editors, Bedford’s look within the journal might be a paid commercial, “which doesn’t contain the editorial group in any method”. The commercial may additionally embody not less than one of many runners-up, the painter Helen Curran, who posted on social media that she was “being flown out to LA subsequent month to have fun and be featured in Artforum journal”.
Even with the adjustments to their construction, the controversy over these competitions lingers. Colossal has posted a number of movies explaining why its campaigns aren’t a rip-off and, maybe extra confusingly, not a “contest or raffle”. The corporate has additionally despatched a stop and desist letter to not less than one contestant who criticised its operations. When requested for remark, a spokesperson for Colossal shared a current report printed by CBS Information saying that “individuals who had considerations didn’t learn the principles (which is required to compete)”.
Gregory Bedford, Shaman Spirit Courtesy the artist
The truth that there isn’t a jury of consultants deciding the winner of The Individuals’s Artist, as with most artwork competitions, is a boon based on Colossal’s chief government, Mary Hagen. “One of many coolest issues about this competitors and the best way that Colossal operates is that our champions are chosen via public voting,” she says in a video posted on the competition’s Instagram web page, across the time the backlash began rising. “Meaning no stuffy judging panel, and nobody is subjectively deciding that somebody’s work is healthier than the others.”
Ultimately, as with every transaction involving cash, one of the best recommendation is a twist on the previous Latin adage: caveat donator. Or, because the New York Lawyer Common’s report warns: “Be cautious and do your homework to make sure that your donations are going the place you need. There aren’t solely scams, phishing, and different fraudulent practices but additionally charges taken by fundraising platforms could also be fully respectable however nonetheless take a part of your hard-earned donation.”
