Matthew Slotover

And there was literally no funding the first year.

It was a website, it was a web page, it was an Instagram, that's it.

But it was organic and it was led by an artist.

Yeah, people are quite skeptical about the art world, aren't they?

Before they know it, they think it's a con, a fix.

Like, why is this worth so much money?

It's just subjective.

Why should I believe you?

People just want to pull the wool over people's eyes to make money.

Nothing could be...

The more you get to know people in the art world, the more you realize even the top dealers, they actually just really love art, and they probably could have done something else that could have made more money, but they love it, and they want to support artists, and they want to put on great shows.

That's basically it.

Everyone's in it.

The art world's very broad, I suppose, and there are pockets of areas that I wouldn't trust.

But that's what Freeze was trying to do, I suppose, with...

You know, free stands behind every gallery that's in the fair.

There's a very rigorous selection procedure.

It takes three days and an international group of changing galleries that chooses all of the galleries and the different committees for each fair.

And, you know, they really look at every single proposal and every and no gallery has the right to be in every year.

Everyone has to apply from scratch every year.