We're talking about the creative economy, an interconnected ecosystem of art, design, content, platforms, digital media, and cultural production.
These are assets include anything outside the classic trio of shares, bonds, and cash. That means:
What makes them appealing? They behave differently to traditional markets. These assets often have different risk/return behaviours, different liquidity, and different costs (storage, insurance, auctions, etc.).
And in many cases, they’re less correlated with things like market cycles, interest rates or inflation. Most importantly, they also have the potential to help diversify your portfolio.
Short answer: Sometimes, yes.
Over the last two decades, quality art has delivered returns in the 6–10% annual range, according to MoMAA’s 10-Year Performance Analysis. During major market crashes (like in 2008 or 2020), blue-chip artworks often held value more steadily than equities.
That said, it’s not a shortcut to easy money. Art investing has some unique challenges:
But for those willing to learn (or partner with experts), it offers something rare: the chance to build wealth and cultural legacy.
And while owning a Picasso might not be on the cards (yet), you can gain exposure to this world via publicly traded shares. If you want a more liquid, accessible way to invest in culture, look no further than the stock market.
If you want exposure to the global digital creative economy, the US is the deepest pool:
Adobe (ADBE) — From Photoshop to Premiere Pro, Adobe tools power millions of creative professionals.
Alphabet (GOOGL) — Parent of YouTube, one of the largest creator monetisation engines in the world.
Meta Platforms (META) — Instagram and Facebook are both central to how creators build audiences, sell merch, and run campaigns.
Pinterest (PINS) — A discovery platform for design trends, visual culture, and inspiration — heavily used by designers and artists.
Shutterstock / Getty Images (SHUT / GETY) — Licensing platforms for photographers, designers and brands. A direct play on content creation and distribution.
EasyFX is just one of the many ways we’re making investing more accessible, affordable, and easy. Whether you’re diversifying your portfolio with US stocks that support the creative economy or exploring different markets, EasyFX has your back, it's faster, cheaper, and smarter.
For those who want to own the culture and not just invest in it, you’ll want to explore private alternatives. That’s where Strauss & Co comes in.
Strauss & Co offers access to art, wine, jewellery & design not just as objects of admiration, but as assets with history, meaning and possibly value over time.
Investing in culture is a strategic way to diversify, back creators, and align your portfolio with the world you actually want to live in.
Whether you’re buying shares in the platforms that power creativity, or starting your own collection with Strauss & Co, there’s never been a better time to explore art, design, and all things beautifully human.
Disclaimer:
Past performance does not guarantee future results. Different types of investments involve varying risks, including illiquidity, volatility, and high transaction costs. Take time to do your own research on your investments in order to make informed decisions.
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