CASE STUDY: The Power of Going “All In” - Abotz x HELCH Collaboration
HELCH’s first solo show “No Half Measures” at BSMT Gallery was always set to draw attention. The gallery was buzzing, the audience was excited, and HELCH’s work stood out.
But one piece became the talk of the exhibition: the collaboration between Abotz and HELCH.
Not by chance and definitely not by luck, Abotz made it happen, because he puts everything into anything with his name on it.
As someone who works with artists on PR, marketing strategy, and creative visibility, I want to break down why this collaboration became a perfect case study for artists.
The Artwork Was bloody Strong … The Marketing Was Stronger
The collaborative original combined both artists’ styles beautifully, but the results of the release went far beyond the canvas:
The original artwork sold for over a five-figure sum
The 15-layer screen print edition (70 + 10 APs) sold out within minutes
The collaboration became the most discussed piece of the exhibition
And here’s the key: this success was driven by Abotz’s marketing strategy, he didn’t leave the hype to chance, he owned it by hiring a professional videographer to produce cinematic social media content, which resulted in an orchestrated release campaign. See the campaign here.
Abotz’s approach highlights an essential truth for artists today:
Talent alone isn’t enough. You must also know how to tell your story, build momentum, and market your work.
It’s not about overshadowing the gallery or fellow artists. It’s about amplifying impact, HELCH delivered a remarkable solo exhibition, BSMT provided the space. But the momentum, visibility, and sell-out frenzy around the collaboration? That was Abotz in action.
Key Lessons for Artists
Things you should take away, as an artist from the Abotz x HELCH collaboration:
Go all in: Treat marketing with the same intensity as the artwork itself.
Own your narrative: Control how your work is presented and shared.
Use social media strategically: Content is the multiplier of reach.
Create anticipation: Build excitement before and during the release.
Collaborate thoughtfully: Partnerships can amplify impact when paired with strategy.
Artists today need more than skill, they need strategy, storytelling, and marketing intelligence. Abotz demonstrated how an artist can combine craft with business acumen to create a cultural moment, sell out editions, and generate buzz that extends far beyond the gallery walls.
This isn’t just a lesson in marketing. It’s a lesson in taking ownership of your work and your career.
Planning your visit
Location: BSMT Gallery, 529 Kingsland Rd, London E8 4AR
Opening Hours: Open Tuesday - Sunday, 10am-5pm
Exhibition dates: 4th December - 18th January 2026
Admission: Free
Website: https://www.bsmt.co.uk/
Enjoy!