About the project

This is a virtual gallery space, randomly displaying an image from the instagram account pfs.gallery, offering it for sale. The price for the image is generated by an algorithm, based on the numbers of followers and the follows of the account as well as the likes and comments of the image.

Through the algorithm the price is solely depending on popularity and attention. This is meant to critically mirror common pricing policies in the art scene and should open your eyes towards our follow-the-herd society.


The price is composed by a Follow-Value and an Image-Value multiplied by an Image-Popularity.

The Follow-Value is calculated by the difference between followers and follows in percentages and multiplied with the number of followers.

The Image-Value is calculated by adding the number of posts, the likes and the comments of the selected image. While each parameter is differently valued. The number of posts is multiplied by 0.25 because this number doesn’t play a big role, it’s just to use it as a time-effort-index. The number of comments is multiplied by two.

The Image-Popularity is build out of the likes of the selected image in proportion with the most liked image of this account.

Click here to play with the algorithm yourself.


This is a self initialised project by Ferdinand Sorg in quarantine 2020.

Download pfs.gallery Flyer

Font Sprat by Ethan Nakache

Print: matt,

Why this price?

See more about the algorithm