Startup founders are similar to artists, and each can learn from the other

Both founders and artists need to sell the story of their future success. Early angels and early art buyers give their support because they hope this future success will materialize, greatly increasing the value of their investment.

Arthena realizes this and wants to become a VC for art, letting other people buy into their fund, which Arthena turns around and invests in risky artists. 

Angels like Jason Calacanis also realize this and promote the startups they've invested in similar to how one might promote an up and coming artist.