For $25 million, investor Ulvi Kasimov outbid nine other contenders for ownership of the top-level .art internet domain. The domain was scheduled to officially launch and begin selling domain names with the .art suffix for as little as $15 on May 10. Over 2000 domain names were sold during a preferred-access period. Galleries, cultural organizations, and luxury brands were among takers. Apple, Incorporated claimed 36 .art domain names. Rolex.art and Beyonce.art were among the first names to go. The Internet Corporation for Assigned Names and Numbers began expanding the range of domains in 2012. Some high-demand names had to be sold at auction; .web went for $135 and .vip for $3 million. Jeff Sass, chief marketing officer for .Club, describes the value as “having meaning on both sides of the dot.” Kasimov, an art collector himself, secured the domain hoping to improve access, infrastructure, and standards for online art sales.