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There are few endeavors in this life that are more fraught
with confusion, contradiction and downright enmity than the buying and selling
of this wonderful commodity that we call art.
Indeed, as the planet’s most highly developed species, we
cannot even agree on a common definition of what art is.
Or isn’t. Imagine, if you
will, the chaos and mayhem that would ensue if no one could agree on what time
it is or the sum of two plus two. These
are the conditions we all confront when we create a work of art or when we buy
it or sell it (or attempt to do so).
I think we must start with the notion that art cannot be
quantified, measured, or confined to any particular ideological box. What
we like is not necessarily good and what we dislike is not necessarily bad.
The old chestnut “I don’t know much about art but I know what I
like.” is an assessment that is far more accurate and far less clichéd than
most of us would like to believe.
The fact is we each set our own standards of what is and
isn’t art even though these standards may be influenced by many outside
factors. A number of us rely on
more “erudite” opinions to tell us what’s “good” and what’s
“bad”, what’s acceptable and what is not.
It has been my experience over the years that the instincts of a typical
buyer, for example, are far better than he or she realizes.
And buying and selling, of course, is on the minds of all
artists. Let’s start by setting
aside the misconception that art that is for sale is somehow not as “pure”
as art that is not for sale. The
price of a work of art emphatically has no relationship to the quality (or lack
thereof) of a particular creation. Of
course, many fine works of art are expensive and many lesser-quality pieces are
rock bottom cheap. But the
interesting point here is that the corollary of this concept is just as true.
Confusing? You bet!
So what does, in fact, determine the price of a particular
piece of art? The two most
important factors that go into the pricing of art are perception and marketing,
the latter being used to create the former.
Marketing is by no means confined to capitalistic societies, but is,
rather, part and parcel of the human condition.
For those familiar with even the most fundamental marketing
strategies it is not difficult to look around and see how the product of
“art” is promoted. Marketing
techniques can range from the audacious to the sublime but they are all designed
for one purpose – get the product to the buyer!
Of course, this brings us to the question at hand, namely,
is the promoting and marketing of art a sinister, malevolent scheme portending
evil and threatening all that the purists hold near and dear?
We think not!
In its most basic format, marketing is simply getting the
product to someone who may or may not want to buy it. Can this format be corrupted?
Indeed it can be, but, as in all quests for things fine and good, we must
be prepared to make choices, take sides, and attempt to separate the good from
the bad.
My next article will deal with matters on a less ethereal
level. I will discuss how you as an
artist can promote yourself and your work.
We’ll talk about pricing, selling and maintaining your high standards;
about the compromises all artist have to make and how this need not always be a
negative choice.
I’ll also detail the concept of “perception” and how important this is to those who earn
(or strive to do so) their livelihood in the arts.
Until then, good luck with your work, your sales
and your attempts to sort through the confusion that engulfs us all! |
ART
FACTS
