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Erica Gilbert-Levin In his essay "Talking Points: the Symbolic Meaning of Prices on the Market for Contemporary Art," Olav Velthius highlights the integral role of culture and art in economic dynamics, arguing that even prices do not exist arbitrarily or in a vacuum but rather are "embedded in webs of meaning," both affected by and, in turn, affecting the cultural and institutional roles of various elements of the art market, including, for instance, the players involved, such as art dealers and artists, and the value placed upon works of art. He offers two competing models for the explication of pricing in the art market: "Hostile Worlds" and "Nothing But." Although Velthius ultimately dismisses both theories as overly reductive, maintaining that they miss the point, for "the crucial question is not if artworks are commodified, but instead how commodification takes place" (Velthius, 28), I found Boudieu's version of the "Nothing But" theory particularly instructive and glimpse possible answers, or the beginnings of answers, to the question Velthius poses.
We can see this dynamic at work in the architectural design of contemporary avant-garde galleries. Art is separated, literally, from economic activities within these spaces: The barren, spare Front Room contains the art work, which is expected to speak for itself, its quality necessitating no advertisement outside or ornamentation within. The Back Room of the gallery is where economic exchanges take place. Dealers, such as the one Velthius interviewed in the beginning of his essay, are decisive and insistent in their alignment with the values of the Front Room. They claim disinterest in the activities of the Back Room and insist that they are not in the business to make money but for the sheer love of art. They are committed to aesthetic quality, not to profits – as though garnering a reputation for providing art work of aesthetic quality would not lead to economic payoff. In fact, Boudieu would argue, it is indeed the very extent to which a dealer succeeds at separating himself from the Back Room of his own gallery and at aligning himself with the purity and sacredness of the Front Room that he is able to derive economic benefit from his dealings in the art market. |
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Kimberly Ann Phoenix It is interesting that art dealers do not want to view themselves as businessman. That somehow because they make money at what they do, the shear act of a monetary transaction cheapens the art. Is it really so different from a clothing designer wanting to sell their clothing or a theatre selling tickets to the latest performance? .Most people do a job because at some level they love what they are doing, artists are no different. The love of painting, photography, or any other form of art should be shared and if someone wants to pay money for it great. The idea of a Gallery having to separate the viewing from the buying seems a bit pretentious. But the practice is alive and well, I found one here in New York City, the Silverman Gallery. They have two galleries on 24th street ground level were exhibits are held and one on 20th 3rd floor for smaller exhibits and open by appointment only. This is the statement regarding the 24th street space "The Bruce Silverstein Gallery's main location is a 5000 sft. street level exhibition space in the heart of the Chelsea Art District. The gallery maintains an in-depth inventory of masterworks of the photographic medium and promotes long-standing relationships with museums, private collectors, art consultants and corporations from around the world. "We welcome both experienced and new collectors" (http://www.brucesilverstein.com/gallery.php). The description of the 20th street space "Contemporary works on display in the private viewing rooms are viewable upon appointment." (http://www.brucesilverstein.com/gallery.php) Art is sold and people make money, most people know this fact, the idea that it needs to happen away from the public eye is interesting. An artist needs to make a living and it selling what they are good at should be a place of pride.
20th street 3rd floor gallery The other part of this relationship is that between the gallery and an artist. The Silverman Gallery has such a relationship with Randy West. On his website it states that he is represented by the Silverman. The Silverman Gallery has held several solo shows of his work. There is a current showing of his work until September 2011. Of course there is no way of knowing if there is a financial relationship that extends beyond the selling of work but given the history of the gallery/artist relationship there just might be. Tethered #1 Randy West |
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