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I will use examples of Paul Durand-Ruel, Gagosian, PaceWildenstien and the Duveen Brothers to show how they have shaped the aesthetic tastes of their clients by virtue of what they offered for sale and how they promoted it. I will show how dealers can establish a cultural legacy. Gagosian and PaceWildenstein clarify how the dealer is evolving to command power in the contemporary market.
Outline
- The traditional dealer vs. "hotshot" contemporary dealer
- The importance of Branding
- The Duveens vs. Gagosian vs. PaceWildenstein--how they branded themselves in relation to their stock and were particular about what they carried
- Distinct identity- how to differentiate between other dealers
- Galleries strive to separate their goods from those of other dealers and brand them distinctively so they can charge a premium
- Even if they brand their gallery effectively, they face competition from other gallerists who can offer different, but still excellent works
- * * Dealer vs. Auction House
- * *Responsibility Responsibility vs. no responsibility to artists
- * *Pricing
- Pricing
- Lure * *Lure of auction house
- * *Conspicuous Conspicuous Consumption
- * *Dealers Dealers promote the act of "collecting" as being peculiarly prestigious- make wealthy collectors believe that they are part of something inexplicably important
- * *Dealers Dealers play upon a natural human predilection for conspicuous consumption
- * *Using Using Thorstein Veblen, book Conspicuous Consumption, I will show how dealers recognize an individuals strive for success relative to members of their social circle and how they capitalize on this
- * *Parties Parties, Parties, Parties
- * *How How dealers make the gallery integral to client's social lives
- * *Joseph Joseph Duveen provided his clients with introductions to British nobility vs. Gagosian and PaceWildenstein host huge events
- * *Hobby Hobby of collecting art extends to the participation in the social-scene surrounding it
- * *To To be listed amongst Gagosian's a-list clients is something socially conscious collectors strive for
- * *Geographical Geographical location
- * *Gagosian Gagosian and PaceWildenstein have expanded globally to take advantage of new markets
- * *Gagosian Gagosian operates several galleries worldwide
- * *Dealers Dealers attend major international art fairs, including Art Basel and Art Basel Miami Beach and have promoted their brand at these venues
- Influence upon market patterns and taste
- * *Dealers Dealers play an important role in the art market introducing trends and aesthetic predilections
- * *Dealers Dealers with an impressive brand and a stable group of artists can even become so predominant that they steer market trends
- * *How How the Duveen's and Durand-Ruel's influenced taste vs. how contemporary dealers do
- * *Conclusion Conclusion/Sumary Summary
- Dealers
- * *Dealers are market makers as they match artists with collectors. These dealers promote certain ideas about the art and even form a gallery brand in order to sell the art.
- The dealers are essential in the cycle for discovering and promoting artists and in so doing they influence popular culture.
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Fowles, Edward. Memories of the Duveen Brothers. London: Times Books, 1976. Print.
PaceWildenstein. <http://www.pacewildenstein.com/>
Lindemann, Adam. Collecting contemporary. London: Taschen, 2006. Print.
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"New or secondhand?" The Economist 26 Nov. 2009. The Economist. Web. <http://www.economist.com/specialreports/displaystory.cfm?story_id=14941173>.