Selling Contemporary Art

A sophisticated examination of today’s contemporary art market from an art dealer’s point of view, this new book focuses on recent changes in the quickly evolving market. With an emphasis on how the market responded to the global recession that began in 2008, gallery owner Edward Winkleman moves from an examination of the factors beyond the individual dealer’s command to those that the dealer can control. Sections cover: The rise of the art fair The rise of the mega gallery New online competition Models of post–brick-and-mortar art dealing Art dealers as art fair organizers Collaboration in a new era Coverage is also given to the specifics of contracts contemporary art dealers may need, including an examination of a variety of contracts for representation, consignment, and new forms of contemporary art. Exhibiting a wide range of interviews with international experts including dealers, collectors, art fair directors, journalists, and online art entrepreneurs, Selling Contemporary Art is a must-read for gallery owners, dealers, and artists affected by the rapid innovations in the art-dealing industry. Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.

Everyone who looks at contemporary art is familiar with galleries. But visual features of these mysterious temples tend to be taken for granted. The basic purpose of this book is to enliven the reader’s latent knowledge of galleries, including architectural motifs, the intended impression that is conveyed to the visitor, and human interactions within them. The contemporary art world system includes artists’ studios, art galleries, homes of collec-tors and public art museums. To comprehend art, one needs to understand these settings and how it travels through them. The contemporary art gallery is a store where luxury goods are sold. What distinguishes it from stores selling other luxuries – upscale clothing, jewelry, and posh cars – is the nature of the merchandise. While much has been written about the art, this book uncovers the secretive culture of the galleries themselves. The gallery is the public site where art is first seen – anyone can come and look for free. This store, a commercial site, is where aesthetic judgments are made. Art’s value is determined in this marketplace by the consensus formed by public opinion, professional re-viewers and sales. The gallery, then, is the nexus of the enigmatic, billion dollar art world, and it is that space that is dissected here. The first chapter briefly describes the beginnings of the present contemporary art gallery. The second presents the experience of gallery going, presenting summary accounts of vis-its to some contemporary galleries. The third expands and extends that analysis, with de-tailed close up descriptions and comparative evaluations of many diverse contemporary galleries, in order to identify the challenges provided by these marvelous places. Then the fourth chapter indicates why, in the near future, due to the proliferation of myriad art fairs and online platforms extant today, such galleries might disappear altogether.

Art today is defined by its relationship to money as never before. Prices of living artists' works have been driven to unprecedented heights, conventional boundaries within the art world have collapsed, and artists now think ever more strategically about how to advance their careers. Artists no longer simply make art, but package, sell, and brand it. Noah Horowitz exposes the inner workings of the contemporary art market, explaining how this unique economy came to be, how it works, and where it's headed. He takes a unique look at the globalization of the art world and the changing face of the business, offering the clearest analysis yet of how investors speculate in the market and how emerging art forms such as video and installation have been drawn into the commercial sphere. By carefully examining these developments against the backdrop of the deflation of the contemporary art bubble in 2008, "Art of the Deal" is a must-read book that demystifies collecting and investing in today's art market.

The meteoric rise of the largest unregulated financial market in the world-for contemporary art-is driven by a few passionate, guileful, and very hard-nosed dealers. They can make and break careers and fortunes. The contemporary art market is an international juggernaut, throwing off multimillion-dollar deals as wealthy buyers move from fair to fair, auction to auction, party to glittering party. But none of it would happen without the dealers-the tastemakers who back emerging artists and steer them to success, often to see them picked off by a rival. Dealers operate within a private world of handshake agreements, negotiating for the highest commissions. Michael Shnayerson, a longtime contributing editor to Vanity Fair, writes the first ever definitive history of their activities. He has spoken to all of today's so-called mega dealers-Larry Gagosian, David Zwirner, Arne and Marc Glimcher, and Iwan Wirth-along with dozens of other dealers-from Irving Blum to Gavin Brown-who worked with the greatest artists of their times: Jackson Pollock, Andy Warhol, Cy Twombly, and more. This kaleidoscopic history begins in the mid-1940s in genteel poverty with a scattering of galleries in midtown Manhattan, takes us through the ramshackle 1950s studios of Coenties Slip, the hipster locations in SoHo and Chelsea, London's Bond Street, and across the terraces of Art Basel until today. Now, dealers and auctioneers are seeking the first billion-dollar painting. It hasn't happened yet, but they are confident they can push the price there soon.

A lively introduction to the rich and diverse history of contemporary art over the past 60 years—from Modernism and minimalism to artists like Andy Warhol and Marina Abramović. Accessible and with lavish illustrations, this is the perfect gift for art history fans and anyone looking for a new, more inclusive perspective on ‘the old boys’ club.’ Encountering a work of contemporary art, a viewer might ask, "What does it mean?" "Is it really art?" and "Why does it cost so much?" These are not the questions that E. H. Gombrich set out to answer in his magisterial The Story of Art. Contemporary art seems totally unlike what came before it, departing from the road map supplied by Raphael, Dürer, Rembrandt, and other European masters. In The Story of Contemporary Art, Tony Godfrey picks up where Gombrich left off, offering a lively introduction to contemporary art that stretches from Andy Warhol’s Brillo boxes to Marina Abramović’s performance art to today’s biennale circuit and million-dollar auctions. Godfrey, a curator and writer on contemporary art, chronicles important developments in pop art, minimalism, conceptualism, installation art, performance art, and beyond.

Who gets to say what counts as contemporary art? Artists, critics, curators, gallerists, auctioneers, collectors, or the public? Revealing how all of these groups have shaped today’s multifaceted definition, Terry Smith brilliantly shows that an historical approach offers the best answer to the question: What is Contemporary Art? Smith argues that the most recognizable kind is characterized by a return to mainstream modernism in the work of such artists as Richard Serra and Gerhard Richter, as well as the retro-sensationalism of figures like Damien Hirst and Takashi Murakami. At the same time, Smith reveals, postcolonial artists are engaged in a different kind of practice: one that builds on local concerns and tackles questions of identity, history, and globalization. A younger generation embodies yet a third approach to contemporaneity by investigating time, place, mediation, and ethics through small-scale, closely connective art making. Inviting readers into these diverse yet overlapping art worlds, Smith offers a behind-the-scenes introduction to the institutions, the personalities, the biennials, and of course the works that together are defining the contemporary. The resulting map of where art is now illuminates not only where it has been but also where it is going.

Leading trailblazers in contemporary art reflect on the transformations in ideology and practice that shape today's art market In New Waves, Dutch art historian Marta Gnyp interviews a number of artists and curators about contemporary art's shifting landscape. Her inquest is divided into five chapters that each address a subject of major change in recent years. "Rewriting the Canon" details the rediscovery and revaluation of several postwar artists including painters Joan Semmel, Stanley Whitney and Claudette Johnson. In "Extending New Media," artists Cory Arcangel and Alex da Corte discuss the creative possibilities posed by new technology. "New Approaches to Truth and Morality" sees installation artist Jordon Wolfson and photographer Mohamed Bourouissa reflect on the ethics of art making. "New Classic Art" examines the practices of four artists--Claire Tabouret, Adriana Varejão, Daniel Richter and Jenny Saville--whose work provides a contemporary spin on the classical art tradition. Finally, Gnyp speaks to several curators, collectors and museum directors to discuss the evolving art market in the 21st century.