Perhaps art has become commercialised, that in order for an art work to be considered successful it needs to have a label. In the same way that a shirt produced by Versace will retail at a higher price compared to a similar shirt designed by a lesser known designer, a piece of art signed by Andy Warhol will be considered more valuable, than something created by an unknown art student for example. The aesthetic qualities of works are given less credence than the name of the artist.
This notion is addressed at RCA Secret; the annual Royal College of Arts exhibition and sale of original postcard sized art. A few days ago 2800 postcards were exhibited. The artist remained secret until the card was purchased and the signature on the back revealed.
The works were creations from established artists as well as students and graduates from the Royal College of Art. ‘Label’ level artists and designers included Jake Chapman, Olafur Eliasson, Paul Smith, Ron Arad, Tracey Emin and Yoko Ono.
Theoretically a purchaser should be looking for items that s/he likes, something that appeals, something that will enhance an existing collection perhaps. But in all likelihood, buyers were trying to identify a weird Jake Chapman style or a Ron Arad styled form, with the intent of snagging a bargain.
Kudos to RCA for listing all the artists, be they known artists or student artists, on one page, in alphabetical order on their web site.
There were piles of colourful postcards for selection. But this would be my selection (if I had 18 x £45 on hand!)
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