The Art Of Selling Art
Preface: My eleventh to thirteenth grade art teacher, Mr. Ciolek, is a very talented, kind individual who has taught many a hopeless case how to paint and draw beyond their wildest expectations. Just thought I’d get that out before I start.
Meet my nemesis. Readers, say hello to Marcel Duchamp’s Bottle Rack. Pretentious piece of crap, say hello to my readers. Bottle Rack is what is known as a readymade. The more observant ones among you may have noticed that it also happens to be, well, a bottle rack. Readymades are a great way for artists, and I use the term very loosely here, to make a fuckton of money. You take a piece of equipment – lampshade, fork, bathtub, toothbrush, used condom, pretty much anything will do – sign your name on it and then sell it for a truckload of money. The beauty is that you can go into a shop, buy more of the same item, and rinse and repeat until you are filthy rich. That’s pretty much what Marcel Duchamp seems to have thought when he came up with his idea for Bottle Rack, which is nowadays considered to be the first “purebred” readymade.
Here’s how it went: In 1915 Duchamp wrote a letter to his sister in which he gave her instructions on how to dispose of the inventory of his studio in Paris. He mentions the old bottle rack and tells her to sign it in his name and sell it. Marcel, really, too cheap to sign your own signature? But the trend was born. Bottle racks, bathtubs, chairs… you name it.
And that was the beginning of the end for 20th century art: the readymade. Suddenly it was no longer important if you could paint or draw or work stone. It was enough now to own a pencil and a few bucks (or buckets) and to know where the nearest home improvement store was. Born was a movement that would spawn Beuys’ Fat Chair and Man Ray’s Indestructible Object and ultimately also Damien Hirst’s
Pickled Shark The Physical Impossibility of Death in the Mind of Someone Living. (No, I’m not dismissing the damage done by the gradual movement from realism to abstract art that happened in painting and sculpture around the same time, but that’s a different story.)
Why have I got a problem with this? Mhm… let me see.
It all started in twelfth grade, in art class to be precise. We’re doing presentations on a selection of important styles, movements and works. And one of those is the readymade; to be more specific, Marcel Duchamp’s Bottle Rack. I knew it then, I know it now, it’s the day I meet my nemesis. A turning point in early 20th century art. I suffer through the presentation. All I want to do is shout: Why is this art? Why? I don’t get it. Didn’t then, don’t now.
Christoph Ciolek, our teacher, does. His eyes are glowing, he is truly riveted: Rembrandt, van Gogh, Picasso – they are all forgotten in the face of the glory and artistic talent residing in the person of Marcel Duchamp. After the presentation he announces – quite proudly, as if he expects us to burst into spontaneous applause – that our next art project will be to produce a readymade. The rules are simple: create a work of art based on an everyday object that you alter slightly. Find meaning in the mundane. Be artistic and deep, philosophical even. Be… artsy.
At this point I briefly consider killing myself. The urge deepens as I see how all my classmates actually do burst into spontaneous applause. (The reason for this becomes clear after class, when they discuss how to achieve the best results with the least amount of effort – buying and re-painting IKEA furniture is fairly high up on the list.)
Four weeks pass and the time of the project presentation draws neigh. Everyone is terribly busy being pleased with themselves.
And here they come:
1. A lamp (IKEA), its lampshade plastered with Subway napkins. It apparently symbolizes how fast food takes away our knowledge (enlightenment, get it?) of what’s healthy and what’s not.
2. A table (IKEA), with one leg sawed off, which is all about the instability of our upcoming student lives.
3. My own rather uninspired shoe that has a plaster copy of the sole of my foot stuck to it. I didn’t bother coming up with an explanation, so Mr. Ciolek does it for me. It is, apparently, about getting back in touch with nature after being coddled by technology for too long. Interesting, didn’t realize that.
4. A few teacups with plants in them. No idea what they were about, probably something to do with child labour in India.
5. The only good one, a toy gun manipulated to look like a flying dove… which is dismissed as too dreamy. I weep, despite the good grade that I got for my shoe.
What I take away from this class are two things: knowing how to approach an empty sheet of paper and that a true artist can sell anything, as long as he manages to keep a straight face. And that is after all what a lot of modern art is about. None of these people are good at anything. Many of them, just like Marcel Duchamp in 1915, don’t even touch their art personally, they pay other people to create art for them (yes, Damian, I’m talking to you, now put that skull down and be embarrassed like a good kid). Art is about doing the newest, most unthinkable things until these revolutionary ideas have actually become standard. Then you keep doing them and just pretend to be revolutionary. It’s all about keeping a straight face, love. When have you last seen a modern artist put effort into something? I can’t find the quote right now, but I believe it was Pablo Picasso who once said that in order to paint like a child one must first learn to paint like an adult. And you can see that he was good. There’s talent in all those abstract and cubist paintings. Some of his pencil drawings are spectacular. With a lot of his contemporaries and those who came after I’m not so sure of that. I’m not just talking about readymades anymore. I’m talking about how art just went down the drain in the 20th century. Just look at this guy, Alexej von Jawlensky, a particular favorite of mine. Notice how anything he made after 1919 looks kind of the same and… shit. The head to the left is one of about twenty virtually identical pictures that he did around 1930. Needless to say that they’re all considered timeless classics. One story among many. Here’s another one: Mark “fields-of-color” Rothko. An abstract expressionist. What was he trying to express, I wonder? Maybe that he really liked colored boxes. You know what Jonas calls these? Wallpaper. Ugly wallpaper. Where are the Rembrands and the Van Goghs and the da Vincis? Why can’t anyone just paint a landscape anymore? Because that would be boring, profane, old-school. Hell, it would almost be like actually dealing with the world that we live in. Can’t have that. Art has become afraid of saying anything other than: life is shit, nothing is certain and I’m not sure if the universe actually exists, what’s this “science” thing you speak of. Art isn’t dealing with life anymore. I don’t usually make political statements on this blog, but I assume that this decay in the meaning of art is also to a large part due to the fact that art has become nothing more than an investment opportunity, a toy, for the super-rich. Art sells for as much as never before. Art has become almost akin to stock options. To be sold and bartered and kept until it’s worth a few millions more. This gives us works such as this one: For the Love of God, by Damian Hirst. A platinum cast of a genuine 18th century human skull, encrusted with 8,601 diamonds. It sold for 50 million British pounds. I can’t even begin to say how wrong or pretentious this is. (Although, for some reason, the thing my minds keeps coming back to is this: Why an 18th-century skull?) And Damian Hirst didn’t even touch the bloody thing.
And that is what I realized that day in art class. If you can only keep a straight face and come up with a really, really good story, then you can sell anything. Or maybe an art critic will be nice enough to come up with a story for you. Like with my shoe. Or like Gertrude Stein did for an understandably baffled Picasso:
Those who attempt to explain a picture are on the wrong track most of the time. Gertrude Stein, overjoyed, told me some time ago that she had finally understood what my picture represented: three musicians. It was a still-life!
But that, I fear, is a story for another blog post. Critics, be it of paintings, movies, or literature, are a subject I’m also keen to write about. For now I merely ask: Whatever happened to works like this one? Or maybe the one below. That I’d put up in our living room.