Outside auctions, the marketing mechanics buzz on. Roughly since the end of the multicultural, postmodern 1990s, we’ve watched new art being re-Modernized and domesticated, with painting the medium of choice, abstraction the mode of preference. Together they offer significant advantages. Paintings can be assembly-line produced but still carry the aura of being hand-touched. They can be tailored to small spaces, such as fair booths. Abstraction, especially if color is involved, can establish instant eye contact from afar. If, in addition, the work’s graphic impact translates well online, where stock can be moved eBay style, so much the better.
Other traditional forms — drawing, photography, some sculpture — similarly work well in this marketing context. But an enormous range of art does not, beginning with film, performance and installation, and extending into rich realms of creative activity that defy classification as art at all. To note this dynamic is not to dismiss painting or object making, but to point to the restrictive range of art that the market supports, that dealers are encouraged to sell, and that artists are encouraged to make.
The narrowing of the market has been successful in attracting a wave of neophyte buyers who have made art shopping chic. It has also produced an epidemic of copycat collecting. To judge by the amounts of money piled up on a tiny handful of reputations, few of these collectors have the guts, or the eye or the interest, to venture far from blue-chip boilerplate.