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Art Buyer Beware!

by Sharon Weaver on 5/17/2012 7:37:52 AM

This post is by guest author, Sharon Weaver.  This article has been edited and published with the author's permission. You should submit an article and share your views as a guest author by clicking here. We've promoted this post to feature status because it provides great value to the FineArtViews community.  If you want your blog posts listed in the FineArtViews newsletter with the possibility of being republished to our 19,000+ subscribers, consider blogging with FASO Artist Websites.  This author's views are entirely her own and may not always reflect the views of BoldBrush, Inc.

 

Art and money, big money, are in the headlines. "The Scream" by Edvard Munch sold at auction for $119.9 million earlier this month, setting a record for the most expensive artwork sold at auction. Makes all our work look like we are selling them for mere pocket change.

 

This outrageous price would be news enough but I uncovered some startling facts about the artwork. I am wondering if the mysterious buyer, via phone, got what he thought he was paying for.

 

You see there are actually 4 versions of "The Scream." The Munch Museum in Oslo owns a pastel as well as a painted version, while the National Gallery of Norway holds the earliest painting, dated 1893. But the one auctioned at Sotheby's was best described as a crayon or pastel drawing, not a painting at all, on board.

 

This information was easy to find online, but one wonders if the buyer who bid via phone realized he was buying a sketch in crayon on board. The art market has been all a twitter about this monumental amount with an art expert even denouncing "The Scream" sale as "a freak show." With the ever-increasing wealth of high-end art collectors, the price of art will continue to skyrocket but this sale seems, well, crazy. Who knows where this madness will end.

 

More interesting information on this subject is available in a recent article in the Los Angeles Times "Art Prices Reflect Income Inequality" and a related study about "Art and Money."

 

----------------------------------------------------------------

Editor's Note:  You can view Sharon's original post here.



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 29 Comments

Charlotte Herczfeld
via faso.com
Sharon, the market buys what the market buys. It is all about perceived value.

Now, we who *paint* in pastel are celebrating the fact that a pastel did bring in such a record sum, as it shows clearly that a pastel painting is as good as any other medium. One reason for the misconceptions around drawing and painting comes from the form of the pastel sticks -- they look like crayons, children draw with crayons, therefore the pastel sticks are crayons. However, that assumption is not all there is to it.

Pastels are mostly pure pigment with a weak binder (if needed). Instead of having the pigment in a loose powdery form, they are moistened and kneaded, then rolled into a handy shape. The pastel artist -- painter! -- uses these "pigment ingots" directly on the surface of their ground.

This is very far from a child's crayon, which is mostly wax and other substances. Likewise, it is also different from dyed chalk.

As you can draw with oils and the tip of a brush, you can paint with pastels. As pastels do not contain any substance that ages (while oils crack, yellow, get brittle), a pastel painting which is 500 years old looks as if it has just been taken from the artist's easel.

It is very well known that there exists 4 versions of The Scream. Is this version a sketch, a painting, or a drawing? It is not a drawing as the board is covered with pigment, but to me it hovers between a painting and a sketch. It is a linear painting, and the pigment sticks are used on their tips, not on their sides where a stroke is more brush-like. Linearity was all the rage in Much's circles. In my more realist eyes, it is not a particularly good painting, but it does have a great emotional impact, and numberless people have said "it is just how I feel sometimes". That is powerful.

And as we know, the artist's skill has nothing to do with how much a work costs, it is only the brand Munch that matters.

DEL
via faso.com
Thanks Charlotte for saying so eloquently what pastel is. I was more than a little put off but the way pastel was first confused with crayon and then by the 'not good enough to call a painting' remark. Pastel painters do need to educate constantly. This attitude puts Degas, Cassatt, Rembrant, Kahn and others is in a less than worthy category, certainly not deserved.
The medium is using the purest form of color - the same pigments used in oil and watercolor. How it is applied is irrelevant. The quality of the work is what should be judged.
A pastel with the highest price tag? There's validation there.

Jackie
via faso.com
Can either of you tell me the difference between pastels and oil pastels as regards longevity? I use neither (or haven't since art college) but I'd be interested to know just for general knowledge purposes.

Yes, there were four versions of The Scream and that fact devalue none of them. What I do question though, and recently blogged about, it whether the artwork would have been so popular had it been created today.

It was very popular as a poster in the 1960s and most teenagers had one on the back of their bedroom door! My [unproved] theory is that today, people want to see 'happy' art. So many studies have proved that looking a beautiful and relaxing things (which includes artwork, of course)has a beneficial effect on our well-being - physically as well as mentally.

Regarding the price of The Scream, I personally wouldn't give ten bob to have it hanging on my wall for the reasons I just explained. But as an investment? That's a different matter. However, isn't it good to know that art, in whatever form, still sells for huge amounts of money? That's encouraging for all of us here.

Suzi Marquess Long
via faso.com
Hooray for the elevation of the "lowly" pastel! Now if we can only get the monied to purchase paintings from LIVING artists at decent prices, we might survive this current economic climate!

Jackie
via faso.com
Furthermore, I find it hard to believe that anyone would buy an artwork for $50, let alone that huge sum, without knows the piece's medium and its history.

Terri
via faso.com
So what if Scream 3 was crayon on board? So what?

I think a greater point is about the language of money and culture of money.

Learn to speak it and suddenly it's not so crazy.

jack white
via faso.com
Sharon,
I often wonder if those auctions are real or a plant to pump up other sales. They never say who pays these huge amounts. I'm skeptical. There are a lot of scams in big time art. When I read the article a few weeks ago that came into my mind.

Look at the press the auction house got. (smile)

I know an artist who had a plant bid up his first piece. This set the stage for the auction. He made the bidders think paying $50,000 was a good buy. He slipped the fake sale home.

Jackie,
The binders are different in pastels and oil pastels. The pigment is the same. They have the same life span. Unfortunately neither sell equal to oils. They are way down on the pecking order.

jack

Jackie
via faso.com
Thank you Jack, that's good to know. And it's interesting that oils command a better price. Do you think that's because of the perceptions that Sharon mentioned? That they are crayons?

In my former career in art and antiques I discovered a great deal about auctions - and the scams involved. It's relatively normal for plants to be in the room. It's also quite usual (or was in those days) for auctioneers to take bids from the wall.

I've also been involved in used car auctions and the stories from those are incredible!

Erica Keener
via faso.com
Jackie, I think a lot of the reasons that pastels go for much lower prices are due to the misperception that they are fragile. There seems to be this idea that the pigment could simply fall off the paper at any time, and often people equate it with chalk on a blackboard. Early pastelists used substrate that was not acid free and therefore fell apart after a number of years - this is what has happened to a lot of Degas' pastels and is probably the source of the misperception. The fact that they also need to be framed behind glass to protect from smearing adds to it. Plus many people simply don't know what pastels are; every pastelist out there has heard the comment, "So, it's chalk then?" Hopefully this sale will educate potential collectors, even if it was "staged". ;)

Charlotte Herczfeld
via faso.com
@ Jackie, in oil pastels the pigments are suspended in a non-drying oil and wax mix. As wax paintings (encaustic) can last for millennia, a high quality oil pastel ought to last long. For better info, see the Oil Pastel Society. The pigment in Soft Pastels are not suspended in anything, and some do not even have weak binders (gum tragacanth).

Pecking Order: Well, now we have (at least for a while) a pastel which has sold for *more* than oils! The pecking order has its origins in the pastel rave of the 1700s, when everybody who was anybody in Paris simply had to have their portrait painted in pastel. This lead to fewer commissions for the oil painters, and they were understandably not happy as their income dwindled and tried to convince people that pastels were bad and oils were better. It is absolutely fascinating that this bad-mouthing of pastels has stuck until today. Why are rich pure pigments inferior to the same pigments diluted with oil?

120 million for one painting is... absurd. Out of proportion. But it isn't really about the art, it is about many things like investment, or the satisfaction of being the one who paid most for a painting, or about winning the auction, getting a thrill. When sharks in formalin is old and tired, something else must create the buzz.

Real people do not live in that world, they only read about it.


Suzi Marquess Long
via faso.com
Thank you, Charlotte (and Jack) for the interesting notes on pastels. When I sold an award-winning pastel for $5000 in 2007, I was astonished, but had only put that price on that particular Best in Show because I didn't want to sell it! I believe that wouldn't happen today, but it sure elevated my self-esteem then!

Jackie
via faso.com
Thank you Erica and Charlotte! And Suzi, I'm so happy to hear about that price.

I think the reason I'm interested in a non-oil medium is because our artwork is fine art iPhoneography. (I hope I didn't hear a collective groan there!) As times move on, there will always be a place for tradition art and traditional media but I am banking (literally) on the fact that the public is also open to new methods of creating artwork too.

Traditional fine art photographers are, I hope, accepted into the art world so I'm trusting that iPhoneography will be also. There has already been several high-profile exhibitions at prestigious venues.

Charlotte, I love what you say about real people not living in that world. Luckily, there are enough people in our world for us to make a living doing what we love.

Charlotte Herczfeld
via faso.com
Suzi, congratulations both to the award and the sale! Lots of pastel artists price as oils, as we should, IMHO.

Jackie, David Hockney has done smartphone art (with it), exhibited it as art. You go! And oils were once a brand new medium regarded with some suspicion, when egg tempera or frescoes were the real thing. Art is art, regardless of medium.

Jackie
via faso.com
Charlotte, you have made my day :) I had no idea about the Hockney connection - I must look that up. What's more, I can feel the old hippie in me coming out and saying 'karma'.

Hockney is from Yorkshire in England, the same as Andy and I. [Insert Twilight Zone music] :)

Carolyn
via faso.com
As we all are aware, money and art are not parallel. If a buyer wants to pay big bucks for a piece, well, guess they do. There is such a mix of fine art and prices. Some that go for peanuts are just as fine a those that go for thousands or even millions. One should just remember the reason they are doing the art, and it usually isn't for the money - I hope. (I should think about this comment for a few hours before I submit it, but who has time, I'm working unfortunately at the moment not at the easel.)

Donald Fox
via faso.com
We can think it absurd that someone would pay so much for any artwork. To me it's just as absurd, maybe moreso, that someone would pay a hundred dollars or more for a pair of jeans with holes in the knees or pay a hundred dollars or more for a pair of basketball shoes made in a third world country by an underpaid and overworked 'employee.'

Suzi Marquess Long
via faso.com
Interesting comment we had here some months ago from a visitor to Mendocino: The artists here must not be as good as the artists in Carmel because their art is so much cheaper.

Well, in truth, we are an incredibly talented community of artists who want the people who visit our little town to take our art home with them, so we figure since they have such a difficult drive to get here, the least we can do is give them a nice REALISTIC price for the art that we sell! Nothing I'd like more than to put 4 or 5-figure prices on my pastels... but let's get real! There is one painting in my gallery for $10,000 and for 6 years, people have loved it, but nobody has handed me their VISA card YET.

Sharon Weaver
via faso.com
Sorry I am out of town and not near a computer but I wanted to respond to some of the comments. Charlotte, regarding the pastel and crayon reference, I was only quoting what I read about the Scream. I am unsure if it all crayon, all pastel or both. And as for all the upset pastel artist, I did not mean to diminish your medium but I don't think any of the versions are worth this crazy figure. I know, I know, it is worth what someone pays for it. Only time will tell if this was a wise purchase.

Robert Sloan
via faso.com
Thanks for explaining pastels and answering the longevity question about oil pastels. Encaustic, another ancient form with great longevity, is making a comeback in its pure form. At the same time, colored pencils are becoming archival and the art done with them is as time consuming, painterly and difficult as oils realism the old fashioned way - except the colored pencils realism painters aren't waiting for paint to dry but adding 30 fine thin glazes at a time.

I also admit to having used iPhoneography at least for sketching. I'm still learning. It's handy as a sketchbook because my phone's always on me.

Jackie
via faso.com
Robert, after Charlotte told me that Hockney used the iPhone I looked on the internet for details. I found a great quote. Evidently the locals in the Yorkshire village where he lives had noticed that he was using his iPhone and asked "so, you're making art on your phone now?" His reply was "Well, no, actually, it's just that occasionally I speak on my sketch pad."

Mary Aslin
via faso.com
What an absolutely excellent discussion. Charlotte, you have done a wonderful job of explaining pastels.

In the book, The Invention of Pastel Painting, by Thea Burns, she explains the drawing vs. painting of pastels this way: "Painting in pastel as opposed to drawing in colored chalks emerges rather suddenly as a new artistic practice in the second half of the seventeenth century.....The difference between chalk drawing and pastel painting is an aesthetic not a formal one, with the aesthetic understood as grounded in social function and technical response. In the later seventeenth century, a change took place in the way fabricated chalks were used by artists, and in the artists expectations of these materials." (side note: in her book, Thea Burns explains (and Charlotte also noted), that in the 1700s everyone wanted their portrait done in pastel. This was at the height of the Rococo period and the powdery, "don't touch", look of pastel apparently heightened the "titillation" factor!)

Nancy Yocco, conservator at the Getty Museum, reinforces this distinction, by saying that whether it is a "painting" or "drawing" is more the way the art looks. Edvard Munch's The Scream would look like more of a drawing than a painting to most people.

In contrast, one only has to see Maurice Quentin de la Tour's pieces to not be bowled over by the "painterly" richness of his work. The exhibition of pastels at the Met in New York last summer by several outstanding historical painters further attests to the integrity of pastel painting. The luminosity and richness of the color, 200-300 years later, is noteworthy!

Perhaps a smooth, "painterly" application would not have given Munch the "energetic" look he was seeking, so more of a drawing stroke was called for.

Incidently, I have sold many, many pastel paintings. (Congrats to you, Suzi on your sales!) I frame them without mats and with Museum glass. Buyers don't seem to care a bit about the medium, particularly when I explain that the concentration of the pastel pigment, along with conservation framing insures archival integrity.

I don't care for Munch's "painting/drawing" but I am thrilled that a pastel sold for this absurd price. Ultimately, medium aside, buyers are looking for concept and who the artist is when they buy art. (Or in the case of Munch, investment value). Medium seems to be secondary.

Thank you, all, for an excellent, thoughtful discussion!


Suzi Marquess Long
via faso.com
Thank you, Mary Aslin, for your thoughtful notes on pastels. Indeed, de la Tour's pastel portraits are lush, powdery, rich and alive. I believe I shall print out your addition to this most interesting discussion and post it in my gallery for all visitors to enjoy.

Mary Aslin
via faso.com
Stickler for spelling/grammar...
"ensures archival integrity", NOT "insures"...

Also, Robert Sloan's notes about colored pencil is interesting. Gary Greene, friend and fellow artist and colored pencil painter extraordinaire, would completely agree with Robert. Gary is emphatic that his colored pencil works are "paintings".

Sergio Lopez
via faso.com
Who cares! If someone paid 119 million dollars for something they couldn't even figure out what it was, then they deserve what they get!

Suzanne Clem-Wheeler
via faso.com
Very interesting post. There are two categories of art marketing; the primary market where the artist profits and the secondary market where the artist does not profit and is the bastion of resellers (auction houses) and "investors" that is distant from the merits of the art and more about egos of buyers. My friends send me articles about how the art market is improving, which IS true in my case, but that which is written about for public consumption is almost exclusively the secondary market. Hard to explain to those on the outside how distant one is from the other.

"Makes all our work look like we are selling them for mere pocket change."

In researching the sale I read http://www.latimes.com/entertainment/arts/culture/la-et-cm-edvard-munch-the-scream-at-sothebys-20120502,0,3775078.story which offers history of the piece and then list it's previous owners, albeit the marketing campaign is also outlined:

"For the months leading up to the sale, Sotheby's mounted an unprecedented campaign to help ensure that the celebrated image brought an illustrious price. On top of the usual glossy catalog spreads and the increasingly familiar video spots, Sotheby's also created a limited-edition catalog dedicated solely to "The Scream" with essays by Prideaux and New Yorker magazine writer Adam Gopnik. Along with showing off the drawing at London and New York previews, the auction house also flew it to the homes of interested collectors."

They went on to refer to it as a "trophy" of collectors and that the details of the "deal" are undisclosed and may not genuinely amount to the advertised selling price but was created at atmosphere for the auction house to sell other paintings in the same auction using this featured piece as a draw.

So what can we learn about marketing as artists from this?
Is there any relevance to the everyday art sales of today's non-branded artist?
Is it there any use even discussing with everyday art buyers/ collectors how this phenomena really played out?

I think Charlotte hit the nail on the head "When sharks in formalin is old and tired, something else must create the buzz."

Charlotte Herczfeld
via faso.com
Those collectors who buy at auctions may not be individuals. Isn't Hirst's diamond scull owned by a consortium? Wonder if they let it circle between them? "I'll have it in March, you can get it in April, and ..."

Suzanne, that was really interesting, how the buzz is created by marketing. Very similar to what I saw in a documentary about the leading art dealers and collectors, how they handled Hirst by driving the prices up, letting each other win or lose the bid according to prearrangement.

Very good questions you ask, would be interesting to get a discussion based on them.




Carol Schmauder
via faso.com
This has been an interesting discussion to follow. I knew a woman who has passed away that did some wonderful pastel paintings. She sold very well and had a lot of respect in my community.

Oils have been "king" forever. I paint in watercolor and they are "lowly" as well. I paint with watercolors because I love them and love working with them.

As for the Scream, hmmmm.........I have always wondered why people are attracted to that painting, no matter what media is used. Just my personal opinion.

Sharon Weaver
via faso.com
Suzanne
Thanks for including the information about the publicity campaign. I believe you have hit on something with this insight. The reason for the astronomical price had to do with all the hype, not the art. Same with many of the Hirst pieces. The art is actually secondary to the showmanship, prestige and greed factor.
To all the Pastel Artists
I am glad that my article started a wonderful discussion about pastels among the artists. I learned from all the technical information and agree with the people who insisted it isn't second class art.










 

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