The collection (and hence the sale) of digital art is yet
another topic that has been hotly debated since the art form began to
register on the radar of the art market. The value of art – at least
when it comes to the traditional model – is inextricably linked to its
economic value but the ‘scarcity equals value’ model does not
necessarily work when it comes to digital art. … The model of limited
editions established by photography has been adopted by some digital
artists whose work consists mostly of software, and this has allowed
their art to enter the collections of major museums around the world.
Christiane Paul “Digital Art”
Thames and Hudson 2003
This quotation is about the more challenging forms of digital art –
where the technology is itself the medium. Nevertheless, many of the
same difficulties emerge in considering work such as my own, which is
an extension of ‘conventional’ media using digital tools. Even here,
where the output is a 2D image on paper, the concept of the ‘original’
breaks down.
I have always had problems in accepting the idea of a limited
edition photograph, but I can see some merit in it. The limited edition
has its origins in practical limitations that do not apply to
photography in the same way and not at all to digital photographs.
There are only so many prints that can be made from a plate before it
physically deteriorates. Silkscreen prints have an even smaller
practical limit. These physical limitations do not apply to the
photographic print, but nevertheless wet darkroom work is not a precise
art. Each and every photographic print requires the application of a
craft skill and thus each print is in its own way unique.
This whole assemblage, so carefully constructed by photographers to
raise the standing – and not coincidentally the value – of their art is
destroyed however by digital photography and by extension, digital art
in general. There are digital equivalents of all the wet darkroom tools
– dodging/burning, changing contrast, toning etc, but once the first
print has been made all the others are infinitely reproducible without
any variation. While I’ve seen it argued that with digital photographs,
the ‘original’ is the computer file and all the prints are copies, I
think this is nonsense. In truth, digital photography makes the whole
concept of an ‘original’ both irrelevant and meaningless. If each copy
of an image is identical to the first one, and is made using the same
process and media, how can it be otherwise?
So, returning to the quotation, if there is no ‘original’ what does
this do for value? Clearly value based on scarcity goes out of the
window unless that scarcity is manufactured by artificial limits on the
number of prints made. What other drivers of value might there be?
One of these is of course reputation. The conventional path to a
reputation seems to involve being adopted by a big name like Saatchi,
or becoming the darling of a small group of Mafiosi
cognoscenti, almost always gallery owners or critics - Damien Hirst and
‘BritArt’ being perhaps the most obvious examples. The response from
the Mafiosi to people like Jack Vettriano is illuminating too. The
venom directed towards his work, popular with the public without being
taken up by the big galleries, is remarkable.
This is the inevitable consequence I think of that worldview which
holds that art is simply what the ‘enlightened’ say it is. As well as
being arrogant, this view has always seemed to me to be anti-creative,
denying the essential openness of artistic endeavour. That openness is
however a good match for the openness of the internet, and it may be
that the opportune link between digital art and the digital technology
of the Internet offers an alternative route to the generation of value
through reputation. We can see some of this at work on social media
sites like Facebook, Flickr and their various clones. Indeed, the
relentless pursuit of views, comments and favourites ratings pursued by
many on Flickr suggests that peer group approval – regardless of the
members of that group – is a significant factor in generating
self-worth for some people.
However, for an artist to translate reputation gained in this manner
into financial returns, more is needed. At one time it seemed as if
micropayment sites like RedBook (now defunct) provided a mechanism, but
the income generated was trivial, for me at least. Microstock agencies
do appear to be generating income, but I suspect largely for the
agencies themselves. So, in the awful jargon used by Yahoo after its
acquisition of Flickr, artists need to ‘monetize’ the reputation
created on sites like Flickr or MySpace. Yahoo’s ideas for monetization
don’t semm likely to have much to do with their customers however, if
their recent behaviour is anything to go by. I suspect that for
artists, generating value and reputation is much more about creating
new marketplaces than about increasing the share of a static market.
I’ve touched on one aspect in this post about art markets. In the UK
most Art Fairs are again in the hands of the galleries and critics. In
the US things appear much more open. The galleries still control the
very big names, but in a vast network of Art Festivals where artists, a
different community of peripatetic artists sell their work direct to
the public. Undoubtedly much of that work is populist rather than
challenging but this alternative market place is nevertheless
available. In the UK we have much further to go.
The gallery model depends on high prices – the gallery owners need
to pay rent on expensive floorspace. They can’t generate the volumes of
a high street store so to get a decent ratio of income/ft2 they
need a high markup. This in turn limits the market to the high rollers
who can afford it. The so-called Affordable Art Fair includes items up
to I think £5000 – not exactly the sort of sum available to most
people. Creating those prices is as much hype as anything else. It
depends on blowing up the reputation of a small bunch of people as ‘The
Next Big Thing’. To keep this bubble expanding it also depends on more
and more extreme works. It doesn’t monetize the work, it fetishises it.
The secondary market for these artists is often non-existent. The big
investors – with millions available - go by and large for Monet or Van
Gogh, not Emin or Hirst.
Your average jobbing artist doesn’t get a look in with this process.
Most need to combine their work with teaching or the pursuit of public
money. Because they have no alternative model available, they also
imbue a similar worldview in their students and in their public
paymasters.
If art – real art – is to have a future in this country, it has to
be a profession in which there is a realistic chance of making a
living. Prostitution on the public purse or the pursuit of rich patrons
are not viable career paths. I hope in future posts to come back to
this problem.
Cross posted from here
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