My wife Erin passed along this newsletter entitled “Decorating with Contemporary Art” from Gwyneth Paltrow’s GOOP. Written by Maria Brito, there are numerous fantastic points, but there is one critical avenue for collecting art noticeably absent — direct-to-artist. Here are a few of my thoughts in-line with the newsletter…
How to Buy Art
1. Get an art education… Local galleries and art fairs are great ways to discover talent… however, you now have a 24/7 virtual gallery of artists online. Instead of sticking to these traditional methods, try Googling say, “NYC Paintings“, or visit a major online art-aggregation effort, such as PS1′s Studio Visit. Once there, when you see something you like, follow the click trail to the artists site (naturally, this could lead you to a gallery as well)… if you like what you see, set up a studio visit. It’s important to note, you will pay 1/2 the gallery price going direct-to-artist, and most artists offer good deals during studio visits, particularly if you payment method is green.
2. Know your tastes… see above, you will at least get a cursory understanding online… of course, nothing beats seeing art in person.
3. Do your research… If you are trying to find a new or mid-career artist and you like their work, forget about prizes, biennials and representation. This trifecta represents the “association insurance” many collectors look for… This brand-to-brand connection is not dissimilar to trying a new type of ginger ale because they sell it in Whole Foods. As a collector myself, I find these connections to be helpful but completely unnecessary. For every award, you will pay thousands more. Important to note: when you own a piece by an “unknown” and they are subsequently selected for a Biennial, the $atisfaction is substantially higher. Art Buyers… auction houses… premiums, of course. Pioneer a bit, particularly if you don’t have “Paltrow Bucks”. Finally, a 12″X12″ painting that reads “blah” will not read “Wow” if blown up to 12′X12′.
Where To buy art
These are all great options, but again, don’t forget you can sleuth your own direct connection. If you haven’t had the experience of visiting an artists studio and hearing about the work directly where it is created, you haven’t really begun to collect.
How to mix and match contemporary art in your space
Art is about a passion for the work, and the connection you make with the creator. Mature, realistic and business minded artists will understand their work must be considered within the context of your space. However, you should be careful… if you tell an lesser-savvy artist their piece doesn’t match your favorite ottoman, you may receive an adverse reaction.
Overall, this was a terrific and informative piece by Maria… I love seeing this type of article distributed to a massive network. My point — artist as business man is the new chic, and your opportunity to foster a strong, essential collector-artist relationship awaits behind many (unsuspecting) doors.