The Media and Modern and Contemporary
Art
In no small measure the astonishing rise
of Contemporary Art is a byproduct of
the intense and speculative nature of
the media. As more money and more
collectors flock to this area of the art
market, press coverage intensifies.
The big auction houses have created a
publicity war associated with fantastic
prices commanded for these pieces. The
auction houses are battling for global
publicity. It is a cycle that feeds this
ongoing frenzy. TEFAF has been reacting
to this by including 51 exhibitors in the
modern and contemporary art section.
The largest sales’ values are being
achieved in this category and the number
of young collectors attending the fair is
growing, in large measure due to this
particular sector.
Some prestigious news media are
categorizing the old masters as
“unfashionable”, a term that completely
disregards the fact that juxtaposition of
the very best of each period of art history
not only compliment each other in a
physical space, but also bring grounding
and historical meaning to a collection.
This perception that old master paintings
and works of art are no longer the trendy
art that should be collected is what
gives TEFAF and their dealers a unique
opportunity to educate.
EMBRACING CHANGE
It is a fact that most collectors of old master
paintings, antiquities, antiques and all other art
categories that are non-modern or contemporary
art, tend to be at least 50 years old. The financial
wherewithal and the point in one’s life when
there is time to devote to study and collect,
makes entering the market at a younger age
a very difficult endeavor. However, the seeds
of knowledge in collecting, the passion about
learning and the curiosity of observing and
attending fairs such as TEFAF is certainly found
early on.
While instant information via the Internet can be
disruptive it provides an immense opportunity
to educate, stimulate and whet the appetite for
these “old” art categories. Future collectors can
begin learning earlier and faster than has ever
been possible. Potential collectors can investigate,
look at pieces and chose an area of interest
easier and much faster than ever before. It took
years and many trips and visits to galleries and
museums for pre-internet collectors to assemble
the knowledge and develop true passions for art.
This has now changed for the benefit of those
that can do so remotely.Entrance hall of TEFAF 2015
Photo: Loraine Bodewes