An art fair or a conspiracy?
The word “Fair; treating people equally without favoritism or discrimination”. How can a word based on equality end up introducing a world that favors the Ultra-rich over the rest, isn’t that the core of favoritism? This essay will introduce the word Fair in a new concept that has a purely commercial, and discriminative base.
The concept of art fairs began with small commercial events showcasing local artists to international collectors, Today there are over 200 art fairs around the world, Bringing together international artists of multiple backgrounds in close contact with buyers and viewers. However, what started out as a way to gather people for the love of art, has turned into purely commercial event that works on feeding the demand of the rich and the destructive effect of the exposure and rapid wealth on the artists themselves. Today one of the most influential art Fairs is Frieze Art Fair.
Frieze art fair is a modern approach to viewing and exchanging of art. With 160 galleries at studio like displays, the Fair has taken the lead in creating a platform of friendly approach between the artist, gallery, viewer and, buyer. The contemporary approach of the fair has attracted different sets of art lovers ranging from ancient to modern collectors. Nowadays, Frieze art fair carries the weight of re-identifying Value of art, and through its well commercialized platform it has managed to portray business under the mask of art.
As for the”Press and VIP” event, a special event organized only for the Elite, with unique combination of wealth and exposure to insure that enough money spenders receive news of the glamorous event they are missing out on, and to make sure the spenders are feeling even better about spending. This is the main focus of the fair why? It is in fact where all the money is made. knowing that the fair is purely commercial it is still astounding to what extent they try to feed the desires of the ultra-rich. And of course this giant exposure will surely nock the talent and brains out of the artists as they are blinded by the camera lights and money bags. as for the less fortunate who are not part of “the team", nothing to worry about theres plenty more of mini-events where they can spend their money to have a chance to share a “look where I am” selfie on their social media.
With close consideration to the artistic abilities and creative giants being presented by the gallery, It is hard to disregard the commercial aspect of Frieze art fair, an example of this would be their partnership with Deutsche bank a strictly materialistic and money invested partnership that raises the standards of the visitors of the fair “The Deep pockets”, which in its turn raises the issue of the value it is trying to create, this may not exclusively fall into expressive or cultural value but rather one that is of an exchange manner, an exchange of standards and exclusivity an exchange of money and image (self worth).
With these two issues at hand, we can now zoom the lens in closer on the type of visitors this fair is attracting in terms of the art at display. It is apparent that the fair has not failed in employing two of the most controversial pillars of society in their business model “Money” and “sex” the issue of money having been covered with its precise choice of partnership and with the distribution of the galleries with the giant galleries being located in the center of the “show” it is hard to miss that fancy area as you navigate through the fair.
Now to address the “Sex” side of things, Having been alerted multiple times about the brand new section at the fair featuring the tabo desires of the sexual world, I was driven by excitement to see what new value this section will be adding to the art industry. Women have always been depicted as unapproachable in the history of art, but the art depicted in the sex and feminism section has made sure to break that image, and present all the inappropriate in a classy and approachable manner. However, does this make or break the Value of art? seeing the context of the art is blinding to the technique and the effort the artist puts into his piece it seems like an escape from trying to be innovative and inventive you can now just shock people with content and take their attention away from the actual art.
It has always been said that art is priceless… is it possible that this art Fair has managed to set a price? Considering all the mentioned factors above, it is hard to say that art fairs are in fact events of appreciation and love for art, they have turned an iconic skill into a mass production process that has a materialistic target. Using sex as a way to bring people into the fair is a way of giving up on the ability of talent and art it self, and relying on the hidden desires of the people. In a way art Fairs have sabotaged the purpose of art and are a display of people rather than a display of art it self.