In Terms Of

Tag: Huffington Post

  • Art School Confidential

    Creative Extraction: Why Are Art Schools at the Vanguard of Unreasonable Debt Burdens?
    Friday, December 5, 2014
    Momenta Art and Occupy Museums, Brooklyn, NY

    In March 2014, the economics journalist Catherine Rampell crunched numbers from an online US Department of Education tool that collected data on college costs. Her results were stunning. After “subtracting the average amount of government and institutional grant/scholarship aid” for private four-year nonprofit colleges and universities, she determined that “seven of the top 10 most expensive schools are art schools or conservatories of some kind.”1 These included the familiar institutions: the School of the Art Institute of Chicago, California Institute of the Arts (CalArts), and the San Francisco Art Institute. What’s more, two others on her list—the New School and New York University—offer numerous degrees in the arts.2 Tuition and required fees for the top ten range from $36,032 to $42,882 a year—which doesn’t include room, board, and related nonacademic expenses. Keep in mind that these are undergraduate degrees—master’s and doctoral degrees run even higher.

    It’s no secret that the tuition for all kinds of schools has increased significantly over the last thirty years, and thousands of students take out huge government and private loans to cover their educational expenses. Those armed with BFAs are unlikely to make tons of money right out of the starting gate, as the familiar narrative goes. Yet we live in a time in which euphoric articles pronounce the MFA as the new MBA appear with alarming regularity.3 What should a young artist do?

    Coco Fusco finds art-school debt to be unreasonable (photograph by Tal Beery)

    Neither alleviating nor preventing student debt was the subject of an informal, passionate lecture by Coco Fusco, an interdisciplinary artist, writer, performer, and visiting associate professor in comparative media studies and writing for 2014–15 at the Massachusetts Institute of Technology. Speaking from her perch in the academic ivory tower, Fusco vented about the debt crisis, pointed fingers at numerous culprits, and found many sympathetic listeners. (She was a professor at Columbia University from 2001 to 2008—spending five years in the School of the Arts’ renowned MFA program—and following that was director of intermedia initiatives at Parsons the New School for Design from 2008 to 2013). Fusco was a “lone wolf in the wilderness” while teaching at Columbia during the boom Bush years, said Noah Fischer, a former student of hers and a founder of Occupy Museums, the group that sponsored her lecture and was participating in Momenta Art’s exhibition Work It Out.

    A year has passed since Modern Painters published Fusco’s essay “Debating an MFA? The Lowdown on Art School Risks and Returns” in its December 2013 issue. For the article Fusco gathered anecdotal knowledge from conversations with students, arguing that debt influences the kind of art a person makes after graduation, that schools use recruiters, and that art theory influences students, for better or worse. While “Debating an MFA?” focused on expensive graduate programs, tonight’s forty-five-minute talk made few distinctions between bachelor’s and master’s degrees and interchangeably addressed art schools, liberal-arts colleges, and research universities. As a result, the targets of her accusations were confused, perhaps deliberately so for rhetorical effect, leaving me without a solid grasp of the problem. It felt like the mark in Three Card Monte.

    Cost of the Ticket

    The “cost of the ticket” for art school has risen significantly, Fusco said. The 1980s, when she earned her BA and MA, were different. “It’s not that we didn’t borrow money,” she explained. “We didn’t have to borrow as much.” Fusco ended up with “relatively little debt” from her undergraduate education and none for graduate school.4 Back then “school wasn’t the problem—school was the escape,” especially for those riding out tough economic times. Waitressing lunch shifts for four hours a day after first finishing school, Fusco said she was poor but had time for art, and even worked for other artists for free. Needless to say, few can afford this lifestyle today, at least not in New York.

    Design schools such as Savannah College of Art and Design and the School of the Art Institute of Chicago figure disproportionately among the institutions that use “predatory lending schemes,” Fusco declared, and the top debtor schools are for-profit institutions. Schools that teach software and web design are “massive factories with debt schemes built into them,” she remarked, and the situation has become intolerable and oppressive. Her information was confusing, since she didn’t explain what these schemes are. Besides, for-profit institutions such as the nationwide chain of Art Institutes or places like Full Sail University teach marketable skills in lucrative creative areas such as web development, video games, and film production.5 Their graduates are hardly knocking on the doors of Chelsea galleries. Fusco left me wanting to know how SCAD and SAIC, which are nonprofit institutions, compare to the for-profits.

    In Fusco’s experience, students are battling their parents over money for a collegiate art-school education, and parents are selling property, taking a second mortgage on their homes, and draining their retirement funds to pay for it all. At the same time, schools offer country-club experiences, with lavish dormitories and student centers—not to mention new buildings by starchitects like Thom Mayne and Frank Gehry—to supposedly impress wealthy parents to fork over cash. Paying for such expansions, Fusco said, is higher tuition.

    The opening scene of Daniel Clowes’s exposé, Art School Confidential, based on his experiences at Pratt Institute in the 1980s (artwork © Daniel Clowes)

    During the first audience Q&A, an older man recommended that artists “show up” and “be weird.” Why even go to art school, he asked, suggesting that we get rid of the middleman and hook up students with working artists through apprenticeships. “That’s the medieval way,” Fusco responded, which “can become free labor for a long time.” Another attendee, the writer Corinna Kirsch of Art F City, wanted to know how we might let parents know about debt in advance. I asked Fusco if she knew how much effort today’s students make to find nonloan funding for their education? What about student complacency regarding tuition increases, questioned another person. Fusco did not have adequate answers. We are at a point when the outrage is over, Fusco had said earlier, and organizing should begin. But the only solution she offered was going to free schools like the Bruce High Quality Foundation University and “others in Los Angeles,” as if these groups offer something comparable to a degree from an accredited institution. It’s disappointing if Bruce High Quality is the only alternative pedagogical project that she knows by name. Fusco can find a rich history of both current and discontinued alternative pedagogical institutions indexed by the TEACHABLE FILE and use Google to discover newer projects making headlines.6

    Proliferation of Degrees

    The proliferation of degrees at art schools isn’t an expansion of choices, Fusco argued, but an opportunity for schools to procure more students and dispense degrees without providing marketable skills (e.g., fabrication, installation, canvas stretching, and finding your way around a woodshop). Indeed, any subscriber to the Art and Education email list can vouch for the mushrooming of art-degree programs in discourse-based areas such as, for example, the MA in art, education, and community practice at New York University, the MA in social design at Maryland Institute College of Art, or the MA in social documentation at the University of California, Santa Cruz.7 Talkers who don’t make things don’t last long, Fusco warned, even though she acknowledged that she’s a talker artist herself.

    It’s more expensive for a school to maintain a glassblowing or ceramics studio, Fusco said, than to provide space for students doing social practice and, in her words, “transdisciplinary design.” While I generally agree with Fusco—it seems likely that programs for socially engaged art, which have multiplied in recent years as the genre gained visibility and respect, are less expensive to operate than programs in studio art—I can’t help but think that academic institutions are places where significant changes in how artists interact with the world take place. While initially frivolous sounding, these new degrees may evolve into progressive incubators for careers that haven’t yet grown mainstream roots. On the other hand, is a $50,000 to $100,000 investment in an experimental, emerging field worth the risk?

    Art School Administration

    Fusco stated that art schools increasingly operate in a corporate manner, a glib remark evoking the evil ways of vulgar capitalism. Yet pundits have proposed the same thing for ALL of higher education for years, if not decades, and the tedious concept of university-as-business becomes superfluous when considering that any institution that ignores balancing income and expenses will simply not survive. Continuing her blanket dismissals, Fusco claimed that art schools confuse students by promoting themselves as research centers for knowledge production, when in fact these institutions are trade schools focused on technical training. (Didn’t she say earlier that students aren’t being taught usable skills?) “There is no concept of research in trade school,” Fuso said, apparently comparing studying art to vocational training in refrigeration or plumbing. Her line of thought might have served a purpose if she had identified the BFA or the MFA as her target, or even specified the culprits of her critique.

    Image illustrating “Debating an MFA? The Lowdown on Art School Risks and Returns,” Coco Fusco’s article from Modern Painters

    Art schools devise ways to make the precarious employment of teachers permanent, Fusco continued, saying “It’s way beyond adjuncts now.” In fact, she stated that 90 percent of faculty members at art schools are adjuncts, without providing a source for this figure. “Those contracts have wonderful names,” she joked, “like visiting professor, visiting associate adjunct whatever, the titles go on and on, but the bottom line is that this is about the permanence of impermanence.” Adjunctification is indeed a huge problem across academia and especially in the visual arts. The three art capitals of America—New York, Chicago, and Los Angeles—boast a larger supply of artists, Fusco reported, and therefore teaching is a rough way for them to make a living. She floated the idea of living and working in Kansas City or Iowa City, in Dallas or Houston, but didn’t seem to take that seriously.

    A decline in full-time professors, Fusco went on, has adversely affected faculty governance. In addition to being poorly paid, she said, adjuncts lack a political voice within the institution and must placate students and not rock the boat—“it’s about hanging on.” Professional development has also suffered, which has led to teachers using thirty-five-year-old syllabi. “No one should be allowed to do that,” she fumed. Artists are the hardest adjuncts hit, since part-timers in design and architecture usually have day jobs, which affects their political outlook on precarious labor. “They don’t want more obligations,” Fusco said, so it’s hard to win their support for change. Art schools, she told us, employ students in positions where other institutions, such as MIT, have a support staff of unionized professionals. While a federally subsidized work/study program is certainly beneficial for students, I can imagine that not having properly trained people running the darkroom or the print shop to be frustrating.

    Because art schools face a dearth of applications from the US and a high turnover of students after one year, Fusco claimed, schools don’t have enough students—that is to say, they don’t have enough students to justify the expense of the legions of administrators who manage the pupils. Therefore an influx of foreigners has populated programs at Pratt Institute, the School of Visual Arts, and CalArts. “Where am I, in Singapore?” she joked at the sea of yellow faces in art schools today. That comment sounded xenophobic, if not racist.

    Seductions Strategies and Art Market Collusion

    The seduction strategies that recruit students are real, Fusco said, and people aren’t told the truth before entering school—which is that most artists will not make it. (Who are these recruiters?) The lure for the Columbia MFA program in recent years, she said, is that an unidentified department head told students in private conversations that they’ll be rich before they finish school or they’ll hang out with famous art-world people who will help them find money. Fusco also argued that glamorous precarious workers—described by the journalist Riva Seth as “highly educated, skilled professionals who frequently are well compensated but nonetheless lack the security, social benefits or established career trajectories traditionally associated with their professions”—have an illusion of independence.8 Yet the media spin on successful young artists, she warned, fails to acknowledge that artworks bought by collectors who speculate are typically priced less than $10,000 each—hardly a get-rick-quick scheme. Of course, during her talk Fusco assumed—almost arrogantly so—that market success in the commercial art world is the solitary goal of those attending MFA programs. Throughout her talk she avoided discussing any other reason why artists might better themselves through education, leaving no room for other career pursuits.

    During the 1970s, Fusco revealed, artists didn’t depend on the market: selling art was unusual and artists found cheap ways to live. Now those artists—whom she identified as male Conceptual artists teaching in higher education—aren’t the ones who can spread an awareness to students of the need for immediate financial returns after graduation. I’m not sure how that observation squares with her other comments. For example, Fusco said that some professor-artists connect their students to the market because that’s all they can offer as teachers. Art dealers visited CalArts in the 1980s to meet the students of Douglas Huebler and John Baldessari, the “spiritual children of the Svengali types” as she put it. And during the 1990s, Fusco continued, dealers visited students at the University of California, San Diego, and Yale University School of Art. It was certainly revealing that, according to the speaker’s anecdotes, the art market had begun invading MFA programs over thirty years ago, that it’s not surprising for gallery owners and collectors to pluck fresh talent from artists still in training.

    Debtfair’s contribution to Work It Out at Momenta Art

    If a young artist’s goal is to exhibit at galleries like Murray Guy or Reena Spaulings Fine Art, Fusco said, or to show in a booth at a New Art Dealers Alliance art fair, then he or she should consider attending expensive graduate schools. At Columbia, she disclosed, students specialize in networking, socializing, and drinking—and even complained to administrators when Fusco made them read and write. “Those students are like little barracudas,” she groused. “If they could kill me and get to my dealer, they would.”

    Since “you’re paying $50,000 a year to be looked at before you even begin your career,” as Fusco claimed, should a prospective student attend a top art school or settle for an MFA program in the hinterlands of America, where he or she might earn a full ride? In the age of $120,000 art degrees, to borrow a slogan from the collective BFAMFAPHD, the latter option is the only sensible choice. Fusco named Arizona State University in Tempe and Carnegie Mellon University in Pittsburgh as possibilities. For an artist interested in technology, she suggested heading to a school with the latest equipment, like Rensselaer Polytechnic Institute, and not to a boutique MFA program that specializes in seminars. I’ve heard that the University of California in Irvine and in Riverside, the University of Florida in Gainesville, and Southern Illinois University in Carbondale all offer generous packages to MFA students. Germany just made higher education free for anyone, Fusco pointed out, and students don’t even have to be citizens. If it’s actually true that “students who go to high-profile schools get a subtle eighteen-month bump after they graduate,” as the critic and adjunct professor Jerry Saltz wrote, then attending a less-prestigious and less-expensive school—and consequently incurring little if any debt—before moving to New York (or wherever) to break into the commercial gallery scene makes a lot of sense.9 This artist will have hundreds of extra dollars a month for studio rent, art supplies, and food.

    During the audience Q&A, the artist Kenneth Pietrobono, who like Noah Fischer is involved in Occupy Museums, declared that he turned down a spot in an MFA program at New York University because the cost of attending was too high, despite loan money being available. That was a wise decision. When faced with rising costs for art school and low expectations after graduation, prospective students must recognize that they are adults who are capable of conducting research, seeking counseling, and making their own decisions before accepting tens of thousands of dollars in loan money. They also must recognize the importance of saying no to unfavorable financial situations. But the fact remains that many artists have shackled themselves with huge amounts of debt, and that is a pity.

    In Terms Of count: 3.

    1 Catherine Rampell, “The Most Expensive Colleges in the Country Are Art Schools, Not Ivies,” Washington Post, March 28, 2014.

    2 The tenth institution, Beacon College, is a small school in Florida “exclusively serving students with learning disabilities, ADHD, and other learning differences,” according to its homepage.

    3 See Steven Tepper, “Is an MFA the New MBA?,” Fast Company, March 23, 2013; Glenn Schaeffer, “Why the MFA Is the New MBA,” Vegas Seven, May 20, 2010; Katharine Bell, “The MFA Is the New MBA,” Harvard Business Review, April 14, 2008; Janet Rae-Dupree, “Let Computers Compute. It’s the Age of the Right Brain,” New York Times, April 6, 2008; Ronald Jones, “The Art Market,” Frieze 101 (September 2006). The concept of MFA=MBA was developed by the business writer and theorist Daniel H. Pink in his Free Agent Nation: The Future of Working for Yourself (New York: Warner Books, 2002) and popularized in the February 2004 issue of the Harvard Business Review.

    4 Fusco earned a BA in semiotics from Brown University (1982), an MA in modern thought and literature from Stanford University (1985), and a PhD in art and visual culture from Middlesex University (2005).

    5 The Art Institutes, for-profit schools owned by Education Management Corp that teach media and commercial art, not the fine art of painting and sculpture, have had their own legal problems. See David Halperin, “EDMC Professors and Students Speak: How Lobbyists and Goldman Sachs Ruined For-Profit Education,” Republic Report, September 24, 2012; and Chris Kirkham, “With Goldman’s Foray into Higher Education, a Predatory Pursuit of Students and Revenues,” Huffington Post, October 14, 2011.

    6 See Maggie Gray, “Creative Schools: The Artists Taking Art Education into Their Own Hands,” Apollo, September 10, 2014; and Ryan Gander, “Ryan Gander’s Plans for an Art School in Suffolk,” Apollo, September 10, 2014. These kinds of conversations and projects, however, have been taking place for years, if not decades.

    7 It’s interesting that all three are MAs, not MFAs. Because these are not terminal degrees, their recipients will not be qualified to teach art at the college or university level.

    8 Riva Seth, “Give Precarious Workers a Chance,” Policy Options (September 2014).

    9 Jerry Saltz, “An M.F.A. Degree Is Too Expensive, and That’s Only the Start of the Problem,” Vulture, December 5, 2013.

    Read

    Corinna Kirsch, “No Remedies: Coco Fusco on the Ills of Art School,” Art F City, December 18, 2014.

  • Writing for Socially Engaged Art

    Christopher Howard, founder and chief critic for In Terms Of, delivered the following untitled talk on a panel at the 2014 Open Engagement conference. The discussion, which was moderated by Chelsea Haines and included presentations by Sandra de la Loza and Juliana Driever, looked at new directions in writing about social practice from diverse perspectives.

    Writing for Socially Engaged Art
    Friday, May 16, 2014
    Open A.I.R. Workshops
    2014 Open Engagement
    Queens Museum, New York City Building, Queens Museum Theater, Flushing Meadows Corona Park, New York

    After being asked to participate on this panel, I wanted to know what kind of writing on socially engaged art is already out there. My conclusion is that there’s a lot of writing on socially engaged art out there. We have books devoted to the subject by Grant Kester, Claire Bishop, Pablo Helguera, Tom Finkelpearl, Nato Thompson, and Gregory Sholette, among others. We have essays by the above authors, as well as by Ben Davis, Steve Lambert, and Yates McKee. (Why so many men, I wonder?) They write on Project Row Houses, Theaster Gates, Suzanne Lacy, Tania Bruguera, Superflex, and the Yes Men, as well as projects sponsored by Creative Time, Art in Odd Places, and local and state arts councils across the country.

    Artists, writers, and curators discuss socially engaged art in Creative Time Reports and on several blogs hosted by the nonprofit organization A Blade of Grass. Over the past two months, the blog for Open Engagement has published daily responses to questions about social practice, and I’m sure we will read more about what happens at this three-day conference in the coming weeks, adding to the growing body of literature on socially engaged art.

    One could argue that participatory art probably generates more passionate debate than other form of art—although flipping through any art magazine or browsing any art blog would indicate otherwise. Traditional genres such as painting, sculpture, photography, and video still grab the lion’s share of attention, and reviews of socially engaged art rarely appear in the reviews section proper.

    Still, socially engaged art is totally mainstream. Last fall, for example, Artforum magazine, generally accepted as the pinnacle of art writing, published several major essays, including “Limits of Control,” Felicity Scott’s text on Rain Room at the Museum of Modern Art (2012) and other immersive environments, followed by several pieces on Thomas Hirschhorn’s Gramsci Monument (2013) and a reassessment of Andrea Fraser’s untitled sex video from 2003, which isn’t quite social practice as we generally understand it but which embodies many of the same issues confronting the field.1

    A view of Thomas Hirschhorn’s Gramsci Monument (2013) at Forest Houses in Bronx, New York (photograph by the New York Observer)

    Last month ARTnews published major exposés on social practice, Carolina A. Miranda’s “How the Art of Social Practice Is Changing the World, One Row House at a Time,” and this month’s Art in America has a pair of essays on the genre: on the artist Pedro Reyes and three architectural firms that involve communities in their process. The academic journal October has published several of Bishop’s key essays and devoted its Fall 2012 issue to Occupy Wall Street. In the popular press, articles have been published in the Guardian, the New York Times, the Huffington Post, and many other news websites that aren’t art-oriented.

    Considering all this activity, important questions arise: Are we content with the writing? Are we satisfied with the level of discourse? It depends on whom you ask. Many articles fret about documentation, about aesthetics, about experience, fussing over whether or not social practice is capital A art. Personally, I find such conversations to be uninteresting and unhelpful. My definition of art is elastic, expansive, and inclusive. Maybe I’m easy to please. But I fully recognize the need to keep having these conversations.

    In his 2013 essay, “The Device Laid Bare: On Some Limitations in Current Art Criticism,” published in e-flux Journal, Grant Kester addressed the anxiety over writing on participatory art:

    The result has been a series of largely unproductive debates over the epistemological status of this work, most of which entails variations of the same simplistic opposition between a naïve social art practice, associated with the evils of humanism or pastoral sentimentality, and a theoretically rigorous, politically sophisticated avant-garde artistic practice.

    Often the conversation revolves around the ethical and political position of the artist, and how much the artist seizes or relinquishes power. I’ve found too much finger pointing and hair splitting in this strain of writing, which can be intensely puritanical.

    So how do writers sort out the good from the bad, or the worthwhile from the inconsequential? Where does a critic—or a viewer or a participant—draw the line and evaluate a project? “Does it work?” offers one person. “Is it useful?” states another. These are two possible directions, but there are many more. A writer can discuss socially engaged art—or any form of art—through many lenses: the history of art, contemporaneous art practices, literature, music, politics, the social sciences, economics, religion—through anything, really, and that’s what great about art, and what’s fun writing about art. The only prescriptions I would suggest for a writer is: research your subject thoroughly, try to say something new, and always question received wisdom.

    In the same e-flux Journal article, Kester encouraged writers to take a long view of social practice. He described a “field-based approach, in which the critic inhabits the site of practice for an extended period of time, paying special attention to the discursive, haptic, and social conditions of space, and the temporal rhythms of the processes that unfold there…. When does the work begin and when does it end?”

    This is a good approach that is typical of historians and certain kinds of journalists writing long-form articles, but not really the methods of critics, reporters, and bloggers, whose publications require fresh content daily. When writing about a work of socially engaged art, it’s important to talk to the artist, the participants, the passers-by, the institutional organizers, the funders—whoever might have been involved in or witnessed a project. Consult the published record. Consult as many sources as you can. Don’t just rely on your reactions.

    Participants in Suzanne Lacy’s Between the Door and the Street (2013) in Brooklyn, New York (photograph by Nicola Goode)

    The history of art is far from static—it changes when new discoveries and connections are made. Moreover, a single review is a discrete piece of writing, never the final word, and one response at a given point in time. Would you get a sense of the 2014 Whitney Biennial if you just read one New York Times review and nothing else? Of course not. But read five, ten, twenty pieces—published over many months—and you’d get a good really sense of the reaction to the exhibition. The same goes for Suzanne Lacy’s Between the Door and the Stoop (2013) and Hirschhorn’s Gramsci Monument, which generated many written responses in print and online. It would be fantastic if writers would return to Forest Houses in the South Bronx, where the monument was sited, and talk to people who had been there last summer. Or talk to the attendees who live elsewhere, or to Dia Art Foundation employees. I’m hopeful this will be done, and we’ll eventually get a better understanding of long-term implications of the work.

    I’ve been a practicing art critic in New York for ten years, reviewing exhibitions for print and online publications and also writing the occasional essay, but I haven’t written much on socially engaged art. Perhaps a parallel project is something that I’ve been engaged with for a few years.

    A self-published blog called In Terms Of publishes criticism of live speaking engagements such as lectures, panels, conversations, symposia, and the like, concentrating on events in New York City (but not exclusively). Public programs have existed for decades, yet the rapid increase of such events over the past ten years, as well as their standing in the art world, is astounding. An art exhibition today is inconceivable without an attendant calendar of events. Furthermore, live speaking engagements constitute a core part of the mission of libraries, bookstores, universities, and cultural centers. Since much contemporary art—not just social practice—depends on dialogue and conversation, the need for informed commentary on lectures and panels is tremendous but underdeveloped.

    In Terms Of has examined talks with a wide range of players: artists, art historians, curators, critics, and students, as well as scholars in the related disciplines of literature, philosophy, architecture, and design. One recent post examined the intersection of aesthetics and politics generated from a panel of artists and activists that was moderated by the author of a book called 9.5 Theses on Art and Class. Another five-part series covered a one-day conference on curatorial authorship in art exhibitions, which featured historians, curators, and artists from around the United States. A third post explored the notion of critique in contemporary art through an analysis of a lecture by the installation artist Mika Tajima. Events outside the art world are also important: I’ve written about the contributors to an anthology of feminist comics, the author of a book that historicizes the Riot Grrrl movement, a former New York Times columnist on ethics, and the political philosopher Chantal Mouffe, as well as the occasional forays into economics, politics, and law.

    I consider texts in In Terms Of to be experimental, not in the avant-garde sense but rather because I’m drawing from multiple genres: basic reporting, investigative journalism, art criticism, newspaper editorials, polemical prose, book reviews, art-historical research, and so on. Most of the time I follow the chronological presentation of the speaker or panelists, but not always, and that’s one thing with which I constantly struggle. After attending an event and taking scrupulous notes, I conduct research and interject my own responses into the written narrative. If the event was recorded and the video posted online, I’ll watch parts or all of it.

    I don’t approach live speaking engagements as art and would have a good laugh if you tried to convince me that a panel is a “performance of language.” I have no problem, though, stating that the overall goal for In Terms Of is to publish “socially engaged writing.”

    What kind of writing do social-practice artists want, if they want it at all? Do they need a fatter CV and bigger portfolio to establish professional credentials for job applications? Do they need publicity that will help them get a grant to fund the next project? How about clips to show mom and dad to justify the frivolous and expensive master’s degree? It still feels good to see your name in print, right? In a larger sense, are social-practice artists looking for a silver-bullet treatise, a text that defines and validates their work, something like Michael Fried’s “Art and Objecthood” or Rosalind Krauss’s “Sculpture in the Expanded Field”? You tell me.

    I would assume that any artist would want feedback on his or her work, something that acknowledges their effort and legitimizes their work. Not as approval—after all, an artist doesn’t work for his or her critics. But the work cannot exist by itself. It must be supported by an audience and by participants, through spoken and written words, through memories and feelings, with some level of intellectual satisfaction and aesthetic fulfillment. Will there be good writing about socially engaged art? Most emphatically yes. Will there be bad writing? Without a doubt. Will some writers miss the point? Sure, but others will get certainly get it.

    In Terms Of count: 0 (naturally).

    1 See the table of contents of the November 2013 issue of Artforum for links to the articles on Hirschhorn and Fraser.

  • Hitting Rock Bottom

    From the Bottom Up: Rethinking Art Galleries in a Commodity- and Event-Dominated Ecosystem
    Friday, March 7, 2014
    Armory Show, Open Forum, New York, NY

    “Welcome to the Armory Show TED Talks,” joked Christian Viveros-Fauné, a New York–based art critic who was the moderator of today’s panel. He said that everyone onstage for “From the Bottom Up: Rethinking Art Galleries in a Commodity and Event Dominated Ecosystem” is or was involved in exhibiting in a gallery situation or with an art fair, except for Georgina Adam, a columnist for the Financial Times and BBC.com and an editor-at-large for the Art Newspaper.[1] If only the panel had been, like a TED Talk, uplifting and inspirational. When the dust settled, the speakers neither established a historical assessment of the art fair’s ascendance over the past twenty years, nor did they interrogate—and I choose this word purposefully because of Viveros-Fauné recent cynical, under researched rants—the perceived state of the art market and art world.[2] While I recognize the panelists witnessed the rise of the art fair firsthand, their recollections of the recent past were grounded in anecdote, hearsay, and received wisdom.

    History of Art Fairs

    In 1970 art fairs took place in Cologne, Basel, and Antwerp, Viveros-Fauné claimed. By Viveros-Fauné’s count, 55 art fairs were held in 2001, 68 in 2005, 189 in 2011, and 300 in 2014. Galleries, which he said now number about 300,000 worldwide, need the art fair to sell work. I wondered where these figures came from and how a “gallery” is defined. The first Art Basel Miami Beach would have been held in December 2001, Viveros-Fauné recalled, but it was canceled because of September 11–related complications. An upstart group called Fast Forward couldn’t afford to back down that year and consequently hosted the “first” art fair in south Florida.[3] Viveros-Fauné and Kavi Gupta, director and owner of Kavi Gupta Gallery in Chicago and Berlin, participated in Fast Forward that year. “It grew exponentially overnight,” Gupta remarked. Collectors back then, he noted, were more enthused about finding new art than in securing investments. Adam said that she attended her first Miami art-fair week in 2003, watching from the sidelines as a reporter. The art-market boom, when collectors ran like greyhounds to the hot booths immediately after the fair gates opened to meet their prearranged five-minute reserve, took place through 2007. The Great Recession curtailed this heated contest, temporarily.

    Golden Years

    Viveros-Fauné asked the panelists to talk about those golden years. Darren Flook, cofounder of the Independent Art Fair and formerly director of HOTEL, a gallery he operated with Christabel Stewart, made his first appearance at Zoo Art Fair in 2004. His London gallery, located in a first-floor apartment, was visited only by other artists and magazine people. He did not meet collectors with cash until he showed at Zoo: “We didn’t know those kinds of people—doctors in Cologne, [various types of professionals] in Los Angeles—that didn’t come to East London.” Carlos Durán, the director and owner of Galeria Senda and a cofounder of LOOP, a fair for video art, entered the art world in Barcelona in 1992. His gallery eventually moved into the German and French art-fair circuit. “I’ve been watching this monster grow,” he said. “I’m part of the monster[’s] … foot.” The joke fell flat footed.

    The growth of art fairs has been rapid and marvelous over the first decade of the twenty-first century. Viveros-Fauné described the bidding wars over works of art, with people shouting higher prices over other people’s shoulders. “It was ridiculous—but it felt good at the time,” he said as he reminisced about his past life as an art dealer for Roebling Hall. He turned to Gupta and asked, “When did the idea for Volta come on?” After doing his first NADA fair, the Chicagoan replied. (They are talking about Volta in Basel, founded in 2005, not the New York event, first held in 2008. Volta in both cities focus on solo and two-person booths.) Gupta felt he was filling a need for galleries that were doing important things but hadn’t flagged the attention of patrons and museums. Viveros-Fauné asked him to describe the environment for galleries. At the time, Gupta responded, there was no Frieze Art Fair, and Art Basel was very small—primarily New York galleries showed there. Apartment galleries were gaining traction and attention, he remembered, as well as young galleries in Chelsea, Los Angeles, and London.

    Despite this first-hand knowledge of recent history, Viveros-Fauné and his speakers did little to establish the basic facts or a straight chronology for art fairs, pulling counts of galleries and fairs from thin air. Perhaps an intrepid scholar will take up the task, connecting our current situation to the Parisian salons and Refusé exhibitions of the late nineteenth century and to the Salon and Gallery Cubists of the early twentieth.

    Helen Allen, the founder and principal of Allen/Cooper Enterprises and Site/109, grounded her observations in the 1990s, an era when [younger] galleries were getting locked out of the bigger fairs. The Armory Show was founded by dealers rejected by the Art Dealers Association of America’s annual Art Show. The process is cyclical, and everyone tells the same story. The received wisdom is that galleries prove their reliability by showing up at art fairs for three consecutive years for face time with collectors. The art-fair model resembles the farm system of professional baseball: dealers play in several tiers of minor leagues before hitting the majors. Flook shared his experience putting together the Independent Art Fair, which he founded with the New York dealer Elizabeth Dee in 2009. Their approach was stripped down: Independent got rid of the sales catalogue (with phone numbers for galleries), the VIP benefits, and the walled booths and worked backward. The focus was on exhibiting art, and people like the approach and format.

    Viveros-Fauné asked his panelists about sales. How do they look now compared to 2002 or 2003? Flook said he sold work at the fairs but not from the gallery’s physical location. But, he added, dealers who sold out their booth were “talking about a mystical city far away,” as if this kind of economic success were a myth. “An El Dorado,” replied Viveros-Fauné. “With bad food,” Flook continued. “Rice and beans,” topped the critic. I understood this exchange to mean that dealers inflate their business activity at art fairs—they fake it till they make it. Half of Durán’s sales in 2008 came from his gallery, he said, and the other half from fairs. Now the percentage is 85/15—the fairs dominate. He mysteriously thinks this tendency will change, or he hopes it will change. Regardless, Durán has become more selective about the fairs he participates in, and further hones his program. Adam believes that art fairs should serve the dealer but that dealers cannot sustain the rigorous schedule of international events. “I’ve been told that galleries are pulling back,” she said. Flook knew that New York didn’t need another art fair but felt he had something to add to the dialogue. Allen pointed out the obvious: artists are pressured to produce work for fairs—gasp!

    Brick and Mortar Spaces

    Are we in the twilight of the brick-and-mortar gallery? Not yet. Allen confirmed that art fairs don’t accept exhibitors that don’t maintain a physical space. Flook argued that galleries are social, conversational, and idea-charged spaces that foreground the “placement of certain objects by individuals,” or something like that. When pressed by Viveros-Fauné, Flook said that the Independent would accept a group without a gallery as long as that group had a social structure, whether online or off, that generated dialogue.

    At fairs, art is seen for four days, or as a JPEG, Viveros-Fauné disclosed, before it enters the collector’s castle. He wondered where if dialogue is happening there. As a journalist, Adam doesn’t write about art fairs, whose crowded booth format and brief encounters with objects “put enormous demands on viewers.” Perhaps she hasn’t been to Chelsea lately, where visitors may spend all of two minutes viewing a show before strolling to the next gallery. The most important aspect of fairs, she concluded, is a dealer choosing to represent an artist shown by another dealer. Unpacking this echo chamber of consensus would take some time. Flook made an asinine claim that “art is an expensive product no one really needs,” taking an incredibly narrow view of art.

    Most people would agree that art fairs are hamster wheels—so much energy is expended for so little yield. Someone brought up an article by Adam Gopnik—actually written by his brother Blake—that quoted the former art dealer Nicole Klagsbrun: “stop it.”[4] What can the lovers and sellers of art do? Allen described friends who are closing their gallery to start a residency (and also placing their artists with other galleries). Artists are getting into museum shows as a result. Flook witnessed the spectacular bust of a gallery (what it his own?). But with “a certain affection for empty buildings,” he cannot help but to fantasize about their potential when looking through the windows of them when walking by them. He pondered aloud about running a business without making money. “I wish,” fawned Viveros-Fauné wistfully, “there were more of you.”

    Financial Speculation

    Allen commented (again) on the love of art versus buying for investment, but there is money to be made and attention to seek. Art magazines have advertisements from not only galleries but also “BMW commercials and fashion commodity,” she said. Publications, however, have accepted publicity dollars from nonart business for decades. Viveros-Fauné affirmed Allen’s notion of art as financial instrument, finding a correlation between the financial and art worlds, which is “the huge, massive elephant” in the room. Adam linked luxury goods such as haute couture to the top end of the art market, where “there you’ve got commodification—there’s no doubt. The question is how you deal with it.” Viveros-Fauné also cited a rise in art crime as an indication of pecuniary worth, without providing police reports. Adam noted an increase in art litigation. Viveros-Fauné said that the public looks at us [who?] as the 1 percent, no matter how wonderful everyone on the panel is. Speculation has been an art-world subject for over sixty years—if not longer—and the panelists talk about it as if it were something new.

    The panel has identified the problematic areas—really!—and then discussed the changes that must be made. A recent Huffington Post article “paints a really bleak picture,” Viveros-Fauné cried. We complain about a model that works, Gupta said. What about a return to art for art’s sake? “I don’t know,” Gupta conceded. Viveros-Fauné demanded that art should not be sold to speculators or to people younger than thirty-five years of age. What a meanie he is, with all those rules!

    Durán said there are significant issues with big galleries, when an artist’s career rises. Viveros-Fauné wondered what happens to the middle tier, as if he was a politician wooing middle-class votes. Allen said that middle-tier galleries close when bigger galleries poach their artists. What happens, she asked, when artists are asked to represent a country [in an international biennial]? Can a small or mid-sized gallery come up with $300,000 to fund the project? I wonder why an invitation to exhibit in a major international showcase doesn’t come with funding for the artist, or if artists at such a high level must still work for exposure.

    In many businesses in America, people change jobs regularly. Say I work for a company for five years and get a better offer for my services somewhere else. Do I take that job, which has more money and better opportunities? Why is it an ethical issue when an artist jumps ship? Does employment by art galleries offer the same kind of job security and opportunities for promotion that a corporation does? When you think about it, have artists ever been company or union men? Flook said job-hopping happens so quickly, so often, and that younger artists just don’t understand why some old guy would have a moral or ethical issue with this. Artists have a “corporation me” attitude that was unthinkable twenty years ago. Yet, Flook conceded, “You can’t really argue against it.” Applications for art fairs cost big bucks, which steer the odds toward the bigger gallery, which will win. Again, a myopic understanding of business world that pretty much anyone with a job is a part of fails because the art-world folks can’t see beyond their little sphere.

    A self-identified businessman and art collector in the audience said whether it was art or a cheeseburger, he wants “relative value” for his money. The art fair, he continued, is a remarkably inefficient way to acquire art—but didn’t explain why. He wants art and access to artists (I think), but he doesn’t want to run in and out of galleries. It seemed like collecting wasn’t exactly a leisure activity for him. Gupta said that fairs are filtering systems run by the people who spend time with art twenty-four/seven. But he also encouraged collectors to visit alternative and artist-run spaces. Keeping up with contemporary art takes a lot of time.

    Possible Solutions (Again)

    Flook wondered what success is and how do we measure it. Value self-corrects itself, he said. Okay. The artist Theaster Gates does marvelous things with money, Viveros-Fauné said, working on projects that don’t always produce objects for sale via Gupta’s gallery. It’s an interesting model for people to wrap their head around, he marveled, seemingly unaware of the rich history of dealers, gallerists, and curators, from Seth Siegelaub to Robert Nickas, who have long operated as art dealers without a gallery. Others, such as Virginia Dwan, John Gibson, and Howard Wise, have found a way to sell art made outside, and can’t be presented in, the white cube. Progressive minds in the early 1970s were predicting the end of brick-and-mortar spaces, yet today’s dealers continue to marvel at the potential of the idea.[5] I am not suggesting that an art dealer needs to know the history of the business, but commercial art galleries are not terribly old—one hundred years or so, right? The historical amnesia exhibited by the panelists was astounding.

    Durán said Brazilian galleries are sharing costs instead competing against each other. Perhaps galleries can run careers like the music industry, he offered, presumably like agents and managers instead of record companies, whose twentieth-century business models have floundered over the past fifteen years. In a conservative move, Durán suggested people become antiglobal and get back to their roots, cultivating audiences for your shows, returning to the good old days of slow culture that had disappeared with the rise of the art-fair monster. Allen mumbled something about travel, the internet, phones, always being connected, and having to respond immediately. People today don’t experience experiences in person: “They’re looking at sunsets through the Instagram app,” she astutely and stunningly observed. Flook countered by saying that, in his personal survey, people won’t pay for songs and films but will shell out $200 for a live show. Or $40 for an art fair, which is this year’s admission for the Armory Show.

    In Terms Of count: 3.

    [1] The panel was presented by an organization called Talking Galleries, the International Platform for Gallerists.

    [2] See, for example, Christian Viveros-Fauné, “How Uptown Money Kills Downtown Art,” Village Voice, February 6, 2013; and “Art’s Big, Dirty Secret,” Village Voice, January 1, 2014.

    [3] Fast Forward, Kavi Gupta and Viveros-Fauné claimed, evolved into the New Art Dealers Association, or NADA.

    [4] Blake Gopnik, “Great Art Needs an Audience,” Art Newspaper, February 13, 2014. For more on Nicole Klagsbrun closing her gallery, see Charlotte Burns, “Nicole Klagsbrun to Close Gallery after 30 Years in the Business,” Art Newspaper, March 28, 2013.

    [5] The April 1971 issue of Arts magazine devoted its entire editorial content to galleries to describe their approach, strategies, and thoughts.

    Read

    Charlie Finch, “Survival Strategies,” Artnet, January 12, 2009.

    Steven Zevitas, “The Things We Think and Do Not Say, or Why the Art World Is in Trouble,” Huffington Post, February 28, 2014.