Olav Velthuis (b. 1972, The Netherlands)
Talking Prices, 2005

Princeton University Press

This book has accomplished at least three significant tasks for me:

  1. Separated concepts of artistic quality and commercial success
  2. Explained pricing principles in the commercial art circuit
  3. Clarified the role of the gallerist

While it may not have any very direct influence on my practice – I am not making any commercial work for the time being and my exposure to the gallery circuit is extremely limited – it does have a major impact on my thinking. It helps me to understand that popularity and commercial success is largely result of purposeful and orchestrated work of many actors towards that particular end rather than any “natural” response to “quality art”. Thus, if there is no line round the block waiting to be my piece, it does not automatically mean that something is wrong with my art. It helps to relax and do what feels meaningful to me rather than trying to satisfy somebody else’s demand.

And in a rare situation where pricing of my work becomes a subject of discussion, at least I know what is the general logic of this particular market.

Finally, it becomes clearer why some artists would choose to be represented by galleries – administration of publicity, shows and commercial side of things can easily become a full time job that an artist might prefer to spend on art making instead. Then it is another issue that galleries typically are businesses and need to generate income to survive, which influences whom they choose to represent and how economic aims of the gallery may affect the artistic goals of the artist…