Айвазовский И.К.
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Маковский А.В.
Маковский В.Е.
Кончаловский П.П.
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Literature: Noah Horowitz: Art of the Deal
ARTinvestment.RU   18 июня 2020

The only complete edition of on the economy video-арта and art-фондов

Ah, the Art of the deal: contemporary art in the context of the global financial market

Author: Noah Horowitz
year: 2011
384 page
Publisher: PrincetonUniversityPress, USA
ISBN: 9780691148328

In 2011-м the contemporary art market is finally recovering from the effects of the mortgage crisis of 2008-2009 and showed a threefold increase in the volume of auction sales ($6 million in 2011-м versus $2 million in 2009-м). Two other events that signaled the global art-рынку on the recruitment of new heights in 2011, became the first conference and the report from Deloitte Art & Finance and the book of Noah Horowitz Art of the Deal. The name was practically identical to another book — authorship of Donald trump (The Art of The Deal 1987), however, the conscious loss of Noah, The article gave the opportunity to fans of the subtleties of language in two ways to interpret the name: both as "the Art of the transaction" and as "the Art, as the object of the transaction".

is Why today we're talking about book of 2011, especially because of the rules deals with the art in 10 years, significantly has changed? The whole thing in its author, and why it was written. Today, Noah Horowitz known as the Director of Art Basel at the North and South America, regularly and efficiently participates in webinars Art Basel. And in 2011 he was the Executive Director of the VIP Art Fair — first online-ярмарки (admit it, who remembers that?) in the world. Fair with the pretentious name has existed for 3 years, received several million dollars of investment from collectors, presented in the amount of more than 200 galleries, among whom were the first names like David Zwirner, Gagosian and Hauser & Wirth, and in 2013-м was successfully purchased by Artspace platform along with all their technologies. Among the main directions of art on the online-ярмарке, which would massively fall in love buyers, was live-арт and New Media — that they dedicated half the book. The second half of the Art of the Deal talks about investment art-фондах: probably, that in art-фонд eventually wanted to become fair. In short, the publication is very focused, with his obvious marketing scope.

However this book "the Art of the transaction" is no less interesting: a more complete academic (Horowitz has art education and works very well with sources) edition of live-арте and art-фондах not published until now. Especially in the economic context: the examples in tables and graphs the author shows the peculiarities of the trade art, light-боксами and other achievements, bequeathed to the great market of Nam June Pike. What follows is a very qualitative analysis of the activities of the main art-фондов, bringing together the interests of art and of investors in 2011, — again with tables and figures, explanations of strategies, successes and failures. In fact, the global market as such is concerned only with the 30-старничное joining — in the later parts of the book seem to niche markets, or rather ultra-нишевые. This may confuse the reader who becomes "the Art of the transaction" for the sake of understanding deals with art: in return, he strongly proposed to carry out the transaction by buying a TV with a media file. Butoffered so convincingly that the reader buys a TV. But at the same time and carries the money to the nearest art-фонд.

Today, we observe active growth of young online-ярмарок that need identification. One of the striking options of promoting a new brand could be such a book written on behalf of the fair. In this case it would be digital art and platforms that provide services fractional ownership luxury items. And would write her not Noah Horowitz: becoming one of the Directors of Art Basel, their main "deal" the next decade he has done.

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