Literature: Edward Winkleman. Selling Contemporary Art
ARTinvestment.RU   25 июня 2020

The book that anticipated changes in the market of contemporary art for three years before the pandemic coronavirus

Sale of contemporary art: steps to changing market

Author: Edward Winkelman
year: 2017
360 pages
Publisher: AllworthPress, USA
ISBN: 9781621535577

In 1941 the boat from Havana, travel from Marrakech, on solid American soil stepped a young European immigrant, fleeing from Nazism. From the skyscrapers of Manhattan it was separated by a small Strait and the need to sit in quarantine on Ellis island for the next month, watching from afar wild life wall-Стрит. His main asset — rolled into rolls of pictures, which managed to save from Paris, — waited patiently for their owner to sign all necessary documents, and will change the lives of American and world art-рынка. Despite his French passport and Jewish roots, the alien is characterized by the name of the mother: Leo Castelli.

Since the early 1950-х years began to form rules of his art-дилерского business, later dubbed the "model Castelli": the dealer, understanding Leo, at the same time was supposed to be an investor investing in the career development of their wards-художников. Jasper Johns, Robert Rauschenberg, Andy Warhol, Richard Serra and Donald Judd, in certain circumstances, could confirm this: in their growth along with academic support Museum and MOMA (the Rockefellers) and the Guggenheim (Guggenheim) participated and the money Castelli. The art-дилер No. 1 subsequently conveyed his title to a successor, who in the late 1970-х boldly opened his gallery opposite the Leo Castelli gallery: so young Californian Larry Gagosian decided to meet and gain the trust of guru art-рынка.

Why are we talking about "models of Castelli" today? Because replaced by new forms of work of the gallery business. Did this happen just now? No, this was back in 2017, wrote the book "Selling contemporary art" new-йоркский gallerist Edward Winkelman. His own Winkleman Gallery is not among the mega-монстров of the art market, and he is not (yet) teaches at Sotheby's Institute of Art. Perhaps that is why the publication under his authorship there was the most truthful, honest, and a little bit cheeky — just as the said act Gagosian. According to Edward Winkelman, for a change "model Castelli" coming of the new organization of promotion and sales of artists, the main components of which — collaboration between small and medium-sized galleries and TRANS-border geographical coverage of the artists in terms of inexorable globalization. How is this different from pandemic? — you ask. And will be partly right.

the Book contains both inspiring historical digressions during the formation of art-рынка and a new class of collectors and practical tips on starting a new gallery business and his first steps — to niche selection, participation in fairs, development of collectors, etc. Around a third are dedicated to the contract systems and support their work: the artist with the gallery, the gallery with the collector or art-ярмаркой. Being one of the founders fairs live-арта Moving Image, previously regularly held in new-Йорке and Istanbul, Winkelmann pays special attention to the workdealers before, after, and at the art fairs. And of course, instead of "model Castelli" their own. Use them or on the basis of detailed examples to build a new — every interested reader is free to decide for himself.

In fact, the Moving Image was a harbinger of the emergence of online-версий fairs and the shift of focus to digital art and the recommendations issued by small galleries, many of them were "textbook of survival" in quarantine. According to AI, Edward Winkelman began preparing a new book: in her experience obtained during the pandemic COVID-19, will join the experience "relatively peaceful" time of the last five years. So while — read the achievements.

Denys Belkevych, AI