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Owning up to Contemporary Art - A Fair-Goer's Buying Guide
by Cynthia Barlow Marrs SGFA
An edited version of the original article published in Beat Magazine, an online
project of FireStation Arts & Culture in Windsor
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If you've ever found the world of contemporary art "surprisingly opaque and
shrouded in mystique", you're not alone.
To find your way through the contemporary art world, you need both advice and
an opportunity to test it. For published advice, thank Louisa and Judith.
Together they wrote Owning Art - The Contemporary Art Collector's Handbook
(that "opaque and shrouded" phrase is in the intro). And for a chance to apply
their advice, thank Deborah and Sarah, who run the Contemporary Art Fairs of
both Windsor and Reading.
Louisa Buck is an art columnist and a reviewer for BBC radio and television.
Her co-author Judith Greer is an experienced collector who counts among her
friends many of the leading artists in Britain's contemporary art scene. They
wrote Owning Art to provide "practical points of entry into [the contemporary
art world] and offer clear and unbiased guidance through its workings."
Deborah James and Sarah McAllister have been running the Windsor Contemporary
Art Fair since 2005, and the Reading Contemporary Art Fair since 2010. "Our
aim," they say, "is to de-mystify the art world and make it truly accessible to
everyone. We want to debunk the myth that contemporary art is only for a select
few."
I think of Louisa and Judith and Deborah and Sarah as friendly guides. I don't
know about you, but anyone who wants to demystify the world of contemporary art
is a great friend of mine.
What's so great about contemporary art?
It's part of life in the here and now. It's the work of living artists whose
styles are evolving all the time. And because they're still around, they're
able to meet you and talk about the thinking behind their art and how they go
about creating it.
What's so great about art fairs?
They bring all kinds of contemporary art together under one roof. Some of it
you'll love, some of it you won't, and not all of the art looks its best in a
stand at a fair. But if you want to meet in person some of the people who make
the art world go round, you can hardly do better than a fair. At bigger events
on the British art scene, for example the Affordable Art Fairs and Frieze,
you'll meet gallery owners and art dealers. But at smaller regional events like
the Windsor Contemporary Art Fair and its sister fair in Reading, you'll meet
the artists themselves.
Who are art fairs for?
The answer is, everyone. But could one of these be you? You may be:
A first-time buyer on a budget - You love art, you've saved up
to buy an original, but you're not sure how to go about it.
A homeowner with an empty wall - You've just come through a
major life event. You've moved
house/married/divorced/retired/downsized/redecorated/ decluttered. You want
something to mark the occasion. And you want it on your wall.
An office colleague with cash - Someone's retiring at work,
they've taken up a collection, and you're the one who's buying the gift.
Something he or she will love -- but you might just fall in love with it, too.
An art lover looking for WOW - You're confident about buying
art and you're on the hunt for something special. Something to surprise,
transport, intrigue, make your heart sing.
A collector with an obsession - You're an experienced buyer of
art and you've run out of wall space, but you have a keen eye for new talent
and an irresistible urge to keep adding to your collection.
What's so great about the Windsor Contemporary Art Fair?
Think of it as part of an art lover's guide to the contemporary art scene. No
matter which sort of art buyer you are.
You get a friendly, relaxed, professional setting. You meet face-to-face with
more than 90 painters, printmakers, sculptors and photographers, and with
prices from £40 to £4,000 there is something for everyone. The artists may be
local, regional or international. And all of this without having to schlep into
London.
The Reading Contemporary Art Fair also has the endorsement of Sir John
Madejski, the legendary philanthropist and art connoisseur who is passionate
about all things Reading. "It's tremendous," he says. "The Fair is giving
oxygen to local artists and those from further a field." As benefactor to the
Royal Academy of Arts and the Victoria & Albert Museum, Sir John ought to know.
He cut the ribbon at the first Reading fair in 2010, and was invited back to do
the honors again this year. "We want people to come along," Sarah says, "to
find out what contemporary art is all about."
OK, so you're hooked. You've cleared your diary, you've bought your ticket to
the Windsor Contemporary Art Fair and you're set to go. But you want to keep
this art love thing going long after the fair. What would Louisa and Judith
say?
Engage with the art - Let yourself fall in love. If a work of
art stops you dead in your tracks, don't pretend to be cool. Feel the passion.
Train your eye - Look, look, look at art. Everywhere. Public
galleries, museums, commercial galleries, fairs. Get a feeling for art in
general; old and new, familiar and foreign, from Da Vinci to Dali to Damien
Hirst. The more curious you are about art, and the more you look at it, the
more confident you'll be when you buy it.
Read and learn - As your interest in art grows, you'll want to
learn more about it. You'll read about the artists who interest you, you'll get
a feel for the way they fit into the wider art scene. You'll turn up at public
institutions for talks and tours. You'll read what the critics say and decide
which ones to pay attention to.
Talk and listen - Keep your ears open as well as your eyes,
but be aware: there's a lot of hype out there about contemporary art. Learn
what's useful to you and what's not. Talk to dealers, curators, collectors and
artists. Ask questions. Don't be shy.
Take your time - All that researching and looking pays off.
With a well trained eye, you're more likely to make sound decisions when it
comes to buying art. Do your homework, but don't keep putting off your
purchase. The best way to learn about art is to buy art.
See you at the fair.
Notes
Windsor Contemporary Art Fair 12-13 November 2011 at Royal Windsor Racecourse,
Maidenhead Road SL4 5JJ, with an evening private view (by invitation) on Friday
11th November (see website for private view tickets and for more details)
www.windsorcontemporaryartfair.co.uk
The Jelly will be running hands-on workshops during the Windsor Contemporary
Art Fair. Jelly are an artist-led studio and exhibition facility in the heart
of Reading; a registered charity with visual arts and creative excellence at
the top of their agenda. http://jelly.org.uk
Owning Art - The Contemporary Art Collector's Handbook, by Louisa Buck and
Judith Greer (Cultureshock Media Ltd, London 2006).
Beat Magazine www.beatmagazine.co.uk.
To read the original version of this article, please click
here.
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