1. Art as investment is extremely vulnerable to fashion. Gursky was (is) an extremely popular artist â€“ his work photograph 99 Cent II Diptychon, a digitally-enhanced Godâ€™s-eye view of a discount store, was made is 2001 and sold last year for almost three million dollars, the highest price paid for a work by a living photographer. It was one from an edition of six. But with this article – by one of Americaâ€™s most influential critics â€“ casting doubt on his work, he may well come to be perceived as â€˜boringâ€™ by collectors.
2. It is often said (by many, including VoCA) that art holds little intrinsic value. And yet the best art reveals layers of meaning and ultimately gets at a universal concern. In other words, great art is about humanity. Artists from Michelangelo to Warhol have â€“ consciously or not â€“ addressed issues that all viewers can â€“ consciously or not â€“ relate to.
Itâ€™s easy to get caught up in the hype surrounding contemporary art. In retrospect, advances in printing and digital photography have produced a glut of mediocre large format colour photography. Bigger is not necessarily better, in fact it now looks rather dated.
All the more reason to:
1. Buy what you love
2. Do your due diligence and research
3. Get to know a consultant whom you trust â€“ before buying art.