Taking a deep breath as I stepped through the entrance doors to the Armory Show, I braced myself for the inevitable feeling of art overload I was about to experience; for me, each booth merges with the next, resulting in a shopping mall vibe that seems anathema to a productive viewing experience. But, let’s face it, this is exactly what an art fair should be, right?
According to Jerry Saltz, a self-proclaimed lover of all things art-related, art fairs aren’t about the art at all. They’re about the people. So he claimed in a talk entitled “LIKE, SWIPE AND DOUBLE TAP: Visual Criticism in the Digital Age,” moderated by Benjamin Genocchio, Executive Director of the Armory Show. Leave it to Saltz, known for never pulling his punches, to alleviate some of the commercial art world ridiculousness … or so I thought. The following is a response to one of the most ludicrous ‘talks’ I’ve attended in a long while. (Disclaimer: Devoted Saltz fans should stop reading now, if only to save themselves the indignation for more important battles, like social media censorship.)
When asked to describe my feelings about art fairs I usually reply with general disdain, laced with stronger feelings of actual disgust. I know many art historians, perched on our intellectual high horses, feel the same way about the overt commodification of art. Such fairs seem to suggest that artworks are best marketed as swank luxury goods or smart financial investments but not cultural treasures. Is this a just assessment? Probably not, given that we are all, even those members of the hallowed academy, proponents of the art market, whether we intend it or not. My morality may also be somewhat compromised for even attending the fair (though I did so on a free day pass; heaven forbid actually paying to go!).