With an overwhelming abundance of personal artist websites where people can buy work directly online, for example sites like Etsy.com and Myartspace.com. Anyone can post their art and share a commission with the hosting site to sell their crafts, as well as art fairs and new galleries opening every week, it is hard to know what is “good” when looking at the products from a fiscal point of view. Art is considered to be one of the safest investments and can indeed be fruitful if you know what to buy.
So what qualities does one need to look for when considering purchasing the work of an emerging artist and how does one know if it’s a good investment?
Firstly, a buyer must recognize that the art market is cyclical and the best bet is to buy in a bust and sell in a boom. On the same note, there are trends in the art world, just as in fashion, so one must be careful to select artwork that explores universal themes and not something which focuses on a uniquely contemporary issue or an unpopular subject (political or otherwise).
Next comes aesthetics. Although “beauty” is subjective, the technical skills of an artist can be seen in the composition, colour choices (complimentary), textures, surface qualities, proportions, symmetry, repeating shapes and focal points. To an inexperienced art viewer, I suggest looking at the Old Master and Classical paintings at the National Gallery and the best contemporary work at the Tate Modern. Drawing comparisons between the level of skill and technical abilities between the famous works and what emerging artists are doing will be beneficial to the buyer when deciding on quality. It is important to note that the greatest abstract and modern artists today reflect the historical efforts, such as the Greek diagonal composition and the use of forced perspective.
As far as the conceptual aspect and inherent meanings in the work, it is significant to note whether the artist is attempting to build on and remark on historically significant works and genres, or even simply just trying to evoke a certain emotion. The highest quality art has several meanings, using metaphors, symbolism and allegories, all of which come to the surface slowly, the longer one looks at it. A successful painting, for example, is one which constantly surprises and one can always find something new in.
Another quality to look for is uniqueness and if it is memorable. The artist may have achieved this through the use of different techniques not commonly used, or if the art is memorable without being gimmicky. What is tricky is finding artwork which is both innovative and draws on art history; a work which does not have a context within the larger frame of the art world will most likely not gain investment potential.
On the same note, the concept and intent and how well it is fulfilled in the work is vital. It is all well for an artist to want to comment on a relevant topic and to have a cerebral philosophy, but if the execution of the work does not match the intent or does not make it clear nor strengthen the viewer’s understanding of the statement, then it is not successful.
The artist’s biography and resume should be carefully looked at. This includes such information as what school the artist attended, what press they have received, any awards or residencies gained, any following on social media networks, price records if available, any affiliations with established galleries or auction houses, participation in public commissions, associations with art schools (some artists do lectures and workshops, for example at Central Saint Martins). All of these factors contribute to the value of the artist’s works, not least of all because it reveals the dedication of the artist to their career, but also because of the prestige associated with certain schools.
Despite all the research that goes into deciding which artist or specific work to invest in, there are no certainties. Like the stock market, there is an element of gambling when buying art. It is important to try and guess if the artwork and other works by the artist will make it into the secondary market, as this may raise its value. To this end, make certain that the work you purchase is signed and comes with a Certificate of Authenticity.
Finally, I would recommend that you enjoy the work viscerally as this way you can become engaged with it and will inspire you to follow up with new works by the artist.
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