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Art today is categorized in different shapes, cultures and markets. The intermedia is often bounded to see art as art, and not as the virtuoso art as it is. The art, and specially the art markets are so much more than how we see them. But how can the intermedia understand the art markets as they are, without only categorize them as one whole industry?
The art market refers to the process where art is sold and disturbed. The market is relatively competitive, because the market becomes more concentrated the higher the quality of the art is. The art market is categorized in four different shapes; Junk market, alternative art market, avant-garde art market and the branded/classical contemporary market.
Junk or daily art?
The Junk market are often the most underestimated market, because the art works are not considered as legitimate art. The prices are remained low because the inferior good is meant to have no aesthetic value and are identified as cheap. But, in contrast to this, the junk markets are art we see in our daily surroundings, and even the media use it to decorate their pages.
The mainstream markets
The most mainstream art is the avant-garde art market. The avant-garde markets attract more media attention than other art markets (!), because they are a non-profit sector where the art are placed in museums, and a small number of exclusive galleries. The market that are in contrast with the avant-garde markets are the alternative art markets. The art is similar to the avant-garde, but at lower national level. The prices are also set by demand by the art system, and not by a gallerist.
Exclusive goods
Branded art is the most exclusive art market. It works by historical contemporary art artists of the 20thcentury where artists have achieved a strong brand. The market is at an international level. Why this market is so exclusive, is because it’s difficult for a young artist, or a newcomer to gain entry. The market is supplied at an international level, with works that are sold by collectors through auctions.
The role of the intermedia
The intermedia often only focuses on what they think the readers want to read. It’s hard for them to know which art that entertain the readers, and they often only use the main-stream art. Since the markets are so different, the media in my opinion should begin to focus at them all, and not only one market. It’s hard for a newcomer which want to understand the variety of art, when the media only focus at the popular-art. However, we can’t only blame the media for being one-sided! Art is something you need to experience, and not only read about. The museums and galleries need to open themselves for people who may not understand the importance of the art, because the art is not only there to be looked at, but also to provoke.
14:46, 31.08.19
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Making sense of art and design industries 