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Late in 2019, the Australian prime minister (marketing guru and shitty-pants Scott Morrison, ‘Sco-Mo’ to you) and his theatre assistants removed the federal administration’s arts appendix. One moment the word ‘Arts’ appeared somewhere in the names of government departments, and the next it had gone. Snip! And he chucked it in the bin.
Well, not exactly… ‘Arts’ was removed from a department’s name. To compensate, the yarts (as they are called in Australia) got an office. The Office of the Arts: <https://www.arts.gov.au/>. Never have the arts and government been so closely aligned than in this uniform resource locator.
There were articles in newspapers, outrage on the arts websites, and a long rash of angry emojis at the end of comments on Facebook.
The conservative government in Australia, returned at the May 2019 election by a slender margin, had decided a feature of the victory after-party would be to show the country’s angry, artistic child the door. “Your mother and I are tired of you! Always with your hand out, and never a word of thanks! Get a job!” And then, the ‘clap’ of the fly-screen door and a barely audible ‘clack’ of its tiny snib that seemed to say, “And don’t come back.”
Making art is a patient, lonely business. Making any progress seems to require years of practice and a bit of luck. Guidebooks and internet articles about being an artist, full of advice and clichés, pile up very quickly. Be yourself. Tell your truth. Talent is important, endurance essential. In the age of Instagram, sexy drawings and a bubble-butt are handy, but not essential (or so they say). Governments are not needed, but academic sinecures, supervising doctorates in novel-writing or discussions of queer theory, good if you can get them. When universities are financially sous vide, as they will be emerging from the 2020–forever pandemic, place bets at long odds that the arts will be favored for rehabilitation.
Governments, truth be told, don’t want to help. The governing classes are too busy ‘governing,’ which might as well mean lying, or fudging, or crying crocodile tears, or making a killing on the stock market, or taking a holiday in Hawai’i. To be the governor is to be the winner, the one who calls the shots, to be ‘the decider.’ From their high station in life these decider-governors have a role in narrating our social experience. They have a role we give them in legislating to tell us what is and is not important. (Have you noticed how very often our prime minister tells us what is important, and how very important is the very thing he is now saying?) It’s been a long time since governors of any stripe have shown us how the arts and sciences are important. Business, the economy, the stock market, and jobs are important. Wages growth, arts, and science, women, not so much.
UNFURL, my arts publishing project, was a reaction to artists’ reactions to government biases against the arts. Who needs government money anyway? I thought. It turns out, lots of people working in the arts need audiences, and it’s not easy to find and maintain audiences without government assistance. And, even within my narrow range of interests—writing and visual arts—the connections between arts activity and funding are deep. Poetry is not the malnourished tenant of the attic it was in Australia in the mid-1980s. The long lists of books for review and the number of official insignia on web pages are two possible measures of this.

At the same time, long-established literary magazines have had their funding cut. There is money for the arts, so long as it is going to places where the expenditure can be seen to be spent. Government wants the internet to sing “Hey, big spender!” while it cuts funding to Meanjin and others. It may be partly Meanjin’s fault: it has had nearly thirty years to figure out how to get its great store of content online for prospective subscribers to access, while the failure to do so begins to look like obstinacy.
UNFURL asked writers and artists to promote their own work to their own social media contacts while doing the same for other artists and writers: it’s a tool for artists to find new audiences and readers. UNFURL /1 started with a couple of writers I knew, Davide Angelo and James Walton, and a writer whom Angelo recommended, Anne Casey. Susan Wald, also published in the first UNFURL, was a painter whose work I liked and who had an exhibition planned for early 2020. I wanted to establish a process that could lead to unexpected choices. I would try not to make selections. I wanted artists to select or recommend other artists; and I wanted those artists to choose for themselves what they wanted to show with as little mediation as possible, encouraging people to show and to publish work they liked, and that might not have been selected (or grouped together) by an editor or curator.
Government wants the internet to sing “Hey, big spender!” while it cuts funding to Meanjin and others. It may be partly Meanjin’s fault: it has had nearly thirty years to figure out how to get its great store of content online for prospective subscribers to access, while the failure to do so begins to look like obstinacy.
It is more efficient to work on all one’s secret agendas simultaneously, so I should also admit my concern that belle-lettrist aesthetics (including the idea that poetry is language’s semantics incubator) and faux-modernist experimentation have combined to make poetry mostly irrelevant and a branch of marketing. —One only has to look at the writing being selected by the selectors to see that something is wrong with the practice of selection. As much as possible, I think, best to leave artists to make their own choices; and if there are mistakes, then, we’ll know who to blame.
And then, in March 2020 … then was the actual end of the world-as-we-knew-it. Those crazy ‘preppers’ I’ve made fun of started to look like visionaries. “Where the fuck is my bolthole, goddammit!?” and “How big is your bolthole, my friend!?” could have been common questions in some circles. People who could afford it, and had somewhere to go, did leave town. Gen-Xers lost their hospitality jobs, decided that they couldn’t afford their share house rent, and moved back ‘home.’ Artistes no longer had audiences. Artiste-enablers, stagehands, administrators and carpenters, were also out of work. COVID-19 put the arts and sciences back in the news.
The intersectional tragedy of pandemic and conservative political hostility to the lefty arts seemed to many like another opportunity to turn indifference into punishment. It was hard to disagree with pundits who have been cataloging this punishment.
UNFURL, possibly because of all this, has done quite well. By the time UNFURL /5 was released, writers and artists could expect to reach about two thousand readers within a couple of weeks of publication. (Each new UNFURL number provided a little boost to the previous issues, so that all the issues now clock up numbers in the thousands.) Eighty per cent of readers were in Australia, and most of the rest in the USA, Canada, UK and Ireland. The male:female ratio of readers was almost 50:50. The largest age group of readers was 18–35 years. (Though if everyone is ten years younger on the internet, maybe that’s 28–45.)
It’s difficult to read poetry on small-screen devices, so I did not expect UNFURL to be read on phones. The visual arts component of UNFURL is quite effective on phones and tablets, however. It seems likely that readers interested in the writing in UNFURL resorted to their desktops and printers. Sixty to seventy percent of downloads of UNFURL were to mobile and tablet devices.
I learned that women writers (poets) had a ‘stronger’ following among women readers than men had among readers of any kind. It was very apparent, with Gina Mercer, for example, that a very significant number of readers returned more often, subscribed more often, and were women.
I learned that women writers (poets) had a ‘stronger’ following among women readers than men had among readers of any kind. It was very apparent, with Gina Mercer, for example, that a very significant number of readers returned more often, subscribed more often, and were women.
I learned that social media isn’t the be-all and end-all of connecting with an audience. Old-fashioned email also works really well. Some artists and writers had no significant social media presence but used email effectively to communicate with friends and contacts.
I also learned that visual artists were, generally speaking, more enthusiastic and positive about using social media, and even better at basic stuff like answering messages. Visual artists be like Molly Bloom; writers be like Prince of Denmark.
I found that both writers and artists did things in UNFURL other publications might not permit (requiring, as they mostly do, first publication rights). Philip Salom published groupings of new and old poems. Alex Skovron published poems, prose, paintings, and drawings. Steven Warburton published a series of pictures about how one canvas evolved over several years. Robyn Rowland published poems and their translations into Turkish for her readers in Turkey. Ron Miller published a brief survey of his life’s work in space art.
All that and more to come.
Do popular songs aim low? According to the French wikipedia, Serge Gainsbourg’s ‘Le Poinçonneur des Lilas’ was a hit in 1959. It is a poem about a ‘ticket puncher’ in Mairie des Lilas (a railway station in Paris) who talks very quickly about punching holes in tickets all day and about someone making a final hole for him, where he won’t have to listen to talk about holes any more.

(The original music video—with English subtitles—is also on YouTube, but the audio track is not clear.) “The main road,” which the persona of the poem says he hopes to leave, is actually, in the French lyric, “la grand’route” or ‘the great highway’—surely a reference to the road we all take to the grave.
The song is a poetic and political act of empathy, and of a kind that has become rare in the sanitised marketplace of popular songs. And it is the poetry that saves it from being only political ideology and lifts it into the realm of art.
Gainsbourg died in 1991, having established himself as one of the world’s most influential popular composers and performers.

Michelle Ramin won the San Francisco Bay Guardian 2014 Goldie Award for Excellence in Visual Art. She has exhibited her paintings in San Francisco, New York, Portland, Nashville, New Orleans, and in the UK. She was born in North Central Pennsylvania and currently lives and works in San Francisco. Ramin studied at Penn State University and received an MFA from the San Francisco Art Institute. Her work has appeared in New American Paintings, SF Chronicle, SF Weekly, Beautiful Decay, 580 Split, and is included in the Jimenez-Colon permanent collection in Puerto Rico. A solo exhibition of Ramin’s work opened at the Duplex Gallery in Oregon on 2 June 2016.
Williams: I was in the Louvre probably decades before you, and before the space in which the ‘Mona Lisa’ is hung was renovated. Nothing important about the experience appears to have changed. There were no ‘smartphones’ then, but there were lots of cameras. A large group of people, which seemed to be moving as a pack from room to room, ignored every other picture in the Denon wing. Your painting, ‘Mona Lisa IRL’, does a number of interesting things with this scene, which must now be familiar to most tourists who visit Paris. To my mind, the most important thing you do is confidently announce that paintings are as good or better than photographs at contemplating our now surreal relationship with images and art. The virtual ‘Mona Lisa’, one we might see on the Louvre website, is somehow more real than the ‘Mona Lisa’ in real life.

Ramin: Yeah, I think that’s interesting—the idea of the ‘Virtual Mona Lisa’ vs. Mona Lisa ‘IRL’. She’s more famous as a replicated digital or printed image than as an actual painting. When I got into the room, I kinda stopped caring about the painting itself. In that moment, I was able to check it off my tourist list of things to see. I didn’t get very close and could honestly barely make out that it was the ‘Mona Lisa’, except for the huge crowd around her. It mattered to me more to be experiencing the way in which people experience her rather than getting close to the actual painting and observing the brush strokes, colors used, composition, size, etc. I studied all of that in school but all that knowledge didn’t mean a thing when I got into that room. It was then that I realised I wanted my next body of work to be about crowds of people observing famous pieces of art. It’s interesting to me that some people find the need to check certain famous pieces off of a list—as in the Louvre brochure—while others spend minutes or sometimes hours studying the same piece. It’s like this at concerts, too, and other cultural institutions and happenings. Something about hype and fame—the bragging rights involved—that really draws people, but perhaps for the wrong reasons. Then again, who am I to judge how people should and should not experience something?
Williams: Digital photography has become the standard method of certifying experience in a way that seems more reliable and objective than memory… until the drive fails or your cloud is hacked. Your paintings of subjects inside the Louvre and the Musée d’Orsay are also about the spectacle of art and the hype surrounding it. To experience this as a tourist or art lover is one thing, but artists experience the spectacle and hype of the art world in a different way, as I suspect you are finding now you have several exhibitions of your own coming up.
Ramin: Hype is a very real and intimidating phenomenon, especially now with the advent of social media. As young as I am (thirty-four), I still remember the days without computers, cell phones, internet, etc. Word of mouth and the printed word were the only way to get information out there. Now, there are so many ways—so many websites, blogs, apps, etc.—I can’t keep up, nor do I want to. The popular way to virtually socialise changes constantly. A week out from the opening of my solo exhibition ‘Jet Lag’, at Duplex Gallery in Portland, Oregon, and I find myself full of anxiety over whether or not I sent press releases to the right people. Who are the ‘right’ people? Even a few years ago, it was so much clearer. All I’ve been seeing this week is an ocean of faceless art blogs and Instagram accounts. I find myself feeling very much like I did in the congested museums of Paris—alone in a crowded room, and very overwhelmed. This is all part of the process, of course. The art making is the easy part for an artist. It’s everything else that is so difficult.
![Michelle Ramin, 'Three Aliases' [Colored Pencil on Paper, 22 x 30 inches] in the Jimenez-Colon permanent collection in Puerto Rico.](https://stephenjwilliams.com/wp-content/uploads/2016/05/ramin-threealiases.jpg)
![Michelle Ramin 'Ben and Travis Find a Tube' [Watercolor on Paper, 22" x 30", 2015]](https://stephenjwilliams.com/wp-content/uploads/2016/05/ramin-benandtravis.jpg)
![Michelle Ramin, 'Mona Lisa IRL' [Oil on Canvas, 26" x 38", 2016]](https://stephenjwilliams.com/wp-content/uploads/2016/05/ramin-monalisairl.jpg)
Williams: The recent gallery paintings are unusual in your body of work because they have not edited out the architecture and environment of the subjects. In much of your other work, for example ‘Ben and Travis Find a Tube’ [Watercolor on Paper, 22″ x 30″, 2015], the setting is missing and only the subject and action is left. Something that may have started out being a photograph or a memory, or both, ends up being a pictorial distillation. Can you tell me something about your editorial process, about how you decide what gets left in and what gets cut out, about how you decide what your real subject matter is?
Ramin: I’ve always been a very focused person. I have a tendency to focus so much on one thing that I miss all the details surrounding the thing. Most of my work over the past five years has been intentionally editing out the background or surroundings of the figures—mostly because I, myself, only really cared about the subjects and their actions. The rest seemed superfluous. I wanted the viewers to see what I was seeing, which was the interaction and relationships between the figures, and nothing else. My newest body of work is about something a little different—still about people, their interactions with each other, but also their interaction with the unique space that constitutes a museum. There’s so much weight to a museum—historically, of course, but also architecturally. It’s contextually important for me to include this unique environment in the paintings. I didn’t want to introduce backgrounds again until I knew for sure it provided something important and relevant to the works’ content.
Williams: Some of your other projects, from 2011 and 2012—the installations ‘Mask Booth’ and ‘Try it on’—appear to invite or challenge people to try on something that in Australia we call a ‘balaclava’. It makes everyone look like a criminal, or like they’re on a polar expedition. What is this about?
![Michelle Ramin 'Mask Booth' [multi-media, 2012]](https://stephenjwilliams.com/wp-content/uploads/2016/05/ramin-maskbooth4.png)
![Michelle Ramin 'Mask Booth' [multi-media, 2012]](https://stephenjwilliams.com/wp-content/uploads/2016/05/ramin-maskbooth3.png)
![Michelle Ramin 'Mask Booth' [multi-media, 2012]](https://stephenjwilliams.com/wp-content/uploads/2016/05/ramin-maskbooth2.png)
![Michelle Ramin 'Mask Booth' [multi-media, 2012]](https://stephenjwilliams.com/wp-content/uploads/2016/05/ramin-maskbooth1.jpg)
Ramin: When I was in graduate school, I took up the mask, or balaclava, as a multi-layered, politically-charged symbol representing various identities. I used this metaphor as a way to discuss hidden identities, subcontexts, in each of our personalities. By putting on the mask, one takes on a new and very different identity. The body of work relating to masks centered around private vs. public personas and the existence of this doubling in everyone. This theme can be extended to include social media personas and public branding as well. At the time, 2011–2012, the Occupy Movement in the Bay Area was ramping up, the punk band Pussy Riot was very active politically and the film ‘Spring Breakers’ had come out. When I began the mask series, these cultural icons weren’t present, but by the time I was in the midst of the series they were. A form of the collective unconscious, I suppose. It seemed like the balaclava was on everyone’s minds, so it felt like a very relevant representation of that moment, especially following the 2008 recession and being an election year here in the U.S.
Williams: Yes, and by the time this zeitgeist filters through to your watercolor and pencil drawings, something else has happened. The hidden, masked self is perfectly domesticated and comfortable on the sofa. ‘Three aliases’ [Colored Pencil on Paper, 22 x 30 inches, 2011] is both funny and disturbing.
Artists have to be concerned about what other people think. At one end of the spectrum it’s ‘Will they like my work?’, and at the other it’s ‘Will they understand what it means?’ Are you a worrier? Are you on the side of authenticity or on the side of sincerity?
Ramin: I am absolutely a worrier! —In all aspects of my life. At this point in my career I care very much about what people think and how the work will be received. I want it to be accessible to everyone but I also want it to function on a higher level, where artists, critics, historians, etc., can gather more information from the work. I don’t want to choose sides. I want it all, really. Doesn’t everyone?
Williams: Maybe. The path we take to get to where we are seems less important at the start than when you get to near the end. That’s the difference between being thirty-four and fifty-eight.
We’ve touched on how technology now mediates how we experience art. This means that art is made by people who have seen more art than ever before. What have you been looking at recently? What have you discovered?
Ramin: The last art I went to see was at the San Francisco Art Institute (SFAI) and California College of the Arts (CCA) MFA thesis exhibitions. They are the annual displays of graduate students’ work. I love checking out the work of emerging artists coming out of graduate art programs. A lot of the work is missing steps but some is extraordinary. There’s such a refreshing feeling to young (in career, not necessarily age) artists’ work: the best of the showings can be invigorating and inspiring, like Laura Rokas and Robin Crofut-Brittingham. The worst is still really intriguing because it’s candid in its failure: no censorship, just letting it all hang out. I appreciate that on a lot of levels. That’s what graduate school is for… Experimentation and failure: something that should be encouraged more in post-graduate work and, honestly, in our daily lives.
…
Victoria Contreras Flores received her degree and PhD from the Polytechnic University of Valencia. She was born and lives in Valencia, Spain, and is the creator of ARTNATOMY, and a great variety of other artistic projects.
Williams: Victoria, it has been about ten years since ARTNATOMY. It is a beautiful and practical tool for students, artists and illustrators. Has it been doing well, and getting the attention it deserves?
Contreras Flores: Yes, ARTNATOMY will celebrate its ten-year anniversary in September [2016]. I’m preparing a celebration! My little virtual pedagogical toy fulfilled and exceeded all my expectations: it is still selling an offline version, although it remains free online for students. It has also led to derivative commissioned works, interesting collaborations and international contacts and friends. It has exceeded the user target I predicted and the application is avowed useful not only by artists but by psychologists, neurologists, plastic surgeons, coaches—even criminologists. It has received international awards, been featured in magazines and cited in books and academic papers. I could not be more satisfied. For it to be a more popular site and tool I would have to overcome my laziness for business and social media marketing. But I have other interests, too.

Williams: You refer often in your correspondence, sometimes by way of apology, to what you call your ‘dilettante-ism’. To be an amateur is not such a bad thing. But you have made it your style to be a professional non-specialist, a dabbler who is also a discoverer of new things. I can see an advantage in this, if a way must be found to pay the bills. It also means, does it not, that some of the brief artistic commitments do not work out the way you planned?
Contreras Flores: Let’s see… First, I distrust works that ‘need explanations’. I produce objects, works, music that do not belong to the realm of language. They can simply thrill you or not, make you feel, identify with them, or not. When a work comes to us, we do not mind the author. I am much worse than my best works and I should not matter.

I understand, since I am also a spectator, other people have an interest in the person behind the art. When I have to introduce myself, to define myself, to be honest, I can only do it from the dilettante-ism which is neither more nor less than the result of my curious nature and my heterogeneous interests. I tend to emphasise—not in a cynical way—I work hard and humbly in learning everything I try. I’m a professional player. I accept me as ‘numerous’ and enjoy it. In this way, I think people understand why my production is so diverse.
This makes me an outsider within the art market. It is a sign of the times because ‘experts’ frown on unskilled labor, but I am sure that culture is the antithesis of specialisation. In any case, in me, this is not a theoretical starting point, not an a priori, but the result that I work by passion and curiosity: there is never much planned and the result always surprises me, and in a positive way.
None of my inventions, it is true, manage alone to pay the bills. I have to accept commissioned work such as programming, or teaching. There are other costs, too: being free of children, luxury and property. I prefer to live this way to dedicate my life and efforts to make a business from my creations. I do not serve as a businessman. I did not choose that profession. I could, perhaps, get better economic results devoting all my efforts to a single thing … but only by being as bored and as sad as if I were working in a bank or living in a jail forged with my own hands.
Williams: … “Mientras voy, y vengo, por el camino me entretengo” [“I go, and come back, by the way I enjoy”] is the phrase you have mentioned. It seems like a good philosophy, and one way to prepare for any surprise from the Nietzschean demon.
Your interest in putting new technology to work in artistic projects appears to have led to the creation of some beautiful necklaces. They are made with 3D-printing, I think. The project combines the decorative, the literary, and a little eroticism.
Contreras Flores: They were created playing, by mixing things I love: reading, calligraphy, typography, arabesque, and ajouré. I suppose I am not immune to the fact that my birthland mixes seven centuries of Muslim heritage with Spanish baroque. I design working on paper, getting a single, quick piece that must be legible. After that, I order the laser-cut from a supplier, and finally I hand-mount it. This is one of those inventions for those I would love to find a producer. I am interested in the field of jewellery because it mixes again l’objet d’art and applied art and allows sculpture in small sizes, experimenting very freely with materials and shapes.
I hope I will not be lost in translation but I am flattered to be related to ‘the smiling and playful’ Nietzsche. He aims and encourages us to be free from time-calculation—the furthest thing from a megalomaniac—facing our ephemeral insignificance should help us to live more freely, more calmly, and to enjoy more. In this way, too, I am just an ‘amateur’ who will die learning. So, I am glad if you find some eroticism—another of the simple good things of life—in my necklaces, which I could not prescind from formal exuberance to transmit their passionate messages.
The phrase ‘I go, and come back, by the way I enjoy’ has a good dose of black humor, by reducing life—‘el camino’—to a short, and not very serious, trip. This idea is also in the Spanish reflexive verb ‘entretenerse’, which is more like ‘to amuse oneself’.
Nietzsche is a key philosopher for me. It is interesting you mention him though we have never spoken about him before. People sometimes refer to Nietzsche as a severe, permanently angry, megalomaniac. Very different from the Nietzsche I know. I am flattered if you associate, at some point, some of my statements with the Nietzsche of ‘gaia scienza’: ‘superman’ is an ideal of courage to face life, which is facing death; active thinking, not-condescending. A ‘logos’ strengthened in the consciousness of its insignificance, should manifest itself in a rigorous ethical demand, auto-immune to self-deception and, paradoxically, liberate us from false responsibilities and illegitimate ambitions. This makes life light, encouraging us to live in a more lucid, more laughing, and more vital way…
I will say that the human is my only theme and my inexhaustible source. The senses are instruments of knowledge for me (in Spanish, ‘sentido’, can mean ‘sense’, ‘felt’ or ‘meaning’ ) and I’m glad if you perceive any kind of sensuality in my work.
Williams: Yes, there is something about the choice of quotations, and the writers, that invites that interpretation. There is also the simple fact that in order to read the text of the necklaces it is necessary to gaze at the bare neck of the wearer. Imagining this moment invites erotic interpretation.
When you wrote to me of ‘the brief trip by which we amuse ourselves,’ I was reading The Gay Science. The allegory of the demon is a striking idea. I wonder why it is not taught in schools. (It may be because it is a dangerous idea; and perhaps because we now have a complicated relationship with the character that Nietzsche has become in our imaginations.) I am thinking of ‘eternal recurrence’, now, not in terms of its meaning to our isolated selves but as either rebuke or praise of the way we treat other people. Am I prepared for the violence, judgments, and wrongs committed against others to be endured, by them, over and over again?
In Australia it seems a majority of the voting population supports harsh measures—I would say inhumane measures—to prevent asylum-seekers reaching our shores.
Contreras Flores: Valencia is a wide-open mediterranean sea town, but there are no boats of people arriving on the beach. The refugee situation remains ‘someone else’s problem’, in Valencia as for most of Europe. I could not be more ashamed by our politicians—applying inhuman laws on our behalf, fomenting fear and nationalist discourses that only conceal ignorance and fear of ‘the other’ and the unknown. As a political subject—as we all are—I try to ‘Think globally, act locally’, I am involved in civil associations, and personally try to fight with my humble weapons, which are just pencils and thinking. It is always insufficient.
Williams: What are you working on now, Victoria?
Contreras Flores: I have been focused on music, learning amazing software that allows me to record and produce my own music with an acceptable quality. In the realm of soundtracks and music for shorts films I collaborate in projects by talented people and continue to mix all the disciplines I am interested in—films, literature, images, and music.
Contreras Flores’s necklaces can be bought directly online from her website, where there is also a short list of retailers, information about her experiments with 3D-printers, and other design objects for sale.
Seems like a simple question, doesn’t it. A gallery is for showing pictures, of course. Let’s be liberal, and say it is a place for displaying works of art, or where people go to view works of art.
I’m not referring to museums of art, or state galleries. The question is really about commercial galleries. The visual artists I know appear to be, now, in a situation something like the position poets were in twenty-five years ago (not much has changed, everything has changed) when there were, in Australia, literally no major commercial publishers of poetry and a few writers I knew got together and formed a small, private press to publish each other. Over the course of the following fifteen years this small unincorporated association published twenty books and had some success. By the end of it, though, it was still publishing slim volumes—we believed in quality—to deafening silence from reviewers. One of its last books was an anthology of more than a dozen writers that did not get a single review. When we asked the editor of a nationally distributed review magazine why no article was arranged, we were told the anthology was “obviously good”. Well, thank you, we said, and the conversation ended there.
Perhaps we failed to be interesting or controversial enough. Self-reliance is not newsworthy.
Visual artists could hardly claim to be in same situation. There are galleries galore. The public listings are full of openings to attend. Opportunities are everywhere. Or, are they?
It’s not as though writers or poets can claim there is no publishing going on. What we can claim, I think, is that publishers are interested only, exclusively, in their bottom lines, in seeing their accounts written in black ink. You can’t blame them. There is no profit in poetry. And there is no profit in some difficult visual artist whose work cannot quickly establish a market value that buyers are willing to match with dollars. It does not matter if he or she is a genius. Genius doesn’t pay the bills.
The principal difference between writers and visual artists from a commodity point of view is that writers create a product that is the art world’s version of fast moving consumer goods. Buyers literally take literature off the shelves, in shops that resemble supermarkets. Decisions are made pronto! A book is a standard gift option. Visual artists don’t normally make products of this kind. Purchases are considered. The visual arts are not bought to be consumed, and set aside, in the same way books are bought and shelved. This demeans the relationship readers have with literature, but there is a kernel of truth in it.
Commercial galleries plot a course between what one must suppose is a genuine interest in art and the mundane worries of their pockets. Welcome to the world as we know it.
There is nowhere for visual artists to go that is not smell of commercial relationships. Writers, by contrast, are the piece-workers of the art world, huddled in their garrets, earning a pittance for every thousand words: the smell of money rarely reaches their rooms.
Above all else, it’s disatisfaction that they share; and isolation from the very people who want to make contact with them.
Commercial galleries, if the system that the galleries describe were to work as perfectly as everyone hopes, offer more than representation. There is supposed to be much else that comes with the relationship: the problem is, really, whether or not this “much else” actually materialises.
Commercial galleries are supposed to:
If galleries actually achieved this for more than a handful of the most prominent visual artists, artists would think, no doubt, that the galleries were doing a good job.
But they are not doing it.
A mid-range artist in Australia, for example, exhibiting 30 works at a significant commercial gallery once every two years, and selling perhaps 20 of these (a successful show!) for an average price of AU$4,000, brings $80,000 to the cash register. Forty per cent of this goes to the gallery: $32,000. This leaves $48,000 for the artist. A pittance for two year’s work. It’s no wonder they have to have second jobs! (Let’s not even mention the tax situation.)
No-one attacks the galleries. Why would anyone want to? Even if there were any public discussion of commercial galleries, surely artists would not have anything bad to say about the galleries that are, of course, the very arteries through which the life-blood af art courses…
Absence of discussion and debate does not mean absence of comment. It is well-known, of course, who the bad apples are. (Who knows, we might even get around to naming them here in future episodes: stay tuned…)
It’s the relationship between artists and galleries I’m interested in. Now, do you notice anything odd about the following statements quoted, verbatim, from the ACGA website:
Vision:
The Australian Commercial Galleries Association seeks to contribute to the visual arts in a way that enhances understanding of and support for the primary market while cultivating sound entrepreneurial ethics and an ever-strengthening national and international market for Australian art.Mission:
The Australian Commercial Galleries Association exists to represent, promote and further the interests of Australian commercial galleries whose core business is the ethical representation of living Australian artists. A dual aspect of the Association’s mission is to develop Australian artists’ livelihood and reputation while contributing to an enhanced public understanding of contemporary Australian art in the primary market.ACGA
I think there are several strange things going on in these quotes, not least of which is that the vision statement does not envision anything (unless it is that the national and international market for Australian art is “ever-strengthening”). I wonder, for example, why this organisation is so obsessed with ethics and ethical bahavior. Has someone accused it or its members of something terrible, or do their consciences need to be salved?
I mention this obsession with ethics in the vision and mission statements of the ACGA because the point at which the code discusses a gallery’s right to receive a commission on all sales of an artist’s work strikes me as being distinctly unethical.
The partnership between the gallery and the artist establishes commission as payment by the artist for the gallery’s intensive ongoing work and representation in the development of the artist’s career, reputation and livelihood. As such it should be recognised as an agent’s fee, earned by the gallery in return for the type of ongoing services listed under item 4.
ACGA
Item 4 in the code of practice lists a whole heap of things that galleries barely do at all for most artists, and do very badly most of the time. (Read the whole sad catalogue at the ACGA website.) The code is, in fact, a strained attempt to justify a claim that artists, particularly struggling, unknown artists, but also middle-rung artists, have little or no power to deny to galleries.
Artists, in fact, have to put up and shut up in the face of galleries who do nothing for them between annual or bi-annual shows but still want 40 per cent of sales they haven’t been involved in.
Wouldn’t it be fairer, more ethical, as a starting point in negotiations between artists and galleries, to say that galleries were entitled to up to 40 per cent commission on any artworks they choose to show, or choose to hold on to between shows?
You can hear the director-fussbudgets of galleries around Australia huffing, puffing and moaning already, can’t you? Oh, dear, how will they ever earn a living if they only get commission on the works they really want to sell?
The services these fussbudgets (don’t go off to the dictionary: it means one who is overly particular about unimportant things) offer to artists are described in terms that make their gallery businesses sound like retirement homes for librarians. They promise to be monitoring, archiving, maintaining and pursuing. And when they’re not doing that, they’re cultivating, collaborating and recording. All very important stuff, I don’t doubt. Meanwhile, it is the artist who is doing the real work.
The list of services that galleries perform to earn their commission is a furphy, a wild rumor, a tall story, and everyone knows it. Artists make their reputations by sticking at their work. It is a hard slog that, even for artists of acknowledged brilliance, goes on for years. To pretend this isn’t the case, and instead put about that the development of an artist’s reputation and career is something that is strategised by whispers and nods between gallery directors and clients with too much money in their pockets, is simply to lie. And there’s nothing ethical about that.
What is going to change, though? How can the system be changed? Important questions, to be answered by someone else.
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