Guffwatch (ctd.)
May 4 2016
Video: Sotheby's
Sotheby's new video series, 'Imagine the Conversation', is the guff gift that keeps on giving. Yesterday we had a 'curated dinner', today we have:
[...] eight decadent truffles inspired by art from our May Impressionist & Modern and Contemporary Art sales.
The chocolatier given the mission by Sotheby's, Katrina Markoff, talks of how she made a truffle Cy Twombly:
With the Cy Twombly piece, obviously very intense red drippy strokes, and we used beet red died chocolate to do strokes that were similar to that on the painting, those strokes give energy and movement, and fluidity to something that's quite static, like chocolate.
My favourite, though, is the Warhol truffle, 'inspired' by Sotheby's forthcoming $7m-$10m Warhol 'Fright Wig' self-portrait:
I imagine if you bite into it, it's empty.
Sotheby's aim with these videos is to draw in new buyers. But does associating a painting with a powdered truffle, an amuse bouche, make anyone want to fork out $10m for it? Isn't the whole point of marketing the more ephemeral end of the contemporary art market instead about creating an environment of nodding, po-faced seriousness, and engendering the sort of earnest conversation that helps elevate the status of one of thousands of prints into an apparently unique masterpiece. Who drops $10m on a joke? Or is the joke on us?
Update - you can buy the truffles here. $45 per box.
Update II - Marion Maneker kindly picked up on my post, and writes on Art Market Monitor:
Actually, the joke is on Sotheby’s who have violated one of the basic taboos of advertising and marketing by resorting to borrowed interest. That’s where you try to create excitement around a brand or product by associating it with something wholly unconnected.
In this case, Sotheby’s has gone a step further. The videos end up promoting the food products far more than they do the art.
Marion also writes that I'm 'no friend of Contemporary art', and I can well understand why my AHN rantings would give that impression. But I love art from all periods, and (secret!) actually have more contemporary art on my walls at home than Old Masters. It's the upper reaches of contemporary art market that I'm no friend of.
Update III - another reader writes:
I can only assume your culinary criticism is due to a surfeit of boarding school food!
Some transitory fun with food delights the senses: forget the bullshit.
To a foodie presentation is everything: inspiration from art and nature: soon recycled.
Unlike Hirst and Emin that stick around like bad smells!
So stick to your day-job and keep your anorak on!