(Roughly) Daily

Nearly $1 trillion of art is expected to change hands in the coming decade, as boomers’ art collections get passed down. There won’t be enough buyers or museums to absorb it all. Felix Salmon on what inter-generational transfer may mean for the art world…

… The baby boomers spent money at an astonishing rate. In the single year of 2005, US boomers spent $7 trillion in 2026 dollars, per McKinsey. Twenty years earlier, in 1985, their predecessors in the Silent Generation had spent just $3 trillion in today’s dollars. Spending on art accelerated as the rich got richer, moved into ever-larger houses and became eager to splash out on discretionary purchases.

That unprecedented demand for art created an unprecedented supply of it too. “The art world became professionalized during the lifetime of the boomers,” notes Michael Darling, a co-founder of Museum Exchange, a company that tries to find museums willing to accept donors’ art. The number of artists making a living from their work reached previously unthinkable levels, with a concomitant increase in the number of galleries. There were about 150 art galleries in New York in 1946, per a 2005 Rand report. That doubled by 1961 and then doubled again by the early 2000s. In Los Angeles, the number of galleries went from almost zero in 1957 to more than 400 in 2005.

When patrons were limited to a few royal courts and religious institutions, the number of people who could make a living by producing art was relatively low. The boomers, blessed with vastly greater numbers, turned their money into battalions of collectable artists. In 1988 the Artnet Price Database, which tracks artists sold at auction, included 8,300 artists, including substantially all the Old Masters. By 2012 there were 90,275.

When you inherit art that was expensive when acquired, it’s difficult to think of it as “stuff” that could be thrown away or given to a thrift store. At the same time, storing and figuring out what to do with it can be enormously challenging. One way of making sure someone appreciates the art is to sell it. But finding buyers can be extraordinarily difficult. Most artists get forgotten over time. Even living artists have a hard time selling their work. A dead artist… needs a dealer who’s committed to resuscitating interest in them — and those dealers are few and far between, since it’s nearly always easier to sell the work of a living artist than a dead one.

Just looking at items that can be sold for cash on the secondary market, which is a tiny minority of all the art out there, roughly $1 trillion of art is expected to change hands just in the next 10 years, per Deloitte. No one is ready. The great wealth transfer includes a vast quantity of paintings and sculptures. A small proportion of it will have some sentimental value and be kept for that reason, but most of it is going to get moved out one way or another — sold, donated or even trashed…

[Salmon explores the options: continued stewardship by the heirs, sale (through auction houses or galleries), or donation (to museums)– all of which are, as he explains, fraught. But perhaps the biggest problem is the evolution of taste…]

… An even bigger barrier for inheritors looking to pass on a collection is the way tastes change over time. Boomers grew up looking at artists like Carl Andre or Balthus, congratulating themselves on how daringly receptive they were to the shattering of historical norms; as those norms get rebuilt, younger art lovers are much more likely to find reasons to avoid showing them entirely. Instead, their collections feature more women artists and tend to be more diverse in many other ways too.

The art world doesn’t fixate on the ultra-new in the way Hollywood or pop music does, where most consumption is of products produced and released in the past year or less. All the same, galleries overwhelmingly show new work by living artists, so that’s what most art collectors end up buying. That means heirs often end up inheriting work that used to be new and exciting but today is often little more than a faint memory.

The rise and fall of artists and artistic reputations is the subject of the emerging discipline of cultural evolution. Just as Darwinian evolution selects for species that do the best at surviving, artistic evolution selects for works that continue to attract our attention. Oleg Sobchuk, a researcher at the Max Planck Institute for Evolutionary Anthropology in Germany, explains that art disappears from our collective memory first quickly and then slowly, in a process known as bi-exponential decay. “Sometimes we think about art as speaking to something that makes us human, that it’s general and timeless,” he says. “But in most cases, art is about something that is happening at that period of time.” The further we get away from the moment an artwork is made, the less of our attention it can generally command.

In paleontology there’s the concept of the “turnover pulse,” where the rate of extinction rises sharply; it’s not dissimilar to the theory of the paradigm shift in the history of science. In art, it’s been more than a century since the modernist revolution that started with impressionism and continued through Picasso and Duchamp. Now, for the first time, the dominant collectors and curators — not to mention artists — will be people who grew up in the age of the internet.

“Every new media, when it appears, creates some kind of rupture,” Sobchuk says. “Usually it functions as a revolution. The culture was in the hands of a small number of powerful individuals, and then from time to time, you have a technological revolution.” That doesn’t mean digital art will displace painting and sculpture. But it probably means there’s less appetite and reverence for modernism. Which doesn’t bode well for those inheriting a lot of it…

[Salmon explains why, though this transfer is essentially inevitable, it will unfold more slowly than we might think (TLDR: “Because there will still be many boomer buyers for every collector planning ahead and unwinding a collection, there won’t be nearly as much of a supply-and-demand mismatch over the next decade as the broader generational shift might imply…”) He concludes…]

… The great art transfer is a much bigger deal than “what are we going to do with all this stuff.” The art we keep will stay in the canon; the art we discard will be lost to history. All the same, the stuff question is becoming urgent, and its answer is sad, if simple: A tiny proportion of the art we inherit will be treasured and valued, and a little bit more will find a good home elsewhere, perhaps slowly accumulating historical value even if it continues to lose cultural cachet. But most of it will probably acquire signs of physical deterioration and neglect — bumps and scratches and sunbleaching… All artists are mortal, after all, and only a minuscule fraction of them achieves immortality through their work. The rest are bound to fade away, sooner or later.

Ars longa? “Boomers Are Leaving Behind More Art Than Anyone Wants,” (or here), from @felixsalmon.com in @bloomberg.com.

Also worth following: the series in e-flux on the relationship between contemporary art, real estate, housing, gentrification, and the material conditions of artists’ lives. Revisiting earlier pieces, it begins with “Art, Creativity, Urbanism, Part I,” from Martha Rossler.

* Sir Joshua Reynolds

###

As we contemplate the canon, we might send birthday greetings to two artists whose places in the firmament seem, at least so far, secure:

Diego Velázquez was baptized on this date in 1599. A Baroque master of the Spanish Golden Age and leading artist in the court of King Philip IV of Spain and Portugal, he is generally considered one of the greatest artists in the history of Western art.

Andrew Warhola was born on this date in 1928 in Pittsburgh, PA. Better known as Andy Warhol, he was a leading figure in the Pop art movement; his work (painting, filmmaking, photography, publishing, and performance art) challenged traditional boundaries between high and low culture and provoked us to think more clearly about the relationship of reference and referent. Widely considered the most important artist of the second half of the 20th century, he was a role model for a generation of post-modernist artists.