Inside and Outside the Market for Contemporary Art in Brazil, through the Experience of Artists and Gallerists

Abstract

In this paper, I seek to extend our understanding of global art markets by focusing on the relationships between different art world agents and their perceived responsibilities and roles in a market considered locally ‘incipient’ and emergent on the global scene. For this purpose, I draw on over 50 interviews with art gallerists, independent art spaces and visual artists represented by them, living in São Paulo and Rio de Janeiro, the two largest clusters of the contemporary art market in Brazil, at a time of market expansion and internationalisation. In an incipient market, two main functions are considered important: Developing the commercial circuit and opening up the market, and; enhancing the value of art in society. Such functions occur against the backdrop of a large and complex country, where the ‘eixo’ (axis) of the main cities offers greater opportunities for visibility and valorization. The findings help to elucidate the perceptions of responsibility and roles in a context of market development, as well as the emerging boundaries between culture and the market. Moreover, the paper explores the emerging dynamics and strategies of art world development as they are enacted, offering insights into how art market actors perceive their roles and responsibilities, as well as the strategies available to them to support market consolidation.

High art on a mug: Art merchandise in China’s contemporary art market

“…Although past and present political leaders have emphasized the importance of artists serving and learning from the people (Xinhua, 2014), ironically, when it comes to contemporary art, it is the market insiders and not the state who articulate the social mission of bringing art to the people. This article then has demonstrated that commercial organizations and practices can be involved in the democratization of art, which has received little attention in the literature so far (Brandellero, 2020). This research encourages scholars to examine the role of commercial practices and organizations, such as auction houses and (affordable) art fairs, in increasing public access to contemporary art.…”