In light of the sociological insight that it is left to the art system what counts as art, new artistic forms inevitably alter the prevailing concept of art. The article examines how artistic morphogenesis occurs in a twofold manner in the case of contemporary art: as self-referential process through new form combinatorics or asynchronous artistic operations whose artworks elude the gaze, and as other-referential relation. One of the main features of contemporary art lies in its strong reference to the present, based on a conception of operative time. Time is not understood as a sequence of past, present, future, but rather as the linking of respective presences. Contemporary art shares this understanding of time with event-based social theories. This is analysed as other-referential act of synchronization within the art system with its societal environment. Empirical evidence is provided by select works of art and by self-descriptions of the art system.