The average middle class home used to have maybe two artworks –  a country view in the sala and a version of Leonardo’s Last Supper in the comedor.  There were not too many artists yet and prices were okay.

Even the already famous H.R. Ocampo and Manansala were within reach of my 1970s U.P. assistant professor’s income.  Waiting time was short, too.  One week and an H.R. was hanging on my wall, versus the years that it reportedly now takes to bring a Bencab home.

There are hundreds of active artists these days, dozens of art galleries, lots of art competitions, and judging from the crowd at the recent MANILART’09 Fair, thousands of patrons.  The NBC Tent was full, with 40 art galleries showing some 500 works done by hopeful unknowns, National Artists and dozens in between. It was the place and time to know what artists paint and who buy them.

Shown were works ranging from the inspired to kitsch. Clearly, some galleries screen the works they exhibit, while others are cafeteria-style with something for every taste and for every size pocket. There were outstanding works, not necessarily by famous names.  There were also works accomplished in technique but unclear in message.  Writers and musicians seem better at metaphors.

At the same time and based on conversations with gallery owners and young friends, today’s typical art buyer seems to be an entrepreneur or middle-level executive (usually male) in his 30s and 40s. 

Art is not uppermost in his mind and he is not burdened with the usual criteria – neither composition, color, draftsmanship, craftsmanship, nor the artist’s idea and the effectiveness and originality with which it is communicated. He knows what he likes, although competing for his disposable income are techie stuff and collectibles like manga characters and miniature cars. Many are enthusiastic photographers with top-of-the-line equipment, and who shoot, photoshop, print, and hang their own works.

Given all these, today’s art market is more exciting than ever before. 

A buyer (or his spouse) is not that attached to the work and sells when: (a) he tires of what he bought, (b) he realizes he made a mistake, or (c) he’s made a good profit.  The underground economy has plenty of art dealers.  The environment favors low-priced works by the still unknown, since appreciation potential is likely to be greater for works in the P20-P60,000 price range compared say to those already costing P300,000.

A buyer could be vulnerable, though, be tempted to pick the trendy, publicized, illustrated or advertised in the media and glossy magazines.  Things are bound to be different after the hype ends.  Mere exposure could gain a temporary following but for the long term, nothing beats quality. 

The time tested approach means study and developing a discriminating eye by looking at works, making the rounds of museums and exhibitions, checking out the winners and jurors’ choices at major competitions, and adopting as standard the works of National Artists—their better efforts, that is.

Comments are cordially invited, addressed to walalang@mb.com.ph.