Commercial representation helps transform the fortunes of artists looking to breakthrough into the mainstream. It is one thing to have a gallery recognise your talent, but another thing entirely for it to promote you to powerful individuals and establishments and secure sales and commissions.
However, though commercial galleries are numerous in the UK and indeed the world, their ability to give a platform to most artists is always going to be limited. You can only ever have a few individuals on your books, the reasons being logistical, financial or even philosophical (you only push a certain movement for example).
As such, the great bulk of artists ply their trade in relative anonymity, struggling to get recognised because they lack the ‘connection to connect’ with a wider, more influential audience. It’s a noisy, busy world and people’s attention spans have been ruined by the incessant production of nonsense. No time to stop, no time to stare, no time to admire.
This is where The Other Art Fair steps in. Launched in November 2011, this regular expo fills in that longing, vacant gap. Here is a stage where undiscovered artists can do away with the middle man and become their own walking, talking gallery; the means by which they showcase, sell, discuss and promote their own work.
“The Other Art Fair is a unique platform from which they can independently showcase their work: to gallerists, curators, critics and collectors,” the organisers state on their website.
“Not only about selling artworks, these four days enable artists to launch their work in the contemporary art world, gauge the public’s response to their pieces and meet fellow artists for potential future collaborations.”
Moreover, there is no time like the present to either visit or stake your claim as the next Vincent Van Gogh, Mark Rothko or Jean-Michel Basquiat: it is beginning to gain a respectable voice in the world of art. Now in its sixth edition, its audience has increased and diversified in the space of just over two years, with, for example, advertising agencies, fashion houses and corporate companies making an appearance.
Representatives from such institutions are keen to spot something novel, leftfield and out of this world, and in their eagerness to commission pieces of art, are helping support artists in their efforts to live a life true to their art form.
The scale of work on show is, like any typical art fair, immense and the variety is exceptional. Whatever your particular tastes, the likelihood is that you will come across either a work by an individual or style that you are fond of, but it will be contemporary.
Beyond that, with that immediate ‘connected connection’, you can foster up, as an artist or as a buyer/collector, a mutually beneficial relationship, one that sees both parties enjoy the fruits of this new and flourishing association.
Don’t think about this or that this spring. Think instead about the other.
The Other Art Fair is at Ambika P3, in London, between April 24 and April 27th 2014.
Cadogan Tate is a leading provider of fine art removal services.