Dangerous Liaisons: The Strange Relationship between Art Fairs and Galleries. The Case of the Art Fair "Art Basel"

Art fairs play a central role in the market, particularly in the trade of contemporary art. In the wake of the fair boom since the turn of the millennium, they have grown to become one of the most important sales and marketing channels for dealers. Through this distribution channel the gallery owners are able to gain access to new markets and reach new collectors. In 2012, 36% of sales made by dealers were through local or international fairs. The commercial logic of the fairs is obvious; they have become a symbol for the commercialization of art. To this extent, fairs question the creed of the field, its denial of the commodity of the artistic works. We study this tense relationship between and capital from the perspective of the dealers at the fair Art Basel. Next to qualitative interviews, a full survey of the participating gallery was carried out at the fair. The study is complemented by the analysis of secondary sources. Above all, the dealers find it difficult to maintain the character of the anti-'economic' economy of (Bourdieu). The benefits of the participation at an fair are too big. The interviews clearly show the advantages: large share of annual revenue, contact with an international clientele, networking, and greater visibility. But there is doubt within the considerations. Not only the economic success tends to be a flaw in a world of pure values. Furthermore, problems arise because of the overall changes in due to the growing dominance of fairs: the constraint to new models like collaborations with other dealers or franchising. High trade costs and marketing expenses, the time theft at the expense of the traditional dealers work, namely the on-site work, personal customer care, the promotion of young artists and local or regional cooperation with museums. The fairs are considered a necessary evil to secure reputation and liquidity - the economic pressure leads to a gap between unconventional and art fair art, between money business and art business. Not only the interviews, but also the surveys at the Art Basel show this increased tension in an field that depends on the sale of the priceless.