There is an inherent and perhaps legendary tension between artiste’s who originate, create or design creative works/content and those who represent, market, publicize and form a historical narrative about the artiste and the body of their work.
The engines of Capitalism churn through the work of sales, marketing, branding and public relations professionals and/or firms engaged in such work. All of the foregoing, who work in effect in a promotional capacity, are at risk of having their work attacked for issues related to competence and performance obviously. In uncertain times, where profit margins shrink and the creator having gotten use to a certain value for their service, product, including art, once they begin to experience reduced cash flow, lower status or a reduction of the value of their brand will look on with a greater degree of circumspection and even disdain at those professionals, often questioning the terms if not the merits of their contractual arrangements.
In the world of Fine Art , if having one’s work exhibited in an art gallery and being represented by any one of the city’s numerous elite gallery owners were unnecessary, artists would merely represent themselves and sell all their work on the street, on e-bay or to their personal network of friends via invitation to their studio or home. Notably throughout history many artists have died before their work was recognized, accepted or became value often enriching museums, visionary collectors and families and not the individual artist. Perhaps in recognition of that fact and that the life of a starving artist is highly over rated, today’s modern artist, especially one who “seeks out” gallery representation to frame the story of their life’s work or their passion and form a narrative about its context in the grand scheme of humanity is looking for someone to represent them who is part Art Historian, Branding, Sales, Promoter and Public Relations professional with a cache of connections to the world of the affluent, high net worth and high society as well as the intricate world of sophisticated patrons, collectors and museums.
This leads me to the curious case of graphic designer Paula Scher who’s paintings of maps I saw on exhibit at The Maya Stendhal Gallery in 2007. The openings at Stendhal Gallery always interested me, because in a comfortable but upscale environment in Chelsea I would often discover the work of artists that I was unfamiliar with, as was the case with Paula Scher. That is no indictment of the graphic designer who is a Partner with the Pentagram design consultancy firm, and one of the most famous graphic designers, famous for designing some legendary contemporary images for some of New York’s leading commercial and cultural institutions, including the Citibank logo. She also happened to design the first album cover for one of my favorite bands,during my childhood, Boston.
Recently, it was reported in the New York Post and referenced in sorted other blogs, including Scallywag & Vagabond, post.thing.net and Hyperallergic (all of whom merely repeated the allegations of the plaintiff’s without any investigative reporting or perspective) that a couple of artists one of whom was Paula Scher, the multimillionaire graphic designer represented by Wall Street’s Carter, Ledyard & Millburn LLP were suing Harry Stendhal of the Maya Stendhal Gallery, inferring that she was some kind of crooked “rogue” gallery owner. As one who covers society, philanthropy and cultural life (often with a camera in hand while I listen with my eyes) and also as a lawyer who received his legal training at the University of Pennsylvania Law School and then having worked at top firms like Weil Gotshal & Manges and Bingham LLP in New York and Boston, something did not smell quite right.
CHARACTER: Harry Stendhal
From a character perspective, I have found Harry Stendhal to be a visionary, an intellectual with a broad perspective of humanity and a man who is truly a creative person’s best friend. His openings are more like salons or exhibitions at a museum where the focus is on telling a story and enlightening press and art world patrons about the context or import of the works and the artist or the subject. Truth is many creative people who have had the opportunity to sit down with Mr. Stendhal and learn from him only improved their own station in life and discovered economic opportunities that they never even contemplated existed for them and their work.
ARTISTIC VALUE: Graphic Art vs. Fine Art
Paula Scher, a graphic designer and typographer who is a Partner in the Pentagram Design Consultancy firm (a firm specializing in graphic design, architecture and industrial design) is the creator of so many award-winning iconic identities. As a designer and entrepreneur in a successful design firm, she is living what amounts to the American Dream, regarded as one of the most successful graphic designers of our time, her work having enabled the life of a multi-millionaire, even prior to her exhibitions at Maya Stendhal Gallery, that include a Chelsea Loft in Manhattan and a country home in Salisbury, Connecticut. But in an interview with the New York Times in January 2006 Ms. Scher rejected the notion that she is a Fine Artist:
[Ms. Scher herself rejects the idea that she has suddenly turned into a fine artist.] “I don’t want to be a new painter, but an old graphic designer,” she said. “The only thing I’m really good at is painting typography.”
This is relevant if only because there is a notable difference in between the culture and mores in the worlds of Fine Art and the worlds of Graphic Design/ Commercial Art. Projects in the latter world have a specific or defined time period for completion. Payment is often project oriented. As you create and complete you get paid. In the world of Fine Art, that is not exactly the formula and is in fact quite to the contrary.The branding process is longer and more complex to create a legacy and long term increase in economic value.
The truth is many creative people and fine artists starve because there is no “inherent value” to artistic creation, at least in my opinion. Value is subjective. The story tellers, those who develop a narrative help explain the world at large the import of great works are an extension of those great works and the artist themselves, perhaps necessary to extend the life, create a buzz and a brand behind said art and the individual artist and make them more relevant to collectors and museums.
Despite her professional success as a graphic designer which enabled a very comfortable standard of living with multiples residences in exclusive locations, Ms. Scher, who was herself 55 years of age around the time she contracted with the Maya Stendhal Gallery, even as a multi-millionaire, apparently needed or wanted, at least intermittent representation, by a leading gallery like the Maya Stendhal Gallery. Why? Was it a vanity play, a Famegame or was she after a financial windfall or some cross over appeal, further enhancement of her brand as a graphic designer relative to other mere graphic designers? Fact is that gaining credibility and standing in the Art World would, could or may have led to greater leverage to obtain work for the Pentagram Design Consultancy, relative to competitors who were mere graphic designers.
Otherwise why obtain gallery representation? Why obtain the representation of Maya Stendhal Gallery and Harry Stendhal and have them work to promote your brand in the world of Fine Art for the better part of nearly five (5) years only to discard it as the economy headed south? Maybe the same reason perhaps that homeowners who are underwater in their mortgages decide to sell their homes without the services of a broker who will take a cut of the proceeds of sale.
THE PENTAGRAM CONSULTANCY: Exposure in World of Fine Art Increases Economic Value of Paula Scher’s Agency
At this juncture, Paula Scher’s work having been exhibited at Maya Stendhal Gallery is an additional feather in the cap of her otherwise extensive resume that has more than likely enhanced the economic value of her designs for existing clients, allowing her to bill at a higher rate but also likely assists in marketing herself for major projects from leading corporations, cultural institutions and museums, folks who became more and more aware of her work and the individual behind said work as a result of promotion and exposure in the Art World. It would be interesting to know, since the Pentagram Consultancy is referenced along with most press pieces referencing her exhibitions at the Maya Stendhal Gallery whether the gallery in fact served as a promotional vehicle and de facto public relations arm for Pentagram enhancing their balance sheet during the time period since she was represented by the Stendhal Gallery up to and after the parties found themselves in a dispute over contract terms.
As the economy tightened, your brand extended, one might be tempted to consider why they should still have said gallery and its ownership the benefit of the bargain for their representation, especially if you can manufacture a way out of your arrangements, terminate or breach a contract and be liberated from sharing of profits for your works. A rather effective way to do so is to smear your promoter (gallery owner) in the press with allegation of improprieties which apparently you had no issue with up through the last exhibit which ended March 27, 2010 , especially if some favorable contracts connected to Stendhal Gallery representation landed in your lap during that time for which said gallery may have a right to a share of proceeds.
You will forgive my cynicism if in the end, I suspect that this case will be one that is less about a rogue gallery owner exploiting a poor starving defenseless artist than it is about a contract dispute between two sophisticated parties and a fight for power, control and money and questions about whom is entitled to what percentage for putting the map lady on the map in the world of Fine Art.
That a couple of “artists” who benefited from representation by Maya Stendhal Gallery are only now taking pot shots at Harry Stendhal in recessionary times is to me, by implication only and the absence of specific proof of wrong doing, is no indictment of the man or his character but more a sign of the times and an effort to use the press to undermine a man’s standing to extract a settlement and release from contractual obligations. If the case were so air tight against Mr. Stendhal use of the press by “victims” who are rather sophisticated entrepreneurs themselves would not be necessary. When all is said and done, I suspect that those who seek to smear a man and destroy his reputation to get a contractual advantage may get a little mud on their shoes and their otherwise sterling reputation. Perhaps then the world may see whether the soul behind your art is non-existent or simply camouflaged by the mindsight of a mere commercial mercenary attempting to hold on to a greater percentage of the value of their work, while depriving your representative of the benefit of the bargain, even if in truth, I must admit that one of the map paintings would look rather nice over my Maurice Villency couch in the living room. The sad reality in cases like this is that both parties are at risk of undermining the very value that they sought to create with the agreed upon representation. Cases like this are often better settled behind closed doors in the privacy of a lawyer’s or mediator’s office and not in the media or even a court of law. That is just my opinion.