Make Marketing History

The views of a marketing deviant.

Monday, September 15, 2008

What Price Authenticity?


Authenticity is one of the great marketing buzzwords of the day, but walking around the preview of the Damien Hirst show made me wonder what we actually mean by that word.

This photograph (taken from the preview catalogue) shows a number of the works being created. On closer inspection, you may notice that the artist himself is not involved in the process. He makes no secret of this and I'm not here to debate whether that makes him an artist or a designer, but it raises an interesting dilemma.


This sketch and many others were exhibited in what was by far my favourite room of the preview show. It seems to me that it is clearly authentic Hirst. It's his sketching, his writing, his imagination and his signature on the front. I'd love to own it but can't afford it.

Oranges and Lemons is the piece that emerged from that sketch. It's got butterflies, manufactured diamonds, his signature (on the back) and it's clearly inspired by his imagination. I'm less sure that it's what I would think of as authentic, so I don't really want to own it and, anyway, I can't afford it either.

Received wisdom would have us believe that the more authentic something is, the more highly prized it is. But there's more to it than that. It's what the customer base determines to be authentic that actually counts and tomorrow we shall see what value is attached to authenticity. The guide price for Oranges and Lemons is £300,000 to £500,000. The guide price for the sketch is £20,000 to £30,000. Are butterflies and manufactured diamonds really that authentic?

2 Comments:

Blogger lauren said...

i know this isn't the place for the artist v designer discussion, but i just wanted to let you know, that a loose definition is that a designer responds to a brief.
btw - v. jealous that you got to check out the show.

6:43 AM, September 15, 2008  
Blogger sm said...

網頁設計,情趣用品店,情趣用品專賣網

A片,色情A片,免費A片,成人影片,色情影片,a片免費看,情色貼圖,情色文學,情色小說,色情小說
AV,AV女優

辣妹視訊,美女視訊,視訊交友網,視訊聊天室,視訊交友,視訊美女,免費視訊,免費視訊聊天,視訊交友90739,免費視訊聊天室,成人聊天室,視訊聊天,視訊交友aooyy
哈啦聊天室,辣妺視訊,A片,色情A片,視訊,080視訊聊天室,視訊美女34c,視訊情人高雄網,視訊交友高雄網,0204貼圖區,sex520免費影片,情色貼圖,視訊ukiss

7:22 AM, March 21, 2009  

Post a Comment

Links to this post:

Create a Link

<< Home