Damien Hirst’s decision to sell 223 new pieces direct to auction at Sotheby’s on 15 and 16 September represents the breaking of an unwritten rule: thou shalt not defile your dealer. While threatening the very gallery system that helped to make him a household name by selling his work in the first place (and supposedly nurturing and protecting his interests too), Hirst’s solo venture simultaneously slopes the playing field firmly in favour of the artist. He’s not only temporarily freed himself from his artist-dealer honour code, but now attempting to exercise some influence, if not exactly control, over his own market.
It’s recently become clear that Hirst’s 100-strong production line of artisans are producing more than his London gallery can handle, which in turn suggests that he needs this new outlet (if not going so far as to prove that supply has outstripped demand just yet). But could this firesale of familiar-looking works not perhaps herald a brave new world for artists and turn out to be a good thing for the market, allowing some transparency and public visibility into how artist’s reputations are made, for example? Or will such sales be more like grisly art market entertainment, providing on-the-spot popularity contests and some gallows-style bating if the sales should flop disastrously?
There are even suggestions that Murakami will be the next to follow suit, signaling an even deeper shift of power from galleries to auction houses, which may then open the floodgates to similarly commercial-minded artists the world over (Chinese artists are already used to this practice I believe). Hirst has never played by the rules, famously flouting the usual 50/50 split with his galleries, but does this spell the end of the art market as we know it? He divides opinion like no one else, so let’s have a vote. He’s either Damien 666 – the devil in disguise – or Damien 999 (dial 911 in the US) – the art world’s very own emergency services, coming to save the day. Which way do you see it?