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THE CONSULTANT With this issue of Artenol, we address the perplexing problem of contemporary art’s general banality. Time was when art played a central role in the lives of everyday people, but no longer. To rescue art from this malaise, to restore it to its former greatness, Artenol asked FURY Art Advisory, a leading research firm, to tackle the task of “making art great again.” We proposed that the company address the issue as though the Museum of Modern Art were its client. Michelle Furyaka, FURY’s president and CEO, and her team created this report, an analysis of the issue with suggestions for resolving it, as she would have done for any of FURY’s Fortune 500 clients. We believe it offers a fresh perspective on the issue. – Editor The Museum of Modern Art ( moma) is one of the largest and most influential museums in the world, housing more than 150,000 works of art as well as a film archive and an extensive library. It is evident that this museum is the world authority on modern art. Since 1929, when founded by Abigail “Abby” Rockefeller, the museum and its exhibitions have been captivating the public with legendary artists like Van Gogh and Picasso. It’s no wonder its early founders were called the “daring girls.” Today this renowned art institution is once By Michelle Furyaka again tasked with a “daring” assignment: to investigate and develop a well-defined strategy for “making art great again.” Proposal: FURY Art Advisory was selected based on their expertise in the art industry. As a potential partner, they will conduct a series of research initiatives and offer a solution on how to “make art great again.” Consulting firms are often brought in to conduct market research and present museums and non-profits with their findings. Analytical findings allow clients to understand exactly what is happening in the marketplace, thus enabling them to make decisions based on that data. FURY will analyze the musuem’s assets and identify qualifications that make artists ‘great.’ developing superior strategies, the MoMA chooses FURY as a strategic partner. Solution: To help MoMA tackle distracting forces and misinterpretations worldwide, FURY will provide a comprehensive offering from its suite of integrated solutions. This includes a review of the history of the museum and the original pioneering spirit of its founders. Market conditions for artists and collectors are far better today than in the days following the Great Depression when the museum first opened. Therefore, FURY will evaluate current market conditions and present studies on qualifying artists, based on various technical and functional skill sets. They will also provide an analysis of public opinion and awareness, as well as a forecast of collector trends and reliable investments. FURY will conduct an extensive study of other art institutions and will arrive at a specific roadmap for “making art great again.” FURY will also test various focus groups and will perform a root-cause analysis to identify issues and obstacles. Findings will be shared, viable solutions will be proposed and a viable roadmap will be selected and implemented. 14 Business challenge: MoMA wants to “make art great again,” but is challenged with the presence of various distractions in the market and various market barriers. Many people are dissatisfied with the direction art has taken. MoMA needs real-time insights into the current art market and a clear analysis of the public’s perception. It is also extremely important to build a strong awareness and attract followers to this initiative. The museum wants to explore the option of starting a movement, an art collective that would “make art great again.” Recognizing FURY’s deep knowledge of the art market and its expertise in Strategy: During the discovery phase of the project, FURY will endeavor to understand and gather information from MoMA regarding why this initiative is important to them, and what it will mean to them once it is accomplished. FURY will also analyze the musuem’s assets and identify qualifications that make artists “great.” Some qualifications, like technical expertise, effective communication, understanding of cultural values, and in-depth emotional connection to work and career path, will be measured. These findings will be shared with other art institutions around the world and a global grading system will be developed FALL 2016
MAKE ART GREAT AGAIN QUANTIFYING “GREATNESS” To establish a comprehensive profile for great art, FURY Art Advisory conducted a series of evaluations of art and artists in the Museum of Modern Art’s collection during the discovery phase of the project. Two sample assessments – one deemed highly normative, the other far less so – are presented below. n Rembrandt van Rijn (1606-1669) n Alexandre Cabanel (1823-1889) 10 This famed Dutch painter sets the standard for great art. Evaluated using 10 key art-related criteria, Rembrandt rated a 9.3 on the FURY Greatness Quotient (FGQ) scale. 10 An academic painter of historic, allegorical and portrait works in the Beaux-Arts style, Cabanel only achieved a 4.1 on the FGQ scale, well below the “greatness” mean of 7.3. 8 6 4 2 8 6 4 2 0 Technical skill Functional viability Originality Complexity of work Cultural value Effective relay of message Career longevity Emotional connection with viewer Market value Influence among peers TRENDS IN “GREATNESS” FURY tracked annual visits to view works that scored 7.3 or higher on the FSQ scale in selected musuems around the country over four decades. The results provide a picture of the appeal of great works over time. It can be seen that since the 1970s, Pop Art’s greatness has grown steadily, while Rennaisance art, despite its high FSQ rating, has remained largely flat. Total visits 70M 60M 50M 40M 30M 20M 10M 0 Rennaisance Neoclassical Impressionism Cubism Abstract Expressionism Pop Art 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015 Charts and data courtesy FURY Art Advisory 0 Technical skill Functional viability Originality Complexity of work Cultural value Effective relay of message Career longevity Emotional connection with viewer Market value Influence among peers THE CONSULTING TEAM FURY Art Advisory (FAA) has built a strong reputation for successfully helping private collectors and worldrenowned art institutions build collections with a mission and develop strategic projects. Clients include the Furyaka Garage Museum of Contemporary Art in Moscow, the Clark Art Institute in Williamstown, Mass., and the Barnes Foundation in Philadelphia. Michelle Furyaka, president and CEO of FAA, has worked with clients in Moscow, New York, Berlin and London. Under her guidance, FAA has advised collectors and institutions in making educated acquisitions when expanding existing collections or when branching out into other art styles and genres. An art collector herself who was born in Russia, Furyaka, favors work by the Soviet-era Nonconformist artists. 15
Page 1: FALL 2016 DAVID PRYCE-JONES Modern
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