TF: Ashleigh, just following on from that, in times of market downturn, when the secondary sales drop below gallery prices, should galleries adjust their pricing to accommodate these market cycles or merely ride through these transition periods? Would auction houses adapt to this to? I'm not sure how it works.
AM: I've never, ever, ever adjusted any of the prices that I've given artists based on what happens in the auctions. Like never… To me, what happens in the auction stays in the auction. No, but in a way because I mean, I often find with the auction, there are so many variables and often it's, you know, who's in the room at that moment and like, you know, what are they willing to pay for that object or that thing? And like what are the things that are motivating them? I mean, there's also a lot of kind of like pageantry and performance that happens in the auctions I think sometimes. I mean, I have quite a few clients or… they aren't my clients, but I discuss artwork with them who don't like to buy from the galleries.You know, they like to buy from the auction. So there's a lot of other dynamics that are governing. So I would never adjust my prices based on what happens in the auctions… some galleries would, I mean, for example, we had a very high…we had an artwork that sold for a very high price at Strauss…that photograph of Athi’s that… I think it was the most expensive photograph sold on auction in South Africa.
FK: Yes, correct.
AM:. That thing, you know, I think, you know, the auctions often have anomalies, you know, so what happened with Athi there was an anomaly. I mean, I could have potentially the next day gone and said, oh, well, you know, this is what happened at auction. And obviously people… there was a brief moment where there was that kind of window for doing that. But my whole strategy is sustainability. You know, I like to play the long game, so I didn't actually adjust upwards to take that into cognisance, I thought, you know, we do a small, incremental recognition of that external validation and then we continue on our path because we need to think about a 20 year trajectory.
FK: I think Ashleigh is 100% correct and remember at an auction it takes two persons who are really interested to lift the price quite significantly. What is very important for us are the estimates that we make. And the estimates are very much driven by long-term trends, not short-term…
TF: …because you could be doing an injustice to the artist as well. If you out price them or put the works too high, then no one wants to buy.
AM: Sometimes there are factors beyond our control. So say for example, the the last five years of this kind of, sort of… or maybe it's even longer, this interest particularly in say African portraiture. You know, you had a lot of artists whose works were, I think, quite unscrupulously overvalued a lot by, also people in the primary market, also people in the international primary market. It was a bubble. The art world likes to pretend that it's not like other commodities, but it actually… it really is. And I personally feel that people should take cognisance of that. Like this is a banking podcast, so obviously we are talking about money, but I mean there are lots of other metrics on which value is attributed to an artwork. Which is why I find it so interesting because it's one of the only commodities in the sort of capitalist system that's like a really, really slippery fish. It kind of defies the laws of gravity sometimes in how these things operate. So, ja.
TF: So Frank, just on that then, as a collector with your collector's hat on, if galleries are not adjusting their prices, why would you pay a higher premium on a work on the primary market versus secondary market? Is it because you like the work? Is it type of work? What would be the reasoning?
FK: Well you can maybe ask the same way, why have I sometimes paid a lot more than the estimate at the auction for a particular work? And I think it's, you know, I would always encourage people that if you are serious about something and you want to allocate significant amounts of your time and capital to it, is to do your homework and your research.
But art is a wonderful thing it allows you to also fall in love with the work… to have a different reaction. I very seldom fell in love with the share. Even though it might have done well or badly for me. Ja. So when the artwork… you have that subjective thing and you think it fits into my collection, or it just knocks my socks off and it just blows my mind and it lightens my heart and I want to have it, I think it's gonna change my life for the better… which I always say are the primary reasons why you should buy art. These qualitative factors don't come into it. You miss out on a big part of the return that you get. And when you get that work, and I go to Ash and I think, wow, it's quite expensive, but as I think this work has got lasting value and it talked to me in that way, then I'm very happy to pay that price.
And the same when it comes to auction, I might pay a lot more… double or whatever the estimates were because you see something and sometimes you change the trend and sometimes it doesn't. But I think, it should be… to get joy out of it, it should remain a very personal decision, I think.
TF: Ja. So Frank, you spoke about the estimates in the secondary market. How do you do this? And then Ash, how would you price your art in the primary market?
FK: If it's a artist that's currently still producing works, obviously we look at… we would consult the gallery and get an estimation from it. Normally, your client gives you the first estimation what they want for the work or what they need to get out for the work, and that's in context.
But then most artists, we have a proven track record. We research… we keep an incredible database at Strauss & Co. that's accessible to the public. Every single work we've ever sold, there's high resolution picture, the price it was sold for, and even when it's unsold, what the estimates were. So we have a lot of historic data to go back on and to make an estimation, and then we try and that's where the skill comes in, to weight that numerical average against the time. You know, is this artist on the rise? Is it down? Do we need to encourage bidding? Lately, we've asked people to drop some of the estimates in the past because we saw that we needed to introduce more competition, more action into the auctions, and then we get to the right price. So, it's a combination of factors, but the historical data is a critical part. And I think then the assessment of current market conditions are quite critical in doing that, which I don't think is that different from what you do Ash?
AM: I think it's interesting for me because obviously when I'm looking at an artwork that's just come from the studio in the same way that Frank's clients might say to them, I would like to get this much money for my artwork, I have some artists who undervalue themselves, like who have very little self-belief, and then I have some artists who have enormous egos and over and not overvalue their work because… it's very difficult, I often say to the artists, what people are willing to pay for your work is not what your artwork is worth.
So you may, as a young artist believe that you should be charging R50,000 for your first painting, and I'm going to say to you, no, you can't be charging that because there are all of these other artists that have a much… so we look at also historical data. We look at other people that are working in a similar… maybe it's a… that have done, you know, that have done certain things in their careers that are working in similar media, you know, where they are. Also obviously, you know, people often say that galleries are like gatekeepers and taste makers, you know, I mean, I wish I was, no, I don't wish I was one of those things, but you know, it is actually also a very personal decision because I'm making a decision based on what I think something is worth. It is my opinion.
FK: Ja, maybe the last thing to say that having an auction or having an exhibition costs a considerable amount of money, time, and effort. So the last thing we need is an auction in which only 50% of the works sell. So we've got two competing forces. On the one hand we want as high a sell-through rate as possible. And you can only achieve that if the prices, for people, are very attractive. At the same time, we are also the custodian of art history and we can't, and won't ignore what the value of the works, and what it was sold for in the past. We only exist if people both buy and sell. We can't just live on the sell side or the buy side.
So we have to find that balance between where the market moves… and it's fascinating and it's sometimes you get caught out by how rapidly the market can change. If you look at our last auction, we sold R50 million worth of artworks over two days, which is the best result we've had in quite a long time.
We sold over 80% of everything we presented. We sold those initial, early drawings of Kentridge, of the animals. We sold at three times the estimates that we put onto it, and we worked with William’s studio in determining the pricing, they’ve never been on the market, they're unique and I love the fact how people embraced that and really there was ferocious bidding for it.
But what was interesting about this sale is that we didn’t… the most expensive work was R3.5 million and I think we managed to make the pricing attractive and accessible, but a very broad audience bought, whereas in the past, often we made the prices very attractive and people still didn't buy. And that's quite, it's very difficult, you know, but it's not a perfect world. But I hope Ash that, I think there's a bit of new optimism in South Africa, I think, in the future, and hopefully, you know, we can all benefit from that.