1-Be ahead of the market– Over thirty years ago, the Pictures Generation made waves by incorporating photography into their practice. The notion of photographs as fine art has been a debate as long as the medium has existed, but when Cindy Sherman’sUntitled #96, 1981, sold in 2011 for $3.89 million, the most for a photograph at that time, it was clear that contemporary photography had been accepted into the fold of high art. Many video works are sold for just several thousand dollars; think of what the future could bring!
2-You can own an amazing work, minus the hassle– We’ve all seen those amazing installations at museums and galleries that blow us away, but let’s be honest, the average collector may not be able to display or maintain these kinds of wonderful objects. Videos and films often capture the same kind of ambition and high level production from artists, but the result is fully manageable. Charles Sandison Lines can create a stunning installation in any space.
3-How manageable, you ask?– Video art is in many ways more flexible than other mediums; there are a few ways to present a painting but innumerable ways to present a work of video art in your home.
4-Little need to worry about condition or restoration issues– Artists who create films and videos understand the ever-evolving technological world we live in and are often more than happy to update that video cassette to a DVD so you can continue to enjoy their work, as long as you go through the proper channels.
5-Keep that certificate– The key to those aforementioned channels? Hold on to your certificate! Artists who cannot physically sign their works often provide certificates of authenticity, which include all the details of the work as well as any specific instructions you may need. The essence of the work and your proof of ownership lie in this document.
6-We live in a digital age, why keep art in the past?– Movies, music and emails are streamed to our computers, tablets and phones in an instant; it only makes sense that our art becomes digitalized as well. Galleries have more and more been featuring artists who work in film, making for shows that are both interesting and in line with the times. Jennifer Steinkamp’s work, was an entire forest of digital trees.
7-The medium is the message– Video artists confront the big ideas of our day, addressing social and political issues in innovative, new ways, making it an exciting to invest in more challenging works of art.
8-Museums do it, too– Major museums throughout the United States and Europe are taking note of how important this genre is to contemporary art and are already starting to collect these artworks for future generations. In fact, the Museum of Modern Art has an entire department dedicated to “Media and Performance.”
9-Become a trend setter– Video art is where you can be a part of the trajectory of the form because it’s so new. You’ll be in good company as you develop relationships with groundbreaking artists through this exciting new medium.
10-It’s just cool!– While there will always be a special place in our hearts for traditional paintings and sculptures, nothing draws the eye like a moving image. It will be the first thing you see when you walk into a room and, hopefully enjoyed for years to come.