My first experience of Art Fair Philippines was one of awe on the seemingly huge number of art enthusiasts there are, if the crowd at the Link in Ayala Center during the third day of the fair was any indication. Art fairs are growing in popularity and one of its appeal is that it is more democratic than art galleries because it eliminates the “VIP treatment” accorded to celebrity art collectors as opposed to the “standard treatment” for other visitors, that is usually very pronounced in a gallery setting (Ratnam, 2014). Will Ramsay, the Founder of Affordable Art Fair stated that a good art fair is one which gives off a welcoming vibe by making the audience feel that it is not a prerequisite to be knowledgeable about art to buy it, and that one does not have to be filthy rich to be able to afford it (Morgan-Feir, 2015). Ratnam and Ramsay both echo what I would characterize as the democratization of art. When I was faced with the throng of audience in the recent Art Fair Philippines, I wondered if that was a successful democratization of art happening right before me.
Democratization of art refers to making art accessible to the masses. In, “Democratization of Art: A Contextual Approach”, the author Kate Booth discussed three conceptualizations of the democratization of art in the context of a museum, as follows: does the visitor demographics reflect the national demographic profile; was it successful in making high culture accessible to the masses; was it successful in making art more meaningful to a broader audience; In the absence of an actual framework that measures the degree of art democratization in the context of an art fair, and thereby posing this paper’s limitation, I will be using Booth’s three concepts to evaluate if Art Fair Philippines is an attempt at democratizing art.
The first measurement looks at the the demographic profile of the visitors and evaluates whether it is reflective of the national demographic profile (Booth, p. 215). In the case of Art Fair Philippines, the venue location identifies what type of audience traffic it attempts to capture. The choice of a car park as its venue is symbolic of it deviating from the proverbial “white cube”, thereby, welcoming to all people from all walks of life. However, Ayala Center in Makati is typically more popular with the affluent crowd. According to the observation of one Art Fair visitor in 2016, the crowd was a good mix of teenagers, students, well-dressed individuals, “millennials with their big cameras”, and expatriates (Mangampat, 2016). Another writer identified the consumers of the fair as “art enthusiasts, students, and art collectors (Lago, 2018). My personal experience aligns with the observations above. The crowd age seems to range from teenagers all the way to individuals in their 50’s or 60’s. Many appeared to be students and white-collar working adults with their very visible cameras and smart phones. There appears to be art collectors and buyers too based on the artwork price discussions I overheard while gallery – hopping.
Despite the number of participating galleries increasing every year, from 40 in 2016, to 46 in 2017, and 51 in 2018 (De La Cruz, 2018), the Art Fair Philippines audience through the years has been consistent. It is comprised of students, white-collar working adults, art enthusiasts, and art collectors. It may seem then that it is only targeting these specific demographics and has not succeeded so far, granting there is an attempt, to be more inclusive of the other socio-demographics like the blue-collar workers and those that are deemed as not affluent.
The second measure for democratization for art is if it was successful in making high culture available and accessible to as many types of people as possible (Booth, p. 215). Art fair’s employ of multiple platforms such as art talks, special exhibits, and the most recent addition to its programming, photography, can be deemed as an earnest attempt to reach out to as many people’s interest as possible. However, its capitalist aspect in terms of the ticket prices as well as the artwork tag prices limit accessibility to only those who can afford to pay the ticket and the artwork prices, and therefore diminishes its art democratization aspects.
The third measure for art democratization asks, “were the individuals given freedom to engage with art on their own terms, thus, making art more attractive and more meaningful to a broader audience?” (Booth, p. 215).
I have a personal preference for curated art exhibitions. I tend to draw meaning of the exhibits from the narratives provided about the artist, the artworks, and the exhibit as a whole. Predictably, I was drawn to the curated exhibits and paid lesser attention to the un-curated ones. I took the un-curated exhibits to mean that the artworks were just there for the selling, or for the audience to use as backdrops for their selfies. On hindsight though, the variety of having curated and un-curated exhibits may be intentional and purposive. Perhaps curated exhibits cater to individuals like me who can only appreciate an artwork if they know the narrative behind it. On the other hand, the un-curated exhibits cater to individuals who prefer to conjure their own meaning of artworks sans the leading narratives from the artists or curators. Also, the variety of art platforms and presentations used such as Daniel dela Cruz’ Imaginarium, Nilo Ilarde’s Hot Wheels cars installation, and the very-advertorial exhibit by Plet Bolipata, among others are all visible attempts to create a spectacle and invite interest from a wide range of audience. The wide range of artists featured, from national artists, to social realists, to contemporary visual artists, and photographers is also a positive indicator that the art fair was making an attempt at showcasing a multitude types of artworks to appeal to a wider type of audience. Still, one also has to bear in mind that the art fair is first and foremost a “market event” (Osental, 2017), where the participating galleries hope to sell the artworks that they exhibit, hence, the artworks on display usually cater to the dominant taste – the ones that have been proven to be sellable.
In the article, “The rise and rise of the art fair”, the author echoed my initial description of the art fair, which is essentially a “tiangge” for artworks when she said, “ I used to feel that art fairs were like malls; they are but there is something honest in that. The typical fair environment – loud, bright, undiscerning – is bad for the mystique that keeps artists elite, but good for feeling out what you like without being led there” (Pricket, 2012).
At the helm of the crowd in the vibrant and spectacular Art Fair Philippines, despite the ticket price and the chosen location, I am convinced that if audience volume and the ability to make 51 galleries accessible to individuals is a good measure to say that Art Fair Philippines was an attempt at democratization of art, then I would say that it was successful. On a deeper level, however, art democratization is also “about enhancing the quality of life for a wider section of community through the promotion of an appreciation and understanding of artwork” (Bailey, Miles, and Stark, 2004), and as I mull about this, the collective image of a selfie-snapping audience comes to mind. And I am reminded of the documentary, “The Curse of Mona Lisa”, when Robert Hughes narrated, “they did not come to look at Mona Lisa. They came in order to have seen it. And there is a crucial distinction. Since one is reality and experience. And the other one is simply phantom,” (Robert Rauschenberg in The Mona Lisa Curse, 2008). And there goes the chain of questions in my head – why do art fair goers go to art fairs? What is their purpose in visiting the art fairs? Do they come out more well-informed and with greater understanding of the artworks? These questions need to be answered for one to be able to assess if indeed, the Art Fair Philippines successfully democratized art.
Deducing from its website, Art Fair Philippines’s mission is to “make art accessible to enthusiasts and to those who want to discover one of Southeast Asia’s most exciting art landscapes”. However, given its claimed success in getting bigger and grander each year, I strongly opine that it also needs to look at “inclusion”, of striking a good balance between its capitalist agenda and its social responsibility. Specifically, its role in making art accessible to the masses and its commitment to enhance “the quality of life of a broader section of the community through appreciation and understanding of artworks” (Bailey, Miles, and Stark, 2004). As a platform to democratize art, the Art fair Philippines has to make more visible effort to be more inclusive of the audience from the lower social demographics through less steep ticket prices, by increasing the representation of affordable art, and choosing a location that captures the most variety of audience in terms of socio-demographics. The organizers overt encouragement of the audience to interact with the artists and gallerists as a “way of expanding the knowledge of the viewer on how to engage with contemporary art” (Lago, 2018), is one way by which the show promotes understanding and appreciation of art works. Most importantly, in my opinion, the inclusion of art talks is the most visible way by which it democratizes art. Through the art talks, the un-initiated gets initiated into the art world, hence, increasing their capacity to understand and appreciate the artworks and thinning the distinction, as described in Pierre Bourdieu’s, “Distinction: A Social Critique of the Judgement of Taste” (Bourdieu, 1984), between high and low culture of the dominated, “working-class aesthetic” and the “dominant aesthetic of the ruling class”. I am looking forward to my next Art Fair Philippines experience, where instead of just bargaining prices and taking selfies, I can actually overhear conversations about the artworks, and what possibly qualifies them as “the best in modern and contemporary Philippine visual art”.
References
1. Booth, K. (2014). The Democratization of Art: A Contextual Approach”.
2. Mangampat, A. (2016). I went to Art Fair Philippines and Didn’t Even Pretend to Know Anything About Art.
3. Lago, A. (2018). How to Enjoy Art Fair PH 2018: Take Your Time, but Skip the Selfies.
4. De La Cruz, C. (2018). The SPOT.ph Guide to Art Fair Philippines 2018.
5. Bailey, C., Miles, S., and Stark, P. (2004). Cultural-led urban regeneration and revitalization of identities in Newcastle, Gateshead and the North East of England.
6. Ratnam, N. (2014). The rise of the art fair – and the death of the small gallery.
7. Prickett, S. N. (2012). The rise and rise of the art fair.
8. Bourdieu, P. (1984). Distinction: A Social Critique of the Judgement of Taste.
9. Osental, D. H (2017). Art Fair Philippines 2017: A Review
10. Morgan-Feir, C. (2015). Will Ramsay Discusses the Future of Art Fairs


