The art of selling the intangible.

Byline: Anthea Buys

The art of selling the intangible IN A world of investment in which the asset is subject to a highly specified scope of criteria the chief criterion being that it is tangible performance artists typically find themselves at the back of the queue when investors look to acquire art. Because performance art can't be framed, bubble-wrapped and taken home after it is viewed in a gallery or public space, and often exists only fleetingly, as a one-off event, many of its would-be supporters struggle to see how they stand to benefit from buying it. They may struggle to see exactly how they are buying anything. In SA public awareness and understanding of performance art has, until recently, been very limited. Consequently, so too have …