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He admits he wants the video to generate buzz among young people, even though most of them might not be able to fathom spending $12 million on a painting.Ĭopyright © 2014 NPR. MILLER: As if they're marketing to a bunch of punk rockers who like skateboarding but, you know, have an extra $10 million just on standby to spend on a Warhol.īLAIR: Christie's Loic Gouzer says he knows some people will hate it and some will like it. MICHAEL MILLER: I thought the video was ridiculous.īLAIR: Michael Miller, who covers art for the New York Observer, says it's as if Christie thinks it can have it both ways. LOIC GOUZER: We always show art in the same way, on pristine galleries, on white walls and I think that if you change a bit the context, you infuse it with a new meaning.īLAIR: But here's the thing: The estimates for the artwork shown in this youthful, edgy video reach as high as $12 million. Loic Gouzer of Christie's says he wanted to give viewers a behind-the-scenes glimpse of an auction house and show the artworks in a looser, less formal way. And then, a longhaired skateboard dude rides by.īLAIR: Skateboarder does some jumps and cruises by renowned works by Andy Warhol and Jean-Michel Basquiat. Two of them open one to reveal a photograph from Richard Prince's "Cowboy" series.
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Yesterday, paintings by Picasso and Monet helped the auction house, Christie's, cello most $300 million worth of paintings.Īs NPR's Elizabeth Blair reports, this year, Christie's is promoting its auctions in a new way, with something that looks a lot like a music video.ĮLIZABETH BLAIR, BYLINE: It's pretty slick.īLAIR: Shot in slow motion, set to music by the electronic rock band Awolnation, the video opens in the Warehouse at Christie's.
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Spring auction season has kicked off in New York City. NPR's business news starts with a new way of marketing high-end art.