Collecting Video Art

If the great masters could have created paintings that move and interact with the viewer, as paintings do in the collection of the Hogwarts School that Harry Potter attends, many of those masters would surely have created such paintings. They would have been the first video artists.

Video is a medium that contemporary artists have been using since the production technology became reasonably available. Artists have always responded to technological advances that either have improved the quality of traditional media or have opened the doors for new ones.

Many of the same descriptions that apply to traditional media are applied to video: abstract, representational, narrative, documentary, figurative. In addition, video works can be simple, single-channel pieces (involving one player showing on one surface) to large multi-channel installations.

Just as with varying sizes of paintings, some works can be easily displayed in the confines of a home, while others are more suited in larger spaces, such as museums or other institutions.

Gallery Boreas supports video art and the artists who create it. It has participated in Digital/Video Art (DIVA) fairs around the world and often includes video works in its gallery programs and in other art fairs.. What follows are some typical questions the gallery has heard from its patrons. It is hoped that the answers to these questions will be helpful so that support for video artists grows.

What do I receive when I buy a video?

In most cases a collector making a purchase of artwork in the video medium receives a signed DVD in a collector's edition case, an unsigned display copy of the DVD for everyday use, a promise that the artist will limit the edition to the quantity specified, and a certificate of authenticity from the gallery.

What prevents copying the work?

The artist agrees not to release any more signed DVD's than is in the edition, although the artist retains the copyright and may reserve the right to exhibit unsigned DVD's in exhibitions where the work is not for sale. The buyer of the signed DVD does not receive a copyright to the work, although he/she may give permission for other parties to exhibit the work with the proper crediting of the artist and the collector.

Why are editions limited?

Editions are limited for the same reasons that photographic prints are limited. The artwork carries more value when the supply of a work is limited. Emerging artists will generally offer earlier works in larger editions, which lowers the price to a more accessible level. As an artist becomes more established, the edition sizes will usually decrease, as the artist's standing in the marketplace commands a higher value.

How can I place a video work in my home?

It is as easy to place a single-channel video in your home as it is to mount a painting on the wall. DVD players have come down in price considerably, as have monitors, which can be mounted just like a frame on the wall. The quality of the technology is such that a video work can be left on continuously with little wear and tear on the players. The cost that is incurred to present a video work is now comparable, and perhaps even less, than the cost of framing, mounting, and lighting a painting, photograph, sculpture or drawing. If you have more than one video work in your collection, it is much easier to 'take one down and put another one up' than it is doing so with a painting, drawing, or photograph; you simply place a different disk from your collection in the player.

What is the difference between a work of video art and a film, or a music video?

It is the same kind of question that surrounds all art. Graphic design, illustration, movies, and advertising all make use of artistic talents in order to be effective. As with most other gallery art, video art is usually non-commissioned and reflects a statement that the artist wants to make on his or her own. If the beholder of the work - artist, critic, curator, or collector - believes that the video is "art," then it is.

Why should I buy video art?

For the same reasons that you would buy a painting, drawing, sculpture, or photograph. You like it, it touches you, you want to display it, and you want to support a creative talent. You encourage the artist to continue on his or her path.

© 2006, Boreas Gallery, Inc.