“How to love contemporary art?” is a provocative question. It sounds like contemporary art is some bitter medicine that has to be forced on people. But how do you fall in love with reading? By force or by turning it into a habit?
This text is not for those who proudly declare, “I don’t understand contemporary art and it’s not worth understanding — things were better before…” — bragging about their ignorance as proof of common sense.
It is for those who want to understand, who are intrigued and open-minded. For people who have already bought their first works, felt the taste, and now want to move forward more consciously. This is a practical manual for those who are already interested.
“Your taste is not the key to understanding art; it is, in fact, the lock. Developing taste is hard work.”
10 Practical Tips
- Broaden your horizons It’s impossible to love all art — it’s too diverse, and contemporary artists often hold completely opposite views on what art is and what the role of the artist should be. Before deciding what you like, simply get to know more. Visit survey exhibitions: “Contemporary Chinese Art”, “Video Art of the 20th Century”, etc. Let curiosity guide you, not the question “Would I hang this at home?” Your current taste is often more of a lock than a key. Most people’s taste was formed at school or by their first impression of Impressionists. Developing taste is real work — sometimes even collective work. Rusted iron is now considered beautiful in architecture thanks to Arte Povera artists, especially Jannis Kounellis, who taught the world to see beauty in raw, rough materials.
- Stop asking “Is this art or not?” This is a false question for the viewer. Just look at the work and answer honestly: Is it interesting? Does it impress me? Does it make me think or spark my imagination? When we organized the “Russian Poor” exhibition in Perm with works made from discarded materials, the first reaction was “Great, but it’s not art because…” Once we removed that question, the exhibition and the artists became favorites.
- Become a co-author Unlike artists of the past who maintained distance (“I am a genius, you are a mere mortal”), the contemporary artist has stepped down from the pedestal and speaks to the audience as an equal. He often deliberately leaves part of the creative work to the viewer. Many minimalist and conceptual projects don’t fully exist without your participation. The important shift is from “I could do that too” to “I’m also part of this.”
- Attend mega-events Until the 1960s there were relatively clear criteria for “good art.” Then the criteria collapsed, and art became contextual. To understand it, you need context. The best way is to visit major events: several Venice Biennales, documenta, and big art fairs. After that you start recognizing artists, comparing, and feeling like you belong. The two greatest pleasures for a viewer are recognizing the familiar and discovering the new.
- Pay attention to the background Artist Dmitry Gutov compared contemporary art to the Shroud of Turin — objectively just an old piece of cloth, but behind it stands an enormous story. The same applies to art. When we look at Duchamp, Malevich or Van Gogh, we admire not only the visual result but the revolutionary impact they had on the history of art.
- Talk to artists This is my personal path. I first fell in love with the artists as people, and only then with their art. In Montenegro we ran “Open Studios” every Sunday. A 60-year-old German visitor once told me: “I finally understand contemporary art — it’s so cool!” When I asked if he had been to museums, he replied: “Many times, but I had never actually spoken to an artist.” Talking to artists helps enormously in understanding their intention.
- Spend money on art People love what they invest in. Buy art. When I was a museum director, one man wanted to make a gift to the museum for networking reasons. After he had to choose and pay with his own money, that artist became the beginning of his personal collection.
- Get an education (especially as an adult) The most effective learning happens when what you see contradicts your previous understanding of art. In 1988 I saw Ilya Kabakov’s works for the first time and was shocked — it was the complete opposite of what I thought art should be. But because everyone called him “Russian Number One,” I doubted myself and started studying. Learning as an adult, when life forces you, is extremely powerful.
- Experience art with someone you like A very effective method. Find your own “Virgil” — a person who already loves contemporary art and whom you trust and like. Visit biennales, fairs and exhibitions together. The goal is not to argue, but to try to understand.
Stop comparing the past with the present Art belongs to its time and reflects it. Comparing Repin with contemporary artists is as pointless as comparing 1950s cinema with today’s. To love contemporary art is to love your own era and yourself within it. I guarantee that the life of a collector of contemporary art is far more exciting and rich than the life of someone who only collects Old Masters. There is simply no better hobby.
