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?
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(MAN) Are we ready for studio
visits, my little chickens?
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Cluck, cluck!
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Ah, Persephone.
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I see you've been experimenting
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00:00:26,093 --> 00:00:27,993
with more freehand figurative
surrealism.
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Yeah. It was a spot-on suggestion.
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Better than that silly cartooning
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you were doodling with.
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00:00:33,868 --> 00:00:35,868
Glad you decided to leave
high school behind
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and join us here at art school.
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00:00:38,105 --> 00:00:40,839
In fact, tonight I'm guest curating
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00:00:40,841 --> 00:00:43,342
at Le Gallerie de Pretensi�n,
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and a piece like this might
fit in perfectly.
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00:00:46,347 --> 00:00:48,447
Really? You think I'm at that level?
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Just might be.
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00:00:50,518 --> 00:00:52,651
Show me what you have by
the end of the day.
18
00:00:52,653 --> 00:00:55,020
Oh, sir, thank you!
I will not let you down.
19
00:00:55,022 --> 00:00:57,189
I know I can make work that is original
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00:00:57,191 --> 00:00:59,224
and true and objectively great.
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00:00:59,226 --> 00:01:01,160
I know I can make fine art.
22
00:01:01,162 --> 00:01:04,296
Actually, a lot of fine art is
none of those things.
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00:01:04,298 --> 00:01:05,631
(WOLF WHISTLE)
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Uh, I don't think the models
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00:01:07,401 --> 00:01:08,534
are supposed to talk to the students.
26
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Oh, I'm not a model.
27
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I'm Adam Conover, and this is
"Adam Ruins Everything."
28
00:01:13,541 --> 00:01:14,540
?
29
00:01:14,542 --> 00:01:15,808
Oh! Ugh.
30
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Synced by Bakugan
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Hold on, Dilbert.
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Who are you to tell me about art?
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Okay, I know what great art is.
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I have taste.
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I've studied the masters.
36
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I read Art Quorum magazine.
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00:01:34,795 --> 00:01:36,895
I have a tattoo of the Mona Lisa.
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Bask in her mysterious smile,
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her enigmatic gaze,
her creepy lack of eyebrows.
40
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That's why it's the greatest
painting in the world.
41
00:01:44,338 --> 00:01:46,872
Actually, the reason we think
the Mona Lisa
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is the greatest painting in the
world is not because it's great.
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Here, I'll show you.
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00:01:56,784 --> 00:01:59,518
We're so perfectly proportioned.
45
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Are we Da Vinci sketches? Yep.
46
00:02:01,822 --> 00:02:04,623
I thought it would better
illustrate my point!
47
00:02:04,625 --> 00:02:06,992
Leonardo Da Vinci
wasn't always considered
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00:02:06,994 --> 00:02:08,293
one of the greatest painters,
49
00:02:08,295 --> 00:02:09,928
and the Mona Lisa
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wasn't even considered
his greatest painting.
51
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Good, not great.
52
00:02:13,634 --> 00:02:15,100
It's no Titian.
53
00:02:15,102 --> 00:02:17,870
But that started to change in 1911,
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when one night, a handyman at
the Louvre hid in a closet,
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took the Mona Lisa off the wall
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00:02:22,610 --> 00:02:24,676
and walked right out the door with it.
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It couldn't have been that easy.
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How did he get past all the security?
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00:02:27,915 --> 00:02:29,414
Huh, there wasn't much.
60
00:02:29,416 --> 00:02:30,816
Back then, the Mona Lisa
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00:02:30,818 --> 00:02:32,518
was just another painting
in the Louvre.
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00:02:32,520 --> 00:02:34,653
So it took over a day until the guards
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00:02:34,655 --> 00:02:36,188
even realized it was missing.
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00:02:36,190 --> 00:02:38,957
Oh, something's different in here.
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Oh, yeah. There's a nail in the wall.
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00:02:41,295 --> 00:02:42,995
Now that's art.
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00:02:42,997 --> 00:02:45,330
But when newspapers started
reporting on the daring heist,
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00:02:45,332 --> 00:02:49,001
the Mona Lisa became a media sensation.
69
00:02:51,472 --> 00:02:53,505
So after it was recovered
two years later,
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00:02:53,507 --> 00:02:56,808
the Mona Lisa was now the most
popular painting in the museum,
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00:02:56,810 --> 00:02:58,277
and soon, people were calling it
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one of the greatest in the world.
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Oh, what a mysterious smile.
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00:03:01,982 --> 00:03:04,216
And a gaze that follows you
around the room.
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Titian who, I say.
76
00:03:05,819 --> 00:03:07,252
Okay, wait.
77
00:03:07,254 --> 00:03:10,122
That philistine couldn't care
less before and now he loves it?
78
00:03:10,124 --> 00:03:11,323
What happened?
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00:03:11,325 --> 00:03:13,659
Well, one reason is a
psychological phenomenon
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00:03:13,661 --> 00:03:16,695
called the mere-exposure effect.
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00:03:16,697 --> 00:03:18,764
This is James E. Cutting,
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professor in the Department
of Psychology
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at Cornell University.
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00:03:21,869 --> 00:03:23,702
Professor, would you mind
teaching Persephone
85
00:03:23,704 --> 00:03:25,170
about the mere-exposure effect?
86
00:03:25,172 --> 00:03:28,173
The mere-exposure effect is a
psychological phenomenon.
87
00:03:28,175 --> 00:03:30,075
Basically, the more often you
see something,
88
00:03:30,077 --> 00:03:31,577
the more you tend to like it.
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00:03:31,579 --> 00:03:33,212
I conducted an experiment
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00:03:33,214 --> 00:03:36,548
and I showed viewers pairs of
paintings by the same artist
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00:03:36,550 --> 00:03:38,417
and I asked them which one they
preferred,
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00:03:38,419 --> 00:03:39,885
and without recognizing them,
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00:03:39,887 --> 00:03:41,920
they tended to prefer the
better-known painting,
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00:03:41,922 --> 00:03:43,388
even though they didn't realize
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00:03:43,390 --> 00:03:45,224
they had ever seen that
painting before.
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00:03:45,226 --> 00:03:47,926
In a second experiment, I showed
a different group of subjects
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00:03:47,928 --> 00:03:51,430
the lesser-known paintings four
times as often as the others,
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00:03:51,432 --> 00:03:53,732
and even though they saw the
same pairs of paintings,
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00:03:53,734 --> 00:03:54,933
now they had no preference
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00:03:54,935 --> 00:03:57,035
of one group of paintings over
the other.
101
00:03:57,037 --> 00:03:59,438
And this result suggests that
the first group of viewers
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00:03:59,440 --> 00:04:02,140
chose the well-known paintings
not because they were better
103
00:04:02,142 --> 00:04:04,209
but only because they were more
familiar.
104
00:04:04,211 --> 00:04:06,445
So you're saying that's what
happened with the Mona Lisa.
105
00:04:06,447 --> 00:04:08,914
People liked it more because it
became more familiar to them.
106
00:04:08,916 --> 00:04:10,515
Yep. And the more they saw it,
107
00:04:10,517 --> 00:04:12,351
the more they shared and copied it.
108
00:04:12,353 --> 00:04:15,120
So today, the Mona Lisa
is more familiar than ever
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00:04:15,122 --> 00:04:17,289
and the effect is even more powerful.
110
00:04:17,291 --> 00:04:18,724
Thanks, Professor.
111
00:04:18,726 --> 00:04:22,027
Adam, does this mean I'm stuck
in the slide forever?
112
00:04:22,029 --> 00:04:25,163
Now, look, the Mona Lisa is
a great work of art,
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00:04:25,165 --> 00:04:28,367
but the only reason we think it's
the greatest painting of all time
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is because it's the most famous
painting of all time.
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00:04:31,105 --> 00:04:32,638
Okay, and it's only famous
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00:04:32,640 --> 00:04:34,606
because of some historical
accident. Who cares?
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00:04:34,608 --> 00:04:36,908
Well, it's not always an accident.
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00:04:36,910 --> 00:04:38,844
Just ask the CIA.
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00:04:38,846 --> 00:04:41,947
In the '50s, the Cold War was
also a culture war
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and Russia was out to prove
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00:04:43,317 --> 00:04:46,451
that America was an artistic wasteland.
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(CHUCKLES, RUSSIAN ACCENT) You
Americans not capable of great art.
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You not even have realist painting
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00:04:51,859 --> 00:04:54,626
of hearty woman using
wheat-threshing machine.
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00:04:54,628 --> 00:04:57,729
The CIA saw American abstract
art as an opportunity
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00:04:57,731 --> 00:05:00,966
to make Soviet painting look
rigid an unimaginative.
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00:05:00,968 --> 00:05:02,267
We gotta fight this, boys.
128
00:05:02,269 --> 00:05:04,403
Show me our best American art.
129
00:05:04,405 --> 00:05:05,837
(ADAM) There was just one problem.
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00:05:05,839 --> 00:05:08,740
Back then, most people hated
abstract art.
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00:05:08,742 --> 00:05:10,609
Oh.
132
00:05:10,611 --> 00:05:13,245
Well, you gotta dance with the
one that brung ya.
133
00:05:17,818 --> 00:05:21,086
In the '50s and '60s,
the CIA secretly sponsored
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00:05:21,088 --> 00:05:24,456
art tours and
exhibitions around the world,
135
00:05:24,458 --> 00:05:27,459
and they made abstract art so
ubiquitous, it even started
136
00:05:27,461 --> 00:05:30,495
showing up as d�cor in
offices and airports.
137
00:05:30,497 --> 00:05:34,466
I spent years looking for
meaning out my office window.
138
00:05:34,468 --> 00:05:37,703
Then I saw this painting hanging
in the Newark Airport,
139
00:05:37,705 --> 00:05:42,641
and I realized, maybe I'm not
such a madman after all.
140
00:05:44,445 --> 00:05:46,144
That's how they talk on
"Mad Men," right?
141
00:05:46,146 --> 00:05:47,646
I mean, sorta.
142
00:05:47,648 --> 00:05:50,215
Now, abstract expressionism
was always good art,
143
00:05:50,217 --> 00:05:53,952
but this push from the CIA
helped make it popular art.
144
00:05:55,589 --> 00:05:56,888
No!
145
00:05:56,890 --> 00:05:59,858
No, the man does not get to
decide what becomes popular.
146
00:05:59,860 --> 00:06:02,928
Things become popular because
they are objectively brilliant.
147
00:06:02,930 --> 00:06:04,930
Actually, it's the other way around.
148
00:06:04,932 --> 00:06:06,932
A lot of art is only
considered brilliant
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00:06:06,934 --> 00:06:09,768
because it was already popular.
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00:06:09,770 --> 00:06:11,636
Attaboy, Clarence.
151
00:06:11,638 --> 00:06:14,005
"It's a Wonderful Life" wasn't
considered a classic
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00:06:14,007 --> 00:06:15,640
until the 1970s,
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00:06:15,642 --> 00:06:18,310
when TV channels started
rerunning it like crazy,
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00:06:18,312 --> 00:06:19,978
and the same thing happens in music.
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00:06:19,980 --> 00:06:22,481
Ugh, is that why they play
the same Chainsmokers song
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00:06:22,483 --> 00:06:24,116
over and over again on the radio?
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00:06:24,118 --> 00:06:25,283
Maybe.
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00:06:25,285 --> 00:06:26,818
Research shows that hearing
a song more often
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can actually make you like it more.
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00:06:28,689 --> 00:06:30,889
But heck, even my show is an example.
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I mean, by all rights, I can be
pretty abrasive, but the network
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kept airing it and now people
say they got used to me.
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How nice for them.
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The point is,
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you might not like what you like
because it's better.
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00:06:39,833 --> 00:06:42,367
It might just have been in front
of your face the most.
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00:06:42,369 --> 00:06:46,471
But if that's true,
then I don't have taste at all.
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00:06:46,473 --> 00:06:49,708
Then how would I know if
anything is good?
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No.
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00:06:51,578 --> 00:06:53,245
No, this is ridiculous.
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00:06:53,247 --> 00:06:55,080
I have a refined palette,
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00:06:55,082 --> 00:06:57,482
and just like all the other
great artists before me,
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I am going to tap into
the depths of my soul
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and create the most amazing,
original piece of art
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00:07:03,290 --> 00:07:06,324
Le Gallerie de Pretensi�n
has ever seen.
176
00:07:06,326 --> 00:07:09,027
Oh, originality in art
is way overrated.
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00:07:09,029 --> 00:07:12,197
In fact, many of history's greatest
artists were flagrant copiers.
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00:07:12,199 --> 00:07:15,033
Ugh! Go forge yourself!
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00:07:15,035 --> 00:07:15,066
Wait, I have more facts!
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00:07:16,937 --> 00:07:18,470
Excuse me.
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00:07:21,542 --> 00:07:23,241
Two hours until the opening.
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00:07:23,243 --> 00:07:25,844
I just need one great idea.
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00:07:25,846 --> 00:07:27,879
Something totally original.
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00:07:27,881 --> 00:07:29,181
Like turtles playing poker?
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00:07:29,183 --> 00:07:30,615
Agh!
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00:07:30,617 --> 00:07:31,783
Go away!
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00:07:31,785 --> 00:07:33,552
This studio is a sanctuary.
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Don't soil it with your... plagiarism.
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00:07:36,089 --> 00:07:38,690
Sorry. Even the greatest
artists in history
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00:07:38,692 --> 00:07:39,958
weren't totally original.
191
00:07:39,960 --> 00:07:41,827
They all copied each other.
192
00:07:41,829 --> 00:07:43,495
You cannot seriously be suggesting
193
00:07:43,497 --> 00:07:46,531
that somebody like Michelangelo
was a copier.
194
00:07:46,533 --> 00:07:49,000
Oh, that's exactly what I'm suggesting.
195
00:07:49,002 --> 00:07:50,969
We all imagine that Michelangelo
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spent his life communing
with the muses.
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00:07:54,007 --> 00:07:57,442
Whisper to me your desire,
sweet marble.
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00:07:57,444 --> 00:07:59,411
What should I make of thee?
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00:07:59,413 --> 00:08:01,480
A beautiful Madonna
200
00:08:01,482 --> 00:08:05,383
or a towering David with the
tiniest of wee-wees?
201
00:08:05,385 --> 00:08:07,486
But this master of originality
202
00:08:07,488 --> 00:08:10,155
actually started his career
as a forger.
203
00:08:10,157 --> 00:08:12,157
Or we could just knock off
some Roman thing.
204
00:08:12,159 --> 00:08:14,292
I mean, people love that crap, right?
205
00:08:14,294 --> 00:08:18,230
In the late 1400s, ancient Roman
sculpture was all the rage,
206
00:08:18,232 --> 00:08:20,732
and just like today, it was a
lot easier to sell a classic
207
00:08:20,734 --> 00:08:23,001
than something by an
up-and-coming artist.
208
00:08:23,003 --> 00:08:24,870
So according to his first biographer,
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00:08:24,872 --> 00:08:26,805
Michelangelo cooked up a scam.
210
00:08:26,807 --> 00:08:30,609
I... I found this in the ground, eh?
211
00:08:30,611 --> 00:08:32,244
Looks legit to me.
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00:08:32,246 --> 00:08:34,279
He scammed the church?
213
00:08:34,281 --> 00:08:36,581
If I believed in organized
religion, I would be appalled.
214
00:08:36,583 --> 00:08:39,451
Well, some historians blame
his dealer, but either way,
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00:08:39,453 --> 00:08:42,721
Michelangelo was flagrantly
copying older sculptures.
216
00:08:42,723 --> 00:08:44,155
And it paid off.
217
00:08:44,157 --> 00:08:47,659
Back then, copying the masters
was considered a valuable skill.
218
00:08:47,661 --> 00:08:49,494
It was actually the best thing
an artist could do
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00:08:49,496 --> 00:08:51,062
to prove his talent.
220
00:08:51,064 --> 00:08:52,297
Wait, wait, wait, wait.
221
00:08:52,299 --> 00:08:54,099
Is this a forgery?
222
00:08:54,101 --> 00:08:55,700
Literally classic!
223
00:08:55,702 --> 00:08:56,801
Come to Rome!
224
00:08:56,803 --> 00:08:58,403
We'll get you a job.
225
00:08:58,405 --> 00:09:00,272
What a horrid time period.
226
00:09:00,274 --> 00:09:02,507
I'm sure later, people prized
originality in art.
227
00:09:02,509 --> 00:09:05,977
Yeah, but they also prized
the fine art of imitation.
228
00:09:05,979 --> 00:09:08,847
For instance, Vincent Van Gogh,
who drew inspiration from...
229
00:09:08,849 --> 00:09:11,550
From his mad, tortured genius,
obviously.
230
00:09:11,552 --> 00:09:14,352
Cut off his own ear,
like a real artist.
231
00:09:14,354 --> 00:09:16,121
Okay, first of all, why do
people think having
232
00:09:16,123 --> 00:09:18,957
serious mental health issues
makes you a better artist?
233
00:09:18,959 --> 00:09:21,059
What? I can't hear you.
234
00:09:21,061 --> 00:09:22,761
I cut off my ear in
a psychotic incident
235
00:09:22,763 --> 00:09:25,130
completely unrelated to my
artistic ability.
236
00:09:25,132 --> 00:09:27,966
And second, Van Gogh
copied for his art.
237
00:09:27,968 --> 00:09:32,871
From 1889 to '90, Van Gogh honed
his style by making 21 copies
238
00:09:32,873 --> 00:09:36,374
of paintings by his favorite
artist, Jean-Fran�ois Millet.
239
00:09:36,376 --> 00:09:38,176
Yeah, I'm cuckoo.
240
00:09:38,178 --> 00:09:39,744
Cuckoo for copying paintings.
241
00:09:39,746 --> 00:09:42,147
It was basically fine art fan art,
242
00:09:42,149 --> 00:09:44,649
except his fan art hangs in the Met.
243
00:09:44,651 --> 00:09:47,085
(ADAM) In fact, all the masters did it.
244
00:09:47,087 --> 00:09:50,322
Just like when Claude Monet
painted his dayjon...
245
00:09:50,324 --> 00:09:52,190
Dayjonnay...
246
00:09:52,192 --> 00:09:53,491
"Lunch on the Grass."
247
00:09:53,493 --> 00:09:55,927
He was inspired by Edouard
Manet's masterpiece,
248
00:09:55,929 --> 00:09:58,263
also entitled "Lunch on the Grass."
249
00:09:58,265 --> 00:10:01,600
And Manet was inspired by the
women in this Titian painting.
250
00:10:01,602 --> 00:10:03,335
And the poses of the figures
251
00:10:03,337 --> 00:10:06,371
from this Marcantonio Raimondi
engraving.
252
00:10:06,373 --> 00:10:07,639
See?
253
00:10:07,641 --> 00:10:10,075
These great artists all borrowed
elements from each other
254
00:10:10,077 --> 00:10:12,544
but then transformed them into new art.
255
00:10:12,546 --> 00:10:15,413
That's not plagiarism.
It's more like one big...
256
00:10:15,415 --> 00:10:17,248
(MAN) R-r-r-remix!
257
00:10:17,250 --> 00:10:18,883
?
258
00:10:18,885 --> 00:10:21,152
And that's something all great
artists do.
259
00:10:21,154 --> 00:10:23,288
Shakespeare wrote "Romeo and Juliet"
260
00:10:23,290 --> 00:10:27,192
after he read an epic poem
called "Romeus and Juliet."
261
00:10:27,194 --> 00:10:28,727
Huh.
262
00:10:28,729 --> 00:10:30,895
Watch out, Stratford-upon-Avon!
263
00:10:30,897 --> 00:10:34,065
Your boy the Bard is about
to do it again!
264
00:10:35,769 --> 00:10:38,837
Of course, hip-hop has elevated
sampling to an art form,
265
00:10:38,839 --> 00:10:42,007
which follows in the tradition
of Mozart, who borrowed music
266
00:10:42,009 --> 00:10:45,243
from a Viennese opera to write
"The Magic Flute."
267
00:10:45,245 --> 00:10:47,112
?
268
00:10:48,882 --> 00:10:50,882
Even classic films do it.
269
00:10:50,884 --> 00:10:53,518
George Lucas created "Star Wars"
by borrowing elements
270
00:10:53,520 --> 00:10:56,254
from everything, from mythology
to Samurai movies
271
00:10:56,256 --> 00:10:59,357
to Flash Gordon serials from the 1930s.
272
00:11:01,028 --> 00:11:04,229
Those films were shot first.
273
00:11:04,231 --> 00:11:05,964
See? Throughout history,
274
00:11:05,966 --> 00:11:08,466
remixing and adapting
the works of the past
275
00:11:08,468 --> 00:11:11,703
has been an essential creative
tool for pushing art forward.
276
00:11:11,705 --> 00:11:14,472
But that's the opposite of
everything I've been taught here.
277
00:11:14,474 --> 00:11:15,874
Are you sure about that?
278
00:11:15,876 --> 00:11:17,809
Kinda seems like your
instructor's just been
279
00:11:17,811 --> 00:11:21,746
pushing you to do what he wants
and that's not very original.
280
00:11:21,748 --> 00:11:24,482
What is this?
281
00:11:24,484 --> 00:11:26,017
I know, Professor.
I didn't even mean to...
282
00:11:26,019 --> 00:11:27,085
(CLAPS HANDS)
283
00:11:27,087 --> 00:11:29,688
(CLAPPING)
284
00:11:29,690 --> 00:11:33,191
This is worthy of Le Gallerie
de Pretensi�n.
285
00:11:33,193 --> 00:11:34,793
Really? You think it's good enough?
286
00:11:34,795 --> 00:11:36,394
Oh, yes.
287
00:11:36,396 --> 00:11:38,463
Such raw emotion.
288
00:11:38,465 --> 00:11:40,098
You can really feel the artist's...
289
00:11:40,100 --> 00:11:41,866
Seething rage? Yes.
290
00:11:41,868 --> 00:11:45,970
This must be in tonight's show!
291
00:11:45,972 --> 00:11:48,540
My painting is going to be up
in the same gallery
292
00:11:48,542 --> 00:11:49,974
as the great Flamian Flurst.
293
00:11:49,976 --> 00:11:51,009
I can't believe that.
294
00:11:51,011 --> 00:11:53,278
Uh, don't get too excited.
295
00:11:53,280 --> 00:11:54,512
Because the fine art market
296
00:11:54,514 --> 00:11:56,347
is just one big price-fixing scheme.
297
00:11:56,349 --> 00:11:58,283
No. You do not get to ruin this for me.
298
00:11:58,285 --> 00:11:59,350
I'm going to that opening tonight.
299
00:11:59,352 --> 00:12:00,985
Well, hope you got a plus-one.
300
00:12:04,124 --> 00:12:04,189
That's it, Vinny.
301
00:12:05,625 --> 00:12:07,859
Time to lay off the absinthe.
302
00:12:09,463 --> 00:12:12,397
?
303
00:12:19,840 --> 00:12:21,473
Ooh!
304
00:12:21,475 --> 00:12:25,577
My painting is in the same
gallery as a Jeff Spoons!
305
00:12:25,579 --> 00:12:27,545
And an Angsty!
306
00:12:27,547 --> 00:12:30,115
There's Marinara Abramowitz!
307
00:12:30,117 --> 00:12:33,384
Oh, my grackle, that is Flamian Flurst.
308
00:12:33,386 --> 00:12:37,956
A crab surrounded by Vaseline.
309
00:12:37,958 --> 00:12:39,958
It's exquisite, isn't it?
310
00:12:39,960 --> 00:12:43,561
Mr. Flurst, you have outdone yourself.
311
00:12:43,563 --> 00:12:45,230
Sycophants surround me.
312
00:12:45,232 --> 00:12:46,898
I need a fresh eye.
313
00:12:46,900 --> 00:12:48,433
You. Nothing girl.
314
00:12:48,435 --> 00:12:50,435
- Me?
- What do you think?
315
00:12:50,437 --> 00:12:55,840
Uh, well, it certainly is a crab.
316
00:12:55,842 --> 00:12:58,276
In Vaseline?
317
00:12:58,278 --> 00:13:03,114
I love the candor of normals.
318
00:13:03,116 --> 00:13:05,083
No, I'm not a normal!
319
00:13:05,085 --> 00:13:06,785
I'm an artist!
320
00:13:06,787 --> 00:13:09,287
You have insulted Mr. Flurst.
321
00:13:09,289 --> 00:13:11,055
This is a masterpiece.
322
00:13:11,057 --> 00:13:13,825
It just sold for 5 billion.
323
00:13:13,827 --> 00:13:16,027
Of course it did. It's brilliant.
324
00:13:18,932 --> 00:13:20,965
Oh, it's performance art!
325
00:13:20,967 --> 00:13:23,835
These rich snobs don't know
more about art than you.
326
00:13:23,837 --> 00:13:25,303
They're mostly just here to make money.
327
00:13:25,305 --> 00:13:26,971
Oh!
328
00:13:26,973 --> 00:13:29,007
We're told that art like this
is so expensive
329
00:13:29,009 --> 00:13:30,809
because it's the best in the world.
330
00:13:30,811 --> 00:13:34,145
But the fact is, you're looking
at a massive price-fixing scheme
331
00:13:34,147 --> 00:13:38,016
that benefits wealthy collectors
and excludes artists like you.
332
00:13:38,018 --> 00:13:39,551
Adam, shush it!
333
00:13:39,553 --> 00:13:42,687
The prices here are high because
the art is objectively good.
334
00:13:42,689 --> 00:13:44,455
Nope. The prices are high because
335
00:13:44,457 --> 00:13:48,126
a small group of galleries and
collectors decided it was good,
336
00:13:48,128 --> 00:13:49,360
and once they do that,
337
00:13:49,362 --> 00:13:52,063
the price goes up, whether or
not anyone else agrees.
338
00:13:52,065 --> 00:13:55,133
You. Paint something.
339
00:13:59,439 --> 00:14:01,339
(GASPS)
340
00:14:03,009 --> 00:14:05,877
I declare this valuable art.
341
00:14:05,879 --> 00:14:08,980
Go find more cubed meat.
342
00:14:08,982 --> 00:14:10,715
We're gonna be rich.
343
00:14:10,717 --> 00:14:11,983
(CHUCKLES)
344
00:14:11,985 --> 00:14:14,586
Well, outsider art is a rich tradition.
345
00:14:14,588 --> 00:14:15,920
How much is this worth?
346
00:14:15,922 --> 00:14:17,355
There's no way to tell.
347
00:14:17,357 --> 00:14:19,757
Big galleries actually keep
their prices a secret
348
00:14:19,759 --> 00:14:23,394
so they can change them
depending on who the buyer is.
349
00:14:23,396 --> 00:14:25,430
For you, my friend, ten grand,
350
00:14:25,432 --> 00:14:28,166
and for you, my enemy, 200 grand.
351
00:14:28,168 --> 00:14:30,568
And they do their best
to keep out buyers
352
00:14:30,570 --> 00:14:32,704
who are considered elites.
353
00:14:32,706 --> 00:14:35,139
Daniel Radcliffe once tried to
buy a fancy painting,
354
00:14:35,141 --> 00:14:37,008
but he was denied when the
dealer told him
355
00:14:37,010 --> 00:14:39,777
he was waiting for a more
prestigious collector.
356
00:14:39,779 --> 00:14:41,980
For you? Not for sale.
357
00:14:41,982 --> 00:14:43,281
Please, sir.
358
00:14:43,283 --> 00:14:45,483
I just want one painting that
doesn't talk to me.
359
00:14:45,485 --> 00:14:47,252
Why are you doing this to me?
360
00:14:47,254 --> 00:14:50,355
Because if the gallery only
sells to art world elites,
361
00:14:50,357 --> 00:14:52,190
they'll be seen as a better brand,
362
00:14:52,192 --> 00:14:55,526
which means all of their other
paintings will be worth more.
363
00:14:55,528 --> 00:14:56,794
Ah.
364
00:14:56,796 --> 00:14:58,897
(CASH REGISTERS DINGING)
365
00:14:58,899 --> 00:15:00,965
Hmm. That is shady behavior.
366
00:15:00,967 --> 00:15:03,601
Well, luckily, we outsiders
could just go to art auctions.
367
00:15:03,603 --> 00:15:06,004
They're democratic open markets
where anyone can buy.
368
00:15:06,006 --> 00:15:07,739
Sorry, but the major auction houses
369
00:15:07,741 --> 00:15:09,474
are just as rigged as the galleries.
370
00:15:09,476 --> 00:15:10,875
(POUNDS GAVEL)
371
00:15:10,877 --> 00:15:14,212
Auctions play all sorts of dirty
tricks to drive their prices up,
372
00:15:14,214 --> 00:15:16,614
like straight up paying people to bid.
373
00:15:16,616 --> 00:15:18,082
Let's start the bidding at $4 million.
374
00:15:18,084 --> 00:15:19,784
- Do I see 4 million?
- (SNORING)
375
00:15:22,656 --> 00:15:23,821
4 million.
376
00:15:23,823 --> 00:15:25,423
And if the bidding is too slow,
377
00:15:25,425 --> 00:15:28,826
auctioneers even use a practice
called chandelier bidding.
378
00:15:28,828 --> 00:15:31,262
They just point to a random spot
above everyone's heads
379
00:15:31,264 --> 00:15:33,665
and pretend to see a bid.
380
00:15:33,667 --> 00:15:35,833
And I see 5 million from
the bidder in the back,
381
00:15:35,835 --> 00:15:38,236
she's my girlfriend who you don't
know 'cause she lives in Canada.
382
00:15:38,238 --> 00:15:40,338
Whoop, she's back across the
border, so don't turn around.
383
00:15:40,340 --> 00:15:42,774
Oh, whatever. Six million.
384
00:15:42,776 --> 00:15:44,309
Why are you okay with this?
385
00:15:44,311 --> 00:15:45,576
Oh, simple, darling.
386
00:15:45,578 --> 00:15:47,679
I own other paintings by this artist,
387
00:15:47,681 --> 00:15:49,681
so when this one sells high,
388
00:15:49,683 --> 00:15:53,384
it increases the value
of my entire collection.
389
00:15:53,386 --> 00:15:55,853
Sometimes we even bid anonymously
390
00:15:55,855 --> 00:15:57,555
to drive up the price.
391
00:15:57,557 --> 00:15:59,891
Up next, we have a fine
comdiment-based work
392
00:15:59,893 --> 00:16:00,959
from an emerging artist.
393
00:16:00,961 --> 00:16:02,293
Ooh!
394
00:16:02,295 --> 00:16:04,462
I want to bid on this one.
395
00:16:04,464 --> 00:16:07,131
We should all bid on this one.
396
00:16:07,133 --> 00:16:09,467
Let's start the bidding at $7 million.
397
00:16:11,571 --> 00:16:14,305
This shady market can also be
manipulated by crooks who use it
398
00:16:14,307 --> 00:16:17,141
to defraud the government
and launder dirty money.
399
00:16:17,143 --> 00:16:18,543
Hello.
400
00:16:18,545 --> 00:16:21,012
I would like to buy a painting
from your fine gallery
401
00:16:21,014 --> 00:16:23,014
using legitimate cash moneys.
402
00:16:23,016 --> 00:16:25,149
The red is... paint.
403
00:16:27,153 --> 00:16:29,554
But not all collectors are crooks.
404
00:16:29,556 --> 00:16:31,089
I mean, there's good people out there
405
00:16:31,091 --> 00:16:33,024
who donate their collections
to museums.
406
00:16:33,026 --> 00:16:35,893
Sure, and that seems very charitable,
407
00:16:35,895 --> 00:16:38,763
until you remember that that
donation is also a tax write-off.
408
00:16:38,765 --> 00:16:40,932
And here's where it can
get really shady.
409
00:16:40,934 --> 00:16:42,867
The collectors hire
their own appraisers
410
00:16:42,869 --> 00:16:45,436
to determine the value of
the art they donate,
411
00:16:45,438 --> 00:16:48,506
so they can use it as
one big tax dodge.
412
00:16:48,508 --> 00:16:52,977
You owe 40 million in taxes this year.
413
00:16:52,979 --> 00:16:54,212
Ugh!
414
00:16:54,214 --> 00:16:58,883
What if I donate this painting
worth 40 million?
415
00:17:00,520 --> 00:17:03,855
At the end of the day, this is
what the fine art market is.
416
00:17:03,857 --> 00:17:06,724
A few rich people passing money around.
417
00:17:11,097 --> 00:17:13,331
No! No! Then I want no part of this!
418
00:17:13,333 --> 00:17:16,034
Screw this gallery
and screw this opening!
419
00:17:16,036 --> 00:17:18,269
I will make it in
the fine art world on my own.
420
00:17:19,406 --> 00:17:21,773
Sorry, that's not really how it works.
421
00:17:21,775 --> 00:17:23,908
Persephone, this is Allison Schrager.
422
00:17:23,910 --> 00:17:26,144
She's an economist and
journalist at Quartz
423
00:17:26,146 --> 00:17:27,779
who has reported on
the fine art market.
424
00:17:27,781 --> 00:17:30,281
Not only is the fine art world
manipulated financially,
425
00:17:30,283 --> 00:17:32,383
it's also extremely exclusive.
426
00:17:32,385 --> 00:17:34,519
Only a small share of artists
are allowed to succeed
427
00:17:34,521 --> 00:17:36,020
and only their work is
considered valuable.
428
00:17:36,022 --> 00:17:39,057
And those aren't necessarily
the best artists.
429
00:17:39,059 --> 00:17:40,992
Often, they're just the ones
who are best at
430
00:17:40,994 --> 00:17:43,728
marketing themselves and at
playing the gallery game.
431
00:17:43,730 --> 00:17:45,663
One art dealer I spoke
with even admitted
432
00:17:45,665 --> 00:17:47,098
that the art you buy in the street
433
00:17:47,100 --> 00:17:49,434
is cheaper and often just as good,
434
00:17:49,436 --> 00:17:51,102
it's just not as prestigious,
435
00:17:51,104 --> 00:17:53,337
so big collectors in museums
just aren't interested in it.
436
00:17:53,339 --> 00:17:56,774
And that means this small group
of ultra wealthy investors
437
00:17:56,776 --> 00:17:59,844
ends up defining what fine art is.
438
00:17:59,846 --> 00:18:03,381
So the fine art world is all a lie,
439
00:18:03,383 --> 00:18:05,383
and it's all about money
440
00:18:05,385 --> 00:18:09,053
and who gets into this
stupid snobby club?
441
00:18:09,055 --> 00:18:11,556
More or less.
442
00:18:11,558 --> 00:18:13,458
That's it!
443
00:18:13,460 --> 00:18:18,096
I just wanted to make something
true and original and good!
444
00:18:18,098 --> 00:18:20,731
But I don't know what's good and
originality is fake!
445
00:18:20,733 --> 00:18:23,000
And art has nothing to do with truth!
446
00:18:23,002 --> 00:18:24,635
I can't do this anymore!
447
00:18:24,637 --> 00:18:26,003
I'm just gonna drop out of art school
448
00:18:26,005 --> 00:18:28,005
and get an MBA like my dad wanted!
449
00:18:28,007 --> 00:18:28,973
Wait!
450
00:18:31,578 --> 00:18:33,277
(CRASH)
451
00:18:33,279 --> 00:18:33,411
Hey! Performance art!
452
00:18:40,286 --> 00:18:42,720
I'm done trying to be a great artist.
453
00:18:42,722 --> 00:18:44,122
If it's all about money,
454
00:18:44,124 --> 00:18:45,690
then why didn't I just
go to business school?
455
00:18:45,692 --> 00:18:48,926
Next time I'm in a gallery,
it'll be with my finance bros
456
00:18:48,928 --> 00:18:50,728
picking out d�cor for my cigar room.
457
00:18:50,730 --> 00:18:53,331
Persephone, please don't quit.
458
00:18:53,333 --> 00:18:55,133
You can still be a great artist.
459
00:18:55,135 --> 00:18:57,702
I want to make art
that people will see.
460
00:18:57,704 --> 00:18:59,237
Art that matters.
461
00:18:59,239 --> 00:19:02,373
Well, despite what a few pretentious
rich guys want you to think,
462
00:19:02,375 --> 00:19:04,809
the fine art market doesn't matter.
463
00:19:04,811 --> 00:19:06,777
Art is so much more than that.
464
00:19:06,779 --> 00:19:08,546
In fact, it's all around us.
465
00:19:08,548 --> 00:19:14,285
Movies, TV, music, video games,
graffiti, comic books.
466
00:19:14,287 --> 00:19:16,187
It's all art.
467
00:19:16,189 --> 00:19:18,456
I thought that was all just
commercial crap.
468
00:19:18,458 --> 00:19:20,525
Yeah, well, yesterday's commercial crap
469
00:19:20,527 --> 00:19:22,360
is today's fine art.
470
00:19:22,362 --> 00:19:25,496
You know, in the 19th century,
opera was pop music
471
00:19:25,498 --> 00:19:28,566
and Shakespeare was originally
theater for the masses.
472
00:19:28,568 --> 00:19:31,936
Some of the greatest art
ever made was commercial.
473
00:19:31,938 --> 00:19:35,540
The point is, stop letting
other people tell you
474
00:19:35,542 --> 00:19:37,842
what is and isn't worth making.
475
00:19:37,844 --> 00:19:41,078
It doesn't matter if you're
painting abstract impressionism
476
00:19:41,080 --> 00:19:42,980
or drawing comic books.
477
00:19:42,982 --> 00:19:45,049
If what you make comes from the heart
478
00:19:45,051 --> 00:19:47,185
and brings joy to other people,
479
00:19:47,187 --> 00:19:48,953
then you're making great art.
480
00:19:48,955 --> 00:19:50,021
Huh.
481
00:19:51,624 --> 00:19:52,757
Makes sense.
482
00:19:54,160 --> 00:19:56,027
Adam, would you mind popping
back up there for me?
483
00:19:56,029 --> 00:19:57,862
I want to sketch something out
really quick.
484
00:19:57,864 --> 00:19:59,363
Really? Sure.
485
00:20:00,433 --> 00:20:01,933
Suit on this time or...
486
00:20:01,935 --> 00:20:03,467
- Yes, please.
- Of course.
487
00:20:05,572 --> 00:20:07,338
Oh, no, Persephone.
488
00:20:07,340 --> 00:20:08,639
You've gone backwards.
489
00:20:08,641 --> 00:20:11,108
How will want these doodles?
490
00:20:11,110 --> 00:20:13,544
You're embarrassing me
in front of Flamian.
491
00:20:13,546 --> 00:20:15,846
This is... awesome.
492
00:20:15,848 --> 00:20:16,981
Is it yours?
493
00:20:16,983 --> 00:20:18,616
Reminds of me Jack Kirby.
494
00:20:18,618 --> 00:20:19,817
You read comics?
495
00:20:19,819 --> 00:20:21,319
Ever since I was a boy.
496
00:20:21,321 --> 00:20:23,254
Is it for sale?
497
00:20:23,256 --> 00:20:24,622
I'm afraid not.
498
00:20:24,624 --> 00:20:26,257
I can respect that.
499
00:20:26,259 --> 00:20:27,625
You know, I have a friend at Marvel
500
00:20:27,627 --> 00:20:29,327
who's looking for a new artist.
501
00:20:29,329 --> 00:20:30,561
Maybe I'll give him a call.
502
00:20:30,563 --> 00:20:33,531
You know, Flamian, I've always found
503
00:20:33,533 --> 00:20:35,566
the comic arts extremely potent!
504
00:20:35,568 --> 00:20:37,068
Wow, cool!
505
00:20:37,070 --> 00:20:39,136
I always wondered what it would
be like to have a muscle.
506
00:20:39,138 --> 00:20:41,372
Here, Adam. I want you to have this.
507
00:20:41,374 --> 00:20:42,540
To say thank you.
508
00:20:42,542 --> 00:20:45,176
I don't know what to say.
509
00:20:45,178 --> 00:20:46,577
I know!
510
00:20:46,579 --> 00:20:50,081
I insist you have my masterpiece.
511
00:20:50,083 --> 00:20:51,082
Oh!
512
00:20:51,084 --> 00:20:53,084
Oh...
513
00:20:53,086 --> 00:20:54,885
Oh, I think I see some shrimp
over there! I'll be right back.
514
00:20:55,421 --> 00:20:57,855
I understand.
515
00:20:57,857 --> 00:20:59,991
I also like shrimp.
516
00:21:00,041 --> 00:21:04,591
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