David, IAP Fine Art was established almost 20 years ago. How was the world of contemporary art back then, in terms of interest by the media or the public in general?
It was still a time when people talked about whether a work of art was any good, and not how much it cost or was sold for. They were qualitative conversations, with lots of interesting disagreements, and different ‘camps’ within the art world, alas some more fuddy duddy than others. No-one at all held only quantitative conversations about prices and auction prices. That pull of celebrity and money and auction prices was beginning, but not on the scale it is today. You did not go to an art fair and be handed a fair newspaper with a graph on the front page of art sales in South East Asia, as though you were entering a car sales convention. (Unlike at a major London art fair in 2009, when that actually was the first thing I was given!).
There had been a big recession, and galleries in 1992-4 were just trying to crawl out of it. The 1980s had been a mad time of huge bonuses in the City, and the galleries hiked their prices. Then those same galleries, as the recession hit, left some artists high and dry because you could not be seen to lower prices without devaluing the reputation of the artist. So around 1993-4, prices began to be thought of as a measure of the general worth of an art work, but not the only measure, which it seems to be today.
Also, the fashion was shifting away from painting to conceptual art. Even in art schools, figurative painting was beginning to be thought of as an old or even dead art form. Artists never thought that, but critics, curators and lecturers were saying it.
When IAP Fine Art was established the Brit Art group was at the peak of their creativity. Why do you think they were not able to keep the momentum going?
Possibly because you can simply only stay fashionable for so long. Possibly because that sort of conceptual work eventually becomes repetitive, or because the public want something new after a while. Possibly because it has been said that Brit Art was really more a movement in markets, than a movement in art. (The latter an opinion stated on Ben Lewis’s BBC4 documentary ‘The Contemporary Art Bubble’). Everything has it’s time and place, I guess.
Do you think Brit Art is still an influential group on the new generation of British artists?
Personally, I think the whole Brit Art thing did a lot of good. Damien Hirst in particular was a brilliant PR for contemporary art, and he skilfully got the UK’s tabloid newspapers on side, by charming them and serving them fish and chips as he unveiled his shark in formaldehyde. In the 1970s, Carl Andre was vilified by the same newspapers for his conceptual work, aka ‘the pile of bricks’ in the TATE. Whereas Damien Hirst and the other Brit Art artists became like pop stars, made contemporary art more popular, expanded the market for it too. Made it ‘cool’ and accessible for a wider audience.
The Brit Art artists, and the acclaim they attracted shifted the centre of the art world from New York to London. Suddenly the cool artists and the opinion formers were here. After a few years, since the collectors followed the cool scene, the centre of the art market shifted from NY to London too. Larry Gagosian even opened a gallery here to be where it’s at, as the saying goes. So for British artists, suddenly it was all happening in their own country, and they did not have to up sticks and go to Paris or New York, as in previous eras.
With regard to an artistic influence, it’s a bit early to judge. It’s not as though they invented conceptual art, it had been around for decades, they just developed it, and also made it make money and get a better press. Before they came, there were some quite conservative people running the art world. So I think the greatest thing perhaps they did artistically was make it alright to say that now ‘anything goes’.
Art pieces from the Brit Art group achieved great values at art auctions which in turn generated a lot of press and interest about the world of fine art. Do you think the current discussion about the value of an art piece in terms of dollars rather than the cultural contribution it has done to the world of fine art is somehow influencing the work of contemporary artists?
I doubt it would do that. Or hope not at least. But I think the money-led culture makes it very difficult to get your work through. To be considered an artist by some in the art world (who also influence collectors) you will have to have a published auction price. But the auction price is impossible to get, since the auction houses won’t touch you without a track record. It’s Catch-22. It’s the commodification of art that is so insidious.
Also, the art market is the last unregulated market in the world, so it is open to insider trading, and there are many rumours circulating about gallery owners and collectors who bid up their own artists’ works. So it might be said the prices may actually bear no relation to real demand and supply.
Since 1994 IAP Fine Art has been displaying mostly paintings when many galleries were displaying conceptual art (partly influenced by the Brit Art group). Any particular reason why you decided to swim against the tide?
I’ve always loved painting and been fascinated by it. I was lucky enough to get to know Chris Gollon when I was only 21, and he introduced me to a whole world of art, particularly German and Spanish painters. We’d been friends for 10 years when I saw he was struggling financially, so I decided to become his agent. It meant I could also actually then work in the arts. I have always enjoyed paintings and I respond immediately to the great ones and always find them exciting and hypnotic. Unlike photography, in a painting you can get multiple and subjective viewpoints as the artist works on different figures and over time.
I think that in general great paintings (and sculpture) have a different time release to conceptual art and also a sensuality and life–like no other visual art form.

'Girl By The Shore' by Chris Gollon (60" x 40" acrylic on canvas 2012)
IAP Fine Art displays mainly the work of Chris Gollon. Would you recommend this strategy for the survival of a gallery considering that most art galleries prefer to invest in a considerable number of artists?
I would not necessarily recommend our system to a new gallery, it has to suit the owner’s personality. For me, it all started with a friendship with Chris Gollon, who then also had a young family. I think there are only a few great artists around in any period of history, and if you have one, you should look after that talent and set it free to work and explore possibilities. Also at that time, many commercial galleries insisted on having ‘exclusivity’, yet would only give an artist one solo show every 12 or 18 months, which he/she could not live from. Exclusivity is fine if the gallery makes an artist enough to pay the bills and feed his family and buy materials. If not, why sign your work away? As Chris’s agent, I could not sign him to a gallery who would neither pay a retainer nor guarantee a decent living for him.
The system of paying retainers, after the 1990-93 recession, had disappeared, and no guarantees were to be had either. So I started London’s first one-artist gallery dedicated to Chris’s work. We got sneered at by some in the art world, but our system worked, made money and Chris got good reviews in the press and started getting museum shows. So the sneering stopped. It also meant, as we only showed Chris Gollon, all our energies were directed to promoting his work and selling it, so he made a living and attracted a real following of educated collectors, many of whom still buy today. It became like having a band, putting on regular shows and starting your own record label. I used to like Madness and they did that v successfully in the 80s, as did Jerry Dammers of The Specials in the late 70s with 2-Tone.

'The Was No Remedy (after Goya)' by Chris Gollon (36" x 24" oil over acrylic on canvas 2012)
How would you describe Chris Gollon’s art? How does he go about painting? What place do you think he has in the current British contemporary art scene?
I think Chris Gollon’s work is a new form of figurative painting, and I think he’s at the cutting edge of European painting. Why? Well, I think the greatest artists in history have eschewed fashions or even movements and ploughed assiduously their own creative path, which Chris does. Add to that, the greatest artists also do something new both technically and in imagery. Chris Gollon does that both in the unending fertility of his imagination, but also technically in acrylic paint, which is why Liquitex (world’s leading manufacturer of artist’s acrylic paint) now support everything he does. He even brings printmaking techniques into painting, and vice versa. You can see films of him working here. Thanks to various enthusiasms by young app developers, Liquitex and others, a new Gollon app for iPads is now a world first. Gollon gives away his creative secrets in a new (free) app for iPads. You can see it here.
The imagery some say is unsettling, which is great as it takes us into a new area of thought and feeling. Like a conceptual artist can assemble ready mades, Chirs Gollon can take a Looney Tunes landscape, put a real figure next to an imagined one, add a big subject matter and take us somewhere new totally. He’s taking painting into a new area, which is very exciting. I think it may have been Norman Mailer who said middle class European people get ill unless they can categorize or pigeonhole something. Might he be right? If so, let’s all relax and wait, and just not try to put an ‘-ism’ on Gollon’s work, but just enjoy its innovations and warmth for humanity and its unblinking, honest stare back at us. It might not always be comfortable, but it is always memorable, at times very beautiful in the paint and in the bravery of the image. Imagery and info here.
Finally, what advice would you give to a young artist trying to live off his art?
1. Stay true to your inner voice and intuition. Trust that above all else, then work very hard. Don’t play at being an artist. Be one.
2. Don’t make a big stand on prices until you have more collectors than paintings. Take the gallery owner’s advice.
3. This is hard, but be VERY deeply hurt by negative comments. Then carefully absorb them, analyse them, see if they hold any truth at all. Then either use them positively, or discard them with absolute certainty and a spring in your step. That way you will have learned something.
4. If you do any form of commission, take a 50% non-refundable deposit up front.
5. Be professional and easy to deal with for gallery owners (they shoulder huge risks, so make their work easy), make sure you have a good quality of presentation.
6. Don’t give up, however hard financially or intellectually it gets. That’s all part of it testing your resolve. It’s part of it, make a friend of it being so hard. If it was easy, there would be 97 truly great artists each era instead of only a handful.
David Tregunna, curator, print publisher, art consultant is both Founder and Director of IAP Fine Art, a contemporary fine art gallery based in London. You can reach him by email, or find him on LinkedIn.