Who Gets to Call it Art?
Once upon a time in the twentieth century, the subjects of art were abstract or represented pure emotion. Then, in the late ’50s, the individuals that would become the Pop Art movement said, “Screw that. Let’s get realistic again.” Only instead of painting landscapes and bowls of fruit they reproduced the images and bombastic colors of the media and movies, cartoons and commerce: in short, Americana.
This wasn’t a problem for a lot of these guys, because they’d been doing it already. They had backgrounds in ad illustration (Warhol), billboard-painting (Rosenquist), graffiti (Haring, Basquiat) and assembling window displays for Tiffany’s (Johns, Rauschenberg). Pop Art may have come naturally to them, but the public and would-be patrons didn’t know what to think. Paintings that looked like ads or cartoons or pages torn from celebrity gossip rags? Sculture resembling Brillo boxes and Ballantine beer cans? Falling shoestring potatoes? “Isn’t this just a joke on the public?” a perturbed interviewer asks Warhol in Who Gets to Call it Art? “No, it gives me something to do,” Warhol deadpans.
I saw this documentary after work tonight at the Film Forum and strictly speaking, its subject is the Met’s first contemporary art curator, Henry Geldzahler. Even better, it’s a heady capsule of New York City’s art world in the late ’50s and 1960s.
Geldzahler knew he wanted to break into the art world from an early age. With a Bar Mitzvah gift of $1,000 cash, he purchases a Stella for $600 and the balance on a Poons. During his sophomore year at Harvard, he’s offered a job at the Met, which he says is “an encyclopedia with a volume missing,” and instead has aims on getting work at the Whitney, which champions his beloved contemporary art. He eventually settles with the Met and soon after becoming a curator there, aggravates the board with his close public ties to contemporary artists.
A short, stocky, balding, often bearded dandy with bookish spectacles, Geldzahler wouldn’t seem to fit in with the artist-types he champions, but there he is at the Factory schmoozing with Warhol. And there he floats in a surreal performance piece by Claes Oldenburg, smoking a cigar on a rubber raft in a makeshift swimming pool the artist built in a Downtown loft. And there he is, like Waldo, popping up in the works of his favorite artists: Stella, Warhol, David Hockney, Alice Neel, Larry Rivers, Marisol, George Segal.
Geldzahler makes an indelible mark with an exhibition that takes nearly an entire floor of the grand old museum, New York Painting and Sculpture: 1940-1970. (Ironically, the corporate sponsor is Xerox, which conjures Warhol’s endlessly reprinted soup cans and Marylyn Monroe portraits.) The Met is shaken down. The Museum of Modern Art frets for its own reputation. Art critics are irritated by Geldzahler’s monomania forming the exhibit, his extension of the “New York School” movement, his key exclusions (Marisol, for one) and dubious inclusions (a half-dozen reportedly sub-par Pollocks).
But the exhibit is a double-edged sword; although it’s a watershed in informing the public on Pop Art, it also piques the interest of collectors, dealers and trendsetters, who descend, cash in hand. The movie concludes with Sotheby’s infamous Scull Auction of 1973, for which the subversiveness of Pop Art is squashed and elevated to Capital Letter Status as works once sold for a song command exceptionally more. Two pieces by Rauschenberg originally bought for $3,400 total, for instance, go for $175,000 at the auction. And as anyone who’s recently been to the Met can attest, contemporary art remains relegated in a lonely, sparsely attended few rooms in the back.
It’s comfortable to get lost and caught up in the bygone art era presented by Who Gets to Call it Art?: the freshness and excitement of a new movement, affordable Financial District lofts, “happenings,” paint-spattered pants, the Factory and Screen Tests, and a time of rough music by free jazz artists, the fuzzy rock of the Velvet Underground, and the beautiful cacophony of experimentalists like John Cage.