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December 2, 2005
Notoriety or Obscurity
- The place of marketing in the world of the artist
Dear Client:
Since I began studying
the careers of various New Mexico artists, it has been interesting
to me that artists with similar talent, training, and experience
ended their careers with such different results. Let me give
you two examples.
Eanger Irving Couse gained fame and fortune as an artist. Born
in 1866, he had from childhood a desire to be an artist. Studying
at the Chicago Art Institute and The National Academy of Design
in New York, he honed his techniques and his artist's eye. Moving
to Taos, he fell in love with Northern New Mexico and painted
there the rest of his life, making a living as a painter.
Sheldon Parsons was born in the same year as Couse. He also studied
at the National Academy of Design, with well know figures such
as William Merritt Chase and Edgar Ward. Early in the 20th century,
he also migrated to Northern Mexico, settling in Santa Fe. From
that day forward, he painted the vistas of New Mexico. Parsons
worked every day as a painter, but also supported his family
in other ways, the most notable being the Director of the Museum
of New Mexico.
With such similar backgrounds, why was one recognized throughout
the American art world during his lifetime, while the other was
known only locally? Why did one artist's paintings command high
prices and the other's substantially less?
It is well known that in the early 1900s, the Taos Society of
Artists was formed for the specific purpose of marketing the
works of a number of Taos artists. The TSA put together shows
of their works that traveled the country, showing at major galleries
and venues. With this notoriety, the fame of each artist grew,
along with the prices for their works. Each show garnered reviews
in major newspapers and magazines. With this recognition, well
known galleries in major cities had one-man shows and promoted
the artist's work. Some of the TSA artists stature grew more
than others, but all became well known and sought after. Couse
was put on the national map by this marketing of his works.
Sheldon Parsons had no such vehicle as the TSA. Many would argue
that he is as accomplished a painter as Couse, but did not have
the ability of entree to sell his paintings of New Mexico across
the country (even though in early life, he was a sought after
New York portrait painter, painting President William McKinley
and Susan B. Anthony). As a result, he was content to paint for
the local clientele and support himself by other means. No one
took up his cause to interest the public in his work. He was
left to selling his paintings at the Governors Palace in Santa
Fe and to tourists.
Today, Couse is still very well known. His paintings on the market
are scarce and command six figure prices. Sheldon Parsons is
finally coming into his own and being recognized for his abilities
at long last. There are several reasons for this.
First, the robust Western Art market is now recognizing his ability
to put on canvas and board the beauty of Northern New Mexico,
with a style all of his own. Second, galleries understand that
for years he has been overlooked as a great talent and are making
their clientele aware of this artist's work and its place in
fine collections. Third, with the scarcity and high prices of
the TSA artists, collectors are searching out other artists of
the period with talent and attempting to acquire their work before
their fame increases their prices in similar fashion. Finally,
the general art market for the last six years has out paced the
S&P 500 stock index by almost double. Investment dollars
as well as collecting dollars make art more attractive as an
investment vehicle, further driving demand for "up and coming"
artists.
We at Matthew Chase Ltd. believe in the abilities of Sheldon
Parsons and other similarly situated artists. If you have not
yet added his work to your collection, please give thought to
so doing. The prices for his works are on the rise and today,
many of his best paintings are still available.
The gallery currently has works by both Parsons and Couse available
for purchase. As always, our inventory can be viewed on our web
site. Matthew and I are available to discuss questions this letter
may have raised. Of course, we are pleased to be of any service
you may need. Thank you for your time and best wishes in your
collecting.
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