Distrust of Commerce and Commercialism

During the period of serious art (circa 1880–1980), art and money represent hostile spheres. The art ethos is a-commercial. This was not the case in earlier centuries. In this period artists and art-companies attach much value to autonomy and the making of “own work”. They are easily accused of compromising and being commercial. They anyway are inclined to internally subsidize their autonomous work, often by means of second jobs. Also marketing, cultural entrepreneurship and branding are taboo. I, however, demonstrate that also in this period artist and art-companies are influenced by consumer demand in their artistic choices. After circa 1980, there is a process of recommercialization. Now the demands of not only consumers and governments but also of major donors and sponsors affect art production.