Art, Power, and Prestige: Strategies for Collecting and Social Influence in Early Eighteenth-Century Paris

Art collecting has evolved significantly since the early eighteenth century, as depicted in Rochelle Ziskin’s Sheltering Art: Collecting and Social Identity in Early Eighteenth-Century Paris. The book highlights how collectors like Pierre Crozat and the comtesse de Verrue used their collections to forge social identities and navigate the cultural, social, and political landscapes of their time. Their strategies—leveraging wealth, social networks, and curated aesthetics—offer timeless lessons for modern art collectors. Today, art collecting is not just a pursuit of beauty but a strategic endeavor that blends passion, investment, and social influence. This essay explores tactics and strategies for modern art collectors, drawing inspiration from historical practices and adapting them to the contemporary art market, which is shaped by global trends, digital platforms, and evolving cultural dynamics. By examining acquisition strategies, social networking, curation, market navigation, and legacy-building, this essay provides a comprehensive guide for collectors aiming to influence and thrive in the modern art world.

Understanding the Modern Art Market

The contemporary art market is a complex ecosystem driven by auction houses, galleries, art fairs, online platforms, and private dealers. Unlike the eighteenth-century Parisian elite, today’s collectors face a globalized market with unprecedented access to information and artworks. However, this accessibility comes with challenges, such as market volatility, speculative bubbles, and the proliferation of digital art forms like NFTs (non-fungible tokens). To navigate this landscape, collectors must develop a keen understanding of market trends, artist reputations, and emerging technologies.

Research and Due Diligence

Modern collectors must prioritize research, much like Crozat, who approached connoisseurship with scholarly rigor. Subscribing to art market reports, such as those from Art Basel, Sotheby’s, or Art Collector IQ, provides critical insights into pricing trends, artist popularity, and market dynamics. Art Collector IQ, a specialized platform, offers art market intelligence by aggregating data on auction results and emerging trends, enabling collectors to make informed decisions. Online platforms like Artsy, Artnet, and Art Collector IQ provide auction results and market analytics, allowing collectors to track an artist’s sales history, provenance, and market trajectory. For instance, understanding whether an artist’s work has appreciated over time or is subject to speculative hype can prevent overpaying. Additionally, verifying authenticity and provenance is critical, especially for high-value pieces or emerging digital assets like NFTs, where fraud risks are higher.

Diversifying Acquisition Channels

The eighteenth-century collectors relied on personal networks and direct commissions, but today’s collectors have multiple acquisition channels. Galleries remain a primary source, offering curated selections and artist relationships, but art fairs like Frieze and Art Basel provide exposure to global talent. Online platforms, such as Saatchi Art or OpenSea for NFTs, democratize access to emerging artists. Collectors should diversify their acquisition strategies, balancing established galleries with online marketplaces to discover undervalued works. For example, purchasing from regional art fairs or secondary markets can yield hidden gems at lower costs.

Building a Strategic Collection

A successful collection is not just a random assortment of artworks but a cohesive reflection of the collector’s vision, taste, and goals. The comtesse de Verrue’s preference for “amorous mythologies” and modern French artists showcased her identity as a tastemaker. Similarly, modern collectors must define their niche and build collections that resonate with their objectives, whether aesthetic, cultural, or financial.

Defining a Collection’s Focus

Collectors should identify a specific theme, period, or medium to guide their acquisitions. For instance, focusing on contemporary African art or post-war abstract expressionism creates a distinct narrative. This focus enhances the collection’s cultural significance and market appeal, as cohesive collections often attract curators and institutions. Collectors can draw inspiration from Crozat’s emphasis on old master drawings, which gave his collection unmatched prestige. A modern equivalent might be collecting works by underrepresented artists, such as women or artists from the Global South, to align with cultural shifts toward inclusivity.

Balancing Passion and Investment

While passion drives most collectors, financial considerations are increasingly relevant. Art can serve as a hedge against inflation, but its illiquidity and volatility require careful planning. Collectors should balance blue-chip artists (e.g., Basquiat or Hockney) with emerging talents whose value may appreciate. For example, investing in artists like Amoako Boafo, whose vibrant portraits have gained traction, can yield long-term returns if acquired early. However, collectors must avoid speculative bubbles, as seen in the NFT boom of 2021, where prices often crashed after initial hype. Consulting financial advisors with art market expertise can help balance passion with pragmatism.

Leveraging Social Networks

Social networks were central to the success of Crozat and Verrue, who cultivated coteries of influential figures to amplify their status. Modern collectors can adopt similar strategies, using networks to gain access to exclusive opportunities, build influence, and enhance their collections’ visibility.

Engaging with the Art Community

Building relationships with artists, curators, gallerists, and other collectors opens doors to private sales, studio visits, and insider knowledge. Attending gallery openings, art fairs, and museum events fosters connections with key players. For instance, joining a museum’s young patrons group or an art fair’s VIP program provides access to exclusive previews and networking events. These relationships can lead to opportunities like acquiring works before they hit the public market, much like Verrue’s strategic alliances gave her access to coveted pieces.

Establishing a Public Presence

Modern collectors can amplify their influence through public platforms, such as social media or philanthropy. Sharing collection highlights on Instagram or writing about art trends on platforms like Medium can establish a collector as a thought leader. Donating or loaning artworks to museums, as Crozat and Verrue did to cement their legacies, enhances prestige and ensures long-term recognition. For example, collectors like Eli Broad have gained influence by founding museums or loaning works to institutions like MoMA. Such actions align with the eighteenth-century practice of using art to signal status and cultural authority.

Curating and Displaying the Collection

The physical and conceptual presentation of a collection is as important as its contents. Crozat and Verrue meticulously designed their homes to showcase their artworks, integrating architecture and art to reflect their identities. Modern collectors must similarly consider how their collections are curated and displayed to maximize impact.

Thoughtful Curation

Curation involves selecting and arranging artworks to tell a story or convey a message. Collectors should work with curators or art advisors to create thematic displays that highlight connections between works. For instance, pairing a contemporary piece by Kehinde Wiley with a classical portrait can underscore themes of identity and representation. Digital tools, such as virtual gallery software, allow collectors to experiment with layouts before installation, ensuring a cohesive aesthetic.

Integrating Art into Living Spaces

Like the eighteenth-century collectors who designed opulent interiors, modern collectors should integrate art into their homes or public spaces thoughtfully. This might involve commissioning site-specific installations or working with interior designers to create custom lighting and display solutions. For example, displaying a large-scale sculpture in a minimalist space can create a striking focal point, while smaller works may benefit from curated groupings. Collectors should also consider environmental factors, such as humidity and lighting, to preserve artworks, especially delicate pieces like works on paper or digital art.

Navigating Market Challenges

The art market is fraught with challenges, from economic fluctuations to ethical concerns. Modern collectors must adopt strategies to mitigate risks and align with contemporary values, drawing on the adaptability shown by Verrue, who navigated political and social complexities to build her collection.

Managing Financial Risks

Art is a high-risk, high-reward asset class. Collectors should set budgets and avoid over-leveraging, especially during market booms. Diversifying across mediums (e.g., paintings, sculptures, digital art) and price points reduces exposure to market downturns. Additionally, insuring artworks against damage or theft is essential, as is maintaining detailed records of purchases and provenance for future sales or donations.

Addressing Ethical Considerations

Modern collectors face increasing scrutiny over the ethics of their acquisitions. Provenance research is critical to avoid purchasing looted or stolen works, particularly from regions affected by conflict or colonial histories. Collectors should also consider the environmental impact of their collections, such as the carbon footprint of shipping large sculptures or the energy consumption of NFT minting. Supporting artists and institutions that prioritize sustainability and diversity can enhance a collector’s reputation and align with global trends.

Building a Lasting Legacy

Crozat and Verrue used their collections to create “personal legacies” that outlived them, a strategy modern collectors can emulate. A legacy is not just about financial value but about cultural impact and recognition.

Documenting and Archiving

Maintaining detailed records of a collection, including photographs, provenance documents, and artist biographies, ensures its historical significance. Digital archives or blockchain-based records can enhance transparency and accessibility, particularly for digital art. Collectors should also consider publishing catalogs or collaborating with art historians to document their collections, as Crozat’s inventories preserved his legacy.

Philanthropy and Institutional Partnerships

Donating or loaning artworks to museums, as Verrue’s circle did, ensures a collection’s longevity and public impact. Establishing a private foundation, like the Broad Foundation, or endowing a museum wing can cement a collector’s name in art history. Alternatively, collectors can support emerging artists through grants or residencies, fostering the next generation of talent and extending their influence.

Adapting Historical Strategies to Modern Contexts

The eighteenth-century tactics of Crozat and Verrue—leveraging wealth, networks, and curation—remain relevant but must be adapted to modern realities. For instance, while Crozat’s scholarly approach to connoisseurship translates to data-driven market analysis today, Verrue’s emphasis on taste and social confidence aligns with building a personal brand in the digital age. Modern collectors must also navigate new challenges, such as the rise of digital art and globalized markets, which require technological savvy and cultural awareness.

Embracing Technology

Digital platforms have transformed art collecting, offering tools for discovery, acquisition, and display. Blockchain technology, for instance, ensures provenance for digital artworks, while augmented reality (AR) apps allow collectors to visualize artworks in their homes. Collectors should stay informed about technological trends, such as AI-generated art or virtual galleries, to remain competitive.

Cultivating Cultural Relevance

Modern collectors must align their collections with contemporary values, such as diversity, equity, and sustainability. Supporting artists from marginalized communities or addressing themes like climate change can position a collector as a cultural leader. For example, collecting works by Indigenous artists or those exploring social justice themes can resonate with younger audiences and institutions.

Conclusion

Modern art collecting is a multifaceted endeavor that combines passion, strategy, and social acumen. By drawing on the historical strategies of collectors like Pierre Crozat and the comtesse de Verrue, contemporary collectors can navigate the complexities of the art market while building influential and meaningful collections. Through diligent research, strategic acquisitions, robust networking, thoughtful curation, and a focus on legacy, collectors can not only amass valuable artworks but also shape cultural narratives and wield lasting influence. As the art world continues to evolve, those who adapt historical tactics to modern contexts—embracing technology, diversity, and ethical considerations—will thrive as collectors who both collect art and influence people.

Douthwaite, Julia. “How to Collect Art and Influence People.” The Eighteenth Century 56, no. 3 (2015): 397–402. http://www.jstor.org/stable/24575139.