We have all become futurologists in our own way. The dominance of what some call ‘neoliberal rationality’ has forced us into a condition of perpetual speculation in which every decision must be a strategic one about ‘future returns’. When major life choices – Children or No? College or no? Rent or own? – are framed in terms of ROI (often must be framed in these terms) we are all condemned to fourth-dimensional magical thinking. So what does the future hold for the artworld? Here I offer three conjectures, more like the view through three lenses – geographical, technological, ideological – on a single future world, where what we understand as ‘art’ may be transformed beyond recognition.
- China will be the global capital of the artworld. The history of capitalist centres has been a westward march (Europe to the US to Asia), and there’s nothing to suggest it will stop. China may have stumbled recently, but a national history going back more than 2,00o years, staggering demographics (1.3 billion people, four times the US population) and a rapidly ascending GDP all point to a Chinese century (or more) to come. The recent dictatorial entrenchments of Xi Jinping are a hiccough in China’s inevitable liberalisation. And as its middle class grows and begins to consume its own massive outputs, the ‘creative economy’ will grow with it and soon come to dominate. In particular, Shanghai and Guangzhou will have their own artistic cultures and identities, with Guangzhou as the site of avant-garde discourse and practice. These will be joined by Seoul, Manila, Singapore and Ho Chi Minh City as major centres for art production and consumption. These cities’ art and design schools, both independents and offshoots of major commercial media, entertainment, and technology companies, will grow and thrive and will attract established international talent. An artist born in 2050 in the United States or Europe will travel to Asia to be close to these new scenes and markets. Because of the prestige of their museums and universities, New York and London will remain important centres, but like Paris, they will largely stand as artefacts of a prior era. Their current brightness will be eclipsed by the vibrancy of the northern hemisphere Pacific Rim cities. Strategically positioned as the biggest and fastest growing port city in the US, Los Angeles will grow to dominate the US art scene by 2050, drawing talent from around the world and money from real estate, technology, media and entertainment.
- All art will be intellectual property. Advances in display technology, 3D printing and molecular dynamics will combine to make anything replicable anywhere. Multiple ‘rich surfaces’ in one’s home, apartment, office and studio will offer access to motion- and still-picture imagery at a density and texture indistinguishable from so-called real life. VR technology will be housed in contact lenses and clothing, giving users access to information-suffused enhanced realities and entertainments, but more than this, it will increase opportunities for distributed collectivities to gather and mobilise – think of it as a merging of Twitter and teleportation. In this altered setting, all analogue artistic activity, whether static or dynamic (object-based, performative, participatory, etc.) will be a precursor to capturing, distributing and licensing digital code. Art galleries and museums will continue to house analogue stuff, but audiences will approach this material the way they do artifacts of the entertainment industry and sports, as so many props and costumes associated with the ‘making of’ a discursive object (eg. an abstract ‘painting’, a tournament ‘series’). Like popular music today, most art production will be distributed, with bits of code being captured or written and then bought, sold or shared within and between both professional and informal networks of makers. All of this content – also indistinguishable from ‘virtual spaces’ of gathering – will come with restrictions on access. By 2065, ‘art galleries’ will more closely resemble production companies with extensive legal and digital security investments than they will places that ‘show artists’. The growth and success of public art organisations at present offer the seeds of the new enterprise. Digital rights management will be the backbone of elite social cachet (DRM = ESC).
- Individualism will be eclipsed by inclusionism. The history of capitalist expansion has largely been congruent with the rise of the ideology of individualism in the West – that independence, self-reliance and self-legislation are moral first principles. By the time in 1987 that Margaret Thatcher uttered her infamous claim that ‘there’s no such thing as society. There are individual men and women and there are families’, however, the reign of individualism was already waning. China’s quick emergence as an economic superpower not only splits capitalism from its filiation with liberal democracy but introduces values of conformism and emulation that have a deeper history there than do current Communist Party dictates and will prove a better fit for emerging global capitalist arrangements. Mass and niche consumer movements are only the first phase of this new inclusionism, which holds ‘belonging’ as moral first principle. The move from individualism to inclusionism will render irrelevant the romantic ideal of the individual ‘artist’, which continues to underpin the artworld’s political economy. In its place will appear various and shifting bands of USPs (unique selling points – formerly known as ‘talents’) that will aggregate to concretise access to content and digital licensing. The more such ‘bands’ to which an ‘artist’ belongs over time, the greater her elite social cachet (and so earning potential). Difference will still be promoted but will result in the production of similarities, which will be rewarded. How ‘alike’ one is will determine how well ‘liked’ and shared and recognised one is across distributed networks of association – ‘inclusions’ as they will be called. We will all commit to more inclusions. Authenticity will become irrelevant, though honesty won’t. Inclusionist culture, artistic and otherwise, will replace ‘elite’ culture (the end of ESC!): where the former grows the region with the largest number of overlapping spheres of a four-dimensional Venn diagram; the latter shrinks it. Everyone will be included.
First published in the May 2016 issue of ArtReview