The myth of the single room is still strong

How is the value of a contemporary photography As surprising as it may seem the creativity of the artist no longer enough to establish a solid rating. Because the fact that the photograph is reproducible at discretion devalues. The myth of the single room is still strong. Merchants and artists therefore multiply strategies to enhance the production. Thus current photographs are commonly drawn in large formats or even, as is the case for the German artist Andreas Gursky (1), monumental. Their Visual impact is strong, that it evokes that of large pictorial compositions. In Paris, the art dealer Kamel Mennour, which promotes the work of Martin Parr English or the American Roger Ballen, highlights, him, the importance of the rarity of the work. "Despite its multiple character photo, must be a luxury item, coveted." It must correspond to the idea of something that the other will not be able to buy. I support for my artists a 3 or 5 copies Edition which will justify a certain price. "In Brussels, Serge Maruani Gallery Maruani-Noirhomme, which exposes the work of Bettina Rheims (2) and David Lachapelle of the artists who have advertising activities and editorial described the conditions that make the high ratings:"it is important that the artist enrols in a particular creative movement, but also that the nature and the number of galleries representing in different countries is significant as the presence of his work in important collections.

On 22 may, at Drouot, will be assigned a set of 100 famous images but who did not obey the guns of the market. This is photo taken between 1962 and 1975 by Jean-Marie Périer for the first youth magazine "Salvation friends", led by Daniel Filipacchi. If views are old prints has been specially made for sale. Usually auctions endorse a trade route resulted. Here the K. home hammer will be, as explained with humour Jean-Marie Périer itself, to establish a rating. "Daniel Filipacchi told me:" you'll see the rating you're doing but you vaudras expensive when you are dead ".". And add: "my photographs are known." They have been exhibited at the Paris City Hall in 2001, which allowed 150,000 visitors for the occasion, but Moscow also (2002) and Brussels (2004). Also, they were the subject of a book (3). But I have very few sold them otherwise. "Simply, in 2003, I realized an exhibition in Brussels the Young Gallery and Birmingham recently in a specialized Gallery in rock photos, Snap".

Jean-Marie Périer, photographer and renowned advertising Director (he conducted more than 600 films), has the main shortcoming of not having developed a policy effective marketing for the enhancement of its images. "For thirty years they have been disregarded by the intelligentsia of photography." It was too popular. These are the same today who tell me that it is art. I think that it is not art, it is performing. I refuse to take artistic posture. Current photographers are obsessed with their style, their own image. I don't like that. For me, the interest of photography has always been valuing the people that I. In the moment of filming I love them.

Jean-Marie Périer began his career as an assistant photographer Daniel Filipacchi, the co-founder of "Salut les copains", in 1956. From 1962, while he was twenty-two years, and until 1974, it will produce the vast majority of photographs of the newspaper. "It was the only newspaper of its kind in Europe which took into account the birth of the young phenomenon and turned the fanaticism for James Dean and Elvis Presley on the market." At the time, I had the same age as all these singers who start and I was given carte blanche to redouble their inventiveness. I therefore photographed all these small white, Rolling Stones, Beatles, etc, who dreamed of being black Americans.

Thus, in March 1964, Jean-Marie Périer did come to the studio of the newspaper the Beatles. "I did not know but I loved their music and I wanted that they remember me." Then I have a lighter and a cigarette each. I did turn off the light. "The image shows the four boy lit by the flame of the lighters. From: 80 120 cm format, it is 10 copies, of which one is sold in may at Drouot with an estimate of 3,000 euros. Subsequently, Jean-Marie Périer will perform two 45 rpm for the Beatles packages...

To renew his repertoire, he draws on his "master" American, Art Kane, photographer of pop music in the United States, but also large Hollywood film of the time with head Elia Kazan, and the world of illustration "made in USA" by Norman Rockwell. The photographer, if he is nostalgic for the time "it was a period where it was playing many, more than today ' hui" is not unconditional. Thus, about the Warhol Factory, instead of creation of the Pope of Pop Art that he has known, he said: "I am there felt very evil." The space was entirely covered with a silver coating and everyone had unique behaviors. It was like a nightmare. "But he added:"I know that I am one of the leaders of the pollution of the American dream in France." "So it is very close long of the Rolling Stones and Mike Jagger, he knew even before to pull a disk. One of the more stylized photos represents the face in a halo consisting of a shadow of his face in profile. This large-format 120 x 180 cm is estimated 4,000 euros. "He was happy for all my whims", remembers the photographer.

Fantasy without limits

The directory includes also, of course, all stars of the French song, Jacques Dutronc, Françoise Hardy "most beautiful" , allowed to escape , Claude François, Eddy Mitchell and Johnny Hallyday. A multitude of images show in the most various, from poses to best and estimated 15 from 1,500 euros. One of the most fun, which is thought by its style to some compositions created by the American David Lachapelle thirty years later, was taken in 1967. It shows Sylvie Vartan and Jacques Dutronc, respectively dressed in medieval Princess and Knight in armour on a background of a medieval castle. "There was no limit to our fantasy", concludes Jean-Marie Périer.

In another kind, the specialty Parisian Gallery Acte2 (4) shows the images produced by the famous German fashion photographer, Peter Lindbergh, devoted to the sole subject of the Rolling Stones. Catch of views, very spontaneous, most often in the street were made between 1995 and 1999 but 36 prints in black and white (ranging from 3 to 6 copies) of various formats are recent. The rates are significantly higher than the estimates of the long sale: between 17,000 and mental euros. The nostalgia of the sixties rock market is thriving.