Joseph Gross Gallery
CONTEXT New York 2016

Victor Solomon satirizes art flippers with $10,000 scratch tickets in solo presentation at ContextNY
Joseph Gross Gallery is pleased to announce BE FOR REAL, a solo presentation by Victor
Solomon at ContextNY.
Between the aggressive growth of secondary market “flippers”, an influx of strategic capital and
valuation algorithms like ArtRank, the commoditization of art seemingly efforts to withdraw
context and narrative, enabling ambivalence in market prospectors.
From ArtRank’s own FAQ: “We do not judge any works’ aesthetic or emotional value.”
BE FOR REAL removes the prospector’s pretense: 20 ornately engraved brass plates, in hand-
crafted frames and a gold coin minted with a quote from Citizen Kane: “It’s no trick to make a
lot of money, if all you want is to make a lot of money” Each piece in actuality: a sophisticated
scratch ticket, rewarding one winner $100,000.

Solomon’s own allegory: “When I was 17 I got caught drinking, so my mother gave me a bottle
of tequila and made me drink until I got sick.”

In accelerating transactional transparency, BE FOR REAL whimsically reminds that art is not a
mere commodity and that work should first be considered for it’s philosophical and cultural
value.

We look forward to you joining us at ContextNY to take part in this performative installation.
Joseph Gross Gallery, 548 W28th St. NY - (646) 535-6528

Gallery Director, Lynzy Blair - lynzy@josephgrossgallery.com

Context NY, May 3-8 – Pier 94, 12 th Avenue at 55 th St. NY