Barbara Kruger is perhaps the most influential artist when it comes to portraying the sociological contours of the world. Known for creating posters that recall the aesthetics of advertising, Kruger evokes, in her works, a profound character of social and anti-capitalist conscience – always weaving a behavioral analysis of humanity in relation to themes such as consumerism and patriarchy.
As ubiquitous as Krueger's work is, the market for it has been constrained over the past two decades, largely because of its absence from major museums around the world. However, a solo exhibition at the New National Gallery in Berlin, an installation at the Venice Biennale and the presence of works at the New York Museum of Modern Art has helped to increase the value of Krueger's works: in the primary market, the prices negotiated by his representative gallery already reach the level of USD 2 million dollars, while in the secondary market the mark of USD 1 million dollars has already been broken by a sale.
Krueger's production, however, finds itself in an insoluble paradox: the artist has no interest in the market beyond her ability to facilitate the dissemination of her work to the general public. However, such massive publicity fosters this very market, which Krueger refuses to please. She is not interested in making pieces ready to hang in living rooms or to be sold at art fairs. The artist is attracted, therefore, by the content – and not by the market, and a good part of her work in the primary market is in video form.