About
Jeongho Nam, a Seoul-based attorney, shares how he uses Artsy to build his collection of works by blue-chip and emerging artists.
Location
Seoul
Jeongho Nam. Seoul-based attorney and Artsy collector.
Over the course of four years, Seoul-based attorney Jeongho Nam has built an impressive art collection featuring works by blue-chip and emerging names alike.
As the son of two avid art enthusiasts, Jeongho’s appreciation for art came organically. His introduction to the commercial art world, however, was a test of courage.
In the early 2000s, Jeongho’s parents started a gallery in South Korea as a passion project, but made the difficult decision to close it a few years later. Jeongho took on the formidable task of liquidating their inventory. Without tools, resources, or contacts to guide him through the process of selling art for the first time, he knew he was in over his head. “That I was unprepared for this mission would be an understatement,” he said.
Jeongho’s rapid introduction to the commercial art world did little to scare him away—in fact, it ignited his passion, inspiring him to start a serious collection of his own. We recently reached out to Jeongho to learn how he uses Artsy to connect with galleries, discover new artists, and build his collection.
How would you describe your collection?
Jeongho Nam: Everyone’s collection varies, depending on the purpose. Some buy art simply because it is aesthetically pleasing, and others buy because they believe the work will appreciate in value. I collect art for both reasons, but I still somewhat prioritize the investment aspect. Therefore, being an amateur collector, I tend to collect works mainly by blue-chip artists, such as David Hockney, Keith Haring, Julian Opie, Jonas Wood, and Alex Katz—mostly editions.
Lee Bae, Issu du feu ch-99, 2003. Courtesy of Jeongho Nam and Galerie RX.
Some of the unique works I’ve acquired recently are a charcoal on canvas by Lee Bae and monoprints by Mel Bochner. But as I am becoming more focused in this hobby, I now find my taste expanding toward emerging artists that catch my attention, such as Guim Tió Zarraluki, whose work I just acquired from Artside Gallery. I find so many young artists with tremendous potential on Artsy, which excites me as both an enthusiast and a collector. I am constantly on the lookout to discover the next big thing, and Artsy provides me with an invaluable tool on that front.
Guim Tió Zarraluki, Parella, 2021. Courtesy of Jeongho Nam and Artside Gallery.
Why do you use Artsy?
J.N. After experimenting with various ways of acquiring art, I eventually came up with my own scheme to find works I want to add to my portfolio, and Artsy certainly has played a crucial role in my strategy.
Artsy is the primary way I buy art. It almost has the same weight in importance to me as Google right now. Whenever I come across an artist that catches my attention at a fair or a gallery, I immediately look them up on Artsy.
Art collecting has been viewed as something that requires insider knowledge, with extremely high barriers to entry. Artsy challenges that status quo. It is an incredible playground for galleries and collectors alike. With a few taps, clicks, and scrolls, you get immediate exposure to a myriad of fascinating works by diverse talents. It creates opportunities for everyone by allowing galleries to reach collectors all over the world, while also helping collectors become more savvy and strategic in their acquisitions by democratizing access to information.
Artsy not only helps me find works I want to acquire; it also educates me about the artists who created them—including their gallery representation, their past exhibitions, and how many collectors follow them on Artsy.
I think Artsy’s main contribution to the art market is the increase of accessibility. Art collecting does not have to be an expensive hobby. One can easily find the right artwork for them by strategically using the information that Artsy provides.
Artsy is the primary way I buy art. It almost has the same weight in importance to me as Google right now. Whenever I come across an artist that catches my attention at a fair or a gallery, I immediately look them up on Artsy.
Jeongho Nam
Tell us about some of your favorite works that you bought on Artsy. What was that process like?
J.N. I am somewhat ashamed to admit that my recency bias is undeniable—the newest acquisition is often my favorite. Recently, I purchased Small red silver yellow mountain by Ugo Rondinone from Sadie Coles HQ and Blah by Mel Bochner from DEAN PROJECT, all fresh out of their studios this year.
The thing is, I wouldn’t have been offered those works firsthand if I hadn’t initially connected with the galleries on Artsy and continued building our relationship over the years. I think this is a really important element in collecting because galleries usually prefer existing clients, since there’s already a certain level of trust between them. So it always starts with me inquiring about a work listed on Artsy, and regardless of whether that initial transaction was successful, it leads to communication, establishing a relationship.
Ugo Rondinone, small red silver yellow mountain, 2021. Courtesy of Jeongho Nam and Sadie Coles HQ.
The two works I mentioned above were actually offered to me even before they were signed by the artists—I just happened to receive an email one day saying, “Hey Jeongho, we’ll be getting something you might like.” There is definitely a rewarding element when you get the first access to a newly released work.
Another work I recently acquired is a sculpture by Hebru Brantley. I actually won it in an auction that I was able to bid in through Artsy, which is another fantastic feature it provides. I love Hebru Brantley’s works; they have a good narrative with a sense of humor.
I wouldn’t have been offered those works firsthand if I hadn’t initially connected with the galleries on Artsy and continued building our relationship over the years.
Jeongho Nam
Paolo Salvador, Pantera, 2020. Courtesy of Jeongho Nam and Peres Projects.
Are there any particular artists you’re looking forward to collecting or supporting in 2021?
J.N. Paolo Salvador. He is an emerging Peruvian artist currently represented by Peres Projects. His works are absolutely mesmerizing; I want to get my hands on anything Salvador. They are dreamy and mythical, almost reminiscent of works by Henri Rousseau. I enjoy the imaginative and beautifully enigmatic atmosphere of Salvador’s works immensely, and I look forward to supporting him in the future.
