Damien Hirst: Straight to the Auction House

Turner prize winner Damien Hirst is changing his selling tactic. Rather than go the traditional gallery route, the artist will now take new material directly to auction. Two shows worth of Hirst’s work will hit the floor at Sotheby’s on September 15 and 16. Included is the "The Golden Calf," a bull sealed in a formaldehyde filled gold plated and glass box. The work is estimated to go for twelve million pounds. 
Hirst’s sale, titled "Beautiful Inside My Head Forever," signals a major change in the art world. His prices are no longer "set" as it were, and in the competitive contemporary market we can expect record highs for Hirst’s sales. Not so sure that the auction house move actually opens Hirst to a wider market, but it will certainly lead to deep pockets. Via Supertouch.