As Hal Foster’s critiques of the avant-garde reveal, the commodification of authenticity is a persistent challenge that undermines the radical potential of art.

The conditions of late capitalism make it impossible to separate artistic production from economic imperatives, forcing artists to navigate a system that privileges marketability over creative autonomy” ( The Return of the Real , 1996).

to navigate the tension between survival and authenticity.

The accusation of “selling out” is often used to critique artists who prioritize commercial success over creative integrity. However, this framing obscures the structural realities of consumer capitalism, which often leaves artists with little choice but to engage with the market.

Foster’s critique underscores the limitations of framing authenticity as a static or inherent quality. Instead, authenticity must be understood as a contested value, shaped by the interplay of cultural, economic, and political forces.

Authenticity, in this context, was framed as a marker of resistance to mass production and capitalist exploitation.

However, as Hal Foster critiques in The Return of the Real , the avant-garde’s resistance to commodification was always fraught with contradictions. He writes, “The avant-garde, despite its radical aspirations, is ultimately entangled... See more