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 Known for being an unrelenting businessman, Larry Gagosian is very intense when it comes to selling art. He has never bothered to hide his interest in making loads of money². Developing his eye for art, in addition to his business techniques, has allowed him to continue to successfully make more riches. Gagosian is a man who is known for going after what he covets. Other dealers have claimed that he is known for "poaching" “poaching” artists from his competitors and bringing them into his own gallery⁶. While some dealers may not agree with his methods, Gagosian has made it a successful strategy to become one of the most powerful dealers with one of the largest blue-chip artists within his gallery. His brand alone is known to add multiple zeros the price tag of artworks created by newly signed artists. With at least 10 galleries across the globe, and over 50 artists having been or currently being showcased in his gallery today, it is hard to not know of Larry Gagosian¹.

In order to promote his brand, Gagosian utilizes a variety of methods to make his galleries stand out. On the Gagosian gallery website, the viewer is immediately captured by the use of intricate colors to commanding the viewer to look deeper into the gallery site¹. On the homepage a promise of a signed spot print by Damien Hirst dedicated personally to the person who visits all eleven Gagosian Gallery locations¹. To many art fans this is more than just en enticing task, it is one that may drive people to action and visit the galleries---a success for Gagosian. In addition to website tactics, Gagosian utilizes his artists and their works. Gagosian showcases artists with controversial art that is shocking to the public. Damien Hirst, and Jeff Koons for example are two very well known artists in the art world. Koons' and Hirst's Koons’ and Hirst’s artwork usually invoke passionate responses from critics, making them a very talked about artist. Gagosian uses his brand name to generate discussion about his gallery and the brand name of his artists associated with it¹.

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⁶[http://topics.nytimes.com/topics/reference/timestopics/people/g/larry_gagosian/index.html
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