如何成為一個(gè)高智商怪物之馬云鬻畫(huà)記

特約撰稿_Stella Wang 編輯_曹爾寅 供圖_AIP藝術(shù)留學(xué)供圖

如何成為一個(gè)高智商怪物之馬云鬻畫(huà)記

特約撰稿_Stella Wang 編輯_曹爾寅 供圖_AIP藝術(shù)留學(xué)供圖

和著阿里巴巴在紐交所上市時(shí)的那一陣鐘瑟齊鳴，馬云，這位昔日的英語(yǔ)教師，如今的商界大咖，在這充斥著豪商巨賈熙攘叫囂的浮世繪中異軍突起，高調(diào)了一把。早在一個(gè)多世紀(jì)以前，曾國(guó)藩便定下“天下事，有所利有所貪者成其半，有所激有所逼者成其半”的格調(diào)。曾大人若在今天，必會(huì)輕撫馬云先生那光潔、寬碩的額頭頷首而道：“孺子可教”。當(dāng)然，馬云頭上的光環(huán)不寧唯是—他是中國(guó)電商界的開(kāi)拓者，是被傳奇了的也是正在創(chuàng)造傳奇的“高智團(tuán)”領(lǐng)袖；是擎著創(chuàng)新大旗并將“Innovation distinguishes between a leader and a follower.”（領(lǐng)袖和跟風(fēng)者的區(qū)別就在于創(chuàng)新）理念塞進(jìn)那貌似ET腦殼中的業(yè)界奇人；他是野心家、縱橫家，是創(chuàng)造美國(guó)史上最大IPO的幕后推手。然而今天，我想聊聊這位昔日同行在藝術(shù)圈玩的盆滿(mǎn)缽滿(mǎn)的一票。

為推廣旗下應(yīng)用程序往來(lái)，馬云創(chuàng)作了一幅貌似太極陣混合卡布奇諾的水墨畫(huà)“馬體”進(jìn)行慈善拍賣(mài)，引發(fā)大量圍觀，最終拍得善款242萬(wàn)人民 幣。

拍畫(huà)之后，藝術(shù)圈一片嘩然。美術(shù)評(píng)論家們紛紛起身討伐，各種痛心疾首，痛斥馬云的做法擾亂了繪畫(huà)傳統(tǒng)、破壞了專(zhuān)業(yè)根基。一言以蔽之，此乃亂來(lái)。其實(shí)，非藝術(shù)名人作畫(huà)拍得高價(jià)在藝術(shù)圈已非罕事，喜劇演員趙本山、央視名嘴倪萍、影視大哥馮小剛等紛紛效法。只不過(guò)這次馬云動(dòng)作過(guò)大，圍觀人數(shù)眾多，才招致較大的非議。筆者認(rèn)為,若論失儀，唯說(shuō)這次跨界跨的有些大了。電影里不也說(shuō)嘛，步子邁得大了，容易扯著…肉。確實(shí)，馬先生熟諳自己賣(mài)的不是畫(huà)，而是營(yíng)銷(xiāo)手腕，是他那極具創(chuàng)意性的大腦袋瓜結(jié)下的晶體。他將營(yíng)銷(xiāo)視為產(chǎn)品且不分畛域，只要有噱頭、夠規(guī)格，便可打包售賣(mài)。在商言商有利益便可圖。從這個(gè)角度分析看來(lái)，馬云鬻畫(huà)并不為過(guò)。個(gè)人以為，若是比對(duì)著畫(huà)家的條件來(lái)要求他，反倒是顯得小氣了。

當(dāng)然，凡事若上升至藝術(shù)層面，確實(shí)不可褻玩。請(qǐng)廣大看客也特別注意，商業(yè)行為和藝術(shù)行為著實(shí)有別。馬云鬻畫(huà)，賣(mài)的不是作品，而是話題；買(mǎi)家買(mǎi)的也不是藝術(shù)，是精神。馬云這頭高智商的小獸，是營(yíng)銷(xiāo)時(shí)代的產(chǎn)物，是經(jīng)濟(jì)騰飛的產(chǎn)物，只要不違背法律，有利經(jīng)濟(jì)發(fā)展，我們固然支持；只是藝術(shù)之事，萬(wàn)萬(wàn)小心，文人墨客們的傳統(tǒng)不可破，那是精華、是傳承、也是積 淀。

背景Background

中國(guó)電商巨頭阿里巴巴的馬云，為大力推廣公司旗下一個(gè)名為“來(lái)往”的手機(jī)應(yīng)用程序，將其繪畫(huà)作品進(jìn)行公開(kāi)慈善競(jìng)拍并最終拍得善款242萬(wàn)人民幣。

Jack Ma, billionaire founder of China’s leading e-commerce giant Alibaba, has sold his own painting for 2.42 million yuan in his company’s debut charity auction, widely viewed as an attempt to promote the group’s new mobile messaging application “Laiwang”.

畫(huà)作極具中國(guó)特色，用水墨勾畫(huà)而成，馬云創(chuàng)意性地稱(chēng)其為“馬體”。這幅畫(huà)在“淘寶”平臺(tái)上展開(kāi)競(jìng)拍，招引大量圍觀。僅3天，競(jìng)拍量高達(dá)913次。以至拍賣(mài)方不得不一再推遲競(jìng)拍截止日期。最終，畫(huà)作以高價(jià)被一名香港買(mǎi)家收入囊中。按照約定，所拍得的兩百多萬(wàn)也全數(shù)捐獻(xiàn)到了一個(gè)由“淘寶”與“中國(guó)紅十字會(huì)”合作的慈善項(xiàng)目中。

The traditional Chinese-style brushstroke artwork, imaginatively titled “Ma-style painting,” was sold on Alibaba Group’s consumer-to-consumer online retail platform Taobao in an auction that became increasingly heated. More than 913 bids were placed over the three-day-bidding process and the company was forced to push back the auction deadline dozens of times for enthusiastic bidders, according to the Taobao website. A bidder from Hong Kong won the auction for the abstract painting and the proceeds were donated to a charity project co-organised by Taobao and the Red Cross Society of China.

追根求源，此舉源自馬云曾承諾只要其在“來(lái)往”賬戶(hù)上的關(guān)注量愈10萬(wàn)，便鬻畫(huà)賺吆喝。很顯然，他的目的達(dá)到了∶ 僅賣(mài)畫(huà)當(dāng)日關(guān)注人數(shù)便激增至43萬(wàn)。此次拍賣(mài)被廣泛視為推廣名為“來(lái)往”的手機(jī)應(yīng)用程序的市場(chǎng)噱頭。在該程序剛剛上架的同時(shí)，馬云在他的“來(lái)往”賬號(hào)上宣布，想要競(jìng)拍他的作品需要在“來(lái)往”軟件上注冊(cè)成為用戶(hù)。

The idea for the auction first arose when Ma earlier this month made a promise that if the number of registered users following his Laiwang account reached 100,000 by December 12, he would sell a painting that he created himself. The number of his followers shot up to almost 430,000 on the same day. The auction was widely viewed as a marketing stunt for Laiwang, which was launched in September, as Ma had originally announced the auction on his Laiwang account and said users wanting to bid would have to register and follow him on the mobile messaging application.

這幅畫(huà)引來(lái)熱議，廣大網(wǎng)友積極發(fā)揮想象力臆測(cè)畫(huà)作內(nèi)容：是棒棒堂？飄蕩的云彩？太極陣？煎餅？還是一杯絞著奶油沫的卡布奇諾咖啡？

Meanwhile, Ma’s painting elicited several guesses from internet users baffled over what exactly it depicted. Among the guesses were lollipop, drifting cloud, a tai chi symbol, battercake, and a cup of cappuccino decorated with a swirl of cream.