[fross]

Artistic value of works of art now, and even before, too, determined by a combination of positive reviews, references, impressions and, ultimately, knowledge of these works as the largest possible number of people. This is very similar estimate of the value of brands. And the name of the artist and a brand. And those artists who understand this - time to get lifetime benefits. And those who do not - depending on luck and someone's wishes on the basis of his work to create a new brand would provide the opportunity to descendants.
Quality of work determines only the magnitude of the required investments.
This is not my opinion - is a market failure, alas. We also admire nobody forbids unknown artists living with us next, but in the lists of favorite artists on this forum - only well-known names (expensive brands).
Therefore, even under very adverse outcome for the artistic value of Hirst, Koons and Murakami can not worry.