Bob Ross's first TV painting listed for $9.8 million

Bob Ross, the beloved American television artist known for his cheerful and inclusive approach to painting, created his works with sincerity and a desire to inspire others. In contrast, the primary vendor of Ross's paintings, the Minneapolis gallery Modern Artifact, seems to be employing promotional tactics that lack similar transparency.

Modern Artifact recently listed Ross's inaugural painting from his breakthrough TV show The Joy of Painting with a price tag of $9.85 million. However, gallery owner Ryan Nelson has acknowledged the piece is not actually for sale. Rather than a legitimate offer, the excessive price appears aimed at garnering publicity, as Nelson said he would prefer the historically significant artwork be displayed for the public in museums.

Modern Artifact acquired the painting, titled "A Walk in The Woods" and created in 1983 for Ross's debut PBS episode, from a volunteer at the network who had purchased it at a charity auction. While inflation has impacted many sectors, $9.85 million seems disproportionately high given Ross's pieces seldom exceed six figures. This listing may be a tactic to boost the market value of the artist's works, as Modern Artifact has become a primary retailer of his paintings, with 46 previously sold listed on its site. The gallery declined multiple requests for comment.

Stylistically, "A Walk in The Woods" follows Ross's typical approach: a tranquil landscape depicting trees, a path, a sky, and a pond, with his first name signed in red in the left corner. However, the quality is fairly average. The perspective of the path is skewed and the purple undertones overwhelm parts of the scene. While evoking Ross's soothing technique, it lacks the nuance of some of his finer pieces. Ultimately, the listing raises questions about whether promotional aims are at play over an authentic offer.

Ross's paintings created for his half-hour TV demonstrations were meant to educate and entertain viewers, not serve as masterworks fetching millions. Given this context, the oddly specific $9.85 million price tag raises questions as to its origins. If the goal was to generate buzz, why not simply round up to $10 million? The listing seems at odds with Ross's mission to make painting accessible. His lessons welcomed all, from seasoned artists to complete novices, and his gentle instruction fostered a love of creativity over proficiency. The gallery's valuation, therefore, contrasts Ross's democratic spirit of community and encourages a focus on monetary worth above educational motives.

While Ross successfully sold many paintings in the Air Force stationed in Alaska, financial gain was not his priority when hosting his long-running PBS program. Instead, it was the art supplies, paints, and branded merchandise sold through his company Bob Ross Inc. that generated profits.

Placing an accurate valuation on Ross's paintings is difficult, given the volume of his oeuvre. During his long tenure hosting The Joy of Painting, he created over 1,000 paintings for the show alone and estimated a lifetime total of 30,000 works. However, only a small fraction have appeared for auction in recent times. Despite this scarcity, Ross's stature continues to grow as evidenced by the popularity of the Netflix film about his life, thriving YouTube channel, and "Bob Ross Experience" visitors' center. His enduring fan base would suggest a significant demand for authentic pieces. While Ross painted in astonishing quantity, the limited supply of verified artwork available for purchase complicates assessing contemporary worth. Any price must account for both his immense output and enduring cultural significance.

Regardless of intent, Modern Artifact's decision to list the painting with such a high price tag was likely a calculated rather than coincidental maneuver. The gallery may hope this publicity stunt will translate into greater attention and sales, both for the listed work if circumstances change and more broadly across Ross's market. While the true motives remain uncertain, it appears the listing was a strategic promotional gambit rather than an honest offering or accidental overvaluation. Whether or not profitable remains to be seen, but a lucrative outcome was presumably the anticipated outcome of this unconventionally publicized sale.