Beautiful Inside My Head Forever

[4] In July 2008, Hirst announced the unusual move of by-passing his established galleries for his next show "Beautiful Inside My Head Forever" and instead selling the work directly to the public by auction at Sotheby's.

[2] This was the first time that an artist of his standing had put work directly into the public market rather than operating through a dealer and gallery, who charge larger commissions than auction houses—and in this sale Sotheby's waived seller's fees for Hirst.

[4] Harry Blain, a co-founder of the Haunch of Venison gallery which trades in Hirst's art, underbid on two items and won two, including a cabinet at £1.3 million.

[4] The chief executive of the Fine Art Fund, Philip Hoffman, said there was a degree of "protectionism" and that Jopling had bid for a "lousy piece", which was likely to fare badly in the sale.

He wrote, "Only carefully vetted art critics will fill the press pen and sympathetic TV channels pack the camera podium.

"[7] Colin Gleadell of The Daily Telegraph said that Gagosian, who was said to have been displeased at Hirst's decision to sell new work at auction, did not include him in a major show in Moscow.

[8] Since the auction, Hirst has implied that contemporary art is over-priced, including his own work, whose price he plans to reduce to take account of the recession.