A Billionaire’s Complaint Only Made Her Unflattering Portrait More Popular

If you’re trying to limit the reach of something you don’t particularly like, sometimes the best thing to do is just keep your mouth shut. That seems to be the lesson Gina Rinehart recently learned.

Portraits on display

Artist Vincent Namatjira recently undertook a new project called “Australia in Color” during which he portrayed a number of notable public figures with bright colors and exaggerated features. For Rinehart, a mining industry billionaire who holds the title of the country’s richest person, the resulting portrait blurred the lines between artistic expression and distastefulness.

She complained and several others submitted requests to the National Gallery of Australia to remove it from the exhibition. But instead of limiting its visibility, the complaints only contributed to the attention Namatjira’s work has received.

According to the art gallery, there’s been a 25% increase in the number of visitors since the exhibition opened about three months ago.

Addressing controversy

The backlash over Rinehart’s portrayal has sparked a number of public statements, including during a Senate hearing attended by National Gallery of Australia Director Nick Mitzevich, among others.

Here’s how he broke down the feedback the gallery has received regarding the portrait:

• A total of 125 pieces of correspondence have been submitted
• Less than half — 47 — expressed a negative reaction
• Only eight individuals requested that the gallery remove it

Instead of giving into the demands of the outraged minority, Mitzevich said the portrait has remained on display and both the gallery and artist have seen a significant profile boost.

For her part, Rinehart donated a more flattering portrait to the gallery. But since it was commissioned by her husband and the gallery typically doesn’t display works with conditions placed on the artist, it’s unclear if or when this piece will ever be unveiled.

Chris Agee June 3rd, 2024

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