The Big Deal With Steph McGovern - Meet the aspiring art dealers competing for £50,000 worth of British art in the "The Apprentice for the art world"

The art market is a vibrant global industry that generates headlines around the world. Yet for many, the art world is considered something for the elite or those ‘in the know’… Now, The Big Deal With Steph McGovern sees seven pairs of aspiring art dealers battle it out for the chance to win £50,000 worth of British art.

The series was co-commissioned by BBC Arts and BBC Northern Ireland with support from Northern Ireland Screen.

Watch The Big Deal With Steph McGovern on BBC Two and iPlayer from 13 August at 8pm, and on BBC Northern Ireland from the 12 August.

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Meet the teams

Seven pairs of trainee art dealers from around the UK are putting their creativity, negotiating and profit-making skills to the test in the highly competitive art world. Here, the teams share their thoughts on taking part in The Big Deal With Steph McGovern.

Darren (43) and Charles (40)

London-based friends Darren and Charles have a ‘go getter’ attitude and believe that anything can be within reach.

In 2011, Darren was left paralysed after being shot in the back and was told by doctors he would never walk again. Last year he took part in the London Marathon.

Darren: “Taking part in the series was an amazing experience and a huge opportunity [to work] with great people. I really wanted to show the world that, even with a disability, you can have the ability to do anything.”

Charles: “I loved the experience and would do it all over again!”

Ollie (26) and Bella (29)

Siblings Ollie from Bath and Bella from Bristol hope their strong family connection will help them progress through the competition.

Ollie: “Taking part in the show was such an exciting experience and it pushed me out of my comfort zone more than I ever expected.

“There were moments that really challenged my confidence and it wasn’t always easy, but I’d do it all again in a heartbeat. The biggest thing I took away from it was discovering a genuine love for art, which has gone on to inspire me and my sister to start our own art business together.”

Bella: “Being part of the series was an incredibly rewarding experience. It gave us a fascinating insight into the art world and opened our eyes to possibilities we’d only ever been curious about before.

“The challenges pushed us out of our comfort zone, taught us so much about the art market and how to perform under pressure. It didn’t write our story for us, but it was the catalyst that helped turn our passion into the business we’re building today, and we’re so grateful to have been part of it.”

Claire (59) and Aaron (36)

Welsh friends Claire and Aaron from Pembrokeshire have a background in sales and the building industry. As a former art student, Claire is returning to her roots.

Claire: “Stepping into the art world was an absolute whirlwind... it’s such a thrilling industry! After taking early retirement in my forties, it was amazing to be back in the fast lane, trusting my gut and chasing that next big sale. I believe Azzle (Aaron) and I brought an essence of fabulousness to the show... not to mention a great big dollop of style!”

Aaron: “I left the confines of my little village shop to step over county lines with my fabulous friend Chi Chi by my side… the art world awaited. Yesterday I was selling loaves of bread, today selling artistic masterpieces – and was petrified and ecstatic.

“I would describe the series as trials, tribulations and congratulations. I laughed, I cried (lots), and unlikely friendships were made. It was a fun-fuelled rollercoaster I will never forget - the experience put the Dazzle back in Azzle Dazzle!”

Gavin (32) and Liam (28)

Best friends Gavin and Liam from Belfast have an interest in graffiti art and want to learn more about the art world.

Gavin: “I really enjoyed being part of the show and I’m very grateful for the opportunity. It was a great experience from start to finish and I learned a lot about art that I didn’t know before. Everyone was so welcoming and made it an enjoyable experience.”

Liam: “It was a surreal experience getting to test ourselves against other teams, competing in challenges we never imagined we would be taking part in, it is something I'll hold onto for the rest of my life.”

Deborah (42) and Rebeckah (42)

Friends Deborah and Rebeckah, from London,  hope their eye for fashion can translate into an eye for selecting art pieces.

Deborah: “The Big Deal was a rollercoaster experience. There were some highs and a few lows but additionally some interesting learnings about the world of art, as well as some great moments and memories formed.”

Phil (74) and Ellie (28)

This father and daughter duo from the West Midlands love visiting art galleries together. Millennial Ellie and retired salesman Phil are hopeful a mixture of youth and experience will be a winning formula.

Daisy (27) and Rebecca (61)

Mother and daughter Rebecca and Daisy from Warwickshire work together on the family farm – which specialises in camel hire. The competition is giving them an opportunity to try their hand at something new.

The experts

In every episode, Steph and Cordelia welcome one special guest expert.

• Cordelia de Freitas: series mentor and art dealer 
• Matt Carey-Williams: Matt has worked for auction houses Phillips, Christie’s and Sotheby’s
• Peter Staunton: Award-winning luxury interior designer
• Margo McDaid: Artist and gallery owner in Margate
• Ani Petrov: VP Marketing and Data Analytics at a digital art marketplace
• Wilhelm Finger and Melita Skamnaki:  art curators and co-founders of art curation agency Double Decker

Interview with Steph McGovern

How would you describe The Big Deal? 

It’s like The Apprentice for the art world, but the deals are all real, and it’s as much about the hustle as it is about art.

Why did you want to host The Big Deal?  

My dad's an artist so I grew up in a home full of curiosities. The kids in our neighbourhood found it weird coming to our house with the life-like sculptures in the garden and his curious paintings inside. He went to the Royal College of Art, which was an amazing achievement for a working-class kid, but the realities of trying to make a living out of it meant he also had to take on teaching jobs. As a business journalist who loves art, I jumped at the chance to host a show looking at how to deal art. My dad was the first person I called when I got this job.

Art can often be thought of as highbrow. What is it about The Big Deal that makes it accessible to anyone and everyone? 

Art is for everyone. We all like nice things on our walls and that could be anything from a cheap poster to something you've spent loads of money on, or one your kids’ pictures. No one should be excluded from being part of the art world, whether as a creator, a collector or someone wanting to cash in. On The Big Deal we show that, despite appearances, the art market is no different to other businesses. You just have to know the rules of the game. The key thing I came away with is that it’s all about the art of storytelling; work out what the artist is trying to tell the world and then get that across to potential buyers. Nail that and there is money to be made whatever your background or experiences in life.

You already have some art knowledge, thanks to your dad, but did you learn more after filming this show? 

As a business owner and financial journalist I know a bit more than most about the money-making side of things, but in terms of the art world, I’m the guide for the audience, rather than the expert, so I learn along the way like our dealers do. I’ve learned loads from Cordelia [de Freitas] and guest mentor, Matt [Carey Williams].  

Were there any artworks you saw which you particularly loved, while filming the series?

I loved them all, but I particularly loved the brilliant ceramic plates by the artist Mercedes Lucy. There is one with a portrait of Virginia Woolf, with the words ‘A bit on the side’ scrawled around the edges. Remember she had that affair with another woman for years? I just really love it.

If you could own any piece of art – money no object – what would it be?   

If it was a painting, it’d be a Hockney - one of his amazing pieces of Yorkshire. He is the perfect example of someone who didn’t change to fit in, and the world loved him for it. If it was a sculpture, it would be an Antony Gormley. Maybe I’d commission my own version of the Angel of the North, for the garden? 

What do you hope audiences will take away after watching it?   

Hopefully, that art isn't as exclusive as you might think, and a hustle is a hustle no matter what you’re buying or selling.   

Interview with series mentor Cordelia de Freitas

Your day job is an Art Fair Director and Art Dealer. What does that entail and how did you get into the business?  

I've been in the art world for nearly 20 years. Having studied History of Art with Museum Studies at university for two years, I got a summer job selling artwork in a department store gallery. Instead of returning to do my third year, I was told that my experience in the art world would be worth more than a degree and I quickly went on to be the company’s top dealer and manager that same year.

I was then asked to be a part of the founding sales team for their new flagship Mayfair gallery before being headhunted for bigger galleries. From there, I opened up my own gallery with a fellow art dealer and after a few years, I felt there wasn't enough of a challenge so I sold my shares in it and semi-retired. After spending my time learning how to play bridge I realised I was too young for that - and got sucked back into the art world! 

In 2021, I was approached to join the Art Miami Group of Art fairs as the Director of Aqua Art Miami, which in a way is the equivalent of going from managing one gallery to hundreds of galleries, and is definitely the challenge I was looking for. 

What’s it been like stepping in front of the cameras?

I've never done TV in my life, so this experience has been wonderful, because I get to talk about my knowledge and my experience in the art world. And Steph has also been fantastic in teaching me. It's been like a two-pronged approach - Steph's been coaching me, and I've been coaching the pairs. Steph has started calling me ArtDelia after she accidentally said it instead of my actual name. Somehow, that has stuck. I’m not sure how I feel about that! [laughs]

What were your first impressions of the amateur art dealers, and how excited were you about mentoring them? 

One of my favourite things is taking people who are interested in art and giving them the tools that they need [to succeed]. There was a huge range of contestants. Age and background didn’t matter, but it was just that eagerness to learn. 

Do you think there are enough opportunities around the country for people to visit free exhibitions, museums or galleries? 

In short, yes, but I don't think they're spoken about enough, so people aren’t aware. For example, in the final episode, we filmed at Frieze Sculpture Park. It was open to the public and there were tours with the curator for children at the weekends. There are so many free educational experiences. People are often looking for things to do with their children in the school holidays. And if there is a voice I can have from this series, it would be to say that you don't need money to enjoy artwork or to go on special tours. It's out there.  

If there was one piece of art that you could own – money no object – what would it be?

Oh, probably The Battle of San Romano, an artwork by Paolo Uccello, who was one of the first Renaissance artists to try and do perspective. It’s in Florence at Uffizi. He painted these jousts in orthogonal lines, and he’s trying so desperately to get it, but the horses just look so wrong. It’s like something out of The Simpsons. [laughs] So yes, if money was no object. I would go into that Uffizi museum and get it off the wall - but only because God loves a trier.

And finally, what piece of advice would you give to any budding art dealers who become inspired after watching the series? 

Go for it but always be willing to change and adapt. Even if you do well at something for years, never take that for granted. Always be willing to change, adapt and be humble. And don't be greedy.

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