This work is intended to introduce a new kind of asset, the so called art asset. This financial tool is an asset whose value is related to an art-work, and in particular to the artist reputation. It will be shown the evaluation of an art asset by using a particular kind of volatility, the α-hedging. This tool normalizes the prices volatility of the art-works of an artist (or an art-movement) by a sentiment index referred to the Art Market. At last I shall show how the art assets’ values are related to an art-call option.