Art must have four things to matter: concept, craft, discourse and aesthetics.
Art without concept is simply decoration. The world is filled with pretty pictures, clever drawings, and cool stencils, but without an underlying concept it is meaningless. Conversely, art cannot live by concept alone. The idea must be graspable. Hyper-conceptual art may curry favor within a very select circle of art crit MFA candidates and those seeking to justify the curatorial choices they have made, but it does not stand the test of time.
Out of this concept must arise discourse. The viewer must engage with the piece. It is not enough for it to be clever. Art must be a trigger, it must elicit an emotional response, an intellectual response.
Art without craft lacks respect. The coincidental arrival at a strong piece of work is not a deliberate choice. It reflects the moment, not the artist.
Art must make an aesthetic choice. It should appeal, or repel, or intrigue – on purpose.