No, it’s not only poets who do it. “Tao Hongjing was the fictional creation of French artist Alexandre Ouairy, born in Nantes, who assumed the pseudonym a decade ago to sell more art as an unknown foreign name in China. … The ‘Tao Hongjing’ idea was based on a suggestion by his gallerist in Shanghai a decade ago, when the country’s contemporary art market was soaring but the Frenchman’s early exhibitions proved flops.” And it worked.