Are Galleries Really Necessary in Today's Art Market?
It was once difficult to sell artwork without gallery
representation, but websites, social media and online venues allow today's
artists to sell directly to consumers. Galleries no longer monopolize the art market, so artists
wonder whether it's necessary to relinquish up to 50% of a painting's price tag
to a gallery middleman; however, a partnership with a reputable gallery provides
benefits such as exposure, promotion, and advice that can advance an artist's
career in immeasurable ways.
A gallery can greatly broaden the scope of an artist's work
to include clients not in the artist's realm of contacts. Emerging artists are lucky when their
gallery represents very popular artists, as their art is exposed to that
artist's collectors. Corporate
clients choose galleries who can professionally frame the work and hang it on
location. Galleries with a
corporate clientele can promote their artists' work to businesses and interior
designers whom the artist may have never made contact with on his own. Good galleries increase exposure
tremendously.
Though they no longer provide the only means of exposure of an artist's work, a gallery provides
advertising on a level greater than most artists can afford. Besides print, radio, TV, and Internet,
today's successful galleries utilize social media promotions. A savvy gallery promotes their
artists with classy receptions. At
my one-man show opening in Billings, MT, recently, Rimrock Art & Frame served
smoked salmon, hors de oeuvres,' fine wines and chocolates, and gave out souvenir
cups printed with my art. Their
advertising brought people in, and their grand reception lent credence to my
work and an air of sophistication I couldn't convey on my own, making it a
successful and profitable opening for us both. Knowing the time and resources they put into a presentation
like that makes their commission fee quite nominal, because gallery promotions
increase an artist's popularity.
A dependable gallery partner provides advice you can
trust. My Billings gallery owner
makes suggestions that prove he places my career and our customers above his
own profit margin. This kind of
support is hard to find, and their partnership means so much to me that I've shown
my gratitude by gifting them a couple smaller paintings and referring people to
them often. I don't have an art
degree, but nearly everyone working at that gallery does; their counsel on many
aspects is helpful. Honest,
professional advice makes gallery personnel trusted associates in my career as
an artist.
A relationship with a respectable gallery is mutually
advantageous. Artists: If
you don't feel that trusting alliance with the gallery representing you, find
another one. Likewise, if you have
a gallery you value, treat them well.
Refer people to them whenever possible, and don't undercut their prices. If a new customer comes to you after
seeing your work at that gallery, kindly send the gallery a commission check
for any purchase they may make. Partnership
is a two-way street; a relationship with a trustworthy gallery is worth the
commission fee.
Before approaching any gallery, take time (and by
"time" I mean years) to build
a cohesive, quality body of work that
represents your area of focus. Research
galleries carefully. Make sure
your work is a good fit for their walls, and never approach a gallery until you're quite familiar with it and the
artists it represents. Understand
that many galleries do not accept new artists. A brief email inquiring whether they are screening new work,
then making an appointment, is preferable to walking in unexpected with an
armload of paintings!
Find a gallery you can trust, one that goes the extra mile
for you and for their customers as well, and you'll find that their partnership
is well worth going the extra mile for them too, for a reputable gallery's services
of exposure, promotion and advice can elevate your art career to a new level.
From Rimrock Art & Frame's "Ranching Roots" reception, with Vicki (right), who purchased the longhorn behind us.