The world of art has been changing. The 100-year-old proven gallery/artist relationship tradition may become a thing of the past. In this month’s Art Industry Insider I discuss the questionable importance of having a gallery for the artist of today. From the early years of art dealers such as pére Durand Ruel in Paris first selling the works of the French Impressionists, to the internet age of opportunity today, many artists are wondering if being represented by a gallery is still of value, or if an artist can just sell their own work.
A gallery owner talks with a collector at the Salmagundi Art Club in New York City.
There are many ways nowadays to sell your artwork. From art fairs, plein air shows, to galleries, independent art dealers, and now with over 200 websites that sell original art online, it’s difficult to know what is best. The answer rests with the artist themselves, how they want to spend their time on the easel, or as a business person as well as an artist, and these days the choice may not be a choice at all.
The Gallery Dream
For many artists, the idea of selling their own work is daunting, and something they simply don’t want to be a part of, ever. Many just want to spend their time on their easels, creating. In order to do this, they need to have a gallery owner who can speak for them, has a list of vetted clientele, advertises and runs the business side of the art world. Having a gallery can be a dream! This dream often consists of having a solo show of your work, marketing and coverage of your show in advertisements in newspapers and magazines, and having demand for your work with existing clients already set in place, all while someone else does all the hard business work for you.
However, the reality of getting into a gallery or having a famous art dealer represent your work is the rarest way to sell your work. With millions of artists all over the globe, and thousands graduating from art schools each year, not to mention self-taught artists, and only a fraction of galleries existing in relation to that, it’s often just 5 percent of each genre that can get “in.”
If you decide to go this route, there are many things the gallery should be providing for you. Always make sure you talk to artists already showing there to find out how soon the gallery pays its artists. You will need to know if they advertise in art magazines or others, if there is constant press release being created, if they will include your work multiple times a year in group shows, if you will have a solo show at some point, and of course, what percentage of the sale you will be getting. Note that even if you get into one of these prestigious galleries there is still no guarantee your work will sell, that they will advertise your work, or that they will help you build your name and continue putting your work on the walls in the gallery.
A sample gallery wall with magazine advertisements shown below.
Going Solo
Not to fret, there are thousands of opportunities for artists today to sell their own work, and there are many art lovers out there who will repeatedly buy your work. To sell on your own will take time and money to start. It will take some time to learn how to run your own business, do your books, market and advertise your work, but with YouTube, books on the subject, and asking peers who have succeeded, anything is possible. It will take hard work, but you will be getting full, or near full profit for your sales. You will also be building relationships with your clients yourself, who can follow you and who you can reach out to continuously. The idea is that you are selling directly to your collectors.
With online art platforms such as Artsy, 1stdibs, Artspace and Saatchi, you can reach thousands with an online shop of your work. Also, eBay has even teamed up with Sothebys in a partnership collaborating on the knowledge and reach that both companies offer. Yes, they take a small percentage of the sale and cost a monthly fee, but think of this small fee compared to having to pay thousands for a live gallery spot.
Advertising and marketing is very important for your career and can help reach your clientele directly. The next painting that sells, try to allocate the money to taking out an ad, and putting money back into your business. Instagram, Facebook, as well as LinkedIn can also be great places to reach clients by adding hashtags like #artcollectors, or pairing up with like-minded connoisseurs. Don’t forget that artists often buy other artists’ work as well, and they should be included in your target market of clients.
If you don’t have the skill to write your own press release or create a website, you can hire a freelance writer, or ask an assistant at a gallery down the street to write it for you. A family member, or any youngster these days, could create an online website for you.
A sample advertisement from sister title American Art Collector sits in front of a copy of International Artist and another sister title, American Fine Art Magazine.
Art Fairs
Art fairs are popping up all over the world and can be another great option for a once or twice a year show, as long as you have someone there to sell your work and run the business. These are costly, so make sure you have a collection ready to fill the space, with backup work, as well as a crew to help you hang, sell and talk to potential clients. If you paint on location, the plein air festivals and events have a stream of events all over the US and create opportunities for you. Right here in International Artist magazine, there are often many art contests and organizations. Another great way to attract collectors is to have an open studio sale. Use your mailing list, post it online and set a date and time to have your studio open to sell your final framed works and studies. Make sure to ask to collect emails for the guests who arrive to build your mailing list.
A view of an artist’s open studio with artwork on the walls for collectors to explore.
Stay Tuned
I’ll be breaking down all of these various ways to market your work yourself in Art Industry Insider over the next year, so stay tuned.
Indeed, today’s internet world is changing the way art is made and sold and there are many new ways to reach your clients. There are still many top galleries who provide a great service to their artists, who work hard on sales and help develop the artists career, and are a respected source of approval and sales for the artist and their work.
Never forget that if you are in a gallery, that they are investing their money and spending a lot of time to sell and advertise your work, and they will not take kindly to you trying to sell works on your own on the side in competition with them. You need to respect your gallery and come to a written and verbal agreement before you enter into sales with them. Clearly state what is expected and what is accepted in the partnership.
Whatever you decide, hard work is what it takes to succeed in this colorful industry. —