I know many of you are dreaming of becoming an artist. And I know some of you don’t have the time to sell your art, so you are contemplating if gallery representation suits you. At the beginning of my art career, I sold my art through traditional galleries and I also represented myself. But for 23 years, I have been a self-represented artist and gallerist, meaning I am the marketer, seller, and maker. It’s a tall order, but I make my own decisions and earn 100% of my art sales. I also personally know everyone that purchased my art; which is truly an honorable experience. And the longevity of my business proves that I have made the right decision by representing myself. But just because it’s the right decision for me doesn’t mean it’s for you. At the beginning of my art career, I had three galleries representing me. I had various successes with each gallery; ultimately, I signed an exclusive contract with a gallery, and it was the worst decision I have ever made.
The gallerist discounted art notoriously to close sales because of financial hardships. And because I was naïve and inexperienced and had signed a contract that did not allow me to self-promote, the gallerist took advantage of my ignorance royally. Eventually, I missed receiving payments and ultimately lost paintings along the way. That experience was painful and humiliating, but I learned from it very quickly, and that was when I decided to be in charge of my business and self-representation was for me. My Story is not Yours But just because I had an awful experience doesn’t mean your journey with galleries will be the same as mine. Many successful artists work with well-trusted galleries and have symbiotic relationships. And if you were looking for galleries to represent you, you should read on. I implore you to research and decide if gallery representation suits you. This blog will explain to you
The Pros and Cons of Traditional Gallery Representation Pros
As I’ve mentioned, getting gallery representation can be a great solution if you don’t have the time to sell and market your art, allowing you more time in your studio. Although galleries charge 40-60% commissions to your sales, reputable gallerists work hard for you and have elite subscriber lists of art collectors. How to Pick the Right Galleries The first step to finding galleries to represent you is to look for galleries specializing in your genre. Seek out well-established galleries in great locations that have elite shoppers. And find galleries that host art shows frequently. Looking for galleries near you is best so you don’t have to travel far to deliver work. But if you live in a small town, traveling may be inevitable, ultimately cutting into your earnings. For emerging artists, it’s a good idea to approach art galleries that represent artists just breaking into the scene. Once you’ve found galleries representing the kind of art you do, it’s time to make a list of prospects to apply to. Get Familiar with your Prospects Once you have made your list of galleries, then it’s time to sign up for their newsletters and get familiar with how they operate their business. You can also research the gallery’s reputation by simply googling their names as unhappy clients and artists usually share their experiences online. When you get accepted by a gallery, aim to build a symbiotic relationship for years to come. Getting your Essentials ready before Applying Before applying for galleries, ensure your Biography, Artist Statement, and CV are ready. If you don't have one, here is a guide to help you. Update your portfolio and make sure your art is professionally photographed and saved in high resolution. Update your website; if you don’t have one, here is a guide to help you build an artist’s website at lightning speed. Once your marketing essentials are ready, then it’s time to apply. And one last piece of advice before I go, once accepted by a gallery, make sure you inspect your artist contract carefully before signing. All the best to your art business! With Joy, Ting
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Ting YuenI am an artist and art marketing strategist that is passionate about creating meaningful art and courses that inspire your life, business and home. Archives
February 2025
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