Art galleries may be old school but they’re still relevant. I get asked whether it's better to sell directly or through a gallery that takes a commission, which can feel like giving away money to some artists. So, this makes a lot of sense to contemplate.
We have more options than ever before to connect with potential buyers; Instagram and Facebook online shops, websites with shopping mechanisms, and individuals can shop directly from artist studios using credit card swipers.
While there are many ways to market and sell your work, galleries still exist and are compelling to buyers and artists because they can have a role to play.
Do Artists Still Need Galleries?
The short answer is no. The longer answer is a bit more complicated. If you don’t like doing sales, you may want to consider developing relationships with art galleries with collectors for your specific kind of artwork. Often collectors trust a specific gallerist so want to buy through them vs. directly from an artist. This is where they feel safe to shop.
The main purpose of galleries is to find buyers for your art. They're like your external sales team. It's kind of cool when you think of it like that, right?
Even if you do like making sales directly, galleries can still be helpful to find a new audience. And, showing with a gallery serves several other purposes besides just sales.
It brings a credential from someone in the art world, it’s social proof that helps a potential collector to feel like they are making a good investment when they buy your work, it can build your reputation as an artist, it’s a line on your C.V. which can help you to get more exhibition opportunities as well as residencies and grants, and it’s a great way to meet people in the community, both artists and art appreciators.
One question that comes up is how many galleries can represent you? Do you have to be exclusive with one gallery or not?
Can An Artist Be Represented By More Than One Gallery?
An artist can be represented by more than one gallery.
Just because you show at a gallery doesn't mean that you're exclusive to them. If they want to be the sole representative of your work, you'll have a clear agreement with them that states this. Usually, representation like this is limited to a specific region and allows the gallery to earn a commission on sales of your work, even if it's sold directly from your studio. Having said that, all agreements like this are highly customized for the needs of each gallery and artist.
So you can be represented by more than one gallery, even in an exclusive manner, as long as the geographical area does not overlap with additional galleries and the terms of your gallery agreements all work well together.
You can show at multiple galleries even within the same region when you don't have an exclusive agreement with one gallery. An example of this is when you've been accepted into multiple concurrent group exhibitions.
Gallery Representation Pros And Cons
Art galleries support artists and their sales. Sometimes, finding the proper gallery that believes in an artist’s potential can be challenging. Here are some pros and cons of working with a gallery.
Pros
Identify new potential collectors.
Help set prices based on current market demands.
Improve the artist’s reputation.
Build a larger audience especiallly when exhibiting in different cities and with groups of artists.
Give art collectors confidence in buying the artist’s work.
Cons
Depending on the agreement, the artist may not be able to explore additional opportunities.
You may lose control over who buys your art.
The gallery may not accept your art.
Commission rates.
There could be legal paperwork involved.
How To Get Your Art In A Gallery
Putting your art in a gallery is a great way to find a new audience of buyers and connect with others in the art world who genuinely appreciate what you’re doing. Whether it’s a brick-and-mortar or online gallery, let’s unpack how you can get your art shown in a gallery.