Commercial Galleries
By Karen Atkinson, courtesy of Side Street Projects
Outside view of Rhona Hoffman Gallery, Chicago
The information below is part of a series of guides that outline the pros and cons of various types of venues.
ABOUT: These are for-profit businesses that select artists either by open call or private selection. The dealers make their money from the sales of the artwork. The commission the dealer takes from the sale of this work can range from 40 – 90%. Most sales should be about 50% to the dealer and 50% to the artist.
EXPECTATIONS: A working relationship between the artist and the dealer should result in the promotion of the artist’s work. A good gallery will cover the costs of exhibitions and shipping. This requires trust, good communication, and up-to-date consignment agreements. Most galleries deal with a small number of artists on a regular basis.
PROS: Good galleries are active in the promotion and marketing of their artists. An artist can build a long-term relationship with a good gallery.
CONS: Galleries that are run poorly do not actively sell work, can renege on contracts, and be slow to pay artists. Some galleries do not sign contracts. This should make you suspicious. Some galleries expect the artist to cover gallery costs. Some take a large commission, using excuses such as the high costs of promoting emerging artists, which require more work, and other bad reasons.
RESEARCH: Make sure you find out which galleries show the kind of work you make. Not all galleries review work, so make sure you call first, or check their Web site. Often galleries like to receive an e-mail with an image of your work, and a way to contact you or see more images. Be sure to find out how they operate. Thoroughly investigate their business practices and their relationship with their current and past artists.
RESOURCES: Most large cities have gallery guides which list galleries and who they represent. Art in America has an annual issue that lists most galleries in the US. The Gallery Guide National and Regional Editions is a good place to look, as well as calendar listings in your local newspaper or weeklies.
Excerpted from Get Your Sh*t Together, an artist's professional development software produced by Karen Atkinson. This came out of her involvement wth Side Street Projects, Los Angeles.