An Artist's View of Galleries
- Lucy
- 56 minutes ago
- 4 min read
Recently I happily attended a friend's opening reception for her first solo art show in a gallery. It was a festive affair with flowers, food, a signature drink, and a crowd of art lovers who all knew and admired the artist. She sold several pieces and overall it felt like a love fest for her and for art. I left that opening smiling and feeling hopeful about women in the art world.
Afterwards, she told me what had been going on behind the scenes and the suddenly the day didn't seem as bright and hopeful.
As it turns out, the gallery had engaged in some rather shady business practices including procrastinating on writing a contract (a contract is a standard practice in the art world outlining when the artist will be paid, who delivers sold artwork, insurance, etc.) until the day of the opening reception. They sent it to her as she was getting ready to attend and quickly realized it was not what they had discussed.
Faced with deciding between taking her artwork down or continuing with the opening which friends and personal collectors had travelled from afar to attend, she chose to go ahead with the opening but not sign the contract which leaves her in a very vulnerable position.
Additinoally, the gallery also did not publicize the exhibition to the press, invite their own list of collectors, hire a photographer and videographer, or use the prices the artist listed. Instead they listed lower prices which then created doubt in her collector's minds about the overall value of her artwork. Lastly, when the artist's collectors asked the gallery to talk to them about her work, the gallery intentionally breezed past her work, instead selling other artists in the gallery.
So my friend was left feeling like the gallery was using her to get to her contacts and weren't interested in actively representing her and her work.
Dear reader, what is truly amazing about this story is that she is not alone.
I've heard a lot of stories from artists who are mistreated by their galleries. Once artist resorted to suing the gallery to get back pay and resume possession of her artwork. Another artist who wasn't as legally minded simply never got paid and later found out the gallery intentionally withheld payment to keep them "hungry" (both literally and figuratively) and willing to work harder.
On the other end of the scale, I've heard stories of "dream" galleries who deeply believe in the artist and their work. These galleries work tirelessly to get their artwork into private collections and museums. They go out of their way to ensure the artist not only gets paid, but is cared for and nurtured so that they feel valued and inspired to work.
Undoubtably there are galleries in-between these extremes as well. In fact, I worked with one who insulted and mocked my choice in frames for my paintings, calling them "furniture". And then, in the next breath, told me what I should be painting, what they would like better. I didn't work with them for very long. I've also worked with a gallery that was only responsible for opening the door and have someone sit in the gallery during business hours.
The "simple" act of being open is a valuable service to be sure, but as an artist struggling to get their artwork seen, this approach puts all the promotion and networking with potential collectors back on the artists' plate which takes them away from making their art. Plus, most artists prefer to not do that type of self-promotion.
Let's face it, no matter who you are, it's hard to sell yourself to strangers and even harder if you are shy, an introvert, or uncomfortable talking.
Art is a solitary pursuit. Many hours are spent in devotion to making something from your imagination, an idea, into something real. It takes a lot of mental and physical energy. One artist friend said it's making 300,000 non-verbal decisions a day, all of which have consequences and determine the next 300,000 non-verbal decisions. Transitioning from that head space into a sales mindset talking to people with very different life experiences is not easy and many artists can't do it.
Which is why galleries exist!
They are meant to bridge the gap between the artist and the art collector. Gallery staff are trained on how to speak the very specific language of collectors and help them understand the world of the artist. In an ideal world, they champion the artist and sell artwork to someone who will appreciate it, and make a living for themselves. It could be a win/win/win situation where the artist, gallery owner, and art collector all walk away feeling good.
And it's a very seductive vision. I just wish it worked that way in every gallery for every artist.
Interestingly, back in the 1500s, art was for wealthy families and nobles who stored and showed it in their private homes. The word "gallery" originally meant a long indoor hallway where these pieces were displayed and only seen by the family and those they invited to view their collection. It wasn't until the 19th century that galleries became regular business spaces to sell paintings and launch new artist careers.
So it's a relatively "new" invention and maybe that's part of the reason why it feels so random with galleries operating very differently from one another.
Or maybe it's just the fact that galleries are a place for humans to gather and do business and whenever humans are involved, the potential for unique situations and unpredictable behaviors are infinite.
All I will say, is that before signing on with any gallery, I intend to research their business practices, talk to other artists they represent, ask a lot of questions, and think twice.
And I encourage YOU to buy art - from a gallery, or from the artist. When you do, you are supporting something created by a human as an act of self-expression that reflect life. There is no right or wrong, just what you want to share your home with, something that brings you pleasure. The art you collect is yours to enjoy, and the artists you buy it from will forever be grateful. That's a win/win for sure!
