3 Key Reasons Why Art Galleries Are Failing.
Artwork: Nowhere in particular. @Reserved by, #katievFlowers @ www.funkysak.com. Where Tradition meets Modern Technology.
This lens is geared towards informing the Artist, the Arts consumer, and the Arts services as to the reasons why many of today's art galleries are going under. The blog is an attempt to relate just why the old way doesn’t work anymore. The Vintage way of operation needs to change, primarily because “We simply don’t do business this way anymore.” Perhaps 60 years ago the way in which many galleries operate today may have worked well in their favor of a service provided for the artist, to the patron and towards the potential consumer.
But, in reality no longer are the days where the art gallery owner dictate just how and where the artists’ will and can sell of their work. More and more artists who opt to work with galleries are beginning to realize and understand that the idea is to find galleries that work for them, and not them working for the gallery. We are awakening to the fact that the gallery could not, and cannot exist without us. We are aware that in today’s world we can make it big without galleries. And, this alone should create a more loyal and humble business connection between gallery operator, and the artist. So we would think.
One of the biggest problems many art gallery owners have and are often making today is that they try and manage their galleries the Vintage way. After reviewing the information below you may find that you agree with me, more than not.
1. The snobbish and elitists attitudes of the gallery operators.
The myth doesn’t hold true today that only a certain few within the whole populous buy art. Or, that only the rich and wealthy invest in art. It’s not only certain ethnic group of people who hold an interest in the arts, and who are willing to buy art. Snobbish and elitist attitudes at most has a lot more to do with the idealism of power. Being afraid to lose that painted picture of what power looks like because it has seemingly worked so long in their favor. It seems as though the snob believe, feel and act as though they really are superior. Not all snobs have wealth. They just tend to carry an unjustifiable attitude of their existence, and of the idealized conception that they are more important. Honestly, not as of yet has anyone been able to convince me that anyone is better and truly more important then any other human soul.
To judge a book by its cover, or by its color may work against one’s gain in the world of business. I am sure you would agree that one needs to open up the book and read some pages before making a sound judgment as to rather or not the book redeems any special qualities, such as interest and knowledge particularly for the observer of it.
No business is ever at its most successful and profitable if its services will not sell to people who may not fit the ordinary consumer (target market) of their services. I refer to this as, “Potential Limited Income.” Because, due to the business limitation towards who they will and will not sell to causes that business to lose money of potential patrons. If you’re not in business to make some profit then why are you really in business? Unless, you really are doing whatever it is you do, for a hobby. And, as the owner you just really don’t need the money to help pay the bills, or survive at all. Every business should be of a Win-Win consciousness.
When the attitudes of the snobs and elites run the business, the business will eventually suffer for it. Especially in the area of the arts. Usually, if the potential prospect can’t buy what they want from you, they will travel on to the next until they find another who have what they are looking for and buy it from them. Thus, in this case there is a loss of sales for the gallery, the gallery owner, and the artist of representation. When it comes to the operation of a good reputable gallery most artists may prefer astute individuals to be the face that represents their work, rather than one of a prune. Maybe, I meant of a prudish face? Well, I think you get the full picture here. Next.
2. Out-dated are the “vanity galleries.”
Galleries who charge a monthly fee or “membership” are commonly referred to as vanity galleries. Why? I’m glad someone asked. Because, they are recognized by the professional artist to not be worth all the investment the artist’s usually have to pays for exhibition/representation of their artwork. And, some have been known to hurt the reputation of the participating artist.
Vanity galleries will charge the artist a monthly fee. Usually the fee is around $125 or more a month. Same gallery charges a monthly fee for patron “membership.” The same gallery will charge the artist a commission fee of 25% to 40% - up to 60%. Kind of skid-row crazy don’t you think? Especially, since the gallery operator/owner did not create, nor had any part-taking in producing the work itself.
Now, why would the gallery have any fear in their mind of closing its doors when the artists and the members of the gallery assist in helping it pay much of, or all of its bills and salary without doing any kind of PR. SMM or SMMP outreach?
Thus, due to this factor many serious artists have awaken to the idea of owning their own online website/gallery. Makes sense, because why continue to invest in someone else’s dream when you can easily take that money and help create your own, and have it the way you want to run it. Eliminate the middle man. Help yourself.
3. Where’s the PR? SMM? SMMP?
Another thing that most serious professionals in their field of the Visual arts will learn sooner, or later is that if a gallery doesn’t sell an artist work for six months to nearly a year let it go. The gallery that is.
Whenever works are exhibited in a gallery for up to six months or longer this speaks volumes about the gallery’s owner/operators. It doesn’t matter if the gallery is charging mounted unwarranted fees or not. As with vanity galleries which are shutting down their doors nearly on a daily, the problem usually lies within their “Public Relations (PR). Social Media Marketing (SMM) and, or Social Media Marketing and Promotion (SMMP)” outreach.
Meaning, the gallery operators/manager/owner does not perform, nor seek out any PR. SMM, or SMMP. The gallery is just pretty to look at and pass by. The “Build it, and they will come,” ideology at work. The conceptualization rarely if ever works at all. Let me ask you a question right now, and I would like an honest answer. No, you don’t have to share your answer if you don’t want to because the question is posed more so for us to think about. Here is the question. How many galleries do you know of via their PR? SMM? Or, SMMP outreach? As for my answer to the question, not many and although their still exist thousands of them.
Here are signs of a good….No. I will say, signs of a great Art Gallery.
-Treat their talent with respect.
-Promote and Market their talent. (This doesn’t mean that the artist does not participate and invest in their PR. SMM, or SMMP) the business should be of the nature of a partnership. For the best results all parties involved should part-take in the Promotion & Marketing segment.
-Create opportunities for their talent to get discovered, such as, Solo and Group art shows (Nationally, and internationally).
-Keep their talent and members well informed of events. Past, present and future.
-Never charge their talent to pay for the privilege of showing his/her work.
-Receive a commission of 25% to 50% percent. 50% is too high for me personally to be alright with.
-Are aware that the success is in the promotion and marketing.
-Want to sell their talent art work, and are not concerned about who buys it. Money is green. We all need it, and desire it to a certain extant. Great art gallery owners/operators know, and understand that the more they sell of the artists’ work the happier all parties involved will become. The more excited the talent, the more work the talent most likely will generate.
-Are astute of the artists, and of the art that they sell.
So, speaking directly to the artist, before actually contacting an art gallery do your homework. Meaning, do a bit or a lot of research. Don’t just visit the art gallery of interest physical site, or online website to only get over taken by the appearance of things. Actually reach out to your arty friends and find good art gallery referrals. Should you venture out to the gallery for a keen observation look for artists’ works that are similar to yours, and if you are able to get the correspondence information of that artist then connect with them. Don’t be afraid to introduce yourself and ask pertinent questions that will help you decide as to rather the gallery is a good fit for you?
Here are some questions to ask the artist.
-How many shows have they done with the gallery?
-How much percentage have they taken?
-How much work have you sold?
-How do you feel about their PR?
-What do you think of their PR? SMM? And, SMMP?
-Do they have expos and international shows? And, have they participated in any?
-Do they appear to keep them and their members abreast of up-dated events, sources and resources?
-How helpful have they been to their artistic endeavors?
Remember, make sure that the artist works you see are similar to your own. If you discover from the artist you’ve made contact with that they’ve not sold anything in over 6 mos. Or, more, please keep it moving. There are better out there. Anytime you as the artist discovers that you have to pay to enter an arts contest, or exhibit your art on a monthly basis with art galleries please, always be leery. We all experience desperate moments and times. If not, keep living.
The message here is, don't be so desperate to exhibit and sell your work that your monetary investments toward establishing your dreams are merely helping someone else build up theirs. Good business always has a Win-Win scenario.
You may want to read, Why I Don’t Buy Art-Fair Space, Anymore.
Please share your experience and opinions of working with today's art galleries. Which ones have provided a great experience for you? How? Have you decided to go it alone? Why? How much of this lens do you, or don't you agree with? Why do you, or why don't you?
Thank you, sincerely for reading my blog.
Artwork: Nowhere in particular. @Reserved by, #katievFlowers @ www.funkysak.com. Where Tradition meets Modern Technology.
