Finding the right Gallery for an Artist: what are the pros and cons
Being represented by a gallery is a unique opportunity for artists to support artistic and economic growth. But not everyone agrees …
Finding the right gallery that believes in his artistic talent and potential is an artist’s greatest challenge.
Representation by a gallery in some cases stabilizes an artist’s market, protecting him from speculation and ensuring fiscal and economic protection for his works.
Although it may be tempting for artists to give up the mediation of the gallery and sell their works independently, this is not always the best choice.
Giving up on representation can halt an artist’s long-term sales growth and even jeopardize his market. In fact, the tasks of a gallery include identifying potential collectors and establishing the price of the works based on the actual value and the one suited to demand.
In addition to the protection and growth of the market, the representation supports the quality of the artist’s work, thus increasing his reputation.
When a gallerist decides to invest in an artist it means that he is committed to starting a long-term collaboration, which takes various forms, from promotional support to logistical and financial support.
When a gallerist decides to invest in an artist it means that he is committed to starting a long-term collaboration, which takes various forms, from promotional support to logistical and financial support.
This level of involvement between a gallery and an artist can vary depending on their arrangement.
An artist can be a “guest” or “represented” by a gallery: if he is a “guest” it means that his works are simply exhibited in the gallery spaces or taken to a fair.
If, on the other hand, the artist is “represented”, the gallery invests in his growth path, promotes his art, sells his works internationally and organizes exhibitions even outside the gallery walls.
Before deciding whether or not to represent an artist, the gallery proposes a trial period, and then chooses whether to enter into longer-term contracts.
While this relationship protects the artist and his works, on the other it does not allow them to explore or engage in other job opportunities with other galleries, brands or institutions if the stipulated agreement requires it.
“Ideally an artist should be represented by two to four galleries, as each gallery offers different opportunities,” says Leila Greiche, founder of L’INCONNUE gallery in New York.
Being exhibited in different cities together with different groups of artists, as well as participating in public projects or with companies, helps build a large audience capable of supporting the artist’s market over time.
In general, representation in the gallery is often the key to taking emerging artists to the next level because it involves promoting the artist, introducing works of art to collectors, consulting and building an online reputation.
In these terms for artists, being represented by a gallery can provide the necessary support to finance their career.
Furthermore, for collectors, knowing that a gallery is giving its support to an artist is a strong signal that makes them gain confidence in the purchase of his works.
