Artist Tina Scepanovic (@tinascepanovic) taking a moment with her recent #gobstoppers installation at 3 World Trade Center in New York City. Photo by @steveselmanphotography

What questions should artists be asking art galleries while navigating a potential partnership? 

Since the mid-1800s, artists in the Western world have frequently made obtaining gallery representation a central goal in their mid-careers. The motivation behind this varies, but it often revolves around a somewhat vague perception, akin to the "starving artist" stereotype. Many artists believe that having a gallery represent their work will allow them to spend less time on sales efforts and more time on creating art. This notion is particularly appealing to artists who may feel less adept at marketing or who simply prefer to focus on their craft rather than self-promotion.

While social media and the internet have become prevalent tools for artists, many still see a gallery partnership as a solution to the challenges of promoting their work and gaining recognition in the art world. However, it's essential to note that traditional commercial gallery representation comes at a substantial cost, typically involving commissions ranging from 30% to 60% of all sales, as well as constraints on where and how an artist can exhibit and sell their work.

Before a gallery commits to full representation, they often initiate a trial period, lasting several months or even years, during which the artist showcases a limited selection of works under a contractual agreement. This period serves as an evaluation phase, allowing both the gallery and the artist to assess how the partnership works in practice.

It's crucial for artists to use this evaluation time wisely, considering what a more enduring partnership with the gallery would entail and whether it aligns with their long-term artistic goals and aspirations.

Ask yourself these questions about the gallery before you decide to enter into a long-term gallery partnership:

Is the art gallery responsive and timely with communication?

A good business to partner with is communicative with excellent boundaries. Here are some additional questions to consider around communication with a potential gallery. The answers will vary depending on how you prefer to communicate as well.

• In the event of a sale, do you want a partner who notifies you immediately via text or would you like monthly reports?
• How much of a problem would it be for you to not hear anything from them for months?
• When you send a query, how long does it take them to respond to you?
• Or are they constantly pinging you with requests for videos to share on their social, rewritten statements and price lists?
• Are you waiting on your contract or has it been sent over immediately?

Do you feel like the gallery is cultivating your art career?

A successful art career often relies on the support and commitment of a gallery representing the artist's work. It goes beyond merely displaying art pieces; a genuine partnership involves various aspects aimed at nurturing an artist's growth and recognition. Ask yourself the following questions and dig into how they have treated these scenarios in the past.

• Is the gallery inviting you to events regularly to meet their collectors?
• Do they send you grants and residencies they think you should apply for?
• Do they arrange studio visits for you?
• These acts and others indicate that the gallery is interested in your lasting success and that they are investing more than a bit of wall and some storage space into your career.

How is the gallery promoting your artwork?

When an artist joins forces with a gallery, understanding how the gallery promotes their artwork becomes paramount. This means that you should be taking a closer look at the timeline for promotional activities and the gallery's commitment to maintaining momentum beyond the initial exhibition opening. For artists represented by larger, well-established galleries, you might also want to look into if they provide any opportunities to connect with the press or arrange studio visits. Here are some questions to find out the answers to before working with a gallery.

• For the show your work is featured in, what promotional materials did they request from you?
• How far in advance did they request the materials?
• How were the statements and photos you supplied then employed?
• Did they cease all promotion of the show once it opened or did they continue with a marketing campaign and events to get more people to visit the show?
• In the case of larger or more established galleries, were they able to connect you with any press?
• if you got press for yourself, how did they circulate that press with the gallery’s audience?

Can you get a read on how they handle finances?

While galleries typically don't open their books for artists to scrutinize, there are subtle cues and indicators that can shed light on how they handle their finances. As an artist, it's crucial to conduct due diligence and observe key elements that hint at the gallery's financial stability and commitment to its artists.

Since the gallery world can be unstable, you will want to do your homework. Count red dots at shows, look at the pricing on available works, and pay attention to the other artists the gallery works with. Some questions to start with are below.

• Is this a gallery that is relying on one or two well-selling artists to keep the lights on?
• Or do they seem to make consistent sales from a variety of artists within a price range you’re comfortable with?
• When small things come up— framing, opening expenses, photography— are they open to footing the bill or do they expect you to contribute or pay fully for these things, indicating a tighter financial picture?
• If a gallery doesn’t have a vast budget, you might still want to work with them but consider if a more favorable split such as 30/70 in your favor is a better reflection of the relationship given that you will be paying for your own documentation.
   

Are the other artists they represent happy with them? 

Investigate the careers of other artists in the gallery’s stable—are they selling work with the gallery or elsewhere? If presented with the opportunity to meet or speak with other artists, ask them straight out if they are happy with the gallery. Avoid gossiping, but other artists who currently work with the gallery are your best and most reliable source of information about how the relationship could work for you.

• Can you provide me with a list of other artists currently represented by the gallery?
• Have any of the artists within the gallery for an extended period of time?
• How successful have other artists in the gallery been in terms of sales and exposure?
• Are there any artists who have left the gallery recently, and if so, what were the reasons for their departure?
• Is it possible to connect with some of the gallery's other artists to gain insights into their experiences with the gallery?
• Are there any success stories or notable achievements from artists who have worked with the gallery that you can share?
• How does the gallery foster a sense of community or collaboration among its artists?

Where do you fit into the story of the art gallery?

Once you’ve done some research into the gallery itself and the other artists they currently show, ask yourself some questions to see where you fit into the picture.

Perhaps this is a gallery showing mostly female artists and you identify as a man. Perhaps they have a lot of mid-career artists and you are in your early twenties. Or perhaps you exactly fit the profile of black and white landscape photographers they are already showing. It isn’t necessarily good or bad to fit the mold or break it, and if the gallery is pursuing a partnership with you they like your work regardless.

• Do you want to be one of many in a place known for a singular thing or would your career would benefit from being seen in contrast with other kinds of work or identities?
• How comfortable am I with potentially being seen as an unconventional choice for the gallery, and do I believe they have the expertise and enthusiasm to effectively promote my distinctive work?
• What is the predominant theme or style of art represented by the gallery, and how does your work complement or contrast with it?
• Are there any distinct trends, characteristics, or demographics among the artists they currently represent, and how do I relate to or differ from these trends?
• Can I envision my art flourishing within the context of this gallery's existing roster, or do I feel that my career might benefit more from being part of a diverse mix of artistic styles and identities?
• Are there specific marketing or representation strategies that the gallery has mentioned to support my unique position within their portfolio?
• Do I have a clear understanding of how the gallery intends to position my work and whether it aligns with my artistic goals and aspirations?

Can you tangibly feel the benefit of the work the gallery is doing for you?

While sales are undoubtedly a critical aspect of working with a gallery, artists often find that the true value of their association with a gallery transcends the balance sheet. There could be non-financial advantages that artists may derive from their gallery relationships. These encompass increased visibility through well-attended exhibitions, access to influential networks of artists and industry contacts, and a broader sense of career development that goes beyond immediate sales figures. In order to gauge if the relationship could be beneficial beyond the numbers, ask yourself these questions. 

• If some of your artwork hasn't sold through the gallery, can you identify any non-financial benefits or opportunities that have arisen from your collaboration?
• What is your willingness to invest in a gallery partnership that may not yield immediate sales but offers other valuable opportunities for your career development?
• Have your artworks, even if unsold, been featured in well-attended exhibitions, increasing their visibility among collectors and art enthusiasts?
• Has the gallery introduced you to a network of artists or industry contacts that you wouldn't have encountered otherwise?
• How do you measure the value of your relationship with the gallery when financial sales might not be the sole indicator of success?

Example of an inventory report artists can use to work with galleries. Generated using Artwork Archive. 

How to reach the full potential of your gallery partnership

In the ongoing relationships between artists and galleries, the role of comprehensive organization and effective management cannot be overstated. Artwork Archive emerges as a powerful ally for artists working with galleries, offering a suite of features like price lists, catalog pages, and inventory lists that empower artists to navigate gallery partnerships with greater ease and confidence.

By harnessing these tools, artists can streamline their artistic journeys, from cataloging your artwork to tracking pick-up and drop-off dates. 

Here's how artists can use Artwork Archive to work with galleries:

1. Location Tracking: Artists can maintain a comprehensive inventory of their artworks, complete with location details. This feature is particularly useful when artists have multiple pieces in different places, such as their studio, multiple galleries, or with collectors. It ensures artists have an accurate record of where each artwork is located at any given time.

2. Inventory Reports: You can create inventory reports of your artworks to share with galleries, offering a comprehensive list of all available artworks. These reports can include essential details like artwork dimensions, medium, pricing, and location. Galleries can use this information to plan exhibitions, track inventory levels, and assist potential buyers in making informed decisions.

3. Price Lists: Price lists provide a standardized overview of an artist's artworks, including images, titles, descriptions, and prices. 

4. Artwork Labels: You can create two different types of artwork labels with Artwork Archive. The first allows you to help gallery staff intake the work by attaching a label to the back of the work with the artwork's title, the artist's name, and the date of creation. The second is a wall label that you can provide if necessary to the gallery for visitors to identify the artwork and understand its context within the artist's body of work. You can even include QR codes on these labels so that staff or visitors can access additional details about the artworks.

5. Catalog Pages: Catalog pages provide a visually appealing and organized way to showcase an artist's work, making it easier for galleries to review and select pieces for exhibitions.

6. Consignment Reports: Consignment reports provide transparency in the artist-gallery relationship. They outline the terms and conditions of the consignment agreement, including the duration of the consignment, the artworks involved, any care instructions, and any associated fees or commissions.

7. Sales Reports: Artists can generate sales reports to get a clear picture of which galleries are performing and gain insights into their top sellers. 

 

In summary, Artwork Archive's reports provide artists with the tools they need to collaborate effectively with galleries. These reports enable artists to share critical information about their artwork, sales, and exhibition history in an organized and professional manner, fostering productive partnerships with galleries and enhancing their overall art management capabilities.