Understanding Gallery Commissions: A Balanced Perspective
I often hear the lament, "Why should I fork over 50% of my profits to a gallery?"
Let me explain why. Most of us lack the expertise to both create art and effectively market it. These are two distinct skill sets, and the rules of commerce differ significantly from those of art creation.
If you disagree with galleries taking a cut, here's a straightforward solution: don't seek gallery representation. No one is forcing you into a gallery. However, bear in mind that to pocket 100% from your art sales, you must take on 100% of the responsibilities, meaning creating the art and marketing it yourself.
While the internet has made it easier to connect with potential buyers, the legwork remains substantial. There are several reasons why artists seek gallery representation:
Expert Salesmanship: Let the experts handle the emotional side of selling.
Market Knowledge: Gallerists possess market insights and pricing expertise.
Wider Exposure: Galleries introduce your work to diverse markets.
Collectors: They cultivate and connect you with collectors.
Credibility: Gallery representation adds credibility to your work.
Financial Stability: Achieve more sales and financial stability.
Time Savings: Leaves you with more time for art creation.
Daily Sales Efforts: Galleries actively engage in selling artwork.
Marketing and Promotion: They handle marketing, promotion, and sales logistics.
Galleries have overhead costs that artists typically don't want to shoulder—utilities, staff, rent, shipping, promotions, marketing, and insurance, to name a few. Think of your art as a product, like toothpaste. Crest specializes in producing toothpaste, while the store specializes in getting people to buy it in stores or online.
Artists need to shift their perspective. You're not "giving away" 50% of your profits; you're factoring in a commission into every piece, whether you sell it directly or through a gallery. There's always a cost to making a sale, even if you don't see it directly. Time spent selling is time away from creating more art.
Galleries are usually privately-owned and for-profit entities. The artist-gallery relationship is a business partnership, founded on mutual financial benefits. Play to your strengths; create art, and let gallerists leverage their business acumen to sell your work. It should be a win-win situation.
Most complaints about unfair splits come from artists without gallery representation. They might hear grievances from fellow artists or have had poor gallery experiences, leading to an "us vs. them" mentality.
Be clear with prospective galleries about what they'll do to earn their commission. Some galleries may not actively market your work, making their commission seem unreasonable. In such cases, reevaluate the partnership.
If your gallery effectively promotes your work and generates sales, the commission is well worth it. Protect this relationship by not undercutting the gallery when making direct sales. Remember, your art is being seen.
However, the gallery landscape is evolving. Some galleries have shifted to different models, including charging for wall space or expecting artists to handle marketing. In these cases, the traditional commission split may not apply.
Know what you're getting into with your gallery and consider including specific terms in your contract for your protection. Stop fixating on percentages. Find a gallery you trust and honor the relationship. Galleries operate on a 100% commission basis, so work with them to succeed together.
In this ever-changing art world, let's focus on creating great art and building fruitful relationships with galleries.
