I was flattered that this gallery was interested in representing my art, and I hoped that it would be a good fit for my work. After previous negative experiences with a couple galleries due to my naiveté and strong desire to bring additional exposure to my work, I approached my interview cautiously.
Shortly into my conversation with the gallery director, I felt as though I was receiving a sales pitch. It turns out the gallery was asking a $400 monthly “membership fee” for each artist represented. This membership fee was to cover the cost of promotional efforts and advertising. The gallery represents 52 artists a month at the gallery. After some quick math I was able to realize that the gallery is collecting $20,800 a month from their artists alone. That’s a lot of promotional efforts! When I asked the gallery director if they were truly investing $20,800 a month into advertising for their artists, I was told that was not the case. The money was for other vague “costs” that he couldn’t explain further. I then asked for a financial breakdown of the $400 membership fee to see specifically where the membership fee would be applied toward marketing campaigns. He was unable to offer a breakdown of costs, or any more specifics about their promotional work. In addition to the monthly artist membership fee, the gallery had a 60% artist 40% gallery commission on any artwork sold. Further income is generated from party and event rentals held at the gallery several times a week.
To me, this seemed like a terrible business plan for the artist, excellent for the gallery. There is little to no incentive to sell art if the gallery is collecting a guaranteed $20,800 a month from the artists alone as well as the additional income from the frequent event rentals. It is unfortunate that galleries like this exist all around the world, seeming to prey on artists. These types of galleries aren’t interested in the artist but rather their checkbook. Artists as a whole are highly sensitive people, myself included. It is shameful that certain galleries prey on this sensitivity and desire to have art seen by a new audience.
I was motivated to write of my recent experience, in the hopes that other artists won’t allow these types galleries to take advantage of them. There are wonderful galleries out there, and I have had many positive experiences with them. However, as an artist it is necessary to enter any and all agreements with galleries fully aware of their conditions and business plan. Before my interview I compiled some questions to ask the gallery to see if they really had the best intentions for their artists. I hope this list will be of some help to other artists out there considering signing a gallery contract.
Here’s my list:
- What type of representation agreement or contract do you offer artists?
- How long is a representation agreement?
- How many artists do you represent?
- Is there a fee to show my work?
- If there is a fee, what is the fee for?
- Is there a commission in addition to a fee to exhibit?
- What percentage commission do you take on artwork sold at the gallery?
- What type of exhibition(s) will be planned for each artist?
- How much space is allotted for each artist?
- What promotional and marketing efforts do you plan for each exhibition and artist?
- What is expected of the artist?
- What costs must the artist cover?
- In general, how many pieces of each artists work are at the gallery?
- Is this an exclusive agreement?
I hope this is of some help. Artists, if you think there might be some questions I should add to the list, please comment! I’d love to hear your feedback.
