If you can buy something similar at TJ Maxx/Home Goods, it’s not really art.
|Spring Mountain Lake, Carol L. Douglas|
Earlier this year, a young artist asked me about a gallery she was approaching. I gave her what advice I could and wished her well. This week she sent me a note telling me they’d chosen to represent another artist instead. One could accept that with equanimity, but she also sent me some images of the other artist’s work. Frankly, it’s schmaltz. It’s no more complex or insightful than the ‘art’ they sell at TJ Maxx/Home Goods. I can see why my friend was upset.
What the other artist has is breezy, light patter on Instagram, and cute graphical pictures to match. Like shoes, these are easy to market on-line, but they have no depth. That doesn’t mean all online paintings have to be shallow. In fact, I can help my young artist friend develop her online presence. First, she’s got to get past her disappointment.
|Small boat harbor, Carol L. Douglas|
There are roughly 19,000 galleries in 124 countries and 3533 cities worldwide, according to the Global Art Gallery Report 2016. The vast majority of them are in the US, Britain and Germany, with the US being the far-and-away leader. That means that my correspondent has lots of options, but she may have to leave her town to find them.
The gallerist’s primary job is to cover his or her nut. Generally, galleries do this very badly. They are risky revenue generators, even in good economic times. 30% of them are running at a loss. Only 18% make a healthy profit margin of over 20%. This means there’s lots of turnover. Only 7% of galleries are 35 years old or older, and almost half have opened since 2000. (These are international figures; the US has a healthier gallery scene, but it’s certainly not easy even here.)
The gallerist who rejected my young friend’s work was thinking about what he could sell, not what’s insightful or brilliant. Or perhaps he’s not thinking acutely at all—remember that almost a third of galleries are losing money.
|Keuka Lake Vineyard, Carol L. Douglas, courtesy Kelpie Gallery.|
Rejection itself is a sign that the relationship wouldn’t go anywhere. There’s no future with a gallery you have to woo aggressively. The gallerist has to understand and appreciate your work. “I have a perspective worth sharing,” my friend said, and she’s right. But if the gallerist isn’t on board with her message, her work will languish on the walls, or, worse, in a storeroom.
One advantage of old age is that you’ve experienced rejection enough that it generally doesn’t hurt so keenly. You realize that the difference between success and failure is picking yourself back up and pounding your head against the door… again and again.
|Sentinel trees, Carol L. Douglas|
When I said my correspondent might have to leave her town to find better options, I was speaking of both geographically and online. The Art Gallery Report asked gallerists to rank their key competitors. They said:
- Other galleries
- Auction houses
- Online platforms
Their heads are in the sand. Online selling is a far bigger threat to gallerists than artists’ occasional studio sales. It’s an area that my young friend can exploit, and I hope she does.