45% commission for selling my art work?
I hear this quite often – why should I pay a gallery 45% commission to sell my art?
Well, I expect the answer varies according to how serious one is as an artist, or which other channels one uses to sell one’s work.
I know for sure that aside from achieving sales, working with a gallery can be a valuable learning experience for the new but talented artist, and in fact that 45% or whatever they charge has to cover a lot of outgoings we artists might not think of!
First and most obvious, the gallery owner has to make a living by selling art – so they need to charge a commission that reflects the skill of selecting good work that matches the audience, displaying it attractively and the costs of being present and well-informed enough to sell it.
And don’t forget – we all have business premises to pay for – but a gallery, especially on a high street, will have much higher rent or other property costs to pay than we artists usually do.
And the gallery owner has to market the gallery (and by extension, your work) – advertising, PR and website promotions all cost money.
Then there are the general running costs of a gallery – electricity and water, display equipment to buy, and so on. Even just having a credit card machine costs around £30 per month, plus an annual merchant account fee.
I sometimes wonder if artists occasionally forget that galleries are businesses?
They have to make money and are often the owner’s sole livelihood, plus their pension pot.
So what does the artist get for their 45% surrendered?
I think I can summarise these in bullet points:
- Access to an audience of potential buyers or commission enquirers
- Professional feedback on what the public thinks about what’s on display
- The means of finalising the transaction – taking cards, etc
- Marketing exposure
- The opportunity for one’s work to be seen alongside other artists, many of whom may be well established and highly sought after
- Lastly – credibility – being in a gallery can be a real boost to self-esteem, and professional standing
And what might a gallery expect from the artist?
Any gallery owners who have more to contribute are invited to add a comment!
- Professionalism – deliver what’s been agreed, keep the correspondence up to date and respond to enquiries quickly
- Submit genuinely saleable work of a high standard
- Turn over the pieces on show often to keep the display fresh
- Be available to answer questions
- Be realistic about what might sell and how to price the work
- Undertake marketing of their own and include gallery details on their emails and promotional work
- Don’t undercut – if the piece you delivered is on your website, don’t offer to sell it for less than the gallery is charging
So, in the spirit of my penultimate bullet point, here are the galleries Jenny and I (Vitreus Art) work with most regularly!
Do get in touch and tell me about the best (or worst) galleries you’ve visited, worked with, or bought something from!