Why do galleries go out of business?
Just a couple of weeks ago I received an email from one of the galleries who represents my landscapes here in Michigan. In the email the curator of the gallery requested me to pick up all my pieces because they haven’t sold any and that they were returning the consignment paintings to everyone. This sounded more than strange to me since galleries survive mainly on consignment pieces from the artists they represent. At the same time I thought this was so much easy for me since I had already contemplated the possibility to cancel my contract with the gallery since they had my pieces for over 6 months and they didn’t sold any of them nor commissions were coming from the gallery. As a rule of thumb I don’t like to work with galleries who don’t promote my works properly and who don’t sell at least 1 painting a month, is a waste of my time and money and possibly I’m closing a good opportunity with another successful gallery in the area.
I was planning to go pick up my paintings that weekend but between the pain among other things I was unable to. A week or so went by and I received a second email, saying the gallery was closing and that they needed me to get my works. Now we were really talking! what in the beginning sounded so weird ended up having a real reason. There are only 2 reasons a gallery would return your works, either they don’t sell and they want to renew your inventory or cancel your contract, which wasn’t this case, or they are going out of business.
So this past Saturday morning I went to the gallery to get the paintings hopping to talk to the owner of the gallery, which fortunately was there. The owner blamed the economy and the particular state in which Michigan is right now for the failure of the gallery. It shouldn’t be a surprise for you to know if the US is in serious bad conditions economically speaking, Michigan is 5 times worse and the main reason in my opinion is the sick dependency on basically one industry, the car industry. If the car industry goes well, Michigan does well, but if the car industry goes bad, Michigan suffers like a beaten dog and for what I can see there is no solution to break this sick dependency.
But back to the gallery situation, after I came home with my 5 paintings I started analyzing my relationship with this particular gallery. As a reference I pull out my records from the other galleries that have represented me throughout the years, and I found there was a constant on all the ones that had to close their doors and it’s not the economy to blame is the way the gallery is managed.
A gallery that promotes the heck out of each and every artist they represent, who takes them to national and international shows, who pampers their stable of artists, who invites their artists to participate in solo and group shows, a gallery who stays on top with gallery openings, shows, events, etc. is a gallery that no matter how the economy is always does well and therefore the artists do well. But a gallery whose only purpose is to have the paintings in their walls so they can call themselves a gallery, do a Friday a month art walk because the other business in the area do that, maybe an ad or two at a local newspaper or magazine and waits for the customers to appear at the door to buy a $3000 painting is the gallery that always goes out of business despite the state of the economy.
In this particular gallery I’m talking about I was never invited to do a thing, there were no solo or group shows, there was no participation in shows like the NY artexpo, Miami Basel, or any of those really big international shows, their purpose was to make the gallery look pretty and wait for the customers to come in.
No business that wants to be successful and prosper can survive with this scheme, especially in art. Art is not a necessity is a luxury in a way, and without good marketing and promotion the business can’t survive.
As a rule I stay away from galleries like this, they are detrimental to my reputation and to the reputation of any respected professional artist. Having said this you sure will be thinking “why on earth did you sign the contract with them, then?” and yes, you are right, I made the mistake of not doing my research before approaching the gallery. I should have, like I do in most cases when I don’t know the gallery, conducted my research and talk to a couple of artists. Unfortunately I didn’t and I paid the price, lesson re-learned.
How to avoid getting into the wrong gallery??
Before approaching a gallery, don’t trust on the beauty of the website or how they look in person, make sure you do your research carefully. Talk to a few of the artists and hear, but really hear what they say. Don’t be afraid to ask how many paintings they have sold since they started working with the gallery, how many shows have they done in the gallery, what are the promotional and marketing tools the gallery uses, if they do expos and international shows request to know which are the ones they participate in.
Make sure to ask primarily the artists in that gallery whose works are similar to yours, that would give you an idea if your works are a good match for the gallery. If the artists whom works are similar to yours claim not having sold a thing in 6+ months, don’t even bother applying for the gallery, you are going to waste your time and money and close the possibility of getting into a better gallery in the same area.
Despite my experience in the art world, situations like this remind me anyone can fall for something so simple as getting into the wrong gallery. I hope you don’t make the same mistake.
Below the 5 paintings that came back from the gallery. If you would like to purchase any of them please contact me, or click each thumbnail for price and details. They can be purchased directly from my Gallery/Studio store via secure checkout. Paypal, Google Checkout, Visa, Master Card, American Express and Discovery accepted.
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