Commercial Galleries / Art Spaces Series

For many artists, securing representation with a commercial gallery is a significant career milestone. It offers the promise of increased visibility, access to new markets, and financial stability. However, it is important for artists to approach this relationship with a clear understanding of the gallery’s role, commission structure, and expectations. By building a strong profile through exhibitions and networking, artists can position themselves as attractive prospects for commercial galleries, eventually earning a place in a gallery’s stable.

What Are Commercial Galleries?

Commercial galleries are businesses driven by the sale of artwork. They make profits by taking a percentage (usually around 50%) of the sales from the artists they represent. Unlike museums or artist-run initiatives, these galleries operate with a focus on profitability, nurturing relationships with collectors, organisations, and buyers who are interested in specific styles or genres. Because of this, commercial galleries are highly selective about the artists they choose to represent. Their directors or owners typically have strong market knowledge and expertise in their chosen fields, allowing them to match artists with potential buyers.

Representation

One of the hallmark features of commercial gallery relationships is exclusive representation. When an artist signs with a commercial gallery, the gallery often becomes the artist’s sole agent for selling their work. This exclusivity may be limited to a specific geographical area or medium. For instance, an artist might have a gallery representing their work in Australia, while another handles their sales in Asia. Similarly, they might work with different galleries for different mediums, such as sculpture or photography.

This exclusivity benefits both parties: it allows the gallery to focus its efforts on promoting the artist, while the artist gains access to the gallery's established network of collectors and buyers. However, it’s important for artists to be aware that exclusive representation means that all sales must go through the gallery. This partnership should be entered with a clear understanding of the terms, including commission rates and representation boundaries.

Commission and Benefits for Artists

The commission that commercial galleries charge (usually around 50%) might seem high, but it covers a range of services. Galleries generally assume the cost of hosting exhibitions, including rent, lighting, staffing, food and drinks at opening events, and promotional activities. This financial investment relieves the artist of the burden of production costs, allowing them to focus on creating the work rather than managing logistics.

Additionally, galleries often serve as advocates for their artists, representing them at art fairs and other events, and introducing them to collectors who might otherwise be out of their reach. For artists, having gallery representation can raise their profile in the art world, increase their sales, and potentially lead to invitations to participate in prestigious exhibitions or art fairs.

The Value of Networking and Profile Building

Given the selective nature of commercial galleries, representation is not something that artists can easily seek out. In fact, reputable galleries often approach artists rather than the other way around. This creates a dynamic where artists must build a substantial profile through exhibitions at artist-run initiatives (ARIs), rental galleries, or other venues before catching the attention of commercial galleries.

Networking is important in this process. Artists should attend gallery openings, art fairs, and other industry events to make themselves known to gallery directors and staff. Developing relationships in the art world can open doors, as many galleries prefer to work with artists they are familiar with, or who have a proven track record of exhibitions and sales.