SENSIBLE
ADVICE ON WHAT TO ASK
OF A NEW GALLERY
by Kevin J. Casey, Gallery Owner
When an artist is accepted to a new gallery venue, there
are many, very important points that need to be revealed
by both sides to insure that the coming relationship is
founded in an atmosphere of mutual understanding. After
reaching an agreement for initial representation, there
should be a frank and honest discussion between both parties
to establish ground rules upon which a successful business
relationship will be based. Among the topics that should
be discussed at that time are artists’ expectations
concerning inventory, insurance, retail pricing, promotion
and advertising, gallery/artist split percentages, possible
artists’ costs for planned exhibitions and other
points relevant to that particular venue. Artists should
be very forthcoming about their personal expectations
in the new venue and should pursue an evenhanded exchange
of questions and answers from both parties.
- What are the galleries’ expectations concerning
the artists’ inventory at that particular location?
- What type of artwork does the gallery believe would
be most successful at their location?
- Are there a minimum or maximum number of pieces expected?
- Are these pieces acceptable unframed?
- What style of framing, if required, is suitable for
this gallery?
- Who pays for this framing and when?
- Will the gallery be asking for a dramatic change in
style, subject or size from what the artist is accustomed
to?
- What are the parameters for establishing an acceptable
retail pricing strategy for that gallery reflecting
its location and status?
- Are artworks bought outright or are they consigned
by the artist to the gallery for sale?
- What will be the gallery/artist split after a sale
is completed and what is the time frame acceptable for
the artist to receive payment?
- Does the gallery discount the listed retail price
for any reason?
Other important points to consider are: Is there a legal
contract involved? What terms are described in the contract
to benefit the artist or gallery? Are any contractual
demands negotiable? Is there an expiration date? Is the
contract overwhelmingly gallery friendly? There should
also be a system in place where the artist is given gallery
receipts for every artwork that is consigned listing the
individual pieces with identification (titles) and listed
retail or artists’ net price for each artwork. Take
the opportunity to ask to see the gallery insurance information
and think long and hard about representation if the insurance
seems to be lacking in any way.
Further considerations: Are there any charges to the
artists for gallery exhibitions or advertising, local
or national? When and how are these charges implemented?
What are the gallery plans for your promotion? What are
gallery policies on local and national advertising? Are
you expected to furnish photographs, slides or transparencies
of your artwork? Who is responsible for artists’
biographies and updates? Most importantly, ask the gallery
what you are expected to do for them to advance your career
and implement your success at their location.
Remember, your new association with the gallery will
be much like a marriage with continuing plans and discussions
for the future being considered along with everyday problems
and concerns.
Armand Cabrera - Autumn Evening
Napa - 30 x 40 o/c
