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This article reprinted from John T. Unger's Art Heroes. The original article can be found online:
© 2010, John T Unger
Art Heroes Review
Galleries used to be the only serious venue for selling your art, but that's changed dramatically in recent years. Selling art online has become easier than ever, even for artists who don't have the skills to build their own sites. There are many tools and services for selling online that are simple and inexpensive. As the online art market has grown, collectors have become more accustomed to dealing directly with the artist. The role of galleries as gatekeeper is diminishing as collectors become more confident in choosing the work that appeals to them without consulting an expert.
So do artists still need galleries?
Some artists, such as Hazel Dooney have decided to leave galleries behind and take full control of their careers. For Hazel, this has worked extremely well and her career has in fact skyrocketed.
Other artists are still much more comfortable with the idea of focusing on their work and leaving the sales, marketing and reputation management to gallerists.
Both the gallery system and direct sales online have definite advantages and drawbacks. It's possible to do both if you are careful to avoid conflicts or misunderstandings.
Tools I recommend for selling art online:
Articles related to the discussion:
- The Mood of the Market, as Measured in the Galleries — New York Times
- This Summer, Some Galleries Are Sweating — New York Times
- For Online Art Gallery 20×200, An Unlikely Investor — New York Times
- Interview with Hazel Dooney — Lateral Action
- Gallery or Self-Sales: Now You Have a Choice — Fine Art Views
- Why Galleries Rock — Fine Art Views
- Art Galleries: The Good, the Bad and the Ugly — Fine Art Views
Show Highlights: Excerpts From the Conversation
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