October 9, 2006

A few weeks ago, guest contributor Kevin Houchin encouraged you to spend $45 to copyright your work. This week, I urge you to save $200 (or more) when you're asked to pay to be part of a for-profit gallery stable. I'm not talking about co-ops or nonprofits. I'm talking about good, old-fashioned, "I wanna make more money" galleries.

Several artists have contacted me recently with the same predicament: Their work is already in a commercial gallery and they've recently been asked to pay the dealer to remain part of the gallery. All have recognized the primary benefit: It's good to have your work in a gallery. And the $200 it cost for one of the artists was a minimum investment when considering what it costs to get a booth and go on the art festival circuit.

At the same time, all of the artists obviously felt something was amiss when they were asked to pay a fee. They were right. Something is amiss when a for-profit gallery owner goes back to his artists and asks for contributions. Regardless of the owner's reputation, asking artists to pitch in is a red flag that his business plan isn't sound or that he's bleeding money. Probably both.

Here are some considerations:

You have no idea how much longer that dealer will be in business. If you pay him $200, what becomes of that money after he shuts down in four months? Do you get it back?

How long is your $200 investment good for? Is he going to come back to you in another six months for more?

As a part of your contract (you DO have a contract), what else are you
responsible for? Is he paying for mailings and advertisement? Or are you also splitting those costs? Can anything be negotiated?

What do you get in return? Can you ask him to lower his commission? It
sounds to me like you're investing in his business. All fine and good, but
investors should also reap rewards.

What if he never sells any of your work? Heck, what if he doesn't try to
and it sits in the back room and collects dust?

Is it a requirement to remain part of the gallery? Or is it just a "suggested donation"? Is he asking you to pay a fee because he can't sell the work? If so, your work doesn't belong at that gallery in the first place.

Will he put everything in writing?

I hope this isn't a sign of things to come. Gallery dealers do a lot of good for artists. You need them. At the same time, they have very high overhead. And who knows what's exactly happening with them now that more and more artists are selling directly to the public. Newer dealers are on extremely shaky ground. If you do business with them, you take those risks. That's why everything should be in writing. If you cave in and pay the $200, at least consider those questions above and add their responses to any agreements.
You should also check up on dealers' references and their standings with the Better Business Bureau.

DO THIS! ACTION STEPS TO TAKE

--KNOW THIS
A gallery that asks you to pay to remain part of a stable is probably not doing very well.

--THINK ABOUT THIS
If the gallery isn't doing well, how much will your $200 really help?

-- DO THIS
Save the $200. Pick your work up and take it home. Tell the dealer to contact you again when things are looking better. Maybe the $200 really will seem more like an investment at that time rather than money down the drain.

This is a fascinating subject and one that's probably going to come up more and more often. I want to hear your thoughts and experiences about this. I'm sure I haven't considered every angle. Please stop in at the Art Biz Blog and share.