Art Industry Context - Gallery Roles

Question 1

Role of Commercial Galleries (Represent)

Answer 1

• Commercial galleries carefully select their own “stable” of artists to represent.
• They are responsible for marketing, promoting and exhibiting their artists.
• Artists represented by the gallery usually obliged to sell their work exclusively through the gallery.
• Gallery must ensure they have a successful product to sell.
• Commercial galleries will create a unique style –e.g.collect and promote only Aboriginal artwork or only photographic works

Question 2

Role of Commercial Galleries (Sell)

Answer 2

• A commercial gallery is like any other business – it’s revenue must exceed it’s expenditure to be viable.
• Commercial galleries take a percentage of the sale of all work – anything from 30-55%.
• Simple sales –people walk into the gallery and purchase ‘off the wall’.
• Complex sales –work with a buyer/investor – people looking for investment and quality
• Commercial galleries need effective business relationships to ensure ongoing business.
• Selling art is a complex web of quality, reputation, style and taste.

Question 3

Role of Commercial Galleries
(Promote)

Answer 3

• Advertising/Marketing –mailing lists of collectors, fliers, newsletters, press releases, magazines.

*Free advertising – Age EG guide and local papers heavily used by commercial galleries.

• Commissions– gallery tries to find opportunities for their artists through commissions –large corporate or government clients which may increase their exposure –both artist and gallery.

*Exposure for the gallery and the artist are crucial for sales.

Question 4

Role of Commercial Galleries
(Collect)

Answer 4

• Commercial galleries maintain stock rooms of their own artists work to complement their exhibitions.
• Following an exhibition, the gallery keeps further samples of an artist’s work to show to buyers.

Question 5

Role of Public Galleries
(Educate)

Answer 5

*Public gallery is an educational resource

*Teach the public about our cultural / artistic heritage

*School groups, free public tours, professional development for teachers

*“Behind the scenes” tours

Question 6

Role of Public Galleries
(Present)

Answer 6

*A public gallery must decide on an exhibition program which will present the best exhibitions to the public to ensure attendance.

*Exhibitions are sourced from own collections and travelling exhibitions.

*The exhibition space and design is a vital part of the effective presentation of an exhibition.

*Conditions such as temperature and humidity in both display and storage spaces must also be maintained to ensure that works are presented at their best

Question 7

Role of Public Galleries
(Promote)

Answer 7

*Public gallery must ensure it provides an interesting venue for the public to view the collection.

*Exhibitions must be held that will engage the public

*Must consider what and how they promote to increase attendance

*Public galleries promote through a variety of sources – print and electronic media

*Memberships – general, corporate and Artbeat –young members 20s & 30s

*Target audiences – publications for students, staff and specific groups

Question 8

Role of Public Galleries
(Collect)

Answer 8

*A Public gallery is a custodian of art on behalf of the public.

*Must develop, maintain and conserve their collection for future generations.

*Collection in a public gallery is viewed not sold.

*Collection – works are donated – bequest or by acquisition - funding through government

Question 9

Role of public Galleries
(Conserve)

Answer 9

*Public galleries employ conservators to care for the works in it’s collection, whilst in storage and on display.

*Conservators first role is to prevent work from being damaged.

*Conservation in a large, public gallery is complex and costly, often involving a range of technical procedures to restore work that has been damaged.

Question 10

Artist Run Initiative galleries
(role)

Answer 10

ARI’s help artists to form a style –through regular exhibitions

*Learn about exhibiting

*Experimental spaces

*Provide for those with a lack of a ‘body’ of work to seek representation

*An Artist Run Initiative (ARI) can take many forms but typically has some of these key factors:

*it is managed by artists
*it operates on a non-profit basis
*it has a continuing program of activities
*it accepts proposals for exhibitions on an application basis