Commercial Galleries

Question 1

Acronym for roles

Answer 1

R$PC
- Represent (and select)
- Sell
- Promote
- Collect

Question 2

Represent (and select) artists

Answer 2

• 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.
• Most established Australian artists will be represented by a commercial gallery in Melbourne and Sydney.
• Hold solo and group exhibitions for their artists
• Generally mid to late career established artists are represented by major commercial galleries.
• Commercial galleries will create a unique style – e.g. collect and promote only Aboriginal artwork or only
  photographic works
• Some galleries also offer exhibition space, for a fee, for less established artists to exhibit their works in
  the hope of making sales or attracting representation

Question 3

Sell

Answer 3

• A commercial gallery is like any other business – it’s revenue must exceed it’s expenditure to be viable.
• Commissions charged on the sale of works.
• 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 work with their buyers as much as they work with their artists – need
  effective business relationships to ensure ongoing business.
• Selling art is a complex web of quality, reputation, style and taste

Question 4

Promote

Answer 4

• Advertising/Marketing – mailing lists of collectors, fliers, newsletters, press releases, magazines.
• Similar methods of advertising to public galleries.
• Free advertising – Age EG guide and local papers heavily used by commercial galleries.
• Hold and organise gallery openings for the artists.
• Gallery makes contact with potential buyers prior to the exhibition opening – often offers
  previews to serious buyers before the opening to avoid the crowds on opening night.
• 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 5

Collection

Answer 5

• 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.
• Some large galleries have very sophisticated stockrooms, with
  purpose built viewing spaces and storage racks.
• Many other galleries use whatever space is available off the gallery floor, e.g. office walls, shelves and stacks on the floor

Question 6

Flinders Lane Gallery (commercial gallery example)

Answer 6

• Flinders Lane Gallery is a privately owned commercial gallery.
• They are not government funded, and rely solely on sales of artwork to run
  the gallery.
• FLG operates beyond a rigid aesthetic or the dictates of fleeting trends – commitment to high quality work showcasing technical skill & creative sensitivity.
• They have a rotating exhibition program throughout the year, with a new exhibition every 3-4 weeks.
• Artworks shown range from contemporary Australian figurative and
  abstract paintings and sculpture through to contemporary Indigenous
  paintings.
• The artists who exhibit at FLG are represented by the Gallery and are part
  of a stable of artists - i.e.. the main gallery space is not available for hire by
  external artists. The director prides herself on her relationships with the
  artists - ensuring an intimate & insightful awareness of artistic practice.
• A standard private commission structure is applicable to these artists, and exhibitions. All works exhibited are available for sale.
• Represented artists are selected by the director on the basis of quality of
  work and the strength of exhibition history.
• Promotions for the gallery and exhibitions are made through art magazines, invitation cards, emails distributed to a mailing list, via the internet and various avenues of social media, some adverts are paid for by the gallery in order to guarantee the promotion of the exhibitions, other media is distributed and published based on editorial submission selections

Question 7

General Characteristics

Answer 7

Key Role/Aim: to sell the work of their represented artists.
* Often privately owned and operated and in the business of
dealing in art.
* Important place in art industry – exhibiting, promoting and selling
work, especially contemporary art.
* Funding - from selling works and acting on behalf of other buyers.
* No government funding.
* The galleries are businesses, and their main objective is to make
profit through the sale of art works.