Do Art Galleries Really Help Artists Sell?
If you’re an artist dreaming of gallery representation, you’ve probably heard mixed reviews. Some artists swear by galleries, while others (like me) have made little to no sales through them.
Here’s the reality:
Galleries can boost your reputation—but only if they’re prestigious.
Photographers struggle more—many traditional galleries still favor paintings over photography.
Most sales happen online or at art fairs—collectors rarely care which gallery represents you unless it’s a big name.
So, should you even bother? Yes—if you do it strategically.
4 Years of Marketing Experience…
condensed into these 11 marketing lessons
Types of Galleries (And Which Ones to Avoid)
Not all galleries are created equal. Here’s the breakdown:
1. Commercial Galleries
For-profit, brick-and-mortar spaces that take 30-50% commission.
Pros: Prestige, collector network, sales team.
Cons: Highly selective, may not market you well.
2. Nonprofit Galleries
Pros: These focus on education, not sales.
Cons: Good for exposure, but don’t expect income.
3. Co-op Galleries
Run by artists splitting costs.
Pros: More control.
Cons: Often lack marketing expertise (the "blind leading the blind").
4. Vanity Galleries 🚨 Avoid These!
You pay to exhibit (e.g., $500/month for wall space).
They don’t care about selling your work—they profit from renting space to artists.
5. Online Galleries
Not the same as marketplaces (e.g., Saatchi Art).
You should be looking for versions like Cohart. In other words, look for jury-based and/or curated galleries.
In this video, I break down my personal experience (spoiler: I’ve made very little from galleries!) and share the truth about working with art reps, commercial galleries, vanity galleries, and more.
How to Get Into a Gallery (The Right Way)
Step 1: Build a Strong Online Presence
80% of galleries discover artists via social media or referrals.
Have a professional website, portfolio, and active Instagram.
Step 2: Research the Right Galleries
Ask:
✔️ Do they show art like yours? (Style, medium, price range)
✔️ Do they represent artists at your career stage? (Emerging vs. established)
✔️ Is their location good? (No foot traffic = no sales)
Step 3: Check Their Sales Team
Do they know the art on their walls?
Do they actively engage visitors or just sit behind a desk?
Do they have a collector mailing list? (Ask: “How do you market your artists?”)
Step 4: Pitch Professionally
Don’t cold-approach with a portfolio. Instead:
Visit first, then request a meeting.
Bring physical samples (or high-quality prints if work is large).
Show a cohesive body of work that fits their existing artists.
Should You Work With an Art Rep?
Art reps sell your work for commission (or a retainer + commission).
Pros:
They handle sales, negotiations, and networking.
Good if you have high demand but no time to sell.
Cons:
Many take 15-50% of sales.
Some are inconsistent (ask their current artists: “Has this rep actually sold for you?”).
Red Flag: If an "art consultant" charges you a commission (they should be paid by the buyer, not you).
So, is a gallery worth it?
If they take 50% and demand 50% effort (marketing, collector outreach), then no.
If they take 50% but provide the marketing support and collector outreach, then yes.
However, don’t rely on galleries alone—build your own audience online.
BIGGEST NOTE: Vanity galleries are scams—never pay to exhibit.
Why TASA?
You’ve Mastered The Craft - Now, Master the SALE.
Learn the process and systems behind selling your craft.
Stop waiting for gallery validation or social media virality—take control of your success.
