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Galleries take on the role of classic brokers or traders in the sense that they offer to sell an artwork on the artist’s behalf, if it is consigned for an exhibition at their gallery. They will then earn a commission on the sale of the work. However, this is a relationship of collaboration and the artist can also sell his or her own work independently during an exhibition at a gallery.
When scouting for artists to represent, the gallery will look at the artist’s oeuvre and see how his or her work fits within the gallery programme. The key ingredients to land gallery representation are a compelling and intriguing oeuvre, a professional artist profile (with a resume and bio) and a strong network.
The gallery will then invite the selected artist to collaborate with them on an art show or an exhibition at the gallery. The gallery will then handle everything around the event; transportation, insurance, supervision and installation, print work for the show, invitations, drinks during the opening of the exhibition and if needed, framing to name but a few.
If the artwork is sold, the gallery will handle the transaction, but the artist remains liable in case of loss or theft. The gallery will collect the sales proceeds and pay them to the artist, after retaining their commission.
Depending on the contract between the artist and the gallery, the gallery will often cover all transportation costs from and to the artist’s studio. This is especially common in the case of more established artists.
When choosing photos to exhibit at a gallery, it is essential to make a thorough selection process and be critical. You will probably find many shots that seem promising at first glance but that could be improved massively with a wave of the magic editing wand. Don’t be afraid to reject images, as this will help you concentrate on the ones that truly fit your style. Just be sure to keep them on your hard drive so that you can re-visit them in the future. You never know when you will come across a gem that needs to be shown in the next exhibition. Moreover, these images will remind you of the good times you spent in the studio and they will motivate you to continue working hard in the studio. Then when the time comes for another show, you will be ready to make your best images ever!