SO YOU WANT TO BE AN ARTIST?
… The business of being an artist and working with galleries
Alan K. Avery, owner Alan Avery Art Company
Thank you to Charles Mitchell at Think Free Films for the video and editing!
Art School: Is it worth it?
o You can learn artistic rules on the Internet, by job shadowing or joining an artist co-op.
o You have to learn composition, perspective, anatomy, and color theory to become a successful artist.
o You have to learn the rules in order to break them.
Assessment of your talent: Why do you create your artwork?
o Photorealism is a technique and anyone can learn a technique.
o Great artwork is when you can bring incredible ideas and creativity together with incredible technique.
o Have reasons and inspiration behind your artwork.
Finding a Gallery
o There is a gallery for every artist.
o Networking is the most valuable tool you have as an artist.
o Be out in the artistic community and be seen.
Challenging yourself
o Being the top artist in a gallery is not necessarily the best for your career, long term. If you don’t challenge yourself, you will not experience growth as an artist.
o Being around other great artists helps to elevate your work.
• Rotating your artwork
o Rotate your artwork a minimum of three times per year in a gallery setting.
o Keeping the gallery inventory fresh will benefit your chances of being show to collectors.
Pricing
o You have to pay your dues, start low and work your way up the ladder.
Social Media
o Once you start getting a collector base, they will find you on social media.
o Put your best self forward, don’t air politics on social media.
The Business of Art
o An art dealer has the lowest profit margin of any business , a 50/50 split with the artists is not unfair.
o Galleries have to figure in the cost of running a gallery, hosting events and openings, and paying a staff. All of which comes from their 50% .
o Discounting artwork devalues the art for the rest of the collection.
o Many people have not been in an art gallery before. It is the gallery’s job to make people feel comfortable by speaking to and informing them about the art.
Signing with a Dealer: Is it necessary?
o It depends on the type of career you want. You can show at art festivals, sell your work online, or sign with a gallery.
o Brick and mortar galleries will stay in business regardless of the Internet.
Serious collectors want in person advice for purchasing artwork
o Do not sign with an art dealer until you have gotten to know them and know it is the right gallery and experience for you. Research the gallery and the art dealer.
Contracts
o They exist for a reason, to protect everyone involved. The reason for a contract is because an art dealer has been burned in the past and needs to protect their interests for the future. The same goes for artists, the contract is also there to protect your interests.
o If you do not understand terms in a contract, ask the dealer for clarity. If you see something you don’t like in your contract, you can ask for a revision to suit your needs. Make sure that your contract is an agreement between you and your art dealer. Make sure to read your entire contract. Does the contract deal with insurance coverage, who pays for shipping, and payment dates if a work sells?
o Know what your rights are before you approach a gallery. You have the rights to your work and how you are represented.
Alan Avery Art Company
656 Miami Circle, NE Atlanta, Georgia 30324
www.alanaveryartcompany.com