Today's Post is by Lori Woodward, Regular contributing writer for FineArtViews. She is also a contributing editor for American Artist's Watercolor and Workshop magazines. She writes "The Artist's Life" blog on American Artists' Forum and is a regular contributor here on Fine Art Views. Lori is a member of The Putney Painters, an invitational group that paints under the direction of Richard Schmid and Nancy Guzik. Find out how you can be a guest author.
During the past 15 years, I've sold my work through commercial galleries, but for the last 18 months it seemed to make more sense to sell on my own. I got tired of having gallery owners tell me what to paint (add some flowers, this tree doesn't look right, the sky is too dark, etc). After all, doesn't my 20 years of art education count for something? Why is it that they think they know more than I do?
Gallery or Self-Sales, You Have a Choice
OK, this post is not aimed at gallery owners - rather it's about how much I am enjoying selling my work on my own. I'm all for galleries, and you can see that from many of my blog posts here at Fine Art Views. A high visibility gallery can do wonders for an artist's career. But for many of us, our work can't compete with the artists who show in the best galleries. However, that doesn't mean our art isn't collectible or outstanding. For example, my watercolors are not favored by galleries - even though I varnish them and frame without glass, gallerists are reluctant to take them on. Besides, watercolors don't often command the prices that oils do.
People Love My Watercolors, But Gallery Reps Don't Want Them
It's interesting to note that when I talk to my friends and collectors, they often say they like my watercolors best. There seems to be a paradox here. People want my watercolors, but galleries say they can't sell them. Hmmm... somebody is wrong. So in the past 5 years, I've been selling watercolors primarily from my website and other unconventional venues - like a B&B where I am the artist in residence. I also have sold paintings to my students. I love being able to control my sales and prices -- I am sure to get paid right away, and I have the contact information for my collectors.
The way art is sold and the power of selling our art, is now more in our hands (the artist) than ever before!
My Past Collectors Are Looking For Me
What got me thinking about these things is that this morning, yet another previous collector, who purchased one of my works long ago from a gallery, has found my website. In the past few years, several previous collectors have contacted me. I am thrilled because now if I need a high resolution image of these works, I know where to find them. I can form relationships with these folks. They are signing up for my email newsletter on my collector's website. They are interested in knowing what's going on with my career. The fact is that month by month, I am building a following with art collectors - which is making me think that I'd be a fool to go back to working with galleries. Now don't get me wrong, I highly recommend galleries for many artists; I'm just concluding that they're not the best venue for my work - especially, my watermedia pieces.
I'm In Full Control Of My Pricing and Subject Matter
What's really great is that because I'm not having to pay a 50% commission on my work, I can control my prices, and offer different mediums and sizes at reasonable prices. I can offer discounts and incentives to my previous collectors, and I don't have to worry about what galleries think of that. For my type of work, I've always been able to sell it better on my own anyway. I like working with people (as you can tell, I'm quite social). I also enjoy the business side of art, meeting people, and selling my work directly. Selling directly is not for every artist, but if you're the type that does enjoy knowing your collectors, I'd definitely recommend it.
Yes, I still do paint for the occasional invitational show, but for those, I do oil paintings - that's what they expect, and I don't mind painting in oil. It's true that folks who shop at galleries do prefer oil paintings, but it's also true that folks who buy directly from me prefer my watercolors. So, it's clear that I have a wave to ride that's just waiting for me. I'd be crazy not to wax up my surfboard and get on it.
Of course your previous collectors are going to "Google" you to try to find out what's going on with your career. If you have a website, they're going to find you.
If you're working with galleries, then it'll be in your best interest to lead those folks to your gallery's website. On the other hand, if you're inclined to work without galleries, this is your golden opportunity to work directly with your collectors.
via fineartviews.com
In reference to "You have a Choice" Gallery or Self Sales-Lori Woodward.
Once again you have reinforced the "Journey" that I seem to be traveling. It seems as though the "Choice" you speak of has historically been made for me. Although I am currently in a Gallery in an Educational Institute, I have yet to be picked up by a typical Gallery. At first my primary focus was to be in such a venue. Now- not so much!
I am coming up on just finishing up my 6th year as an avid aspiring artist and to date I have sold 116 paintings (average median $295 USD). Needless to say all have come from Self Sales-
Was it "The Tribe" concept defined in past articles- I just went and looked for it but there are soooo many articles - Anyway my lastest sale to a person who has 3 of my works told me he was investing into my future as an Artist (He sees something that not even I see)
Although my EGO still longs for that "Artist Opening" at "The Great XYZ Gallery" (EGO BEING THE OPERATIVE WORD-haha )I remain a Humble Rouge who enjoys painting and am ever so grateful to have folks afar like you who give me Hope and Clients closeby to give me vision that "My Journey" is right were it is supposed to be.
Blessed to those who bring Colour into the World
Michael Ray