Artists often face criticism from art consultants and gallerists for inadvertently hindering their own sales by being difficult to collaborate with or creating barriers to purchasing their work. What guidance can be offered to help artists avoid becoming their own worst enemies? — A hopeful observer seeking advice for fellow artists.
Dexter Wimberly, an independent curator and co-founder of Creative Study, laughs when asked this question. Wimberly, who has extensive experience working with artists, notes, “Artists often struggle to articulate their needs early in a relationship, which can lead to partnerships that aren’t beneficial.” He emphasizes the importance of establishing clear expectations at the outset to prevent complications later on.
Wimberly also highlights artists’ fear of losing opportunities, leading them to avoid making requests. He explains, “The term ‘partnership’ varies in meaning. Artists must understand the dynamics of their relationships, as these involve significant commitments and should ideally be outlined in contracts.” Leonora Loeb, an artist from the collective Underdonk, adds that working relationships with friends can pose unique challenges, often informal and less professional.
Art advisor Daniel Kinkade stresses a business-oriented approach, urging artists to define their market and audience. He advises prompt communication, suggesting that pricing and details should be shared within 24 hours, as today’s buyers, particularly millennials, dislike waiting. Kinkade also emphasizes the importance of maintaining an organized database and a professional online presence.
Both Kinkade and Phillip Niemeyer, of Northern Southern gallery, advocate for consistent pricing. Niemeyer notes, “A 50% split is standard across retail, not just art,” and advises against desperate actions like fire-selling work on Instagram. Despite exceptions, transparency and communication are crucial, as poor communication often leads to missed opportunities on all sides.
