Below is a comment by gallery owner Carrie Horejs from an earlier post called Running an Art Gallery. She talks about some of the challenges that the Internet is creating for the old artist/art gallery relationship. She raises some interesting questions..
My husband and I have owned and operated Xanadu Gallery in Scottsdale, AZ, and online since 2001. In fact, we opened September, 10, 2001. The next day, with the horrific events of 9/11, we thought we were goners. Of course, the economy of then was nothing compared to the difficult times of today. However, our sales are up from last year by 40 percent (2008 being our worst year yet).
My point in writing this comment is to say we have noticed a dramatic shift since opening in 2001. Back then very few collectors thought to look on the Internet for art or artists. Now, it is second nature to go to google for everything, including researching artists. A collector walks through our doors, falls in love with the artist, goes home and Googles the artist and then commissions directly from the artist. I’m not saying this happens all the time, but several months ago we, by accident, found out about a $200,000 commission that went directly to the artist after the purchaser had discovered his artwork in our gallery. Rather than become bitter, we got smarter. Why shouldn’t the internet work for both artists and galleries.
Now, before we represent artists in our Scottsdale gallery, we require they join Xanadu Studios where they show their work online through our site. Every studio artist shows in our bricks-and-mortar gallery on a rotating basis, but only top-selling artists show on an on-going basis and get shows devoted to them. We’re not sure it’s a perfect system yet, but we’re evolving with the times. We’re requiring more from our artists who promote themselves through personal websites and blogs (which, is like all of them).
I often wonder how other galleries are dealing with artists who have gallery representation but continue to self-promote. I have been known to secret shop gallery represented artists. I contact them through their emails on their personal websites and inquire as to whether they have any studio pieces available. Not once has an artist directed me to his or her galleries for purchases. I fear galleries will dry up if they don’t smarten up. Then where will collectors go to see art in person?