Late last year I was contacted by a Michigan art gallery owner who wanted to feature some of my work in a new venture they were exploring. It started with some initial phone conversations and a lot of very complimentary language from the gallery owner. He was a great personality to engage with and had a lot of “art world” stories to share. He has been in the business for a long, long time. At the start, it seemed like it might be worth exploring to me until it wasn’t.
Art gallery explores digital catalog
This is a brick and mortar gallery in a very small town that, to its owner’s credit, found a way to survive for a long, long time in a very tough business. That in itself was enough for me to keep the conversation going and learn more about what he was proposing. This new venture of theirs involved buyers that would come in and view potential art for purchase on a monitor versus on the gallery wall. Basically their wall space was already filled, and they wanted a way to expand their “inventory” so to speak by offering an “art-on-demand” service. They would market it through their existing network.
All of this sounds interesting, although at first, I admit it sounded a bit like going to a car dealership to use their computer to shop online for a vehicle. They didn’t plan on printing any of my work to be on their walls – no showroom presence. However, I kept an open mind for the potential opportunity. Again, the owner’s language very flattering throughout – “it’s different….would make a great addition … great exposure … etc, etc.” He was quite the character, though I detected a bit of salesmanship, no doubt a personality trait that helped to be in business for so long. I usually have a pretty good b.s. detector and this one wasn’t pinging the needle too hard, just a little. I gave him some leeway as he seemed genuine – he was quite the talker, opposite from me.
The exposure to a supposed “large network of buyers” at least had me thinking “ok, tell me more.”
Making a deal
The conversations ultimately reached the bottom line of compensation. Whenever they sold a photograph of mine, likely on metal as it is “all the rage“, no matter the size – I get $25.00. When I heard that quote, I responded “Oh.” I told him I would have to think about it.
The fact is, I have experience with similar deals that more or less relied on the potential for volume versus individual sales. I also recognize the expenses of the gallery owner, the coordination with the lab and the customer, their own overhead costs, and the downward market pressures on wall art in general. I know all of these because I have handled end-to-end delivery of art, just without the brick and mortar (a big consideration no doubt!)
Your price does not equal the size of your ego. Nor is it a reflection of your self-doubts. It’s driven by the market. It’s math, not psychology. It can’t hurt you and won’t bite, so don’t be afraid of pricing your art.
Crista Cloutier, Professional Art Advisor
Ultimately we all have our own bottom lines we need to draw, it is a simple fact of doing business. It is also easy to get drawn into the emotional aspect of pricing, especially with art, which can be a major stumbling block for some. When I researched what this gallery would sell pieces for, the artist compensation was in the 4-6% range. A typical gallery split with artists is around the 50/50 range where the art is physically in the gallery.
Honestly, I don’t know what is market average for a setup like this, where the gallery offers from a virtual art catalog. More galleries are exploring these options due to the pandemic. There is an obvious gap between 5% and 50%.
From an exposure aspect (how many times have we heard that?) – I had no way of really verifying the “large network of buyers” the owner bragged about. I decided to pass on this one. For some, maybe it is a good deal – and that is OK. I am not passing judgment. There will always be people that sell their work for less.
The uncomfortable conversation
Well, the final conversation I had with this gallery owner ended up not so pleasant. I called him to respectfully decline, explaining it wasn’t a right fit for me. He genuinely got upset. He went into a rant on how artists never understand the business side of things. I agreed with him – it is probably true in a lot of cases. He told me I “didn’t have to do any work, just send files,” they do the rest. I tried to explain to him much of the work involved is before that point. Obviously annoyed, he went into some offensive territory. And I quote… “I could just send someone out with a camera and get some of these shots for free and not have to pay anyone anything!”
I kept it professional, trying not to take it personally – just thinking to myself “well that’s a bit ballsy.” 🙂 All of this happened more than 6 months ago, but I remember that particular line quite clearly. I simply responded, “Well, you should do that then.”
Despite the offensive remarks, I don’t hold any ill will against this gallery owner. He is probably facing enormous pressures just to stay afloat. I can only imagine the struggles to keep a gallery open in such a small town. Maybe it will be for someone else. He didn’t seem to understand that at the time, which is fine. At the conclusion of our conversation, I wished him all the success in the world on this new venture and continued longevity of his gallery. I meant it.
I only write about this experience as it is probably one many artists can relate to. Pricing is always one of those “uncomfortable conversations” for some. It doesn’t have to end on a negative note as perhaps this one particular gallery owner viewed it at the time. I doubt he even remembers it now. Keep things professional. Recognize not every opportunity is going to be a good fit for you or your work, and not every artist is going to fit what a gallery’s business model needs.
Featured Image at top of post: River Mudflat Reflections, Clinton River, Sterling Heights, Michigan Image ID # WA10076, part of Intimate Landscapes collection
What a wretched encounter, and what an attractive main image. It’s great when someone wants to sell your work, but it’s disrespectful to offer terms such as these – especially given the retail price charged. With royalty-free and other pricing models in a market flooded with images, some businesses think they can offer essentially nothing.
I think your adjective fits Tom — “wretched” 🙂
Wow, what a cautionary tale! Although I have not jumped into the market and only sell a print very occasionally, I know enough to know that $25/print sounds very low, and then 4-6%, seriously! Then, “you don’t have to do any work” – Hello, do you have any idea what goes into the work?? Then that final mean-spirited remark, well, that’s just laughable. I like your response. I like the Art Advisor’s quote you included, too. Moving on!
Hopefully other artists will be wary of this sort of thing.
Pricing is the hardest thing for me. I do not have much experience in gallery pricing. The closest I got was in a local coffee shop where I hung 6 of my images. I jumped at the opportunity when I was asked if I wanted to display my work. After hanging them I was then told I needed to pay the coffee shop owner 30%. I placed prices for the framed prints according to my cost and my profit. If I was to pay the owner then it was going to put me in the negative. I said I couldn’t do that and would take them down immediately. They then told the fee would be waived and I could leave them up. This was my first and only experience.
I think it’s tough even for portrait and wedding photographers to price their work. I found it difficult to price weddings, difficult to shoot weddings and no longer want any part of that.
I think you made the correct decision. It also reminds me how our business model is based on eliminating the interaction of the creator and the buyer. Too many hands wanting a piece of the profit.
My dad is a gifted woodcarver, crafting his skills for the past 40 years. He’s never sold a single piece. He nonchalantly says everyone of them was made as a gift.
Love that featured image!!!!!
Thanks for the kind words on the featured image Monte and sharing your experience with this. You can count your coffee shop experience as a lesson learned I suppose. I don’t see anything objectionable with the coffee shop owner wanting the cut, just they should have made it clear upfront so you could factor it in. It would be a rare thing indeed for someone to not want a piece it seems. Everyone is trying to cover expenses one way or another, rarely is something done as a “favor.”
It could be that your gallery owner just needs some educating, although unfortunately he’ll probably find photographers who think $25 is “better than nothing!” I might suggest that the traditional 50/50 split assumes that you have already borne the cost of printing and framing, and that the print is hanging in the gallery for purchase. If the gallery is covering the cost of printing, than the photographer’s split should be adjusted accordingly, but not as low as the measly $25! I’ve had a few recent sales through art consultants where they have handled the printing and framing, and I have essentially “licensed” the file for that specific use. The amount they pay me depends on the size of the print and the quantity, but would approximate what my net would have been had I done the work myself.
A few years ago I worked with a printer who was trying to get started selling “decor” prints through interior designers. It never worked out but the contract called for a fair split, given that he was covering all the printing, mounting and framing costs.
I agree Tom. I got the feeling the owner was pretty set in his ways so that would have been an uphill battle for little benefit in my opinion. Many art consultants do license the files now because they have established relationships with framers and printers they like. I don’t have any issues with that, as long as the licensing rates are fair.
Sounds like it would have been a horrible deal. Like you point out the usual is 50/50. With his deal he doesn’t have to use his wallspace etc so ho should be getting less than 50% not more. Sounds wise to have backed out. The fact that he said what he said indicates a level of ignorance in my opinion. Sounds like you gave him the right answer to go send a guy out with a camera himself.
Yeah, perhaps my b.s. detector isn’t as good as I thought it was if it took me until the end of things to figure it out.
I was told that a woman was considering purchasing one of my prints at a gallery. Her husband said he would take the same photo with his phone and save her money. She quickly responded, “But, would it look this good?” He responded no and she bought ther print. Sometimes, someone else speaks your thoughts with more impact!
Wow – a great example of lack of respect and lack of knowledge of copyright law. Sadly I think this probably goes on in some countries with pictures lifted from the internet, regardless of print quality. Thanks for sharing that Gary.