How does building your own attention compare to relying on galleries for exposure?

Galleries are essentially in the attention business—they own the attention and offer to sell your work in their venue in exchange for typically 50% of the sale. This can work, but you’re dependent on them. When you build your own attention over time through your own channels and audience, you gain independence and control. You’re no longer dependent on galleries taking large commissions or changing terms on you. If something like COVID hits and physical galleries close, you’re not stuck. Building your own attention means you can sell whatever you want in the future and keep going back to your audience again and again. The attention doesn’t have to be yours at first—you can plug into galleries, shows, and fairs—but the long-term goal should be building enough of your own attention that you have options and aren’t dependent on any single gatekeeper.

---

Asked by an artist who has sold through galleries and wants to grow independently · Answered by Patrick Shanahan · art-marketing-podcast · 2020-10-21