Is it okay to do both direct sales and sell through galleries?

Yes, there’s nothing wrong with selling in galleries that want to offer your work, as long as they add value. Think of galleries and other third parties as spokes in your marketing wheel, not the hub. Treat third party sales as gravy, not the foundation of your business. Always remember the rug will eventually get pulled out from underneath you with any third party. Keep your focus on your direct business—spend 90 to 99 percent of your time and marketing energy there, and only 1 to 10 percent on third party channels. That’s how you build something you can rely on for consistent income.

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Asked by an artist considering both channels · Answered by Patrick Shanahan · art-marketing-podcast · 2020-06-18