What's the fundamental problem with relying on third parties like galleries and art shows for my art business?

Relying on third parties means you’ve built your business on sand—someone else controls your destiny and can pull the rug out from under you at any time. During the pandemic, artists who depended on third parties for sales got crushed when galleries closed and shows were canceled. You don’t own your customer relationships or email list, you take a massive commission cut (often 50% or more), and you have no control over marketing or customer follow-up. If a gallery closes, you might get your work back but you won’t have any customer data or relationships built from those sales. Additionally, as third parties struggle financially, they may demand even higher commissions or replace you with other artists. The biggest lesson is this: build a direct business where you own your customers, your distribution, and your destiny. Let third parties be gravy on top, not your foundation.

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Asked by synthesized from teaching · Answered by Nick Friend and Patrick Shanahan · art-marketing-podcast · 2020-06-15