What's the problem with the traditional gallery model for artists?

The gallery model is exploitative and has serious limitations. Surveys of artists working in major markets like London and Los Angeles show that the number making a living from gallery representation alone is extremely small—basically half a percentage point. Beyond the economics, the fundamental problem is that when you acquire collectors through a gallery, you have no idea who they are. You have no relationship with them and can’t market to them. During COVID, this became terrifying—artists who’d been doing well in galleries suddenly found everything closed, their art locked in galleries they couldn’t access, no way to reach their buyers, no website, no email list. They were completely stuck. You never want to be in that situation. You can work with galleries, but you must have a home base that you own, know who has purchased your work, and have your own email list. That way you own the relationship and can weather any disruption.

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Asked by general teaching point · Answered by Patrick · Art Business Webinar · 2026-08-31