During a recent consultation, an artist whose galleries had all shut down asked about joining another online marketplace. What's wrong with that approach?

That artist had just had the rug pulled out by third parties—all her galleries and shows closed—yet her instinct was to sign up for yet another third-party platform. She hadn’t learned the lesson: her entire business was built on sand (indirect channels), which is why she was in crisis. Pursuing another marketplace would simply repeat the same mistake. She needed to understand that her strategic decision to build indirectly was the reason for her predicament, and that she must pivot to a direct model where she owns her customers and traffic.

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Asked by an artist from Palm Springs · Answered by Nick Friend · art-marketing-podcast · 2020-06-25