How important is it to own my distribution channels rather than relying on galleries or in-person shows?

Owning your distribution channels is the only thing that matters for long-term stability. When you own your email list and social media following—the attention you’ve built—it doesn’t matter what external crisis hits, whether economic downturns, pandemics, or other disruptions. You control access to your audience. Building these owned channels isn’t something you can flip like a light switch; it takes consistent effort over three to five years. The lesson from recent disruptions is clear: artists who had their own distribution channels weathered the storm, while those dependent solely on galleries and shows had the rug pulled out from under them.

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Asked by artists concerned about business stability · Answered by Patrick Shanahan · art-marketing-podcast · 2020-06-09