What are the two viable business models for artists today?

There are two viable routes for artists today. First is going direct—running your own online business like a gallery model, learning to market yourself, and selling directly to collectors. Second is doing in-person shows and fairs where you meet customers face-to-face. The gallery model doesn’t work for most artists because it follows the power law, meaning the top 1% of artists make all the money and no one else does. Online marketplaces also don’t work for 95-98% of artists. Both of the viable models—direct online sales and in-person shows—require hard work and what I call ‘suffering’ as you learn the skills. But once you start doing them, that’s when all the serendipity happens. That’s when a gallery might actually call you because everyone’s talking about you, or when collectors start seeking you out. Both models work, but they require commitment and consistency.

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Asked by general audience · Answered by Patrick · Art Business Webinar · 2026-08-17