What is the difference between direct and indirect selling in the art business, and which should I focus on?

Direct selling means you do your own marketing and sales, own your customer list, make the most profit from your artwork, and control your business without depending on third parties. Indirect selling means selling through galleries, publishers, or other third parties—online or offline. You should focus on building a direct business where 80-90% of your sales come from direct channels. The indirect model is risky because third parties can pull the rug out from under you at any time, you make far less money, and you don’t own your customer relationships. Treat indirect sales as gravy, not your main strategy.

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Asked by artists and photographers seeking foundational business strategy · Answered by Patrick Shanahan · art-marketing-podcast · 2020-06-24