What's the fundamental difference between direct and indirect selling strategies for artists?

There are two core strategies: direct and indirect. Indirect means selling through third parties like galleries, art fairs, or online marketplaces. The problem with indirect is that the rug always gets pulled out from under you eventually—whether it’s algorithm changes, gallery closures, cancelled shows, or venues taking larger commissions. This is why most artists stay on a hamster wheel for years, never achieving consistent income. The direct strategy means you sell directly to customers, market directly, and don’t rely on anyone else. With direct selling, you make the most money from your work, achieve consistent income, and end up with a valuable business. It’s the only path to sustainable success.

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Asked by artists seeking business direction · Answered by Patrick Shanahan · art-marketing-podcast · 2020-06-27