Why is it mandatory for artists and photographers to own their own distribution channels and customers?

If you tried to get a business loan or raise capital without owning your own customers or traffic—relying entirely on galleries, online marketplaces, or third parties—you’d be turned down immediately. Investors and banks know that such a business model isn’t viable long-term. You’re building on sand: at any moment, those channels can disappear (a pandemic shuts down galleries, a platform changes its rules, a distributor drops you), and you have zero control or recourse. A sustainable business requires you to own your distribution channels so you can defend your livelihood when external shocks hit.

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Asked by implied audience question · Answered by Patrick Shanahan · art-marketing-podcast · 2020-06-25