Why is relying on art shows risky even though I'm selling direct at them?

Art shows, while direct selling, are still dependent on a third party—the organizers. You’re relying on them to market the event, attract the right clientele, and actually run the show. The pandemic proved this vulnerability when all in-person shows were cancelled. Even though you make direct sales, you don’t control the distribution channel itself. That’s why it’s critical to own your own direct distribution—your website, email list, and customer relationships—so you’re not exposed when external circumstances change.

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Asked by an artist relying on art fair sales · Answered by Patrick Shanahan · art-marketing-podcast · 2020-06-16