This is part of Aletta de Wal's 12-part series, Bust That “Starving Artist” Myth (and Eleven Others)

I often hear artists say that they are too right-brained to do left-brained business tasks. They imagine that getting a gallery means that they will be able to wash their hands of the filthy business side of art. They assume that the gallery will handle every aspect of marketing and selling their work.

Wrong!

Art World Reality #3: Dealers Are Business People, Not Caretakers


Successful art entrepreneurs go beyond brilliant ideas. They turn ideas into action. You have to divide your time between making art, handling the business side, and having a personal life.

Galleries are retail outlets for your art. They have exhibit space, client lists, ways to attract collectors and systems to handle sales. They need your art to complete the picture. You need them to access their audience. It’s a win-win.



Artist Real Job #3: You Are a Business Partner With the Dealer


When you sign a deal with a gallery, you and the dealer agree to partner to sell your art. The dealer does not do all the work. You work with your dealer to double the effectiveness of the marketing you each do. Together, you leverage your art, audience and reputation with the dealer’s display space, collectors and market.



These days, artists need multiple sources of income so galleries are only part of the mix. You are your own dealer in every other venue except for galleries. Learn to work well with galleries and you will learn a lot about managing your exhibits in alternative spaces and exhibits that other art professionals arrange for you. Professional artists handle all dealings in a businesslike fashion.
----
Aletta de Wal, Artist Advisor for Artist Career Training, inspires fine artists to make a better living making art in any economy.
In case you missed it, read part one and part two. And visit the blog again on Wednesday to discover how artists found support in earlier times with Aletta's companion overview.