Brian Sherwin: Galleries Will Make A Big Push To Embrace the Internet

I think we are going to witness a big push towards galleries embracing the Internet– specifically aspects of eCommerce. The mainstream art market in general has been very slow at catching on to online business trends– a lot of professionals scoffed at the idea of utilizing the Internet for exposure and marketing. However, times have changed– and some of those same individuals are giving praise to VIP Art Fair– the first high profile online art fair– which will open its digital doors in January of 2011.

VIP Art Fair is important because if successful it will potentially change the view that many art dealers have about eCommerce and how art buyers like to make their purchases. It stands within reason that in near future we may see high profile galleries that focus mainly on online sales. It may very well shake the ground of art fairs and brick & mortar galleries as we know them.

With that in mind, I do find some of the reporting on VIP Art Fair to be amusing because many of the features that various writers are mentioning as being unique to VIP Art Fair have been utilized by artist websites for years. In a sense, VIP Art Fair is tapping into the online tools that artists have already been using for years.

I’d say the future is great. I don’t mean to focus so much on VIP Art Fair– but I think it will greatly increase the credibility of selling art online in general. Art collectors tend to follow market trends. Thus, if art buyers embrace the online platform of VIP Art Fair I think we will see other collectors more apt to purchase art online from individuals. True, it may only end up being a buyers fad — but it will be one hell of a fad while it lasts.

Furthermore, as it stands there are artists who have a better presence online than some of the most respected art galleries in the world. I think that says a lot for how the public views art online. When it comes to eCommerce I think most people want to see the artist profit instead of an institution that demands a percentage– which might be one reason why so many artists have mentioned to me that their art dealer has asked them to remove aspects of their online presence. If art dealers continue to try and block the growth of online exposure we may actually see more artists representing themselves online.

Honestly, having spent almost half a decade working within the industry of art websites– with a focus on social networking, online art competitions, and eCommerce– I must say that one of the biggest mistakes artists make when it comes to selling art online is to pay for services that may in reality be of little value to their career.

The reality is that any art website featuring an eCommerce platform is going to suggest that they are the best of the best when it comes to selling your art online. More often than not the bold claims can’t be backed– hell, most of these art website owners would not use their own service to sell art if they really want to see it go out the door!

For example, the founder of one art site I was involved with is currently having an auction of artwork created by the artist the site is dedicated to. Is this individual selling the artwork using site eCommerce capabilities — the same capabilities that have been praised as being introduced to top art collectors and art dealers? No. The artwork is to be sold at a brick & mortar auction! I’m actually surprised members of that community using the eCommerce platform– and paying for other services– have not demanded to know why the site founder does not have faith in those capabilities. As the old saying goes– actions speak louder than words.

With that said, I think the best thing an artist can do is maintain his or her own website, eCommerce capabilities, and blog. If an artist lacks time or is not tech savvy there are some affordable options online for having a personalized artist website created. For example, Fineartstudioonline (FASO) comes to mind. [FROM CORY: You can also check out the WordPress course at ArtEmpowers.me or the Done for You Artist Websites] Based on my experience I think that is a better investment than paying for upgrades on a huge artist social network where the focus is on you alongside thousands of others– artist need to focus on themselves. Having a personal website is the best way to do that.

I don’t see anything wrong with having your own website created by a third party provider. As I’ve mentioned if an artist lacks time or is not tech savvy he or she may benefit from utilizing services from a third party provider that focusing on artist website creation. What is important is to have a personalized website no matter how you go about it.

What artists should avoid is placing all of their online exposure and art marketing efforts into social networking sites like Facebook or niche artist social networking sites like Myartspace. I say that because when it comes to social networking sites in general you will often find yourself at the mercy of Terms of Service agreements that may change at anytime– meaning the design of the website or even the right to have your account may change at anytime. An artist can easily become a victim of changes– not to mention censorship due to the fact that most social networking sites have strict policies on what can be presented.

In other words, you could have a huge following on a social network one day and then find yourself back at square one a few months down the road. Think of Myspace and how much popularity it has lost due to Facebook– having a huge social network on Myspace is practically useless today. That is why it is best to use social networking sites as a tool for promoting your personal website. A personal website should be the pillar of every artists online activity be it for gaining exposure or marketing art directly.

That is a very good question. You have to go back to why artists want gallery representation in the first place. In the past, galleries– specifically high profile mainstream galleries in large cities– were the only way for an artist to gain wide exposure. If you were not in a gallery you would not end up in art magazines or be talked about outside of your peer group. In other words, if you were not in a gallery you did not exist– you were not even a dot on the art world map. The Internet changed that.

Today, as I mentioned, it is possible for an artist representing himself or herself to have a larger online following than an art gallery or gallery represented artist. The fact remains that the ease of spreading information online can make or break an artist as far as fame goes. Artists today can easily gain recognition for themselves– they can invent themselves in ways that simply were not possible prior to the advent of the Internet as we know it today. I know for a fact that there are artists who have more newsletter subscribers than some art magazines have subscribers. In that sense, an artist can impact culture without having to rely on anyone else.

I sometimes joke with colleagues about how someday art dealers will pay artists in return for using their contact lists. It is clear that art dealers and even mainstream art critics are nervous about how easy it is for individuals with no professional background in art sales or criticism to establish a huge following online– I think that is why so many of them scoffed at it before or attempt to downplay its value now.

Think of it this way– the top mainstream art magazines have only really started to focus on online promotion in the last few years. Needless to say, art dealers, art critics, and other art professionals have a lot of catching up to do. Today is a race for recognition and exposure that independent artists may very well win by following their self-driven ambition for success.

Your question can be taken two ways. If you mean how does an artist build a business while also finding time to create art– well, you have to make time. Artist always talk about how much time they devote to art and so on. Let’s be honest people– you know that you’re addicted to reality shows, movies, video games, or any number of things just like anyone else. Very, very, very few artists that I’ve met– and I’ve met thousands– spend every waking hour in the process of creating art. That is just a romanticized cliché that artists cling to when they need an excuse.

If watching re-runs of Friends or keeping up to date on Survivor is a part of your artistic process fine– but I have a feeling that with the majority of artists that is simply not the case. My point is that artists need to learn to sacrifice time.  In other words, artists should apend a few hours promoting their art online each day instead of spending that same amount of time watching television.

If you mean does an artist sell himself or herself out artistically by pursuing the business aspects of art– well, I don’t see anything wrong with an artist wanting to make money off of his or her artwork. My experience dictates that individuals who suggest that an artist is somehow not credible because he or she makes a profit from his or her art are either 1.) an artist who has never or rarely sales. 2.) someone who has most likely never bought an original work of art. 3.) someone who does not understand art or why someone would pay for art. Face it, people today are wrapped up in consumer culture– especially in the United States. If artists have “sold out” I would suggest that everyone has “sold out”. My opinion is that if there is profit to be made– make it. Why give a damn what anyone thinks if at the end of the day you are living comfortably or at least paying for the creation of your next piece.