In today’s market, artists often rely on social media channels, a gallery representation, art fairs or commission work to sell art as part of their revenue mix. However, if you are an artist with an increasing desire to explore alternative platforms, which are less competitive yet offer regular sales, this article is for you.
Thinking outside conventional boundaries, here are three ways to sell art with examples which demonstrate how other artists embrace new avenues to showcase and sell their work:
1. Selling through retail
As brick-and-mortar retail fights for its relevance to keep attracting a steady stream of customers, lifestyle retailers are forced to think outside the box by transforming their stores into an experiential blend of shopping, entertainment, education and socialisation. Art in such spaces not only helps retailers achieve this goal, and making them stand out more above their competition, but also shines light on local creative talent that customers would not probably come across elsewhere on the high street.
By forming retail partnerships and gaining this kind of valuable physical visibility you can get closer to customers, allowing you to learn more about them and getting invaluable feedback.
EXAMPLE:
In this recent article here, we mentioned three artists’ stories who are taking this kind of retail route to selling art. One of them is artist Simone Ember who exhibited her art at Ollie Quinn store for the International Women’s Day. Sharing her experiences, Simone said: “I was approached by Ollie Quinn, sunglasses and eyewear store, to exhibit in their Clapham branch for the International Women’s Day. I had a free rein over the whole store, which was great, as this isn’t something I usually get to do when exhibiting with a gallery. It was also nice to have my work exposed to a wider audience, particularly those who might not visit galleries.”
2. Selling through workshops
Another way to sell art, if you have a skill you can share or teach as an artist is by hosting hands-on art workshops. Of course, hosting workshops when you have your own studio is easier, but if you don’t, don’t despair. Approach a local art gallery or nice venue and partner with them instead. Art workshops should be advertised well in advance, so you give yourself enough time to sell tickets, which cover the cost of the space hire (unless you negotiated it for free), equipment, tools and your time.
EXAMPLE:
You don’t have to host workshops on your own. For example, textile artist Onome Otite partnered with jewellery brand Chalk Jewellery on “Africa Fashion” workshop at the V&A. So next time you walk down the high street and spot a potential venue, don’t be afraid to approach them and see where it takes you…
3. Selling through interior designers
While galleries and online marketplaces offer certain benefits for artists, they often collect large commissions, which can significantly impact your revenue and income. So it makes sense to look into the interior design industry. Firstly, it is a much larger market in comparison to the art world. Secondly, interior designers are in a constant need to source art for projects, yet they don’t seem to get a good trade discount from third party suppliers. But if they come to you directly and you offer them a favourable pricing structure, they can become repeat buyers for you.
EXAMPLE:
One artist who realised this opportunity is US-based Melanie Biehle. In this article here, Melanie says: “I believe that interior designers serve the same purpose as galleries and [boutiques] when it comes to sharing my art, so I’m offering them generous trade pricing when they work directly with me.”
In conclusion, by thinking beyond the confines of traditional art sales channels, you can discover untapped opportunities that bring remarkable benefits to your art business. Whether it’s through retail partnerships, hands-on workshops, or collaborations with interior designers, you can unlock previously unexplored markets and find success in alternative routes to sell art in your own business journey.
Inside our KNOWLEDGE SHARE membership we delve into specific ideas covering each area in much more detail, giving you the tools, templates and processes which you can apply in your business straightaway. If you want to find out about it more, please click or tap here.
