Questian about a gallery

[galleridjupet]

Hi everybody!
I´ve got an offer from a New York gallery named Montserrat Gallery. Are there anyone around here who know something about this gallery?
How is their reputation?

//Michael U Johansson
http://www.djupet.com

[Artistanne]

Hi Michael! I live just outside of NYC, so I know a little bit about some of the galleries in SoHo/Chelsea, but I'm not familiar with the one you mention. I can tell you a couple things about the NY galleries in general though, and throw out some questions for you to ask the gallery directors as well as things to consider for yourself.

First, there are mainly 3 types of galleries: commercial, artist-run/co-op types and a third type which I'll get into in a minute. Commercial galleries generally only deal with established artists, that's not to say that an emerging artist doesn't have a chance, but it's very competitive. Artist-run galleries/co-ops are spaces rented by groups of artists who share the expense of running/duties of running the galleries. A third type, which I'm not sure what to call, but I've heard them referred to as "vanity galleries" are galleries where you pay a fee to have your work exhibited. Again, I'm not familiar with Montserrat Gallery so I can't say which type of gallery it is--I looked at their web site and couldn't tell.

A commercial gallery will not charge you any exhibition fees, but will typically take a 40-50% commission on all sales. They will pay for the expenses of hanging your work, public relations, mailings and the opening reception.

An artist run gallery typically has a group of members who exhibit together on a regular rotating basis. They share responsibilities such as gallery sitting, etc. The cost of renting the space is divided up between the members. A lower commission (used to pay for receptions, mailings, etc.) is typically charged than a commerical gallery--usually in the 20-25% range.

As for vanity galleries, personally (and this is ONLY my opinion, so please don't anyone get angry with me) I would be wary of any gallery that seeks a substantial fee for an exhibition (I'm talking in the thousands of $$$$$), plus charges you a commission on top of that fee. It is typically the vanity gallery that will do that. Sometimes the quality of the work exhibited in these galleries is not as good as in others because these galleries are sometimes less selective in the quality of the work they allow to be exhibited.

So, with the above information in hand, you may want to ask the gallery director the following questions:

- Will you be part of a group show or will it be a solo exhibition?
- How much space will you be allotted?
- How much commission will be charged on sales?
- Are there any other additional fees that you are required to pay?
- Ask for a list of other artists they represent, ask if you can contact one of them as a reference.
- Ask how large their mailing list is and how many people typically attend their receptions. (Verify this with the artists they provide as references.)
- Ask which art publications normally review their shows and see if you can get copies of any of their reviews.

Hmmm, I can't think of anything else. I wish you luck with this, let us know how it turns out. Even if you decide it's not the right opportunity, congrats for getting the offer! Good luck Michael!

[kasunart]

Good points A.
How about you do a simple search on the forums. You will find dozens of posts including this gallery as a vanity gallery. DO NOT do business with any vanity gallery. It will destroy your future as a serious artist.
Here's a recent one from Howard.

Thy Name be Vainity

--------------------------------------------------------------------------------

Montserrat Gallery

Coming via email to a computer near you. Soon!

The Agora Gallery has some competition now. A 20 foot wall for 2100.00.

Let the price wars begin....

[Artistanne]

Stephen, that Agorra place contacted me about 2 years ago, said they found me via my web site. They wanted something like $2800 or so for a 3 week exhibit, it's a shame that some artists get taken in by this stuff.

[idylbrush]

Check in the art business forum. There was a major discussion about vanity galleries there a few months back.

As with all things there are pros and cons.

I would be cautious about any gallery. Did you solicit them in any way? Did you send an email, an image, a publicity package? How did they find out about you? Was there a mention of an application to their gallery? Or was this a cold contact via the internet?

Do you have the show history or background that would interest a gallery?

What in your work would prompt them to contact you? Some of these places just go on fishing trips and could care less about you, your work and your career being at a point where you are ready for this kind of exposure.


These are the hard reality questions.

Several European friends think nothing of showing in a vanity gallery as it is an ego massage and they can say they have shown in a New York gallery/ a Paris gallery, you get the message.

Others have shown in these galleries and have used some less than ethical means to basically get some premier show space and a notch on the bed post but they have also discouraged sales until after the show was over to avoid having to pay a commission. (I found this to be a bit less than ethical but what the heck do I know). It wouldn't be so repugnant but they bragged about how they pulled one on the gallery and how they "made them pay". I personally would never do this to a gallery but that is my ethic.

Over and above what Anne has suggested I would look at the artists in their stable, try to locate website for these artists and see the quality of their work. Contact them and see how they were treated (as Anne stated but I would suggest talking to two instead of one). It won't take but two or so to get a good idea. Ask about sales, ask about costs, ask about how quickly accounts were settled, ask about the staff, ask about extras and who pays for what. I would also ask to have the names, addresses and contact information on anyone who purchased your work at this gallery. It is good for your mailing list and it allows you to direct these clients to other shows at other locations.

If you have any doubts back away. If you don't like the pricing or percentage structure, walk away. If you find you have doubts and feel uneasy, walk away. It isn't the only gallery in New York nor the world.

I recently read that in the US, gallery sales account for less than 20% of the art market. So, it seems to me this is a step in the right direction if it is beneficial to both parties, but, it also is only a small part of your marketing strategy. People get all hung up on the gallery scene and it may not be all its cracked up to be in the overall span of a career.

For some reason the Montserat Gallery keeps ringing a bell in my head. I don't know if I have seen it on a TV show or read about it or what but the bell keeps ringing.

I wish you nothing but great luck and great sales.

[idylbrush]

Good points A.
How about you do a simple search on the forums. You will find dozens of posts including this gallery as a vanity gallery. DO NOT do business with any vanity gallery. It will destroy your future as a serious artist.
Here's a recent one from Howard.

Thy Name be Vainity

--------------------------------------------------------------------------------

Montserrat Gallery

Coming via email to a computer near you. Soon!

The Agora Gallery has some competition now. A 20 foot wall for 2100.00.

Let the price wars begin....


I knew there had to be some reason that this gallery had bells going off in my head. Thanks for the reminder.

[Artistanne]

Howard, those are all really good things to remember. It always surprises me that artists don't always realize that while the galleries may be giving them exposure, they are giving the galleries something equally as vital--INVENTORY. On consignment no less--there are not too many businesses where the retailer gets their inventory for free, the art market is an exception.

[idylbrush]

Someone in another forum recently said that the galleries are paying all the bills and they get to do whatever they damn well please.

I found this interesting cause the last time I went to the art supply it was my dime, the framer, it was my dime, the postcard company, it was my dime. So I also have earned the right to do whatever I damn well please.

An artist without a gallery is still an artist. A gallery without artists is storage space or for rent.

It really needs to be a symbiotic relationship or at best a partnership between gallery and artist.

[FriendCarol]

Bookstores (yes the STORES) average 40% on books. The writer is lucky to get about 15% -- and that's BEFORE paying 15% to their 'agent.' Bookstores, also, operate on consignment -- but they only have to send the cover back, not the whole book. The stores so commonly sell the book AND return the cover that publishers customarily include that 'if this book was sold without a cover' notice. Not that it does any good.

Five years ago I tried to talk a woman out of paying a NYC gallery to show her work, but she was over on a visit from Spain. I could not persuade her to wait for a 'real' offer. I suppose it's okay if you (or, as in this case, your parents!) can afford it, and you look at it as a career investment: paying for a valuable line to add to your CV. She was already in galleries at home. *shrug*

[Artistanne]

Carol, the thing is the art critics in NYC all know which galleries are vanity galleries, etc. So do the "real" galleries--so it isn't in any way in an artist's best interests to waste their money on a vanity exhibition. It's actually a negative to have it on your resume/CV.

Edited to add: that money is better used in getting high quality photos/slides/post cards, etc. made up of your work...

[kasunart]

I recently read that in the US, gallery sales account for less than 20% of the art market. So, it seems to me this is a step in the right direction if it is beneficial to both parties, but, it also is only a small part of your marketing strategy. People get all hung up on the gallery scene and it may not be all its cracked up to be in the overall span of a career.


I wonder if that is the % of number of works or % of dollars. My experience has been if I want to sell for big $$ let the galleries do it, if I want to sell a ton of work for cheap then do ebay and art fairs and sell on the cheap. In other words, I'd rather fall in the 20% if that's who is doing the big time selling. Just a thought. I've done both and I'll take a good gallery as my partner any day.

[idylbrush]

I agree, my preference is to work with galleries but they may not always be the only source of sales or income. It needs to be a multifaceted effort. Like everything else in art, it takes it all. Everybody and everything and with some luck and a lot of work you can make a living at it.

[d-head]

Hi everybody!
I´ve got an offer from a New York gallery named Montserrat Gallery. Are there anyone around here who know something about this gallery?
How is their reputation?

//Michael U Johansson
http://www.djupet.com

Michael: I'm pretty sure Montserrat, like Agora, asks for a bunch of money from you up front -- in the $3000 to $5000 range. They call it a co-op marketing fee. In return, they take a lower percentage -- usually 30% instead of 50%. Don't be fooled. My understanding is that the return on your investment in these galleries is minimal, if anything at all. Essentially, you are paying to have your stuff shown.

[FriendCarol]

...the art critics in NYC all know which galleries are vanity galleries, etc. So do the "real" galleries--so it isn't in any way in an artist's best interests to waste their money on a vanity exhibition. It's actually a negative to have it on your resume/CV.

Edited to add: that money is better used in getting high quality photos/slides/post cards, etc. made up of your work...Well, that makes sense. But maybe she only wanted the gallery in NYC because from Spain, it wouldn't matter? I don't know. I just thought, when she told me about the offer, that (by analogy to 'literary agents' who charge 'reading fees') it was probably a rip-off. Earlier I'd known 2 people who owned galleries in lower Manhattan, and I knew they didn't take money from the artist up front.

This young woman actually came to NYC from Spain specifically to find a gallery here. She made the rounds of the galleries with her portfolio, and that's how she found that particular 'vanity gallery.' I wonder now how much the ones in Manhattan prey on foreigners, if 'domestic' artists all know better than to pay them!

When one considers how poor most artists are, it's amazing that so many target them for exploitation. I suppose it's the desperation factor that makes it work.

Michael, you can do better. ;)

[Warwick]

Hi

Beware of vanity galleries.

A few weeks ago the Agora Gallery on West Boradway (?) New York City, offered me an Artist in Residence position. Straight up.

For the princely sum of a mere $21000 dollars! Yes - $21000. Plus 30% commission on anything sold. So reasonable! :eek: :wink2:

Their flattering email was music to my ears until I read the attached smallprint.

Then I thought to myself...am I dreaming? :confused: Then I pulled myself together and didn't bother to respond. :mad:

For anyone to ask me to empty my bank accounts in order to be exhibited anywhere, is, frankly, not only insulting, but patently ludicrous.

Do I look stupid, I thought to myself? :cat:

So, if they have asked for money up front, I would say be careful. It's tempting when people offer you this and that, even if it costs. Although in my case - not tempting enough.

I hope you are able to decide what to do.

Best wishes

Warwick :cat:

[mame]

Clue to the pay-to-play

the web site "exhibits" receptions - pics of throngs of viewers/attendees smiling, having just a wonderful time, cocktails in hand while the stars of the show(the artwork) are inconsequently, fuzzily sorta there cluttering up background space.

The particular bride or groom artist footing the bill for his or her gala "reception" isn't even NAMED. lol

[FriendCarol]

LOL! Yes, that would seem to be a Clew!

[riartgirl]

I too was just contacted by Agora. Wow! Did I feel like an idiot when I got the so-called "contract". I really is a shame that people will fall for this type of gallery. If i had 2800.00 to spend it would be on supplies....

[muchfoolishness]

isnt this a bit like shaking a tin for the wilderness society in sudan?