It is A Pay to Play Game In Which Artists Have Much to Lose
This article offers advice that is useful when considering “vanity galleries” and all exhibition opportunities. When I read a letter or an email that an artist has received from a gallery I can almost immediately determine if it’s a legitimate gallery or a “pay to play” business. Artists don’t always recognize the warning signs as I do. As a result, I know of many artists who tell me they have lost money, self-respect, time and dignity from making the wrong choices. My warning is beware of Vanity Galleries.
I think it is important for artists to be aware of how vanity galleries operate.
My Knowledge About All Kinds of Galleries
My first article about vanity galleries was originally published around 30 years ago in one of my newsletters. My articles on the subject have since been republished and distributed to artists around the world in many magazines, websites and blogs.
I have discussed the topic in many lectures around the U.S. For 7 years I gave a 3-hour course on the topic of NYC Galleries in a leading New York educational system.
For my research for 6 annual editions of my best selling book “The Complete Guide to New York Art Galleries: The Only Comprehensive Resource of its Kind” (sorry, it is no longer in print) gave me a thorough education about all types of galleries and how they operate — from privately-owned commercial galleries, to non-profit, alternative, to artists’ operated galleries. Each year I gathered the information from a detailed questionnaire sent to up to 1,000 galleries.
Most Galleries are Trust-worthy, Ethical and Professional
However, in recent years I’ve noticed a huge increase in the types of galleries popularly referred to as “Vanity” galleries. The name came from the fact that artists will pay sums of money to get their art shown hoping to become famous. The galleries lure them in and it is a “Pay to Play” game in which most artists who participate have much to lose.
Since the pandemic has caused many legitimate galleries to close, I can imagine there will be an increase in galleries charging artists unreasonable sums of money to exhibit their artwork.
In addition to reading this article also read the comments below.
Important Updates
Since this article was published we have received numerous emails and comments from artists in which they have shared their correspondence and unfortunate experiences with specific galleries. They were detailed and contained the same types of complaints about the same galleries. We choose not to publish those that contain the names of specific galleries and directors. When we mentioned names of galleries in the past we received unpleasant threats from those galleries. If you have any bad experiences with galleries let us know. We have a large and growing document of artists’ complaints going back several years. We welcome comments from artists who want to share their experiences with us. We will decide whether to publish them or not; however, we will save them in our files.
Beware: Vanity Galleries Are Costly
Case Scenario
An artist recently e-mailed me a copy of a contract she received from a Chelsea, New York gallery. The gallery offered her several options of gallery representation, ranging from $2,900 to $20,000. For a group exhibition and a year of representation that offered little more than showing her work on the gallery’s Web site, it would cost $9,200. She was seriously considering this offer. Yes, she was eager — one might say desperate — to get her art on the map at any cost.
This woman is just one of the many artists from around the world who has been keeping vanity galleries alive and thriving. And, as evidenced by my bulging folder labeled Vanity Gallery Contracts, this practice is multiplying. Due to the unbalanced proportion of artists to galleries, this way of doing business has become profitable and is here to stay.
Before you read further I want to explain that I do not consider non-profit, artist-run galleries, also known as cooperative galleries, to be vanity galleries. The reason is: Artist-run galleries are established to serve all members equally who share the expenses and share in decision-making process. The structure, in the areas of financial and operations, are very different than vanity galleries. In the future I will write another article about artist-run galleries.
Don’t Be Fooled by Promises of Instant Fame
It was in the 1980s that I first became aware of vanity galleries. New York’s tremendous prestige in the art world has contributed to the longevity of this enterprise. To many people, an exhibition in the NYC represents the perception (not necessarily the reality) that an artist has arrived.
Many artists from abroad view vanity galleries as an affordable way to enter the New York gallery system, effectively enhancing their careers in their homeland.
To believe an exhibition in any gallery in a major city at any cost will garner the attention of serious curators and collectors is naive at best. Although the galleries may appear to have credibility to outsiders, vanity galleries are viewed dimly by knowledgeable art professionals.
Vanity Galleries Know How to Lure Insecure Artists
As one art critic said to me, “When I see a vanity gallery listed on an artist’s resume, I know they paid to have their ego stroked.” These vanity galleries prey on many artists who are insecure and afraid to be rejected. Furthermore, the uneven quality of art found in most of these galleries turns away serious collectors.
Whether these galleries cleverly label their fees “representation” or “promotion” or blatantly charge by the linear foot, there are others that simply resell services at a high markup. Or they place other costly demands on the artists.
Be Careful. Not all the information they claim is accurate.
The most intelligent artists have been fooled.
Vanity galleries know which words to use to lure artists in and are often very skilled at manipulation, building false hope, and convincing even the most intelligent artists to invest in an exhibition with them. They usually surf the Internet for leads to artists who are not represented by galleries. They send bulk email invitations to artists that appear personalized. For example, “A collector has recommended your work to us…”
Let’s Do The Simple Math
It’s About The Numbers
One artist was offered a one-person exhibition with one condition – that he pay for all advertising, invitations, a catalogue, and framing – all under the control of the gallery. He realized, “The grand total comes to $28,000 and their commission is 40 percent. I would have had to sell over $40,000 worth of paintings just to break even!”
When he began to tally additional costs, such as shipping the work to and from the gallery, plus travel time and loss of pay from his day job, the stress he felt began to increase.
It is no surprise that a colleague of mine refers to the worst of the vanity galleries as “Vulture” galleries.
Can You Afford to Gamble Against Your Career?
Calculate Your Losses and Ask the Right Questions
When confronted by the temptation to exhibit in a gallery that charges exorbitant fees, you may want to ask these questions:
* Can I really afford to spend this money at such a risk?
* If I pay an exhibition fee, is there any incentive for the gallery to sell my work?
* How does this decision fit into my overall career objectives?
* Do I want to exhibit with other artists who were chosen primarily because they had the money to pay?
* What false illusions do I have about galleries regarding my career?
* What steps can I take to attract the interest of legitimate and respected galleries?
* How else can I invest my money and time more wisely with little or no risk?
* Has this gallery received any attention from leading art writers and critics?
* Does the gallery in question regularly advertise “Artists Wanted” or lure artists through frequent juried competitions?
* When you attend the gallery’s receptions, are most attendees the guests of the exhibiting artists?
* Does the gallery offer testimonials of satisfied artists and their names?
* How many artists have remained with the gallery for more than four years?
Appalling but true! This is a red flag!
A gallery sent an invitation to an artist, offering the artist an exhibition if the artist paid close to $10,000. The individual who sent the email did not have the courtesy to sign their name! When I visited the gallery’s website I could not find any names of the owners/directors anywhere on their website!
One wonders, why are they hiding and what are they hiding from?
Do Some Research Before You “Pay to Play”
A few artists have told me they don’t regret exhibiting in vanity galleries. The final decision is yours and perhaps your experience will be among those that are positive.
What to Do Before You Accept An Invitation to Exhibit
* Contact several artists who have already shown there in the past and ask them if they would recommend it and why they are no longer associated with the gallery.
* Conduct a thorough search on the Internet for the name of the gallery and/or exhibition venue. Google the names of the individuals listed as the owners/directors/associates of the venue. In your search don’t stop on the first few pages since links to complaints may appear on later pages. If the gallery does not prominently identify the owners/directors of the gallery this is a red flag!
* Calculate all costs and risks, including those to your reputation.
* If you want to proceed anyway, consider negotiating with them. Ask them to decrease or eliminate the fee and work on commission only. You have leverage if you have a proven track record of sales, credentials, and/or an impressive mailing list or press contacts. I know artists who have succeeded in getting the gallery to lower the fee.
You Do Have Alternatives to Vanity Galleries
Paying High Fees is Not Your Only Option
There are a myriad alternatives that will enhance your career. You may consider exhibiting your art in alternative spaces that are non-profit venues that do not charge artists fees to show their art. Also, search for fund-raising art events, arts organizations, and no-fee or low-fee juried competitions. .
Approach Legitimate Galleries
Your work may qualify for a legitimate, reputable gallery. There is no one-size-fits-all, and no two galleries are alike. Each gallery has its own focus and criteria, so find out what that is. Match your styles, mediums, market niche and unique strengths with the right galleries.
Visit the gallery’s website to learn about their requirements and aesthetic direction to make sure your art fits their criteria. In general, the highest level galleries choose artists who have a strong and cohesive body of work, previous exhibitions in respected venues, a track record of sales, press reviews and awards. Since they invest their own money, time and effort to sell your art they expect the artists to have the best art and credentials to match.
When you have these credentials approach galleries with strong presentation materials and a professional website that reflects your art in the best way possible. Be ready with the confidence that your work has value — both artistically and financially.
Many respected galleries rely on their colleagues, art collectors and the artists they already represent to recommend new artists to them. So, it is wise to build a strong career based on direct sales as well as professional relationships.
Not All Fee-Based Services Are “Vanity”
There are many legitimate artists’ groups and programs that charge low-cost membership and/or service fees. Their costs are justified when you consider what they offer. Many of them exist online as a good alternative to brick and mortar galleries. Consider their criteria and first assess if they have high quality standards. They may offer to promote your artwork to a wider Internet audience than you would be able to reach on your own. They may drive more traffic to your website. Some of them don’t charge commissions on work sold.
Also Read These Important Articles
22 Questions for Artists to Ask Galleries
How to Approach New York Art Galleries
Advice About Getting Into New York Art Galleries
Art Dealers Association
In the U.S. the most reputable galleries are members of the Art Dealers Association of America. For a dealer to qualify, he or she must have an established reputation for honesty, integrity and professionalism among his or her peers. This association has strict ethical requirements. You won’t find a vanity gallery in this group. If you live outside the U.S. there is probably a similar association.
Art Business Website
This website lists “Pay to Play” galleries. Check out pay to play list
Before you write a comment on this post please note: Comments & Questions About Specific Galleries Will Not Be Posted
On a regular basis we receive comments with questions and complaints about specific galleries which they believe are “scams”. For obvious legal reasons we will not post them here as they mention specific individuals and gallery names. Based on the advice offered in this article we trust you will make smart and intelligent choices.
In 2022 we received an email from an artist who wrote: Renee, I just wanted to let you know that because of your articles on your website, my senses were up when this vanity gallery reached out to me. (She attached the gallery pitch letter and contract). They asked for a payment for the “opening reception food/drink” and for me to pay shipping costs. Of course their methods for finding me and the fact that they knew nothing about me was my first clue. My instincts were justified quickly after researching their gallery/business pages, google reviews, studying staged “opening reception” photos on facebook, and lastly the extremely negative reviews on howsmydealing.com.
Final Note: If you have become a victim, you’re not alone. However, don’t emphasize the “vanity” gallery or publication on your resume or you will devalue your reputation. You will also become prey to more of these galleries because they know you are vulnerable.
Hello,
I find it difficult to understand where you draw the line for a real gallery and a vanity gallery. Some of them are super obvious as when you Google the name of the gallery people have stated it’s not serious or when they want $400 up front to exhibit a painting for a week.
But if a gallery charge a relatively low admin fee to cover costs related to the exhibition of $50-75 is it automatically considered a vanity gallery? I have a particular venue in mind that exhibits established artists and seems selective but they asked for this fee…
Thank you
E, thank you for your comment. This article focuses on vanity galleries that charge exorbitant fees without justification. Galleries that charge low admin fees in the range you mentioned are not considered serious perpetrators. Read the section “Not All Fee-Based Services Are Vanity”. That should answer your question.
Also read this important article “22 Questions for Artists to Ask Galleries”.
Hi Renee, appreciate your expertise.
What do you think about (name of gallery has been removed) ,agency based in the Lower East Side of Manhattan. They offer space for free, and take only 25% of commission, but they make money on marketing, which costs thousands of dollars. Like review of the professional New York based art critic is $1200 ( 2024).
Thank you,
Vesna
Vesna, Thank you for reading my article and your comment. For obvious reasons I removed the name of the gallery you mentioned in your comment. Please follow the advice I offer in the article starting with reaching out to artists who have used this gallery’s services. From them you will learn first hand what their experiences have been. All the best, Renee
An artist mentioned ARTEXPO, NY. I preferit be called ARTEXPLOIT. Absolutely horrible experience! I paid somewhere around $2k for a certain space. I shipped my art there and was told that they’ll have someone professionally install. What a joke! First the “wall” for was alot smaller then what I had paid for (I had measured the space in my studio to be sure my work would fit, before I shipped the work It didn’t fit) There were 3 other artists who also bought space. My work was installed with tiny brads! One wrong move and you knock the art off the wall. And there was another wall blocking my art from the corridor.. And there were no labels ; they scrawled the titles on the wall in pencil, and even got that wrong!!!
One artist got the premium space for free because he “helped” install everyone else’s art. A friend of mine, who had his art in another area, had the misfortune of his art crammed into a narrow corridor that you could barely squeeze through.
At the closing, the “coordinator” of my space asked if I wanted to be in ARTEXPO Miami, they’d pack it and ship it…etc. All I had to do was fork over another $4k!
Not to mention, but I will anyway, the amount of really awful, gaudy art in the place. AVOID ARTEXPO like the plague.
Hi do you have a recent list or link of which NYCs are vanity galleries? There seem to be new ones appearing as ‘museums’ or as ‘investment cooperate galleries’ I dont even know what that means. Thank You.
Hi, I, too, would like to see a list of NYCs vanity galleries. I am currently in an exhibit with (name of gallery has been removed by the editor) gallery in NYC. They have not returned my e-mails. They, also, promised to have our exhibition displayed on a Jumbotron Billboard in Times Square by the end of August but I cannot find anything showing that the exhibition was displayed.
No, we don’t release that information. However, in the article you’ll find a link to a website that lists “Pay to Play” galleries.
Just starting my art journey. I’m older and cautious about any resource that says they can “help,” especially when that word precedes the cost of that help. I’ve not been contacted by any Galleries yet, but have gotten on the mailing list of a publishing company out of Canada. I’ve looked at the artists and have contacted a few but none of them have ever returned my inquiry. Any other source of due diligence you would suggest?
Also, just wondering your opinion of online marketing programs. I’ve been researching one that offers Free website design and maintenance along with offer a pretty thorough marketing plan outline to follow. It seems legit, reviews (of which there are many an Facebook and TrustPilot) are all very good but, again, whenever I try to contact an artist who has written a review about them I don’t get a response.
Would appreciate hearing your comments. Thanks so much…just subscribed to your newsletter.
George Davis
Dear George, Your choice to contact artists associated with the companies in question was wise. You may also want to do a thorough google search for the names of the companies +complaints. In my judgment, the fact that none of the artists you reached out to responded to your queries raises a red flag. If the companies were providing satisfactory services I question why the artists want to share that favorable information. On a positive note, there are many trustworthy companies that provide services at reasonable fees. Don’t give up!
Hi Renee,
I am an Emerging Artist & have recently moved to States from India. I have been approached by (gallery name removed) for exhibiting my Artwork for the upcoming ArtExpo Newyork in March. Firstly, I shared my Portfolio with them & after almost 1 month I have received mail from them to exhibit my work. They have asked for wall fees for 6ftX10ft of USD 2600. And they have also shared the agreement stating a commission of 30%on sale. Please help me to understand if it’s a genuine Gallery to work with. Is it a Vanity Gallery? Should I continue & sign the agreement?
Thank you for your comment. We suggest you read the article again and follow the suggestions.
I’ve been contacted by a gallery in Osaka, Japan. I’ve always been a skeptic person, so I didn’t immediately agree. I asked for details and looked them up online.
Their staff told me they’ll be charging me a small application fee. I don’t have any experience when it comes to exhibiting art, so is this normal? Do you usually pay for applying to exhibit art or do legitimate galleries exhibit your art for free?
Participation fee*, not application fee. They’ll be responsible for printing and framing my work. And if I were to sell my art, I would be earning 70% of the profit. If you’re curious, the name of the art gallery is (the name of the gallery has been removed by the editor).
Angela, We looked up the gallery in Japan that you mentioned and had trouble navigating the website and understanding the English translation. I’d like to warn artists against joining fee-paid galleries that they cannot visit in person and especially attend the opening reception if they have one. The reasons are obvious including meeting potential buyers of their art personally and seeing firsthand if the gallery’s promises will be met.
I also have issues with some suspicious galleries that “print” artwork. Know who you are dealing with and the distribution and sale of the prints. I know artists who have discovered prints of their art showing up in places like Walmart without their knowledge, permission and payment.
In summary, it’s always best to pay close attention and close proximity to any gallery that has not passed the thorough research test.
Hello!
Thank you for this warning. I too have been contacted by the gallery in Chelsea, NY. I was surprised since my website had only been up for a month at that time.
I considered the offer because I am disabled and have a hard time posting to all the social sites, getting my videos up on YouTube, and setting up online sales. For someone like me, this could actually help. Not necessarily that specific venue, but a service that can promote, do updates, have online sales and edit videos. I’m only in my 40’s, but that amount of time is precious to me. Not to mention the headache of keeping up with the trends.
In regards to the Vanity aspect, I have just entered and paid for one of them with the knowledge of “pay to play.” I do vending shows on weekends during the summer. I wanted a published magazine to display in my booth. Something that looks professional and may catch more eyebrow raises.
I can’t say that I’m desperate, merely wanting to “put the vibes out there.” Since it is early in my career (only been painting since 2019), I’m acting with the hope that it is early enough in my “Accolades” list that this might be understandable as to the reasonings behind doing it.
What do you think?
And thanks for the info!
Jennifer
JenniferGArtisrty.com
Thank you Jennifer for sharing your experiences and asking me for my feedback. I’ve come to learn that there is no “one size fits all” situation. If you feel comfortable that the fee you paid was reasonable to get the services and “eyebrow raises” you wanted then that is a good thing. It seems like you considered all aspects of the opportunity and made the most of it. Paying for promotion, advertising and marketing often has many benefits. If you don’t try you’ll never learn, right? Wishing you much success, Renee
Hello Renee,
I was recently accepted into (name removed) magazine for an April issue. It seems legitimate but on acceptance they wanted a fee to publish. They tout themselves as an international publication and do have a Canadian holding, but it does seem a tad exploitative.
Some of the art did look legitimate, and it was in magazine format. That being said, the url doesn’t come up immediately on Google and the Instagram account has a small amount of followers (around 500). I’m curious if it’s pay to play; it seems to fit the criterion of this article but I’ve also seen it listed on several websites (albeit smaller) as a magazine.
I’d be curious if you had any experience with this publication? For now I turned it down because (the fee) seems like a lot, more than I can currently afford in the midst of this pandemic.
Best,
Zigfrīds
Dear Zigfrids,
Thank you for visiting my website and your question. I hope to help you with my answer and help other artists who are reading it.
You were wise to do some research before making a decision. You could also contact a few of the participating artists and ask them if they received anything tangible or intangible from the money spent for being featured in the magazine.
A point to also keep in mind is, some of the businesses similar to this one may invite some of the participating artists and either offer a discount or wave the fee in order to increase the quantity of artists and perceived quality of the publication.
Final note: You should never feel pressured to spend your hard earned money on any “opportunity”. It is your money and you want to always invest it wisely.
Best wishes and always proceed with caution,
Renee
I am just curious if (name removed) is considered a “Vanity Gallery” type of business. I have, to date, only had local museum showings. I have no knowledge of (name removed) and am not certain how I feel about online exhibitions. Any information would be helpful. Thanks.
Jeffrey, Thank you for your comment and question. We do not mention specific galleries here for legal reasons, so we have removed the name in your query. Our general advice is to follow the suggestions in this article that include doing thorough research.
I enter juried shows at the local art society. It’s history goes back to 1910, the building designed by a member in the 1920s, Marcel Duchamp and many other local and internationally known artists have signed the ceiling beams, and it’s associated with a top 5 in the USA museum. I’m in a show now, my 14th. Entries are affordable at $20 for members and $25 for nonmembers. Anything else? Avoid.
I did spend some money for consideration for something sponsored by a nationally/internationally respected photography journal: not expecting to win but wanting to get their attention. I dropped my own subscription to that journal years before because, like everything, it became all about identity politics and I don’t have the “correct” identity..
That got me on the list for weekly (name redacted) call for entry emails. Although I imagine most are legit, my take is that only a fool would pay $45 for consideration to be in a “national” show at some unknown gallery in Kansas.
Recently a gallery claiming venues in several self described “trendy” or “hipster central” locations (LA, Seattle) topped the list. You could enter a nonexistent show, the two links were (1) unclaimed and (2) a page with nothing more than a title, or $100 more could buy a personal consultation from a trendy hipster woman. I found one glowing Yelp review for an associated gallery which was removed after I contacted Yelp. This one was, no question, a scam. The rest are, for the most part, just throwing money away. It must be a huge source of income for some questionable galleries.
Thank you Charles for sharing your experiences with us. The last call for artists you mentioned is new to me and is quite shocking.
After spending $25-40 per application to galleries and shows just to get repeatedly rejected, getting approached by vanity galleries and pay-to-publish just stings because I see it for what it is. As an artist trying to get my work out, it’s painful.
Roberto, Thank you for your comment and sharing a link to your website. I enjoyed visiting it, viewing your innovative works of art and reading about your background and creative vision. It’s often about finding the right niche for art that is as unique as yours. Best wishes!
Renee, thank you for your devotion to helping artists and for writing this article. I have something to add which I hope will be helpful to artists.
On a daily basis I receive an email from a gallery with an offer to represent me. They mention nothing about my artwork, nor do they mention how or why they want to represent me.
I’m not an artist. I am an art curator. So, why are they trying to sell me gallery representation? I assume they buy art marketing lists and obviously don’t care to do any thorough checking. Their sales pitch is very aggressive and they have a large fee to participate. They offer different options up to over $3,000. And, they take a 25% commission if art is sold. The gallery begins with the letter “P” and is located outside the U.S.
Artists should know this is a classic “Vanity” gallery.
Thank you William! Your comment is very helpful.
I have just received an email from a Vanity Gallery. Being new in this quagmire of art galleries, websites and exhibitions, I was forewarned by my mentor that there is an abundance of fraudulent activity and deception in the process of getting my art out in the world. I am always suspect when grammar and spelling are incorrect, that is a red flag. I google the gallery exhibits I apply to. I look for inconsistencies in language and trust my intuition. I will never ship a piece without full payment received. I appreciate your article. It has provided me with more information and an important reminder to be careful and smart when applying for exhibits.
Thank you Natalie for your comment with reminders about those “red flags” that many artists miss. Your intuition and professional judgment will serve you well.
At least once a week I have received emails from a gallery inviting me to exhibit with them. However, I’m not an artist. The email was not personalized, nor did it refer to my artwork. Again, I am not an artist. That leads me to believe they conduct a mass bulk mailing to reach as many people as possible. It states, “I remind you the great opportunity to show your art all year round in our gallery locations in year 2022 or 2023.” After a closer examination, I learned to exhibit one painting in one of their galleries the cost is 980 euros or $1,166.53. plus transportation to and from the gallery.
Gordon, Thank you for posting this comment. I welcome all readers to add any more information they may have about this and similar galleries that are doing bulk mailings. Since the pandemic has caused many galleries to close, I can imagine there will be an increase in galleries charging artists unreasonable sums of money to exhibit their artwork.
Thank you for a very informative article. I too through instagram. I was contacted by a gallery in overseas located in a artsy district. The art curator sent me an email with pdf files with exhibition application with a 250.00 fee.The exhibits are digital…supposed to be a new cutting edge gallery for international artists . I’ve never exhibited so of course I got starry eyed and flattered by the offer. I’m still sitting here wondering if I should decline or not? Reading these articles and comments I think I will decline in end. It feels like a kick in the gut. Oh well. I’m so grateful for article and the comments .I will keep researching this gallery. Do legit galleries never charge fees?
I think I got contacted by the same group. They asked for 500 euro for two sculptures they want me to ship. The show is in Italy.
Hi! Recently I’ve tecived some requests from galleries to expose online. One request is to represent me online and sell my paintings on Artsy. The fee 275 for one year and is also the transport included in case I sell paintings.
I’ve looked on the site and also on FB and seems to be ok but when I sent to the e-mail adres my portfolio they sad they don’t know the person because they’re working in team.
Later one I sent to that person and now, reading this article I’m wondering if I will do I’ve worked with some galleries in the time but now I want to start again to sell and I don’t know what to do. Any advice?
Oh I know this one. I exhibited with them one time, even though I received a lot of files proving the exhibition happened, videos, photos, everything was really professional to be honest… but I didn’t receive any attention from potential buyers and of course, no sales.
Perhaps because I’m older, I didn’t find the article so helpful. Ok, some galleries are scammers, and we’ve got to do some research before accepting any deals. Well, we didn’t need a genius for that, did we?
I’m an older painter, I feel the market only gives a chance to young ones starting out, but what about that person who did survival jobs most of her life, and missed the boat?
But anyway, yeah, I’ll research the galleries better, but you write “In general, the highest level galleries choose artists who have a strong and cohesive body of work, previous exhibitions in respected venues, a track record of sales, press reviews and awards.” But how do we build that up? When I was younger, I entered some reliable competitions, I got in and even won a few honors or prizes, even from a celeb NY art critic/historian. But the world has only become faster and more complicated, and how many scams of competitions do we need to get in to have a couple worthwhile ones to build that impressive exhibits’ list?
I still feel vulnerable and almost hopeless …
Thank you Maurice for your comment. I’m sorry you “feel vulnerable and almost hopeless…” To answer your question, “But how do we build that up?”, you’ll find many articles here purposely written to help artists do just that. And, there are many other websites for artists that offer advice, opportunities and resources. And, since you wrote you’re “older” you may enjoy reading another article “A Positive Future For Maturing Artists”.. Thank you for visiting and I hope you return often. Maybe you’ll find something you like and will comment about it. Sincerely, Renee
Before replying or even considering the validity look at the work the gallery has shown or is currently showing on its web site. The gallery offering the 10 day residency in tuscany contacted me, and my work is primarily commercial storyboard work. Not likely i would be a candidate for that gallery even if it was legit.
In the past i have been quick to submit and pay the entry fees after another gallery reached out, I realized the scam when they returned a month later asking to submit again on a monthly basis. No thanks.
Please help!
Is this a scam?
Dear Pedro,
With this email, we want to formally invite you to submit your artwork for our 10 day residency at our Gallery in xxxx (flights and transportation are included).
Every year at xxxxxxxx Art we invite some of the most talented and world renowned artists to stay with us at our gallery in Tuscany, Italy. Up until now, this residency has exclusively been for well-known artists like xxxxxx (see more info here).
This year we have decided to extend this opportunity to other artists like yourself. The gallery is transformed into an atelier to let your creative juices flow in the most picturesque of environments. Check out our previous winners.
We are interested in finding new talent from all over the world, and wish to provide equal exposure opportunities to these artists regardless of their current situation and what representation they may or may not have.
Since you are hereby invited to enter, you are now able to submit at our initial rate of $15 per entry (saving you a massive 60%).
To make use of this special offer, enter below with the following discount code: xxxxxxx
(gallery website)
(Closing date for entries is 31 October 2019)
Your artwork will be reviewed and evaluated by our Judging Panel which includes internationally recognized art collectors and curators.
Dear Pedro, For obvious legal reasons we edited the comment you posted sharing the letter you received from this gallery. However, we feel it is important to share the letter you received so other artists can view it and realize how widespread this offer is. To answer your question “Is this a scam?” I encourage you to read the article carefully for advice, questions to ask, and specific directions to help you come to your own decision about whether this offer is in your best interest.
Thank you so much for sharing this article about vanity galleries. I was researching a specific gallery, one that has reached out to me several times through Instagram, looking for reviews and your article showed up in my search. I’m grateful to have seen this and just wanted to say thanks! I signed up for your news letter and will take time to read more from your site.
Kind regards,
Karron Troil
Karron Troil Art
Thank you for this great article! I found it while trying to research a NYC cooperative gallery to decide whether to enter their upcoming Juried Show. In this article, you mention that you are going to write another article on cooperative galleries (that you consider them to be different). Looking for that article … have you written it yet? I’m looking forwarding to spending more time on your website. Your writing is incredibly helpful!
Hi Kelly, I’m delighted to know the articles are helpful. In response to your comment: Although I removed the name of the gallery (to avoid having it come up in searches related to Vanity galleries) Since it was founded in 1969 I believe it to be a very credible gallery with good quality artwork. Although I’m surprised to see the entry fee is $55. Before submitting your entries peruse the pages of the artist members to see if your art is a fit.
Yes, I plan to write an article about Cooperative — Artist’s Run Galleries. Please subscribe to my email newsletterr so you’ll be among the first to know when new articles are published.
And, here’s another article that you might enjoy: How to Approach New York Art Galleries
This amazingly informative email was sent to me in response to my inquiring from one of my galleries in Maine, as to whether I should exhibit with XXX (Gallery name has been deleted) in Germany. Your article leads me to believe this is exactly the kind of gallery you are referring to. I had emailed back to ask why their site was “not secure” and if they could translate Euros mentioned into American dollars. I had received back an email in poor English saying they could not translate into dollars (with some excuse), and no valid reason about the site not being secure. I plan to distribute your information to members of my other gallery, a co-op, in Maine. Thank you so much. Elizabeth
Elizabeth, I’m very happy to know this article helped you. Thank you very much for sharing this article and helping other artists.
Thank you Blake for your commendable investigative reporting 🙂 I appreciate that you took the time to write your findings in detail for our readers. After a visit to your website blakebrasher.org I was delighted to learn that in addition to creating dynamic expressive abstract paintings you are also an artist’s advocate, involved with TransCultural Exchange http://www.transculturalexchange.org and Catalyst Conversations which appear to be two vital and important organizations. I hope you’ll continue to visit and share your any questions and knowledge with us. All the best, Renee
I would suggest not going with (name of gallery has been removed by the editor). I signed up with them and they have done 0 for me. My artwork gets lost on their website because they “represent” so many artists. There is a fee for every exhibit you want to participate in. I signed up for an exhibit in February, and I still haven’t received my artwork back. To me they are a borderline vanity gallery.
Dear Anonymous, I want to reply to your comment in a way that would be helpful to you and other artists. Here are some points that come to mind:
Before you sign up for representation with an online art gallery consider whether their priority is ‘quantity’ or ‘quality’ and decide accordingly to your best interest. Each may have their own benefits in relationship to your career goals.
Whenever a gallery accepts your artwork, it’s important to get in writing a commitment date when your art will be returned if it isn’t sold. If they don’t return it contact them and ask them. If you don’t receive a satisfactory response report them.
When you join a gallery decide on how much time you will give them to determine if they are able to meet your expectations and career objectives. When that period of time has passed and you are not satisfied, it’s time to move on.
Before joining any gallery conduct a reasonable amount of research. Talk to several artists who are already represented as well as members of the art community. Just as in any professional partnership they should pass your scrutiny test.
Many mishaps and disappointments can be avoided by exercising some preliminary detective work and investigation.
Anonymous, I wish you positive relationships and experiences with galleries in the future.
Hello I was trying to find more info out on this gallery as well as I too have been contacted. My initial feeling was it was a vanity gallery scam, But from the inquiry and links I was sent they did not ask for a fee. I have only showed and worked with galleries that do not charge fees to show. Any more info on this gallery would be helpful. Just trying to find out if they are a legit gallery. Thank you.
Yes, let it go.
I’ve been contacted by the last one and made my researches which were not easy as there’s not so much online.
They will ask you for a yearly subscription with a lump sum of $250 to upload 3 paintings, and it will do this only when you have submitted your images. It doesn’t matter how many mails you will exchange, they will keep this detail until the last moment because it’s a pain point.
I have pretty hated this behavior because is typical of the sales areas, tv subscriptions, mobile subscriptions and so on.
The most funny part of this, is that this $250 are introduced to you as a web development set up fee…
Eric, does this gallery you’re referring to ($250 as a web development fee) has three numerals as part of it brand name?
(This comment has been edited to remove specific names mentioned in the original comment) I was recently contacted by a vanity gallery. Here is the email that they sent to me. I ignored it.
Name xxx Gallery
Our curator team has seen your artworks and find these wonderful.
We invite you to participate in our exhibition, Art Fairs and Biennials in Cannes, Basel, Carrousel du Louvre Paris, Frankfurt, Vienna as also to be published in the Art Book and with an interview in Art Magazine.
If You have an interest, please contact us:
xxx
best regards,
Curator team
xxx
I was contacted as well by (Gallery name and director have been removed). They required a Bank Transfer and supplied a Bank account number for payment. I don’t know if that’s legit or a scammer. Any suggestions as to how I can validate the info?
Linda, if you aren’t sure if the person is authentic ask your bank to confirm the information. And, follow the other instructions offered in the article.
I own such a gallery and am saddened by so many poor experiences. I think you give the wrong impression.
Galleries need to stay open and available to the public. With rents soaring, it is often difficult for galleries to make a go of things unless the artists pitch in to help. I love my artists and am very proactive in promoting the gallery and their work. It is too bad there seem to be a few that give the rest of us a bad name.
Renee…Thanks so much for this article & resource…I have been repeatedly contacted by (Gallery name has been removed) in NYC and recently (gallery name has been removed). They both requested web set up fees and something just didn’t sit right with everything else they presented so will definitely decline.
Thanks again…so appreciative to look for questionable art info and find answers on your site Renee…you are a true pro art mentor
I was also approached by Gallery (name has been removed) via Instagram. Renee, that might be a good subject for a future article, as many of these vanity galleries, as well as outright scam artists, are using photos we artists post on Instagram to try to nab us. The comment on my work, which wasn’t even completed (I posted it as a work in progress, so am suspecting these people use bots to find any artwork hashtags posted by artists) was: “Great work! Please send 3-5 images plus an artist bio to (email address has been removed). We are a physical location gallery on Broadway in New York. (name has been removed), Fine Art Consultant. Thank you. ” Let’s face it – legit galleries don’t need to troll Instagram to find artists!
Sandi, thank you for your informative comment. It will help a lot of artists. The galleries that seek out artists to sell them services use a range of tactics and are very experienced and skilled that way. If only they put the same energy into selling the artists’ work they’d really be providing a service for artists and their profits too. You’re right, legit galleries are too busy to be trolling artists on Instagram. Best wishes to you! Renee
Ich bin auch auf Instagram mit meinen Bildern und bekomme wöchentlich solche Angebote von Galerien. Gerade gestern zwei Angebote aus der Hauptstadt Spaniens. Instagram ist ja auch eine gute Plattform um Künstler zu fischen. Ich gehe auf diese Angebote nicht ein und lösche sie sofort.
Mit lieben Grüssen an alle Künstler, Mara
English translation: I’m also on Instagram with my pictures and get weekly offers from galleries.Just yesterday two offers from the capital of Spain.Instagram is also a good platform to fish artists.I do not respond to these offers and delete them immediately.Greetings to all artists, Mara
I too was approached by (name of art gallery removed by editor). They said they’d done a thorough research of me and my work. Still they hadn’t visited my website even once. And not a single word in a lengthy mail about any of my pieces or the way I work. I’d say they’ve spent less than a minute before sending the mail. I’d say “scam”.
Thank you for sharing your experience JPJ.
Great information.
Do the numerous Art Fairs around the world also fall into this category as all charge a large fee for a booth and often commissions on top.
Good question Katherine, No, they don’t all fall into the category as vanity exhibitions. I would judge them on a case by case basis. And, if a third party has invited you to exhibit with them, such as a gallery, and is asking for a fee, you would need to qualify them individually. Sometimes companies rent the booth at the fair and charge several artists to share the expenses. Sometimes these fees can be exorbitant and disproportionate to the (lack of) service they provide in return. Best advice is to follow the guidelines expressed in this article under all circumstances when you are asked to pay a fee. And, don’t forget to do google searches and ask other artists who have had relationships with them for feedback.
Renee, thank you so much for sharing this is information.
almost every week i receive a proposal to take part in group exhibition from different Vanity Galleries.
They sell “walls”” )-:
Hi Renee,
I am an artist from Munich Germany and I have recently been contacted by (Gallery name has been removed by the editor) NEW YORK.
They offered me an artist membership representation and to exhibit at the Miami Spectrum Art Fair.
Have you ever heard of them?
Thank you and best regards from Munich
Dear Klaus,
Until I read your comment I had not heard of the gallery, however, we had some concerns when visiting the website such as who exactly are the people who operate it and their professional backgrounds/credentials. We recommend that you ask several artists who have enrolled in their membership about their experiences. Read this article: https://renee-phillips.com/questions-to-ask-galleries/
Keep me posted.
Best regards, Renee
Dear Mrs Phillips,
Thanks a lot for your helpful words.
I’m a photo artist from Switzerland and got an email from the Artifact NYC gallery.
So it was really interesting and helpful to read.
Wish you a great year, kind regards from Switzerland, Dalia
Hi Dalia, I’m glad you found the article helpful. Your photographs are very powerful. It’s no surprise that you’ve had many awards and publications. I wish you continued success in 2018. Best regards to you from NYC, Renee
Thanks Dear Renee Phillips !
That is business without business !
Good Luck
Peter Rikans collector and 10% promoter
Useful online article. Thanks for posting. I want others to be aware of yet another vanity gallery: (name has been removed) in Paris. This was the first time that I have been approached by one of these “galleries.” I went to the gallery for an interview with the director (name has been removed). Their actual Paris exhibition space is around 10 sq/m. However, most of that is glass front windows. I could not find any legit reviews of any exhibit that she has ever hosted or curated abroad. Although she represents that she has an international clientele list. Her fee scale is sliding depending on the “membership” level that the artist chooses. It’s a pay to play gallery—and anyone can participate if you pay the fee, which could easily be 4500USD per year just in “membership” fees.
Thank you for sharing this information to help other artists stay alert to unfair practices.
I have always said from early on. Why should I pay to fill up your store with free inventory.
So true, Robin! Thank you for stopping by. I hope all is well!
Hi Renee
A very informative article of wisdom! I have been emailed by various art publishers and am now finding some being already filtered into the spam folder by google mail, which speaks volumes!
I am building a more cohesive body of work and see the pressing need to enter open competitions – a start to get some recognition at least.
Thanks for this, these situations are tempting but the risk is very high.
Regards
Andrew
Hi Andrew,
I’m glad you enjoyed reading this article about Vanity Galleries and resist the temptation to go in that direction. Your paintings are wonderful and being a Manhattanite I especially enjoy your Manhattan series. I’m sure you’ll find many viable venues and buyers for your art.
Best wishes,
Renee
Thank you for your article…. I have reviewed the Pay to Play list and see that I have also been contacted by at least one or two on the list. I appreciate your transparency and wisdom.
Renee, thank you so much for writing this article! Even though I was aware of vanity galleries,and I consider myself fairly intelligent I was recently tricked into participating in one. Did not realize it until the other day. Thankfully not a lot of money was lost and I did get some exposure. The sad part is that I was lured into it by an artist, the curator, who had seen my work at a group show and “invited” me to participate in her gallery. In addition I had to confront her about a 50% commission she added to my work instead of the 25% it was suppose to be. I also read a previous article of yours about the dangers of pricing your art too high! Great stuff!
Sylvia, thank you for your comment. I’m sorry you got lured into a vanity gallery situation. I’m sure you’ll be more cautious in the future. In case you haven’t read it I wrote another article: Questions to Ask Galleries. I also recommend you always have a signed agreement to prevent any issues regarding commissions. At least you didn’t lose your art in the process and gained more wisdom. I’m glad you also enjoyed the pricing article. I appreciate your feedback. Please subscribe!
This is a wonderful, accurate article, Renee! Thank you for posting! I’ve been approached by 3 & turned them all down. This year, I was also invited by the (name of gallery has been removed by editor) for inclusion in the 2017 Venice Biennale. I was thrilled! When I expressed interest & asked questions, she replied back with a lot of blah, blah, blah & then essentially said, “by the way, we’ll need $12,000€ from you for your participation.” I told her if her organization couldn’t raise the funds itself to show my photography at the Biennale, I wasn’t interested. She emailed me countless times; she shipped me the giant hardcover book from 2016’s exhibition. In my opinion, it’s never worth paying anything to show, unless it’s the cost of a small submission fee (as you mentioned). Great article; I hope ambitious, hopeful artists will stop supporting these venues & instead either start genuinely believing in their art, practice & create to make their work better, or move on to other things!
Hi Renee
Thanks for your interesting article, I didn’t know that galleries which requiere fees are called Vanity Galleries, apparently my work is only cualified for this tape of spaces.Recently I’ve been contacted by Artifact Gallery. Would you be so kind to tell me is this one is one of those?I would really appreciate your answer.
Best regards
Hi Maria,
There are many alternative venues, nonprofit spaces, and arts organizations to show your art. Do your research on all galleries that approach you and trust your instincts.
Best regards,
Renee