I recently overheard a conversation about a prominent gallery
owner that I know saying that the end of galleries is near. I have also
suspected that may be true, but that there needs to be some discussion about it
as a process. So this may be a two parter... or three.
The overheard conversation was mourning the changing of the art
market, and the traditional gallery no longer serving whatever the market was
asking for, if it was asking for anything anymore. A finger was pointed at the
Web as a major player in this when I don’t think it is fair to say that. The
gallery and those who feed it have been incompatible for a long time, participants
in an unhealthy dance that left many an unhappy partner. Rather than learn from
each other, both gallery and artist have changed in ways that reinforce that
tension. The Web has just highlighted it, making the changes hard to ignore
now.
Obviously the WWW has had a tremendous impact, but it is not what
is doing in the current gallery model… not alone anyway.
The American gallery model has not been particularly well suited
to artists or art itself, being the primary gate-keeper, primary beneficiary, and
often the only source of what revenue artists do see at the same time. And with
most galleries, this is the goal. It is like Ebay. The primary thing that
happens is the company is funded. Everything else is a distant second.
There is nothing wrong with this from a business standpoint. But
from that standpoint artists are only suppliers, wholesalers, whose performance
and ultimately value is based on sales. It is hard to rise above that when the
system has no intention of letting it happen.
The music ‘industry’ is undergoing some similar re-tooling. It is a weak comparison, however, since that industry is a print industry… they sell prints of
originals and that is a fat no-no in the fine art world. The FAW courted that
idea back in the ‘70s but has since largely abandoned it, and the print in the
FAW is still quite expensive compared to the .99c download. But they (music)
are on the forefront of changing and adapting to new models.
So, I would agree that the current gallery model is starting to
weaken, but we need to start talking about what replaces it.