Selling Art on Commission Is Unfair to Artists. Here’s Why a Direct-to-Consumer Approach Is …

Within six months of graduating I had my own solo exhibition with a commercial gallery, but it was a cruel awakening to be faced with the 60/40 split of sales, despite covering 100 percent of the production costs myself.

Art fairs, beyond the air kisses and selfies, can be vital exercises for mid-career and established artists, facilitating access to crucial networks of curators, collectors and influencers.

According to the Fine Art Trade Guild, dealers typically retain between 30 percent to 60 percent of the selling price.

The argument for artists to at least consider an alternative path is supported by the numbers too; in 2020 Statista recorded 55,000 registered visual artists in the UK and only 1,400 commercial galleries.

I established Unit 1 Gallery | Workshop in 2015 to support artists by providing them with space and time to create, network and exhibit, and crucially introduce the public to their working studio practices.

I’m often asked: can zero percent commission really be a sustainable business model? It’s working for Unit 1 so far—and more than anything, it shows that alternatives to the status quo are possible.

We’re now seeing an influx of new initiatives that offer robust and responsible trading systems that put the power back in artists’ hands.

Artists get greater visibility and help with administration; while buyers, both seasoned and novice, can discover new artists and ultimately connect and purchase from them directly, fostering a direct and transparent relationship that empowers both artist and collector.

New digital platforms like these have the potential to be disruptive because, by allowing more artists and art lovers to connect with and support each other, they break down inequalities in how art is bought and sold.

These models are also crucial for reaching the digitally-driven millennial collector.

The current art market system not only neglects thousands of artists, but also interested art buyers who can feel insecure and intimidated by stepping into a white cube gallery.

To bring it back to our Fair Art Fair app, adopting this approach provides a level playground for all those interested in art, creating the opportunity to connect artist and collector while retaining a zero percent commission, and generating surplus funds to support residencies, galleries, grants and prizes for its population, setting the precedent for a fairer system.

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