Do you think I should create a boundary with the gallery?
Dear CP, I've started working with a Canadian gallery. They are not the coolest or edgiest contemporary art gallery, to be sure, but conversations with them leave me with the impression that they are adept and business-minded. They have a big staff and are good at communication. Their marketing choices, however, are not to my taste. They are transparent about pricing online and they have super cheesy videos of their space. I am paranoid that other galleries see my affiliation with them and don't want to work with me. I have sent numerous emails to gallery contacts recently and have not heard anything back, which, to be fair, is not exactly a new thing. I realize that I am not a number one priority and I am used to people not responding to my emails, but I can't help wondering how my online presence is being perceived by others and if decisions are being made based on those perceptions. Do you think online perceptions are important and can determine working relationships? I sent the gallery 10 paintings so far. I paid for shipping as that is their "policy," and they haven’t sold any of my work yet. I have a show scheduled with them in the fall. They are expecting 12-15 paintings in October. I hesitate to send them as a) I cannot afford to do so and b) I do not feel that this is my responsibility, exacerbated by the fact that they have not yet generated income for me. Do you think I should create a boundary with the Canadian gallery regarding shipping costs for the fall show? Many thanks!
It’s clear from your email that you are being proactive about getting your work into the world, which is great. Well done! I encourage you to continue reaching out to your community to update people about your work. Let’s look at your two questions about online presence and setting boundaries in working relationships.
First you asked, “Do you think online perceptions are important and can determine working relationships?” Yes. First (and sometimes lasting) impressions online are often similar to first (and sometimes lasting) impressions IRL. Think about your own interactions with websites and social media profiles and ask if you make assumptions and judgments about individuals, businesses, and organizations based on how they present themselves online. Your question gives me the impression that you’re not talking solely about first impressions, though. It's impossible to know for sure why people who may have been responsive in the past are silent now, but there could be so many reasons: art fairs, personal issues, just generally being busy, not to mention that we are still in a global pandemic and now an impending recession. It would be irresponsible of me to leave out that they just might not be interested in your work right now and either don’t want to let you know or think they are not obligated to be honest with you. Regardless, this doesn’t mean your work isn’t good or doesn’t have value, and it also doesn’t mean that they suddenly deem you unworthy of their response based on your new gallery affiliation. Your contacts may or may not be aware of your affiliation with the Canadian gallery, and they may or may not be looking at your affiliation and thinking that they don't want to be affiliated by association. But there are too many other possible reasons why you aren't hearing back to land on this one.
Next you asked, “Do you think I should create a boundary with the Canadian gallery regarding shipping costs for the fall show?” Yes. You can't pay for shipping. This borders on pay to play, which is not representation. Shipping artwork is a standard line item in the cost of doing business. If the gallery does make sales of the work you already shipped, it’s reasonable for you to negotiate with the gallery to split the net after you are reimbursed for the shipping costs you incurred. Since they haven't yet sold any of your work, they are asking you to pay for shipping, and you are worried that your affiliation with this gallery is hurting your career, I wonder if this relationship is the right fit for you. There may be cases in which you agree to representation by a gallery purely for financial reasons, and I respect that completely: most of us need to make a living, and for you, some or all of that living may depend on selling your art. In that case, you may need to find those sales wherever you can, even if the context isn’t ideal for you. But you state plainly that you can’t afford to pay for shipping and don’t think it’s your responsibility to do so. If you have some leeway and can afford to, I encourage you to consider what kind of gallery representation will work for you in a holistic way. Does the representing gallery operate in ways that align with your values? Do you appreciate and respect the context they are creating with their business? Are the terms of your agreement with them agreeable to you? Does the gallery hold up their end of the contract? You can’t afford to pay for shipping, and I agree with you: it’s not your responsibility.
