Mission, vision and values are essential elements of every initiative, but the more commercial galleries are opened, the more I believe these elements are used without any consequences. I don't understand how much courage it takes to open a physical gallery without being super close friends with the owners of at least 10% of all galleries in London, who will tell you the truth about their financial situation and sales. My people inside say there are around 400 art spaces in London, including museums, galleries, artist-run spaces, and so on. If you are friends with them and still have decided to open a gallery, I am curious about your REALISTIC long-term plan. What do you want your legacy to look like after 20 years? Jesus, I sound very accusatory, but I really don't understand why people continue to do so when we see many massive and old galleries really struggling. The market is struggling, and who is harmed the most? Artists! In virtually every conversation about these new galleries, the first question that comes up is, “Is their daddy rich?” How else can anyone afford to lose tens of thousands of pounds a year for the first few years? I'm not saying that people from wealthy homes should disappear from our streets, but what worries me is the belief that if someone can finance a gallery, they can also sell works of art. One does not necessarily mean the other.
If the gallery is "as successful" as everyone claims, why did they sell only one work from the entire solo show? It's hard to sell art, I know, but in what light does this put the artist? Collectors who like to spend a lot of time researching the market and investing in art may wonder why no one has bought this artist's works. Was there something wrong with them? Is it the quality? Is it because no one believes in them? So beautiful exhibitions are one thing, and financial sustainability is another.
I have the impression that many of these new gallerists do not conduct market research at all. Galleries that have been around for years close down don't sell works and don't keep their promises, BUT IT'S ALSO BECAUSE PEOPLE DO NOT SPEND MONEY. The world is so unstable right now! Being a good salesman and having a solid plan may not be enough in such an unstable global economic and political situation. Look at how many small and medium-sized galleries sell the same artists. And ask why???
However, I’m not saying all these galleries have no plan and lie about their success. Some of them are doing great, and I am cheering for them, but many had clients before opening a physical space. They had a reputation and proven track of successful exhibitions and deals. Their names are known. The physical space should be like a cherry on the cake, not a starting point. It's difficult for artists and clients to trust someone they've never heard of. So why jump straight into the deep end and not test your strength in pop-ups to build your brand and see if you can really handle a permanent space?
I mean, listen, I'm very happy that so many people are following their dreams, but lately, there has been a proliferation of galleries like mushrooms after rain, so it needs to be addressed.
ANOTHER THING THAT I WANTED TO POINT OUT: Over the past few months, I've heard terrible things about many galleries: how they treat artists, visitors, employees, and even collectors. Those who do this only confirm that the art world is a toxic place where "mission, vision and values" are just words thrown to the wind. And so because of that, I created a List of predicted art galleries that will go out of business in the next few years. I won't share it, tho - will be just waiting.