Going Digital: The Evolution of Art Market and Artists' Direct Sales
Photography, as Kirill Borodin states, isn't a physical world, but rather a realm where people experience life without concerns.
In today's digital age, the art world has witnessed a significant shift, thanks to the internet. Artists are skipping the traditional gallery route and opting for direct online sales, and for good reason.
Kirill Bodrin, an artist and the head of creative platform "Gutenberg" and gallery "Atelier" in Yekaterinburg, sheds light on this trend. Bodrin shares his experience of dealing with art buyers who approach him directly, requesting discounted prices due to the absence of gallery commissions. However, he's learned that such practices can backfire, leading to potential conflicts with galleries and negatively impacting his reputation.
Bodrin chooses to maintain fair pricing for his works, while expressing his appreciation for galleries that sell his paintings and make profits from them. But he doesn't hesitate to cut ties with sellers who try to inflate prices, aiming to protect his reputation and maintain control over who sells his works.
The Online Reality and the Need for Traditional Galleries
Despite the rise of digital sales, traditional galleries continue to play a crucial role in the online art scene. Bodrin acknowledges that gallerists he works with are passionate about art and play a significant role in promoting artists and their work.
He recalls his early collaboration with gallerist Boris Salakhov in the "Chronicle of the Modern Factory" project. Although Salakhov didn't pay him initially, he helped introduce artists to journalists, potential clients, and the public – leading to substantial earnings for everyone involved.
Salakhov also sold Bodrin's work for a higher price than what Bodrin would have valued, imposing obligations on the artist not to sell a painting of the same size for less in the future. This sacrifice, made out of moral duty, significantly shaped Bodrin's career and earnings.
Complex Relationships in the Art World
It's not uncommon for the relationship between artists and gallerists to be complex, especially in the era of digital sales. Bodrin notes that artists who sell directly online may disregard the efforts of gallerists, leading to resentment and even disillusionment within the art community.
Gallerists, in turn, play a crucial role in promoting culture, educating, and popularizing art, making sales, and nurturing both artists and their audiences. The art market might seem simple to outsiders, but to gallerists, it's a deep and multifaceted world.
Selling art isn't a standard business process – it's about fostering a culture, educating art enthusiasts, and cultivating taste. A genuine gallerist doesn't simply rent a space, hang paintings, make sales, and take commissions. Rather, they go above and beyond to ensure the success of the artist and their work.
My People: Cultivating Relationships and Gaining Inspiration
Bodrin is grateful to the gallerists he's collaborated with, including Tatyana Kolpakov and Boris Salakhov, who played a vital role in shaping his views on art. He was impressed by Kolpakov's approach to exhibitions and how she showcased art beautifully, inspiring the creation of "Atelier" and "Gutenberg."
Smaller interactions, such as exhibition collaborations and auction introductions, have also significantly impacted Bodrin's career. He expresses his gratitude to many people who have contributed to his success and continued growth in the art world.
Sales Department: The Art of Selling and The Artist's Role
In bygone days, when artists approached galleries, rejections were taken personally. But Bodrin realized that these rejections were due to the gallery focusing on specific art styles, rather than a lack of talent in the artist.
Nowadays, new gallerists eager to exhibit and sell works by artists like Bodrin sometimes approach him. While it's essential for Bodrin to know who sells his paintings, he acknowledges that selling artwork isn't as straightforward as selling a car.
Paintings aren't material objects; they hold sentimental value and are purchased based on feelings rather than practical necessity. Each sale is an "inescapable, inexplicable thing," as Bodrin put it.
Anti-Gallery "Atelier": Breaking the Mold
"Atelier," a gallery controlled by the artist, bucks traditional gallery practices. Here, artists sell their works directly to customers without paying a commission. While it might seem contradictory for an artist to create an anti-gallery, Bodrin clarifies that the intention isn't to protest, but rather to offer a unique platform that isn't bound by gallery conventions.
In the near future, "Atelier" will expand as an online platform, selling works by artists they've exhibited in the past. This move is a result of the success experienced by "Gutenberg" after launching sales, which attracted established artists and improved the quality of their exhibitions.
Rising Prices and the Cost of Art
Bodrin believes there's no dividing line between good and bad art. Each piece of art has its own audience, and different galleries that specialize in specific styles or pools of artists are crucial for the art world. Digital galleries with thousands of artists, however, dilute the art, making it seem bland.
Bodrin emphasizes the importance of self-identification for galleries, such as positioning "Gutenberg" as an exhibition space and workshop for graphic artists. This strategy attracts good artists and enhances the quality of exhibitions.
In Conclusion
Art and the art market have evolved dramatically due to the internet. While digital sales have provided artists with new opportunities for direct interaction with buyers and increased profits, traditional galleries remain integral to the art landscape.
Artists must carefully weigh the pros and cons of direct online sales versus traditional gallery representation, considering factors such as revenue, audience reach, effort, reputation, and market volatility. A hybird approach, utilizing both channels, is increasingly popular as the digital and traditional spheres continue to converge.
Bodrin, for one, continues to navigate this complex and ever-changing landscape, seeking to strike a balance between artistic freedom, financial success, and maintaining valuable relationships with the galleries and patrons who support him.
- Kirill Bodrin is not sure about disregarding the efforts of gallerists who promote artists and their work, as it might lead to conflicts and negatively impact his reputation in the art community.
- Galleries usually sell Kirill Bodrin's paintings for a higher price than what he would value, which significantly shapes his career and earnings, despite not receiving initial payments.
- Artists who sell directly online, usually without the help of galleries, are often rejecting the crucial role gallerists play in the art world, including promoting culture, educating, and popularizing art.
- Selling artwork through traditional galleries, unlike selling material objects, is an "inescapable, inexplicable thing" that involves nuances beyond practical necessity.
- Despite being an anti-gallery, "Atelier" aims to offer a unique platform for artists to sell their works directly to customers, while maintaining a balance between artistic freedom, financial success, and maintaining valuable relationships.
