Do galleries co-exist in the 21st century?
Galleries have always found ways to work with – and use - one another. In the 1960s Leo Castelli developed the satellite system, collaborating with other galleries around the world to show his star artists like Frank Stella and Jasper Johns, taking a cut of any sales. Now galleries regularly share artists internationally and the best know how to keep others sweet while always keeping their name and influence in the mix. Sharing artists has of course led to a fair share of drama in the art world; losing an artist to another is an emotionally devastating and sometimes financially ruinous affair.
The extraordinary prices now at play have also necessitated many galleries to go into partnership; buying secondary market artworks together not only reduces costs but doubles the amount of clients available. A major boom in a world where in reality a large number of players are scrabbling over a small number of buyers.
Galleries must now learn to embrace alternate platforms for exposure and stay open minded to collaboration. Events like Condo see galleries open their spaces to exhibitions by international colleagues – in the hope that a new name might bring with it a new clients. We would of never have imagined before that Sotheby’s would open it’s audience, to collaborate with major New York galleries, which was announced this week. Unusual circumstances often force us change how we do things... Of course there’s online platforms such as Artsy and Artnet who have introduced new collectors to the market and a more direct way to look at artworks, providing a space for galleries to work with others in a way that is mutually beneficial rather than solely competitive.
Condo Complex, a lateral way for galleries to exhibit their artists abroad
Covid-19 will no doubt accelerate fresh changes to the market, forcing galleries to look at new ways to work together to survive. Already we have seen David Zwirner Gallery has started a programme called Platform, opening its digital viewing rooms to galleries in London and New York to show their artists. Its important that the bigger and wealthier businesses provide a support at this time, although clearly with this comes a level of control and power over the younger galleries for Zwirner.
The art world has always been about imagination, innovation and change and not just sticking to the same formats. As with any industry, galleries need to keep constantly alert, to assess what works for them and where a new opportunity may offer itself. In this fragile world galleries need to come together to survive, and perhaps even thrive.
Here at ArtThou, collaborations and partnerships are the bedrock to how to thoughtfully select and source culturally relevant art, to bring it to you whether at home or through our online viewing rooms. Be in touch if you’d like to discuss this topic.