By Moyo Okediji
Representation, Independence, and Knowing What a Gallery Should Actually Do
“I need a gallery.”
Also read: CQ Fifth Edition Is Out!
Artists say this frequently.
Sometimes what they really mean is:
“I need somebody to discover me.”
“I need somebody to sell my work.”
“I need somebody to make me successful.”
Be careful.
A gallery can represent an artist. It cannot manufacture an artist.
A strong gallery can introduce your work to collectors, curators and museums; organise exhibitions; handle sales; establish prices; attend art fairs; and help build your market.
But do not confuse representation with validation.
The important question is not:
“Which gallery represents you?”
Ask instead: “What does the gallery actually do for you?”
Does it organise serious exhibitions?
Promote your work? Pay promptly? Maintain sales records? Protect your prices? Develop relationships with collectors, curators and museums?
A prestigious address is not a substitute for professional performance.
And before signing anything: READ THE CONTRACT.
Artists sometimes scrutinise a painting for six months and sign a five-year agreement in six minutes.
Understand the commission.
Who pays for shipping, insurance and framing?
Is the agreement exclusive?
Exclusive where?
Can you sell directly?
Who approves discounts?
When are you paid?
What happens when the relationship ends?
These questions do not demonstrate distrust.
They demonstrate professionalism.
And remember: bad representation can be worse than no representation.
Your artwork can sit in storage for years while you proudly announce that you are “represented”.
Representation should increase circulation, not create captivity.
Most importantly: build a career that remains active without a gallery.
Maintain your archive, website, collector relationships, pricing and professional network.
Galleries close. Directors change. Markets shift. Relationships end.
Do not pursue a gallery because representation looks like success.
Ask instead: “What professional work do I need a gallery to perform that I cannot efficiently perform myself?”
Also read: CQ Fifth Edition Is Out!
Prof. Okediji is the President, University of African Art
