Art, Ethics and Relationships

Honesty and its impact on artists, galleries and buyers

A few weeks ago, one of my artists delivered a series of new prints. While conversing, they mentioned that they added one extra print for me to keep or sell without commission. 

I looked at them puzzled and asked “Why?”

A customer purchased a print from their online store and, upon pickup, shared that she learned about their work through imperfecta, as she is a gallery’s customer. The artist shared that they were not aware of that detail when the customer made the purchase, otherwise they would have directed the customer back to the gallery. They felt uncomfortable about the customer’s behavior, hence their decision to add a print. 

The relationship between a gallery and an artist is frequently defined by established and stipulated expectations. Galleries may for instance request some exclusivity, which means that an artist might be restricted from selling or exhibiting their work outside a defined geographic area or for specified periods of time. These stipulated boundaries are there to ensure a fair and transparent environment, to protect each party’s interests and uphold ethical practices. From that perspective, an artist circumventing a gallery by selling directly to a client within that boundary could be a breach of contract. 

Putting contractual obligations aside, it’s considered poor professional practice (as well as a breach of trust and lack of courtesy) to undercut a gallery that has invested in promoting an artist’s work and has introduced it to their clients. The bottom line is that a gallery invests many resources and time to market an artist’s work and to cultivate relationships with customers and collectors – intentionally “stealing” a client from a gallery fundamentally undermines the gallery’s investment and the overall relationship.

In the story I just shared, the artist not only showcased their exceptional in-action professionalism and ability to respect contractual obligations, but they also demonstrated great honesty and respect for my gallery and my work.

…and THAT is worth a million dollars in my book, as the relationships with my artists and the artistic community I am part of are at the top of my reasons for having a gallery in the first place. Therefore, as soon as the artist honestly shared her discomfort with the situation, my trust and respect for them was instantaneously strengthened and my deep commitment to their work sealed even further. 

Now, let’s talk about customer loyalty. While a customer does not need to be loyal to a gallery, it is also true that a loyal customer will always receive special consideration, which often takes the form of discounts and custom services. Additionally, what the customer in this story failed to understand is that by going directly to the artist, she not only put the artist in a very awkward situation (and potential breach of contract), but also created a chain reaction that culminated in the additional print I mentioned. 

Some customers believe that going directly to an artist after seeing or purchasing their work in a gallery is a great way to support the artist. They may even believe that the gallery plays some sort of exploitative role toward the artist, making them feel good about bypassing the gallery. Yet, these two misconceptions are far from reality – and bypassing the gallery comes at a price for all involved parties as it:

• Puts the artist in an awkward, difficult situation;

• Creates potential breach of contract and legal complexities;

• Potentially corrodes the artist-gallery relationship;

• Might result in financial loss for the artist;

• Financially damages the gallery, which may reduce benefits to the artists they support;

• Wastes the artist’s time and energy as they try to remediate;

• Degrades customer loyalty benefits; and

• Creates much stress (and sadness) across the board.

Galleries, especially small independent ones, not only work relentlessly to bring culture to their communities but also, crucially, operate as passionate agents for their artists – fully committed to their success. This means that a gallery places considerable energy and resources to promote, support and grow its artists, enabling them to focus on their art while not having to waste time and resources on promotion and marketing. 

Bypassing galleries is a big NO-NO that many customers do not realize – they think they are acting in good faith, helping the artist, yet their behavior is far from one that supports artists and the arts.

Another situation that customers create when they bypass a gallery is that they tempt less experienced artists into exploiting their relationship with the gallery as a way to direct new customers to their online stores. I have seen this behavior a few times and observed that such an approach actually harms the artist and their reputation. 

Final Thoughts

The artist-gallery relationship is crucial in an artist’s career and, if well nurtured, it typically brings many, diverse benefits to an artist.  Simultaneously, it is a delicate relationship, built on mutual trust, honesty and reciprocal support. Like all relationships, it needs nurturing, love and all the qualities demonstrated by the artist at the center of the story I shared earlier. 

Similarly, by establishing a trusting, loyal relationship with a gallery, art lovers and collectors benefit in many ways – from receiving special discounts to getting priority during presales and accessing additional white gloves services.

At the end of the day it all comes down to behavioral basics that we all wish to see in a healthy relationship, with honesty being a key one.

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