Artists ask me routinely about New York galleries that charge artists fees to exhibit their work. These fees can be as high as several thousands of dollars. Also known as "vanity" galleries they seem to have multiplied in recent years. I maintain a growing file containing copies of their pitch letters and contracts. A lot of artists pay for shows because the rejection letters they've received from other galleries have worn them down or they mistakenly think they can't sell their work without a gallery's help. More often, artists living outside the U.S. use New York vanity galleries to make an impression on their friends and members of the art community at home. We all know the value of a New York gallery on an artist's resume. However, a critic friend of mine said it well when he remarked whenever he notices a vanity gallery on an artist's résumé it tells him "the artist is paying a lot of money to get their ego stroked."

My professional opinion is these galleries prey on the vulnerability of artists. They are very adept at luring the naïve artist with the right buzzwords and sales psychology. Their advertisements appear where artists are likely to look for exhibition opportunities. During the interview they act interested in the artist's work but their interest wanes if the artist doesn't want to, in my words, "pay to play." They claim their services include sitting the shows, hanging the artwork, printing invitations, and placing advertisements -- all activities that legitimate galleries provide without a charge. Then they charge a commission fee on top of the exhibiting fee -- adding insult to injury.

My research, based on numerous interviews with artists over two decades, has shown the fees outweigh the benefits. It has been observed these galleries spend more time recruiting artists than collectors. They often don't follow through on services promised to the artists. The standards for selecting art are based on whether the artist can pay the fee so the quality of art shown can be extremely poor. To the eye of an experienced gallery visitor, it is an unbalanced showcase of talent, styles and media -- which can hurt the more proficient artist among them.

I have known of some vanity galleries to go out of business in the middle of the night without informing their artists, and then resurface under a new name months or years later. Unfortunately, most artists who have been stung by such galleries are too embarrassed to report their problems to the Better Business Bureau or Attorney General's Office and that makes it difficult for other artists to build a case against the galleries. However, theword spreads quickly within the art community. When we learn that a gallery charges artists to pay for exhibitions we add the information to their listing in our book The Complete Guide To New York Art Galleries to give artists advance warning.
Whether or not you pay to show I advise you to make the decision with your head, not your emotions. What are your risks? How much do you have to sell in order to cover your expenses? Before paying a penny, get everything that was promised to you in writing.

Make sure the contract includes your entitlements such as a partial or full refund if the gallery fails to live up to their end of the agreement. You are entitled to services rendered, have your questions answered and receive professional respect. If you don't get it, place your checkbook back in your pocket and run! Then, please contact me with the information so I can include it in my files.

Remember, as an artist you have many alternatives. You can join a cooperative gallery, which although charges membership fees, is artist-run and based on mutual support. There are also a plethora of alternative exhibition venues in New York - from university galleries to non-profit organizations to corporate spaces. The first step to finding an appropriate gallery is to do your research.

Locate leads through The Complete Guide to New York Art Galleries (updated in May 2005 with more than 1,000 detailed profiles of galleries, private dealers and other exhibition venues). You can also find gallery information by reading such magazines as Art in America, Gallery Guide, Art in America's Guide to Museums, Galleries, and Artforum. It is advisable to visit the galleries you have selected either in person or online. If you cannot travel, try to make reliable contacts with other artists and art professionals in New York.
Renée offers artists career guidance and coaching. She also presents a monthly workshop on how to break into New York galleries titled "How to Sell Your Art". For more information contact her at 212-472-1660, e-mail Renee@ManhattanArts.com. Visit www.ManhattanArts.com.