Article #27 How Do On-Line Exhibitions Work?
The Internet is a powerful tool for everyone in our modern world. I am frequently asked, “Are online art exhibitions worthwhile?” Rest assured, once artists know the options and tools that are available, they can choose wisely.
World events caused all of us to spend two years indoors. The result was that online exhibitions, podcasts, and Zoom classes popped up everywhere. Online exhibitions can go by different names, virtual exhibitions, online galleries, and cyber-exhibit galleries. The commonality is that they all take place in cyberspace. The other eight types of art exhibitions can function in tandem. They are solo exhibitions, duo exhibitions, group exhibitions, institutional exhibitions, museum exhibitions, retrospective exhibitions, and art event exhibitions.
The Inner Workings
Online exhibitions are held in conjunction with one of the physical exhibitions listed above or stand-alone. Since most arts organizations get their funding through grants or patrons, a fee to the artist is optional. If there is an artist fee, it is used for things that directly benefit the artist such as catalog printing. The artist submits a large image file. A professional video is created including all the artist’s work. A video is made of the main event that runs simultaneously with the online part. All are sent to the artist with a mailed hard copy of the catalog.
Just For Fun
A stand-alone event online exhibit is where the artist pays a fee and is given a link to see their painting. It may only be seen by a list of artists on the organization’s mailing list or posted on a Facebook page. If an artist is new to the art world a small online exhibit can be a feel-good process. The artist is posted on a webpage or social media page with their name, biography, and art photo. It’s fun to send a direct link to family and friends to show off a prized painting.
Getting Seen
A specific type of marketing must be done, for the art to be seen by potential buyers on websites or a social media page. A one-time ad is not useful. It may be surprising to find out that a $500 per week commitment is a good start with professional companies. It must go on for many years with a daily focus across search engines and social media. You can look at my website to see what a website looks like that has benefited from many years of marketing. You can see why producing online exhibitions is a full-time commitment, not for the faint of heart.
Which One Is Best for Selling?
Artists often ask is, “Does art sell in small online exhibitions?” The surprising answer is no. Why is this so? You are also probably thinking, if the art does not sell, then why would one do it for many years? For me, it is part of a chain of events, rather than a one-off. When the online invitation comes in, I review key points. Research the organizer and the specific event name. Type the event into a couple of different search engines. How many times does it appear? Read the prospectus. This is a detailed description of exactly how the venue is marketed, how often, etc. What other events is it connected to? If it is not connected, then what is the purpose of engaging? After doing the necessary research, the artist ponders, “Vanity or will it help me?” Only the artist can determine whether to proceed or not. Organizers in most cases are very happy to answer questions about their event. If an exhibitor tells the artist there is an upfront fee but no percentage due when the art sells, in any type of exhibition, the exhibitor may not expect the art to sell. An analogy would be equivalent to a front load on an annuity purchase. The artist may be the customer.
It’s Like Playing Cards
Major online art exhibitors, such as Artnet, only work with vetted entities such as dealers and high-end galleries that have established ongoing accounts, not individual artists. When approached, it was explained to me in writing that my paintings were shown next to comparable original, recognizable, historical artists that have similarities, mark quality, brand, and or price. It happens automatically using AI tools and algorithms.
My Water Garden 7, painting was chosen for a 2023 online exhibition, then scheduled to be physically exhibited, and lastly passed on to a collector. The whole process will take about a year. I hope that this article has clarified how to maneuver through online exhibitions. Best of Luck!!!