Vanity Galleries - What Are They?
By Brandon Wisecarver
Vanity Galleries are art institutions that exist primarily to provide a space for living artists to display their work for a fee. These fees can be exorbitantly high, ranging from hundreds or even thousands of dollars. Yet, their bad reputation stems primarily from the dissonance between what the artists participating in the show expect out of the arrangement and what they are able to deliver.
The Art World can be a rough place for the aspiring artist to make a living. Showing your work in the right type of gallery is important to establishing yourself. But how can you tell if an Art Gallery is reputable or just a Vanity Gallery that charges artists to show their work? And how can you spot a real “Art co-op” versus a Vanity Gallery?
Artists have long flocked to New York to take their shot at making a name for themselves. There is some disagreement about when New York City became the center of the Art World. Some point to the 1913 Armory Show, a seminal event bringing Avant Garde art to the United States for the first time. Others say Paris held the title firmly until it lost it after World War II and the rise of American cultural and economic ascendance. New York in the 1930’s saw a large influx of political refugees from Europe, which raised New York’s cosmopolitan profile even more as a center of cultural production. The Abstract Expressionist movement, in particular, is most often cited as moving the focus of influence away from Paris to New York. Contemporary art is far more global because of the nature of modern communications and commerce, even so New York still holds the record for total art-related establishments by a large margin.
This high concentration of hopeful young artists had led to the explosion of a specific kind of gallery establishment - the Vanity Gallery. Simply put, these galleries charge artists money to exhibit their work. They provide wall space and some light promotion but often take a high cut of any sales as well. While Vanity Galleries could be considered an outgrowth or mutation of the “artists cooperative” model, there are some important distinctions. An artist “co-op”, “artist-led initiative”, or “artist-run space” generally exercises tight control over their membership either by requiring portfolio review or even operating on an invite-only model. Another important difference is the scope of their efforts. A true artist-run initiative seeks to establish an on-going relationship with their members sharing costs and profits alike. The Vanity Gallery on the other hand, is a purely profit driven entity, and therefore is likely to show the work of anyone who will pay for the privilege and often have little interest in an artist continuing on with them beyond paying to show again. Being associated with a Vanity Gallery can actually hurt your reputation and do more harm than good.
The internet has provided new ways for Vanity Galleries to target artists as potential clients (or victims depending on your perspective). It doesn’t even have to be a physical gallery anymore. Online publications promising massive exposure now work on similar models. Instagram is rife with million-subscriber (mostly bots) accounts who will post your work for cash or crypto. If you’re reading this article you’ve probably already received comments on your posts urging you to “DM this to @_____!”. If you do, you’re likely to receive a price list in return. Look closer at their account. Does the account have hundreds of thousands or even millions of “followers” yet only averages around 30-40 likes per post? It’s a scam too many artists are still falling for. The good news is the internet can help if you know what to look for.
A simple google search of “Is _____ reputable? can yield a lot! Searching “Is _____ a vanity gallery?” may also provide other useful insights. You can go further by looking up the names of the people connected to the gallery you are considering working with. Do they appear to have a presence in circles you want to establish yourself in? Do they have a significant online presence? Are there public records of lawsuits or complaints against them? Remember that many of these Vanity Galleries hire people whose only job is to target unknown artists. Don’t let mere flattery separate you from your hard earned cash. If it sounds too good to be true, it probably is. Consider that if they’re getting your money for the showing opportunity they have little incentive to work towards actually selling your work.
Application fees are another way Vanity Galleries make money off hopeful artists but are also a frequent feature of genuine opportunities. These fees are smaller, usually ranging from $15-55 and only get you in the door for consideration with no guarantee of acceptance. They are rarely refunded if you are not accepted. Similar rules apply when navigating these opportunities. Do your homework and see what others are saying about the gallery. Check out their website. Does it look like your work fits in with the kind they are likely to show? Is the curator well known? Contests and open calls can be a great way to get exposure and make new connections. However, they can also drain your pocketbook quickly! Be careful and apply with discretion.
To sum up, co-operative galleries and artist networks can be a very valuable resource but you should stay vigilant and be aware of the too-often predatory nature of paying to show your work. All said, renting space to show your work is not inherently a bad business decision if you understand that you must provide the art, labor, and promotion. In turn, you stand to reap 100% of the rewards. The bad reputation Vanity Galleries have built for themselves is generated primarily by the illusion of prestige. The press, fame, and buyers you will expect as a return on your investment are unlikely to materialize without some considerable effort on your part. Why pay a premium for that?