Most visual artists dream of having an agent to market their work, win collectors for them, and help them with all those tedious, non-artistic things like marketing and sales.
But the reality is that it is extremely difficult to find a good agent and one that you can work well with.
IS THAT HOW IT WORKS:
The agent-artist relationship works differently in each situation. Typically, the agent will agree to represent an artist in exchange for payment, either on a percentage basis or a monthly retainer.
A % payment ranges between 30% and 50%. In this case, the agent would be paid when the artworks are sold and paid for.
A monthly retainer agreement or stipend is where the agent would be paid a specific dollar amount each month. Some agents charge $1,500 per month, others charge $2,500 per month. The downside to this arrangement is that they get paid regardless of what is sold.
WHAT GOES WRONG:
The reason it’s hard to find a good agent and then make it work is that if you pay someone on a percentage basis, the agent ends up putting in a lot of unpaid hours. Over time, the agent will run out of steam and you will lose faith.
Most artists can’t afford to pay an agent a monthly retainer, so such an arrangement is very rare.
THE BEST AGENTS:
The best agents are well connected, so they spend less time connecting you with buyers and deals. But, to get one of the best agents to work with you, he will have to be a proven salesman or the next best emerging artist in your eyes.
ALTERNATIVE TO AGENTS:
Consultants: You can hire consultants based on your needs. I have often hired consultants to help me solve a problem with which I have little experience. They charge by the hour and are a great resource.
Representing yourself: Representing yourself is the most common way to do it. It is preferable, in my opinion. You will have more control over what happens to your art, your brand and your connections. You will also be able to keep all of your winnings. The downside is that you will have to work harder. But many artists do very well at representing themselves.
To do the best job of representing yourself, take the time to educate yourself on marketing, sales, and promotions. Read books for artists; there are many good ones out there. Take classes, online and live. Use the experience of consultants.
And remember, you are not in a race. Take your time and you will get where you want to go.