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Overview

The art world has become a complex, global network of arts professionals, institutions, and market forces. This course will uncover the dynamics of the art gallery business and how it functions in relation to the rest of the market.
Over the course of 6 weeks, you will learn what an art gallery is, how it operates internally, and how it manages artists and clients. You will identify and analyze the different relationships a gallery maintains with key players and institutions including artists, estates, collectors, auction houses, art fairs, the press, and the public. A special focus will also be given to alternative gallery models such as non-profits and artist-run spaces, as well as the online art marketplace, a recent development disrupting the business.
This course will emphasize postwar and contemporary art, discussed in terms of both primary and secondary markets, but remains relevant and applicable to all types of art galleries. You will discuss examples from major art market hubs such as the US, UK, and Western Europe. The Gallery Business provides a solid background for those looking to pursue a career in a commercial gallery, or for those interested in learning more about the role galleries play in the buying and selling of art.

By the end of this course:

  • You will gain insight into the gallery sales process from making a deal with the client, to invoicing, payment, shipping, and all necessary artist/client follow up.
  • You will understand art gallery staff roles and responsibilities including artist liaison, registrar, preparator, sales director, and gallery owner.
  • You will learn how a commercial art gallery operates, and the differences between alternative gallery models including both brick & mortar as well as online businesses.
  • You will gain a deeper understanding of the art gallery business in relation to the global art market ecosystem.
The Details
  • Course Dates

    Course Dates

    January 17 - February 27, 2017

    Online orientation opens on January 10, 2017.
  • Faculty

    Faculty

    Juliette Premmereur
    MA, Columbia University; BA, Barnard College

    Juliette Premmereur has an established career in the gallery world, having worked for Paul Kasmin and Sperone Westwater in sales and artist management. Previously, she advised the Lehman Brothers art collection on acquisitions of artworks by emerging to mid-career artists. She was recently hired to start RH Contemporary Art, the fine art division of Restoration Hardware encompassing a six-story art gallery in Chelsea, an artist residency program in Brooklyn, and an online gallery platform. Juliette is also a consultant to several art and tech start-ups in New York, San Francisco, and London.
  • Sample Topics

    Sample Topics

    Week 1: Introduction to the Gallery Business

    • Primary and secondary market

    • Different roles and responsibilities of gallery staff


    Week 2: The Dealer Artist Relationship

    • Types of galleries and dealers

    • Building a gallery program and schedule

    • How to find artists and keep them


    Week 3: Sales: Collectors and Their Helpers

    • Private collectors, advisers, institutions, foundations, art funds

    • Invoicing, payment, shipping, and follow up


    Week 4: Art Fairs and Auction Houses

    • What are art fairs and why do they matter?

    • Who can show in an art fair?

    • How do auction houses work?


    Week 5: Press, Communications, and Social Media

    • Press releases, media pitches, special events

    • What are arts PR agencies and what services do they provide

    • The importance of social media and the power of Instagram


    Week 6: The Alternative Gallery Model 

    • What is the difference between a commercial gallery and a non-profit?

    • The alternative gallery model: artist-run space, artist residency, pop-up gallery, the collective

    • The online art marketplace

  • Online Orientation

    Online Orientation

    Our online orientation operates the same way as the course, giving you the opportunity to become familiar with the technology and the dynamics of online teaching and learning. Participation in the  orientation is not required, but it is strongly encouraged as students who complete the experience have a better chance of success. The orientation is available one week prior to class and remains open for you to use as a resource.
  • Course Fees And Enrollment

    Course Fees And Enrollment

    $1485 ($1335 if booked before December 20, 2016)

    Registration Fee: $15

    Click here to enroll and pay online.
    Terms and Condition
  • Contact And Request Information

    Contact And Request Information

    For further information, please contact:
    Claire Hoover, Program Manager of Online Learning
    Email: online@sothebysinstitute.com or Request Information Tel: +1.212.897.6644

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