Not All Online Galleries are Created Equal with Alex Farkas (#132)

Anyone can open up a gallery—real or virtual—and start selling
art. I mean anyone. You don’t have to hold a degree or pass a
test. You don’t have to have ethics or morals or know anything at
all about art. But I am impressed by what UGallery is doing and
the services they have been providing artists and clients since
2006. Everything about them feels different. 


On this episode of The Art Biz, I’m joined by Alex Farkas,
founder of UGallery.com.  Their business model is different
from others in that online space. They know art. They curate the
work so there aren’t thousands of random artists competing for
eyeballs. UGallery is paid on commission, so they only make money
if art sells.They invest in marketing to help sell more art. They
are looking for relationships with their artists and nurture
their artists to help them sell better online. The focus of
UGallery is on painting, but you should listen to their story
even if you are not a painter because you need to know that there
are people and companies out there who are on your side and doing
things the right way. 


Highlights



The beginnings of the UGallery journey. (2:53)




 


Storytelling to promote UGallery artists and their work.
(4:39)



Curating art on the website in non-traditional ways. (7:19)



The process of finding and connecting with artists. (11:05)



Working with artists to help them succeed. (16:10)



What is selling at UGallery? (19:09)



Finding and marketing to clients. (20:36)



Artist to customer—the order fulfillment process. (23:09)



Maintaining ecommerce platforms and client relationships.
(28:00)



Mistakes that many artists make when applying to UGallery.
(33:55)



Tips for a better online presentation and ecommerce platform.
(36:22)



What’s coming next for UGallery. (38:30)



 


This Week’s Assignment


Assess where you show and sell your art. Consider what venues
you are (and aren’t) working for and why? How can you find more
of the right places? What venues aren’t working for you and why?
Make a plan to move on from those.



 Mentioned


ArtBizAccelerator.com

UGallery.com

New York Foundation for the Arts (NYFA) 

What is Your Art Business Costing You?

Are your online art marketplaces profitable for you? 

Ensuring a Profitable Art Business (Episode 96)

Advocating for Artists in Their Communities with Louise
Martorano (Episode 118)



Resources


Show notes, images, and listener comments

How to Price Your Art free report

Art Biz Connection artist membership



Quotes


“It’s important that we find ways to combine the old school
aspects of a gallery with the new school aspects of the
technology that we use.” — Alex Farkas

“We see this as a partnership. We don’t succeed unless the
artists succeed.” — Alex Farkas

“Part of the relationship is making sure that artists
understand if they put the time and money in upfront, it comes
back out later.” — Alex Farkas

“Think about what you’re trying to accomplish and what your
goal is, and then work from there.” — Alex Farkas



About My Guest


Alex Farkas is the Gallery Director of UGallery. His love of art
traces back to his hometown, Jerome, a tiny arts community in
northern Arizona. Alex grew up creating sculptures in his uncle's
woodworking studio and learning about the art business in his
mother's gallery. He co-founded UGallery in 2006 with the goal of
helping emerging artists connect with patrons. As one of the
first ever online art galleries, UGallery significantly improved
the opportunities available for artists. The gallery has been
featured in the New York Times, Vogue, and Art in America. He
currently lives, and UGallery is based, in San Francisco.