Exhibitions of art operating similar to current galleries for marketing art first appeared in the
early modern period, approximately 1500 to 1800 CE. In the
Middle Ages that preceded, painters and sculptors were members of guilds, seeking commissions to produce artworks for aristocratic patrons or churches. The establishment of
academies of art in the 16th century represented efforts by painters and sculptors to raise their status from mere artisans who worked with their hands to that of the classical arts such as poetry and music, which are purely intellectual pursuits. However, the public exhibition of art had to overcome the bias against commercial activity, which was deemed beneath the dignity of artists in many European societies. Commercial art galleries were well-established by the
Victorian era, made possible by the increasing number of people seeking to own objects of cultural and aesthetic value. At the end of the 19th and the beginning of the 20th century there were also the first indications of modern values regarding art; art as an investment versus pure aesthetics, and the increased attention to living artists as an opportunity for such investment. Commercial galleries owned or operated by an
art dealer or "gallerist" occupy the middle tier of the
art market, accounting for most transactions, although not those with the highest monetary values. Once limited to major urban art worlds such as New York, Paris and London, art galleries have become global. Another trend in globalization is that while maintaining their urban establishments, galleries also participate in art fairs such as
Art Basel and
Frieze Art Fair. Art galleries are the primary connection between
artists and
collectors. At the high end of the market, a handful of elite
auction houses and dealers sell the work of celebrity artists; at the low end artists sell their work from their studio, or in informal venues such as restaurants.
Point-of-sale galleries connect artists with buyers by hosting exhibitions and openings. The artworks are on consignment, with the artist and the gallery splitting the proceeds from each sale. Depending upon the expertise of the gallery owner and staff, and the particular market, the artwork shown may be more innovative or more traditional in style and media.
Types of galleries Galleries may deal in the primary market of new works by living artists, or the secondary markets for works from prior periods owned by collectors, estates, or museums. The periods represented include
Old Masters, Modern (1900–1950), and contemporary (1950–present). Modern and contemporary may be combined in the category of
Post-war art; while contemporary may be limited to the 21st century or "emerging artists".
Contemporary galleries An enduring model for contemporary galleries was set by
Leo Castelli. Rather than simply being the broker for sales, Castelli became actively involved in the discovery and development of new artists, while expecting to remain an exclusive agent for their work. However he also focused exclusively on new works, not participating in the resale of older work by the same artists.
Secondary market All art sales after the first are part of the secondary market, in which the artist and the original dealer are not involved. Many of these sales occur privately between collectors, or works are sold at auctions. However some galleries participate in the secondary market depending upon the market conditions. As with any market, the major conditions are supply and demand. Because art is a unique commodity, the artist has a monopoly on production, which ceases when the artist either dies or stops working.
Outside the art world Some businesses operate as
vanity galleries, charging artists a fee to exhibit their work. Lacking a selection process to assure the quality of the artworks, and having little incentive to promote sales, vanity galleries are avoided as unprofessional. ==Non-profit galleries==