The Good and Bad of Art Fairs for Artists and Collectors

Are art fairs worth the time, expense, and effort? Here is what artists and collectors should know before making a commitment.

Art fairs are now an omnipresent part of the contemporary art world—every major (and minor) city in the world with a culture is now home to art fairs, both nationally and internationally, like Art Basel and Frieze, or local and regional fairs, that offer exposure; sales; and a potential audience of thousands. While the appeal is substantial, participating in or attending an art fair provides benefits and challenges for both artists trying to establish careers and collectors trying to make meaningful acquisitions.

For Artists: A Good & Bad Opportunity

There is boundless potential for visibility at an art fair for both emerging and mid-career artists. An art fair provides an opportunity to show work to collectors, curators, and critics all in one place. Artists represented by a gallery get a significant opportunity to have their sold work professionally represented in terms of shipping, invoicing, etc. Emerging or established independent artists who manage to secure an art fair booth independently have a chance to sell directly to the buyers and develop personal relationships with potential buyers. Fairs provide an opportunity for networking, and there is always a possibility of building connections that might lead to exhibitions, residencies, or commissions.

However, there are some significant downsides. The costs of an art fair can be exceptionally high, especially without gallery support. An art fair can cost significantly thousands of dollars by the time you include booth fees, shipping, lodging, marketing, and framing. There is also the pressure of quick sales, and the performative aspect of what sometimes feels like sales theater can be emotionally exhausting, especially if an artist does not sell significantly. Artists sometimes create art fair work that is more "market friendly" and you can risk undermining your vision and developing work that ultimately makes it “marketable".

For Collectors: Access and Enthusiasm but Be Careful

Art fairs can be an exciting way for collectors to encounter many forms of work in one place. Experienced and novice collectors can build a relationship with galleries from across the world, see artworks in person, and have the benefit of potentially meeting artists. This burgeoning relationship leads collectors to feel just as if they purchased the work from an outlet in their own home in terms of the immediacy and connection that happens at a fair. The bustle of a fair and the pressure of limited or time-restricted availability can spur decisive buying from collectors and allows for new work to be added to their collection in unique ways.

On the other side, the exhilaration and fast pace of the fair can lead to hasty decision-making. It is easy to get lost in the excitement and purchase a work without having research or thought about the concerns with an artist or engagement with long-term value. Some collectors are overwhelmed by fairs—especially large fairs—and would occasionally describe fairs as trade shows where they are bombarded with a lot of work and it feels less like a well-thought-out art experience. Some fairs are curated well but many have an array of quality, and while students are taught to embrace spaces of ambiguity or trend, relying too heavily on trend puts some work ahead of content.

The Conclusion: Choose With Intention

Art fairs are neither entirely good or bad - they are simply tools. Like any tool, the benefit is determined by how it is applied. As artists, exhibiting at a fair can be a career shift when it aligns with the audience, timing and resources. As collectors, fairs are an efficient and exhilarating way to experience art, although buyers still must be careful that they choose thoughtfully rather than prematurely. Regardless, we have learned that understanding you are engaging with an art fair with particular goals, expectations, and introspection can change the space from a noisy flea market to a discovery of significance.