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Baby boomers created the art gallery system, but the new kids on the block have different ideas.

One of the big reasons the art gallery system is in decline has to do with the baby boomer generation. As a boomer myself, I can say with surety that my generation has moved on from the pressure of acquiring stuff and the abject consumerism that dominated the 80’s and 90’s.

We are older.

We are wiser.

We are downsizing!

The numbers for our generation were huge, so the art market was tailored to us for a very long time. That meant art galleries, tons and tons of them. For decades it was really the only means of acquiring original art. We totally bought into the system, we invested in it, and as artists we followed the rules created by art dealers.

The Age of Millennials

With this massive chunk of the population now opting out of buying art, things are changing - but here’s the thing; boomers had children. So there is now another huge generation of adults, living their lives and spending money. Are they buying art? Of course they are, and understanding who they are is the first step into a whole new art world.

This generation has been dubbed Millennials. If you happen to be a Millennial (ages 26 – 41 in 2020) I apologize for the silly label. We disliked being called baby boomers too. Imagine the folks in-between who get called GenX? Who thought that one up?

If you think Millennials are not buying art, you’d be wrong. They are not buying art at galleries because that’s our system and they are creating their own model of the world. 

For this generation an art gallery is stodgy and snotty and they are wholly unimpressed. 

Let’s look at what the reality is for the Millennials. They are the “kids” with their noses pointed at cell phones. Thanks to the internet, this generation is much better informed than previous generations. They have access to news that is not backed by politics or big business. Sure, there is a lot of misinformation online, but that has taught Millennials to be discerning. They can and do shop the world, but can spot an unscrupulous website a mile away. The online world is their world. With constant access to information, these young adults are smart and savvy in a way that we never were. 

This is the generation buying art now and they deserve to be respected and recognized for their vision of the world.

Millennials have been much maligned by the media over the years. They have been called anti-social for communicating through technology, but they are in fact connecting with other people all over the world. Distance has become irrelevant. Writing to each other, whether via text or email, allows them to think before "speaking". By and large their conversations are succinct and well measured allowing them to avoid mis-communicating their thoughts.

Let's remember that the media is always going to shine the spotlight on the most dramatic aspect of any subject, hence the stories of bullying, public shaming, and catfishing. Obviously these kids are all grown up now and it's only a tiny slice of the population that has nefarious intentions. 

Image from Reddit 

Leave the sleazy, passive aggressive marketing ploys behind.

Marketing art to this crowd means doing away with anything that feels even remotely sleazy. Most of the tried and true marketing ploys won’t capture the attention of this group. The way we giggled at the snake oil salesman of yesteryear, this generation thinks we are chumps for believing the outrageous claims of the big cosmetic companies. Why do you think the cosmetic ads all target anti-aging? Clearly you can't stop aging and yet we suspend our disbelief.

Not so for the Millennials. This savvy crowd expects more, like truth and honesty. Should an online store, ad, or offering seem suspect, they read the reviews or find others to check with. Boom! Never try to pull one over on a millennial. Forget “funnel” marketing schemes. Forgo email blasts. There is a higher standard at play and a smart artist will have to step up.

The Fairy Art Mother is an art marketing expert and it's her job to answer your biggest question:

Where will my art sell? 

What does the Fairy Art Mother have to say about Millennials?

There is no substitute for being open and honest about your art with this generation. The time has come to put away attempts at self aggrandizement. You are not approaching a fancy gallery, you are showing what you make to people who may love what you do. There is no trick to this, it's simply the magic that happens when you connect with someone. Through your art you can find kindred spirits who will become your fans.

This article is an excerpt from The Fairy Art Mother's Guide to Captivating Fans and Selling Art. The book is available worldwide on Amazon as a paperback or Kindle e-book.