Early 1700s — 1800s. America.
The limner — an itinerant, largely self-taught artist — travels town to town serving middle class families who want portraits and household art. They work for room, board and small payment. They make their own pigments from crushed walnuts, ground bones, blueberries and local clay. They paint two or three portraits a day. Most never sign their names.
1718. Paris.
Edme-François Gersaint opens a shop on the Pont Notre-Dame. He is among the first to create detailed catalogs positioning the dealer as expert and intermediary between artist and collector. The commercial gallery system begins.
1748. Paris.
The Paris Salon begins selecting work by jury. The Salon’s acceptance determines an artist’s professional reputation and access to patrons. The Salon now controls who is seen and who is not.
1863. Paris.
The Salon jury rejects so many works that Napoleon III intervenes and creates the Salon des Refusés — a separate exhibition for rejected work. If you are not selected by the official jury you effectively do not exist as an artist.
1874. Paris.
The Impressionists — rejected repeatedly by the Salon — organize their own independent exhibition. Dealer Paul Durand-Ruel begins building a market for them outside the official system.
1886. New York.
Durand-Ruel takes the Impressionists to America. The dealer system is now international. Gallery representation has become the primary path between artist and collector.
1890. Auvers-sur-Oise, France.
Vincent van Gogh dies of a gunshot wound at 37. In his lifetime he sold one painting. His brother Theo was himself an art dealer. In a letter Vincent had written to him directly:
“You have never yet sold a single thing of mine — not for a lot or a little — and IN FACT HAVEN’T TRIED TO YET.”
1920. Paris.
Amedeo Modigliani dies of tubercular meningitis at 35, impoverished. His paintings sold for a few francs when they sold at all. A landlord once confiscated his canvases in lieu of rent and used them to patch mattresses.
Hours after his death dealers crowded the hospital to acquire his work. Gallery prices rose tenfold overnight. Forgeries flooded the market. His family in Italy never received a penny.
In November 1997 a Modigliani portrait sold at Sotheby’s for $31.3 million. His daughter died broke.
1937. Munich, Germany.
The Nazi government organizes the Entartete Kunst — the Degenerate Art exhibition — displaying over 650 confiscated works by artists including Paul Klee, Ernst Ludwig Kirchner and Max Ernst. The works are crowded together, deliberately mislabeled, mocked with slogans painted on the walls.
Over two million people attend.
The concurrent official Great German Art Exhibition attracts less than a quarter of that number.
Most of the remaining confiscated works — over 21,000 objects — were later destroyed.
1970. New York.
Mark Rothko dies at 66. His gallery Marlborough was subsequently found by a court of law to have committed fraud against his estate — selling works at artificially deflated prices for its own financial benefit. His estate sued and won. The case became landmark art law.
2010. All Artists Go Global.
Instagram launches. Artists begin posting work directly to followers. Buyers respond through direct message. By 2017 documented cases emerge of artists generating significant sales entirely through the platform. By 2021, 40% of art buyers report social media has increasing influence on their purchasing decisions.
2016. The Algorithm Goes Global.
Instagram shifts from a chronological feed to an algorithm-based feed. The platform now determines what gets seen and by whom. Artists seeking direct access to buyers find themselves subject to a new selection process. Instagram, in effect, reasserts the gallery model — controlling visibility, access and audience — through the mechanism of the algorithm.
2024-2025. The Galleries Future Undetermined.
The global art market falls 12% in 2024. Major galleries close — Blum in Los Angeles, Kasmin and Venus Over Manhattan in New York among them. Approximately 60 younger galleries disappear largely unnoticed. New collectors, particularly younger ones, increasingly acquire work directly from artists rather than through galleries or auction houses.