Understanding Art Market Roles
The art ecosystem is a dynamic world filled with professionals who perform various art market roles to make it a virtuous system of value creation. Aside from the artists—which most people are familiar with—there are several key roles that every collector should know, whether you’re new to art appreciation or a seasoned attendee of gallery exhibitions and art fairs. We unpack these roles for you below.
The Key Players in the Art Ecosystem
The Role of Art Dealers in the Art Market
Art dealers are individuals or businesses that facilitate the buying and selling of artworks. They act as intermediaries between artists (or their estates), collectors, galleries, and museums. Some dealers operate independently, while others are affiliated with institutions such as galleries or auction houses. Their core functions include:
- Buying and selling artwork
- Offering market expertise
- Building professional networks
- Promoting artists
- Facilitating art transactions
Art dealers may specialise by art period, region, style, or medium and operate in the primary or secondary markets. The primary market involves direct sales from artists to collectors or museums, while the secondary market deals with resale of previously acquired works.
Dealers often have formal education in art history and perform due diligence on sales, particularly in the secondary market. Their remuneration typically comes from the spread between the purchase and sale price of an artwork or via commission.
Gallerists: Building Artist Careers and Collector Trust
Commercial galleries, distinct from art museums, are a subset of art dealers. Gallerists own or manage galleries—physical spaces dedicated to showcasing and selling art. They often represent artists and support their creative journeys through collaborations with curators, museums, and other institutions.
Representation may be regional or global, and not all artworks produced by an artist are selected for exhibition by their gallery. This curation gives collectors additional confidence in the quality and longevity of represented work.
While some galleries are open to all buyers, others may be selective. Repeat collectors may gain early access to exhibitions, invitations to openings and dinners, and VIP access to art fairs.
Galleries also support artists through:
- Marketing and promotional activities
- Recommending residencies
- Covering framing and exhibition costs
- Providing stipends for material costs
Gallery commissions typically range from 25% to 50% of the sale price, depending on overheads and services provided.
Curators: Shaping Narratives and Collections
Many seasoned art professionals lament how the term “curator” has been diluted in popular culture. Today, nearly anything—playlists, fashion racks, even snack trays—can be “curated.” A memorable example is Martha Stewart’s much-publicised art curation for the auction platform Joopiter, which drew side-eyes from some corners of the art world for blurring the line between informed expertise and celebrity taste-making.
In contrast, professional curators are responsible for building exhibitions, acquiring works for collections, conducting deep research, and sharing their knowledge with the public. Hans Ulrich Obrist, curator and co-director of London’s Serpentine Galleries, describes curating as involving:
- Preservation of art heritage
- Selection of new works
- Connection to art history
- Exhibition and presentation
These roles may be performed independently or within institutions such as museums or galleries. Independent curators are often commissioned by collectors for bespoke exhibitions and may also take on the role of art dealers by organising and selling curated shows.
Artist-Curators: A Dual Creative and Curatorial Role
The artist-curator is a hybrid role where practicing artists also curate exhibitions or run spaces. This model is growing in the global South, especially in Africa. Examples include:
- Richard Mudariki (artHARARE, Zimbabwe)
- Michael Armitage (Nairobi Contemporary Art Institute (NCAI), Kenya)
- Gadi Ramadhani (KokoTEN Studio, Tanzania)
These figures not only develop their own careers but also uplift peers by providing platforms for visibility and growth.
Art Advisors: Navigating the Art Market with Expert Guidance
Among the most strategic art market roles, art advisors serve as the equivalent of financial advisors—guiding clients in building and managing art collections. Advisors typically have art history backgrounds and stay attuned to market trends and artist careers by attending art fairs and through studio visits.
Art advisors help collectors by:
- Understanding their goals and aesthetic preferences
- Identifying acquisition opportunities
- Negotiating prices and managing logistics
- Advising on framing, preservation, and conservation
- Cataloguing collections and recommending art collection management tools
They also bridge gaps where collectors lack access to specific galleries, advocating on their behalf. In such cases, art advisors act as intermediaries, sometimes helping collectors gain access to blue-chip works that might otherwise be offered only to trusted clients of the gallery—such as those represented by David Zwirner or Hauser & Wirth.
Compensation structures include hourly fees, monthly retainers, or percentage-based commissions. However, some galleries may offer commissions to advisors, which can create a conflict of interest if not transparently disclosed.
Emerging Roles and Grey Areas in the Art Market
The Blurred Lines Between Dealers and Galleries
Collectors might encounter both dealers and galleries in commercial spaces or at art fairs. Galleries typically represent artists and offer career-building support, while dealers may simply consign and sell works. Notably, many prestigious art fairs allocate booths in the main section only to galleries, reserving side sections for private dealers.
Commercial outlets such as mall-based “galleries” may operate more like consignment shops with minimal artistic oversight. Understanding this distinction can help collectors determine the level of curatorial support and authenticity behind the work.
How Understanding Art Market Roles Empowers Collectors
In the ever-evolving art ecosystem, understanding art market roles is essential for collectors looking to build meaningful, lasting collections. From art dealers and gallerists to curators and advisors, each player contributes to the circulation, validation, and preservation of artworks. By learning who does what—and how they work together—you’ll not only make more informed acquisition decisions but also deepen your connection to the art and its context. Whether you’re new to collecting or a seasoned buyer, knowing the ecosystem is the key to navigating it confidently.