How Galleries Make Money from Performance Art: Insights into Documentation and Merchandising

Performance art is a vibrant and dynamic form of artistic expression that often challenges traditional notions of what art can be. However, for galleries to thrive and successfully promote performance art, they need to understand the unique dynamics of this medium. This article explores how galleries leverage various forms of documentation, such as CDs, videos, and props from the performance itself, to generate revenue and broaden their audience reach.

The Role of Documentation in Performance Art

Performance art is often ephemeral and fleeting, making it difficult to capture its essence without detailed documentation. Galleries play a crucial role in preserving the artistic experience, ensuring that it can be experienced by viewers long after the original performance has concluded. This process transforms a one-time performance into a lasting piece of art, opening up new avenues of commercialization and artistic presentation.

CDs and Audio Documentation

Audio documentation is an essential component of performance art. CDs, which can be released as albums or compilation CDs, capture the auditory elements of a performance. These recordings can be sold directly to the audience, as souvenirs, or can be included with galleries' publications and exhibitions. For example, Berlinde Rode documented her performance “End of the Road” with audio recordings, which were sold at the gallery alongside the video footage and other memorabilia.

Videos and Visual Documentation

Unlike audio documentation, video recordings provide a more comprehensive view of the performance. Galleries often release videos of performances either through online platforms like Vimeo or YouTube, or as part of a physical exhibition. These videos serve not only as promotional tools but also as important historical records of the performance. The Tiree Show by Anastasiia Kochelula was documented through video recordings, which were later sold as DVDs, providing a lasting medium for the audience to revisit the experience.

Props and Physical Memorabilia

Props and other physical memorabilia from performance art are tangible representations of the performance. These can include performance costumes, sets, or any artifacts used during the event. Galleries often exhibit these items alongside the documentation, creating a comprehensive experience for visitors. For instance, the performance “The Hollow Earth” documented the use of a grand piano, which was later sold as a prop, generating additional income and providing a lasting reminder of the artist's work.

Strategies and Challenges

While documentation is a valuable tool for galleries, it also presents challenges. The cost of production and storage can be significant, and galleries must carefully manage these expenses. Additionally, galleries must balance the commercialization of performance art with the need to preserve the purity and authenticity of the original performance. Successful galleries find innovative ways to monetize the performance through various means, such as online sales, galleries' catalogs, and exhibition sales.

Conclusion

The business of performance art is not just about creating a one-time event but about transforming it into a lasting piece of art that can be experienced and appreciated for years to come. Through effective documentation and merchandising, galleries can not only generate revenue but also foster a deeper understanding and appreciation of performance art.

Note: The names and details of artists and their works mentioned in this article are for illustrative purposes and may not be real or publicly known information.