The Blue Neon – a slow looking (online) art gallery

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a blog by BLUE

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Artist Handbook

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ARTIST HANDBOOK

Why and how to exhibit in The Blue Neon?

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Dear Artist,

Our values, our curation process, our communication, our strategy, our engagement.

How we value your work, why we stray away from other online galleries and what the future holds for us.

We hope this page will answer all your questions regarding how this place operates.

For more details, you can check the General Terms of Use here and specifically the Seller Terms and Conditions.

Anything else, send an email to contact@theblueneon.com

Yours Sincerely,

BLUE

The features

Free

Free to join, free to leave, no fixed contract, no monthly subscription

Fair commission

80% sales commission for you (on the whole order), no hidden fees

Non-exclusive

You can market your work anywhere else

No algorithm

To decipher, to coax & to feed constantly in order to stay visible

High visitor engagement

With a slow looking feature and a limited number of artworks on display

Contemporary UK artists only

No galleries or intermediates

Curated collection

A qualitative and accessible collection for all interests and budgets

Equal chance

10 artworks displayed at each connection, randomly selected from our catalogue

Personalised description

Next to your artwork, illustrative or not: a statement, a quote, a poem...

No social media

Our 'slow looking' positioning embraces a different culture of marketing
Free

Probably the most important feature for you: The Blue Neon is entirely free to use for an artist - free to join, free to leave, no contract, no monthly subscription.
Our platform simply takes a 20% commission on each sale (UK-based artists and UK delivery only). So if at any moment, you feel like the gallery is no longer the place that suits your needs, you can opt out with a simple email.
We value artistic creation, believe that long term commitment should be based on trust and genuinely don’t want to trap you anyhow.

Fair commission

We consider artists to be pillars of our civilisation.
Getting 80% of the proceeds of your sale seems to us like a normal amount for an online gallery and the least we could do to support our initial statement.
This low fee - compared to other platforms - is also partly explained by our ‘wheel of art’ selection process which is based on chance: at each connection on the website, 10 artworks are picked up randomly from our curated catalogue. We therefore cannot promote an artist directly, by pushing their works on the front-page for instance and hence forgo the classic sales techniques.

Diversity

We implemented a forced diversity on our platform.
Each selection displays a mix of mediums: painting, sculpture, drawing, photography, mixed-media and print. It prevents the visitor from falling into a creative echo chamber designed by a biased algorithm or to choose the same category when browsing an online gallery, out of boredom or facility.
The Blue Neon mimics a brick&mortar visit to a museum by sparking one’s curiosity, as one should expect the unexpected and even welcome it. You will find only one filter: the price.

Personalised description

As an artist, you are familiar with the traditional presentation of your artwork in a gallery/exhibition. We do this a bit differently here.
On an 'artwork page', apart from the basic and necessary information, such as medium, title, dimensions and price, we favour an unusual description. We would like the visitor to discover the work with an open mind and often the tag influences their judgment and viewing. So why not proposing an alternative approach by offering a statement, a poem, a quote, an anecdote…
This is by no means a mandatory requirement and if your preference lean towards a more classic description, fell free to do so; it can even be a mix of both.
You also have an 'artist page' that gathers all your artworks and proposes your biography, so for someone interested there is always a way to know more about your creative process and your background.

No social media

Another significant aspect of our strategy: we decided to forgo the major social media as marketing techniques.
While advocating a ‘reclaim your attention’ vision, this would have been highly hypocritical to use the very tools that deprive us of our time and alter our brain chemistry.
Apart from the well-known criticisms and to sustain our point solely from a company perspective, we were rather reluctant on deciphering their algorithms, on being forced to create content regularly to stay in the race, on worrying about our number of followers and likes...
Relying on more traditional techniques, on words of mouth and on articles on our blog constitute our main channels of communication for now.
We have exhaustively assessed the risk and the difficulty to proceed like that and opted to stay true to our values by focusing on a more wholesome approach for the visitors and the artists.

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An hybrid art platform

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Your handbook

  • We welcome all contemporary artists, from amateurs to emerging and established ones.
    You simply need to be based in the UK and eager to take part in this slow looking, minimalist online gallery.
  • We welcome visual art from these mediums: painting, sculpture, drawing, photography, mixed-media and print.
    (no videos, NFTs, digital and AI-generated artworks)
  • We welcome all styles: abstract, figurative, surrealist…
  • In order to keep The Blue Neon accessible while still presenting valuable creations, the maximum price for an artwork is set at £10,000.
    There is a filter (the only one available on the platform) for visitors to adjust the selection according to their preference and/or budget.
  • The Blue Neon is also a non-exclusive gallery, you can market your work anywhere else, we won’t be jealous; as long as the availability status of each of your artwork is up-to-date.
    On the other hand, as we only collaborate with artists, if you are already represented by a gallery, please make sure the contract you signed allows you to exhibit yourself directly on here.
  • Send an email to contact@theblueneon.com with object ‘Application – your name’ and include the following info:
    -your artist name and your phone number (if possible)
    -photos of your original artwork(s) you would like to see exhibited
    -all the necessary information for each artwork, such as medium, title, dimension (in cm), weight (in kg) and price or price range
    -all the material you deem relevant to support your application; the more, the better: a short presentation, your website or social media, your experience, a general statement…
  • Our in-house curation team will then review your work(s) and contact you within a week to inform you of our decision.
    Note that the criteria are at our discretion, based on our artistic line and an unfavourable feedback reflects neither the quality of your work, nor your status as an artist.
  • We assure you that all applications are seen and reviewed.
  • We may also contact an artist directly based on a recommendation or following a visit to an exhibition or a fair.
    If you have already received an email from us reaching out to you, the curation process is as below:
    -send an email to contact@theblueneon.com with object ‘Application – your name’ 
    -simply include your name and a photo of the artwork(s) you would like to see exhibited
  • Once approved, we send you an email containing the next steps of the process and all the info we require in order to create your profile.
    This includes, among others, the need for:
    -your legal info (name, ID, address, bank account number)
    -high-quality photos of all the artworks you would like to exhibit in The Blue Neon (if different from the one you already sent)
    -the material you would like to see on your profile page and artist page
  • On your profile page, where all your artworks are displayed at once, you have the possibility to add a biography that presents you as an artist, what inspires you, your experience, past/current/future exhibitions…
    We would recommend to keep things classic so visitors get to learn more about you in a straightforward manner.
  • On each of your artwork page though, apart from the standard info: title, medium, dimensions/weight and year, we encourage you to include something less conventional like a quote, a statement (non-political) or a poem; relevant to the artwork or not.
    The idea is to stand out from the conservative presentation of an artwork as done in a gallery/museum and to forge an emotional connection with the visitor.
  • We create and maintain your profile page as well as each of your artwork page on your behalf.
    Contact us if you need to update your profile, add/remove an artwork/photo or modify a price.
  • Note that you can only upload a maximum of 10 artworks (preferably no series) with 5 photos for each (no video).
  • Your artworks should be original ones and of your own creation.
  • We limit the number of artworks that you can upload to 10 (preferably no series).
    This cap is to ensure equality among artists so everyone stands the same chance of seeing one of their artwork being picked up and displayed on the wheel of art.
  • Each artwork page can accommodate up to 5 photos (no video).
    This is your call to decide which ones to present: different angles, close-ups, back of the canvas…
  • Mention if the artwork is sold framed or not.
    We suggest to show photos of your artwork both framed and unframed (that one will be the main photo, as displayed on the wheel of art).
  • We encourage you to add an unusual written description (non-political) next to each artwork, as a way to stand out.
    It could take the form of a statement, a short story, a poem…
  • Each artwork of the catalogue has the exact same chance of being shown.
    A fair process based on chance: no algorithm, no specific promotion, no nepotism.
  • Please ensure that all the artworks you present are available for sale.
    Should it no longer be the case, send us an en email so we can update the status or remove it from the catalogue.
    You are free to remove or add an artwork at any time.
  • We inform you by email when one of your artwork sparks interest (a visitor clicking on the ‘purchase artwork’ button on an artwork page).
    You then have 5 days to acknowledge the interest and an extra 5 days to ship it to the buyer.
  • We recommend that you monitor your emails regularly in order to ensure a smooth transaction and create a climate of trust with the buyer.
  • Include in the package:
    -the invoice (provided by us)
    -the certificate of authenticity (provided by you)
    -anything else you consider relevant (thank you note, business card…)
  • You are responsible for the costs of packaging & shipping, please bear that in mind when setting the sale price.
  • Select a premium carrier and follow closely the packing recommendations.
    We strongly advice you to insure your work in case of any damage during the shipping process.*
  • Share with us the tracking number of the parcel, so we can be kept up to date on the shipping and paid you accordingly once delivered to the buyer.

    *The Blue Neon cannot be held responsible for any issue arising at that time.

  • You will be paid by wire transfer 14 days after reception of the artwork by the buyer.
  • You get 80% of the final sale price (shipping costs included).
    We value your work and hence try to propose the fairest commission in the market.
  • If you haven’t been paid after 14 days, send us an email with object ‘Payment – your name’.
  • Given The Blue Neon company is not registered for VAT (yet), we unfortunately cannot accept artists who are VAT registered.
  • We operate within the UK only and therefore shipping taxes are not applicable.
  • The price displayed on each artwork page reflects the true amount payable by the customer, no hidden fees or taxes.
  • While we decided not to advertise on any major social media, you are free to do so.
  • Your artist page, as well as each of your artwork page, has a dedicated URL for you to share as you please.
  • You will nonetheless see empty accounts from The Blue Neon on some social media, as it is sometimes the only way for us to contact some of you.
  • For more details, you can check the General Terms of Use here.
  • If you can’t find the answers to your question(s), feel free to contact us via email at contact@theblueneon.com
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Our future (together)

We value artists and consider them to be pillars of the civilization, as no society can thrive or even sustain itself without a robust art world.

You should hence be rewarded fairly for your creations, as a reflection of your status.
But you probably heard all that before.

That is why we commit to keeping your commission high, at 80% (of the whole order).
We even work towards reimbursing you the shipping fees - which you are currently accountable for - so the 80% you get applies to your artwork only.
An extra step would be for you to have the option to let us manage the whole distribution process, so you can focus on your art.

We further commit to cultivate a sense of fairness among artists
-by maintaining, on the wheel of art, the number of artworks at 10 from 5 different mediums
-by keeping at bay the biased algorithms and all the AI generated sections such as 'recommended for you' or 'new this week'
-by focusing on artwork immersion rather than overall time spent scrolling on the platform.

Promotion of an artwork relies on the purest of factor - chance - and on an higher engagement from the visitor thanks to the slow looking feature and the minimalist & diverse offering of the platform.

The Blue Neon - a slow looking, rewarding and hybrid online art gallery.

This is one of the most obvious component that requires improvement: the possibility for you to manage your profile (artist page + artwork pages).

At this stage, we create your account and maintain all your information on your behalf. This is prone to errors and time-consuming for all the parties involved.

Applying to the gallery, adding artworks, changing photos and biography... with just a couple of clicks.

We added this development on our roadmap and hope to streamline the process in the near future.

We aim at developing a secondary market that allows a collector to sell an artwork directly to another individual.
The idea behind such a platform is to circumvent the need for an intermediate and alleviate the apprehension that an artwork is a definitive purchase.

No to artworks as consumer goods or financial investments, but yes to artworks as staples in our lives.

To further confirm the predominant role of artists and reinforce the need for a proper redistribution of wealth, we are advocating for a fairer secondary market.
We believe that, when an artist's reputation develops and hence the value of its work on the primary and secondary markets, so should its commission on the latter.

The current Artist's Resale Right (ARR) entitles creators of original works of art to a royalty each time one of their works - that exceeds £1,000 - is resold through an auction house or art market professional.
Yet artists cannot request payment directly and must go to collecting societies instead.

Despite The Blue Neon being technically a marketplace, we abide by the above principle and will push it even further by making it a default setting for all the artworks displayed on our secondary platform, no matter their values, and therefore guaranteeing royalties for the artist.

The Blue Neon defines itself as the antithesis of the current 'always-scrolling, never-ending choice, recommended for you' marketplaces that prevent the visitor to genuinely discover and immerse in an artwork.

Our slow looking feature intends to provide a recess from the frenzy of our lives; the online ones as well.

Even though we consider the efforts made to replicate a brick and mortar experience quite counterproductive, as online art viewing will never replace a visit to a gallery or a museum;
we are firm believers that developing an innovative slow looking feature would offer an easy access to a world at the crossroads of meditation & art.

We plan to make it more mesmerising and more user friendly, so visitors could really reclaim their attention and form a bond with an artwork, making them more likely to purchase it and thus support an artist.

The Blue Neon challenges the conservative notion of a gallery and of an art marketplace by displaying only 10 artworks at each connection from at least 5 different mediums.

We currently focus on traditional visual arts (painting, sculpture, drawing, photography, print and mixed-media) and our main objectives for the future are twofold:
-include literature, most likely poetry
-include videos, most likely performances

Expanding the number of mediums available constitutes a way to widen the range of possibilities for visitors to stimulate their curiosity.
This functions as a tool against (unproductive) boredom, thus preventing mindless scrolling and being trapped in an artistic echo chamber by seeing the same type of content over and over.
The greater the chances are for a visitor to acquire an artwork if they can engage and perhaps even bond with it; that being only possible by slowing down.

Digital art has been under the spotlight lately and the progress in terms of technology & quality, simply staggering.
We definitely keep the door open for such a medium, even if it would require a significant development of the platform to accommodate properly such creations.

No art gallery is complete without the possibility to commission an artwork.

The interaction between a future collector (seasoned or first-timer) and an artist requires a balanced dynamic where the former respects the creative process and the latter understands the pitch.

The Blue Neon plans to introduce in the near future a feature, where artists have the option to set their status as 'commissionable' and visitors could ask them via a simple form (including price range, expectations, medium...) to create a curated artwork for them.

Once both parties agreed on the details, the contract is set, the visitor pays upfront and the artist proceeds with the creation.

The Blue Neon only allows payment by wire transfer at this stage and we recognise the obvious limitation of this system.

The implementation of a smoother transaction process, with a credit card payment option, is a mandatory requirement that we are actively working on.

This goes without saying that that will bring an added sense of professionalism and trust for all parties involved.

Bear with us while we are improving this feature.

At this stage, you are in charge of the whole shipping process, from selecting a carrier to packaging the artwork according to the recommendations and following-up on the delivery.
The shipping fees are included in the price displayed on each artwork page and the artist should keep that in mind when setting the price.

First, we acknowledge that this is an extra workload and are developing an option that would permit The Blue Neon to manage this task for the artist (as an option only, not mandatory).

Second, we consider excluding the shipping costs from your commission, so the 80% you get would only be on the artwork you sold.

For the time being, The Blue Neon is not yet registered for VAT in the UK, meaning that only non-VAT artists are allowed to exhibit here.
Otherwise this would require us to collect the VAT on your behalf, which could only be feasible with a VAT number.

The obvious benefits of not charging VAT is that it keeps the price of artworks 20% lower compared to other marketplaces.

Yet we recognise that this positioning deprives us of some outstanding artists and for them the possibility to reach out to a new audience, so the option to become a VAT registered company is in discussion.

© 2024 The Blue Neon – All Rights Reserved