Galería Azur Madrid: vanity gallery

The usual story: a gallery rep contacted me by email and said she had seen and liked my work, and asked if I wanted to be in a group show. The reason I am posting this is that unlike IT’S LIQUID and similar well-known scams, this one is a new gallery in Madrid that has apparently been around in Argentina, their home country, for a while. The director seems to belong to a well-to-do family, and they have a substantial following on instagram. So, for just a minute or two, I thought for once it wasn’t the usual hoax. HA!! When I said I was interested, sure enough they sent me a standard contract that specified, among other things, the following clauses:

a) the artist has to pay for transportation both ways
b) the artist has to pay EUR 1000 for a one-month GROUP exhibition (and three months subsequent online representation – yey!)
c) they will keep 30% of sales revenues

I would also have to insure my work obviously for transport but also once there (although they said they would compensate me if anything got damaged).

I have never posted here. But given that this gallery is new and likely to cause a lot of frustration to fellow artists, I thought I should make this one a first.

  • Anonymous

    Yes unfortunately, you are correct about everything you said above. Glad that you didn’t get sucked in.

    I was new on scene when I bought into there 12 month contract for an online show. Prior to signing, I communicated with many other artists they “represented”, asking the same questions but received good reviews, which was confusing because when I approached the sales team to ask about sales numbers, I only received vague and abstract answers. No artist I spoke to have a bad review or warned me. By the way, anyone that contacts me about GA, I give them all the intel I have!

    The group show came and went, the social media coverage was professional indeed, but that’s it, everything I paid for stopped there. I never received follow up or feedback, my art was never-ever again promoted, and my images still sit on their artsy site and don’t appear in any social media posts. I paid for an online group show that had 2 seconds of coverage. I never sold one piece. Embarrassed, I took their name off my resume I had!

    Artist friends, stay away from this and others like it and use your money on materials and professional self promotion. From now on I tell people they need to pay me for promotion, lol, unfortunately I learned the hard way.

  • Anonymous

    If I have understood correctly Galeria Azur is an auction house in Argentina. In Europe (Madrid & Berlin) they make money by charging artists, not by selling art. It’s a full blown vanity gallery. Some artists don’t understand that or just refuse to admit it, so the gallery is making lot of money.

    I’m surprised they haven’t commented here already, because in Google Maps reviews they are replying to the bad reviews in a panic mode and probably making up most positive reviews. It’s pathetic.

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