The contemporary art market has traditionally been an industry where even the most prominent artists operated without dedicated agents negotiating their deals. However, this landscape is changing as more artists seek opportunities beyond galleries, expanding into fields like fashion collaborations, filmmaking, and music.
Artists such as Steve McQueen and Julian Schnabel have ventured into feature filmmaking, while Wolfgang Tillmans and Issy Wood have explored music. Numerous artists have also collaborated with luxury fashion brands, following in the footsteps of Takashi Murakami’s iconic partnership with Louis Vuitton. According to London gallerist Sadie Coles, this shift is driven by evolving artistic needs and the demand for greater support across various platforms beyond traditional gallery spaces.
The Role of Market Pressures and Digital Evolution
The increasing presence of agents in the art world is also influenced by larger market forces. The contraction of the traditional gallery model, coupled with the rapid rise of digital platforms, has made it more challenging for artists to sustain themselves solely through gallery representation. Online art marketplaces, NFT platforms, and social media have empowered artists to connect directly with collectors and brands, often bypassing galleries entirely. This has necessitated a new type of career management, where agents help artists navigate complex digital landscapes while maximizing financial and creative opportunities.
Additionally, the growing crossover between art and other cultural industries is pushing the need for specialized agents. The lines between art, luxury fashion, entertainment, and technology are increasingly blurred. Art fairs now showcase immersive installations akin to cinema experiences, fashion brands commission artists for runway collaborations, and musicians release artwork alongside their albums. This evolution demands professional intermediaries who can secure deals, negotiate contracts, and ensure brand alignment while preserving an artist’s creative integrity.
How Agents are Expanding the Art Business
Galleries, traditionally responsible for promoting and managing artists' careers, are often ill-equipped to handle these cross-industry ventures. The art market remains highly consolidated, with the top three artists of a gallery typically generating more than half its revenue—most of whom are painters. Given these dynamics, artists are increasingly turning to agents who can manage diverse creative opportunities while ensuring their work aligns with broader career goals.
The role of agents in the art world varies widely. Some agencies, like New York’s 291, adopt a Hollywood-style 360-degree management model, shaping every aspect of an artist’s career. Founder Max Teicher describes this shift as a natural evolution, mirroring talent management structures in other creative industries. These agents work not only on traditional gallery representation but also on securing museum exhibitions and brand collaborations.
Other agents focus exclusively on non-traditional aspects of the business, including collaborations, performances, and film projects. For instance, Martine d’Anglejan-Chatillon of London’s MDAC Productions works with leading artists like Philippe Parreno and Es Devlin, as well as musicians Brian Eno and Richie Hawtin.
Agents are not just representing established names; emerging artists are also benefiting from this model. Former 291 agent Anne Verhallen now independently represents environmental artist Lily Kwong and immersive artist Boris Acket, among others.
One of the most influential figures in this evolving landscape is Joe Hage. A former litigation attorney, Hage transitioned into the art world, becoming the agent for Damien Hirst in 2015. He now oversees Hirst’s brand partnerships, including a Supreme collaboration, an extensive editions business, and NFT projects. Hage also leads Heni, a platform that works with renowned artists like Gerhard Richter and Peter Doig, offering editioned works, publishing, video production, and data analytics.
The Growing Influence of Agents in the Global Art Market
With the increasing globalization of the art market, agents are playing an even greater role in bridging the gap between artists and international opportunities. Emerging markets in Asia, the Middle East, and South America are creating new demand for contemporary art, and agents are instrumental in establishing connections between artists and these expanding audiences. By leveraging their networks, agents can facilitate exhibitions, brand partnerships, and public art commissions that elevate an artist’s visibility on a global scale.
Furthermore, as art becomes more intertwined with the technology sector, agents are helping artists engage with new mediums like virtual reality (VR), artificial intelligence (AI)-generated art, and blockchain-based projects. These innovations offer fresh creative avenues but require expert negotiation to ensure artists retain control over their intellectual property and receive fair compensation.
The Future of Art Management
As artists diversify their creative output and pursue opportunities beyond traditional markets, agents will play an increasingly important role. The new art economy is built on partnerships that merge artistic vision with business acumen. The ability to strategically position an artist’s work across multiple industries—whether through digital media, fashion, film, or design—will determine long-term sustainability.
In this evolving landscape, the most successful artists will likely be those who embrace a multi-disciplinary approach with the right management team supporting them. As the art world continues to shift, the role of agents will become indispensable, offering new avenues for innovation, career growth, and global exposure.
This shift towards an agent-driven model in the art world signals a broader transformation across creative industries. As artists embrace new opportunities across multiple disciplines, agents are proving to be vital in navigating these complex, multifaceted careers. By adopting strategies from the entertainment and fashion industries, they are reshaping the traditional dynamics of the art market, creating new pathways for artistic expression and commercial success.
Conclusion: Agents as Catalysts for Artistic Innovation
The emergence of agents as key figures in the art world reflects the industry’s ongoing transformation. No longer confined to traditional gallery representation, artists are embracing broader creative collaborations that require skilled negotiation and strategic guidance. Agents are not just facilitators of deals—they are catalysts for artistic innovation, helping shape careers, secure lucrative partnerships, and open doors to new audiences.
As the boundaries between art, commerce, and technology continue to blur, the demand for knowledgeable agents will only grow. Whether fostering emerging talent or supporting established artists in new endeavors, agents are redefining the business of art, making it more dynamic, accessible, and future-focused.
