Introduction

• Overview

What we offer

• Artist’s portfolio profile

• Online marketing

• E-commerce functionality

Onboarding

• List of artworks

• Inventory

• Artwork images

• Profile images

• Prices

• Frames

• Descriptions

• Biography

Terms and conditions

• Artist Agreement

• Commission

• Artwork

• Regular production

• Non-exclusivity

• Pricing

• Shipping

• Packaging guidelines

• Payment

• Administrative fees

• Intellectual Property (IP)

• Sales, shipping and invoicing procedure

• VAT information for artists

• Termination of agreement

Allura selects from only the most talented, accomplished or promising up and coming contemporary artists practising today. Each artist accepted for representation requires a significant investment of time and resources on our part, and since we are currently a very small team, we must choose wisely where to focus our energies. Allura is therefore selective by necessity and artist representation is by invitation only. 

Allura will provide each artist with representation on the Allura Art website. The offering will include the following:

1. Photography

   • Artist profile images

   • Studio and ‘at work’ shots

   • Artwork images (if required)

   2. Writing services

   • A professional, industry-standard artist biography (with SEO-friendly searchable keywords)

   • Guidance with artwork descriptions

   3. Curating - selection of works for artist’s Allura Art online portfolio

   4. Pricing (guidance if required)

1. Content writing - blog posts/articles and copywriting for web and social media

2. Photography if necessary - artist, artwork, work in progress, display images and detail shots

3. Videography (filming and post production) - Studio/at work, interview/demo/documentary-style clips

4. Advertising - investment in online marketing campaign

The Allura Art website uses Stripe, a safe, secure and trusted payment processing system for online buyers which allows payments from Visa, MasterCard, Maestro, American Express, Google Pay and Apple Pay.

1. What is the video and photographic content? 

Video - content from studio visit, conversations with the artist, ‘at work’ clips etc.

Photographs - artist profile images, studio shots, artwork, work in progress or detail shots.

2. What is it used for?

It is used for your Allura Art artist profile and to promote you in various places.

3. Where will it appear?

Content will appear in the following places:

• Allura Art website

  • Artist profile

  • Allura Art blog and possibly our Press page

• Social media:

  • Allura Art blog posts are shared directly on Allura’s Instagram, (art-buyers’ favoured platform for finding art for sale) Facebook page and LinkedIn

Once an agreement has been reached that an artist will join Allura Art, the onboarding process will begin. Artists are kindly asked to send the following information by email or WeTransfer to info@allura.mt:

Initially we ask that you send us a numbered list of all of your available artworks. At this stage images and titles will suffice. We will then select from this list the artworks we believe are best suited to the Allura Art website. Allura’s selection will be referred to as your inventory.

Please note that we do not list artworks which would exceed 20kg once packaged for shipping or which exceed 1.05m x 2m in size. We also do not ship frames which contain glass only locally in Malta.

Once we inform you of your inventory, we will ask you to provide more detailed information for each artwork. This is outlined below.

Ideally your final inventory will have a minimum of 10 - 20 artworks, the more pieces of work the better. We understand that emerging artists may not have this many pieces of work available, but we would hope for a minimum of ten artworks listed on the site to begin with.

IMPORTANT

The artist agreement is an understanding that artists are committed to their artistic practice and intend to be prolific in their production of artwork. If an artist does not envisage a creative career of this nature or regular work, Allura is not a suitable platform for representation.

Regular new artwork is the lifeblood which generates sales. To sell your work Allura must promote it and you. To undertake promotion we require new artwork on a regular basis. 

Artists are encouraged to work regularly, not only to be prolific in order to produce plenty of work, but to ensure an ever-evolving practice and an up to date, relevant body of work. Artists should also endeavour to replace sold artworks with new pieces. Ideally the artist will send at least one new artwork per month and ALSO retain a minimum of 10 available artworks on their profile. We do appreciate a proactive approach in this matter and encourage our artists to send new artwork for consideration regularly, without us having to ask for it.

Once you receive our selection for your inventory, please provide the following information for each artwork:

1. Title.

2. Year of creation.

3. Medium.

4. Dimensions in centimetres

   Please include width, height and where applicable, depth, i.e. for when deep-edged canvas is used, or when there is a frame.

5. Signed by the artist - research indicates that buyers prefer signed artwork. Please note that all artwork should be signed by the artist. If for any reason you do not wish to put a signature on the front, please sign the rear of the artwork instead. Please indicate whether signed on the front or on the back.

6. Price (display price on website and inclusive of Allura Art commission).

7. Description (maximum 50 words) please refer to guidelines below.

8. Artwork images - please refer to guidelines below.

9. Weight in kilos and grams (including frame if framed)

10. Indicate whether framed or unframed

1. Before making a purchase, buyers nearly always ask to see additional images of the artwork. As such, please endeavour to provide as many images as possible for each piece (maximum 10 per artwork). In addition to the PRIMARY IMAGE these could include:

• Close-ups

• Different angles

• Edges

• Signature

• For framed artworks, an image of the artwork in the frame must be provided.

• In-situ shots, such as the artwork hanging on a wall or otherwise displayed.

2. Please ensure you use as high quality a camera (digital) or phone camera as possible, set up to capture the highest resolution picture possible for that model. If you have any difficulties in this regard please do not hesitate to contact us and we will do our best to assist you.

• When using a phone camera, please ensure that any filters, effects or enhanced photography modes (such as HDR - High Dynamic Range) are switched off.

3. When photographing artwork to be used for the primary display image, please be aware that the edges of the works should not be visible (for example where the background can be seen behind the artwork).

4. The image should contain no watermarks or other identifying characteristics not present on the artwork itself. Please note that watermarks may be automatically applied by free photo editing software, as well as (in some rare cases) certain phone cameras themselves, so please ensure this does not happen. 

5. Please ensure that no shadows or sources of light are visible in the image (for example a lamp or a spotlight).

• Some paints and other materials may be highly reflective at certain angles. Please take additional time to check for reflections and shine.

• Please ensure that lighting is even across the entire work.

• You can watch these video guides for photographing artwork with a digital camera (by Saatchi Art) or using a phone (by Contemporary Art Issue).

You will need to provide several photographs from which we can select a suitable profile image for your artist profile page. You may already have images for this purpose, in which case we can select from your existing images, provided they are suitable and align with the guidelines below.

When it comes to artist profile images, in order to present artists in an accessible and professional manner, Allura observes the best practices of the industry. A strong profile image creates a good first impression and ultimately has an impact on sales, so it is worth spending some time getting it right. 

For examples of the Allura artist profile photo format, view the profile photographs of the existing Allura artists.

Here are our guidelines:

1. Scale

Position yourself so that the top half of your body is in the shot. Many people will view the website on their mobile phone and your profile image will be seen on a small scale. Observing this guideline will ensure that your face will still be clearly visible when the image is reduced. 

2. Making a connection

A friendly, informal tone works best. Looking directly into the camera will allow your audience to connect with you, and a friendly or smiling expression will help them engage with you as a person. Research shows this to be an important factor when it comes to marketing yourself and your work. People engage more with your artwork if they warm to you as a person.

3. Artwork

It is important to include your artwork in your profile image, so be sure to sit or stand next to or in front of it so that it is clearly visible. Ideally choose your favourite or most typical piece(s) from those which are included in your inventory of artwork on the Allura Art website.

4. Context

Context is important, so consider the location for your photoshoot. The images can be ‘at work’ shots taken in a studio setting or on location, or simply images of you with your artwork, perhaps at an exhibition or hanging in-situ as you wish. 

5. Be creative

Be creative when setting up your photoshoot so that the images reflect your personality and style. Consider what you wear, your props, the background, lighting and mood.  

6. Examples of good practice:

Saatchi’s blog Canvas is an ever-evolving reference where you can find engaging and appealing artist profile images. Scroll through for ideas and inspiration.

7. Format

Your final images will appear on the website in a square format. Please ensure that your images are either square when you provide them, or that they work when cropped by us into a square. Images will need to be in high resolution (at least 300dpi). Please name and number your image files as follows:

Artist Name profile picture Allura Art 1.jpg

8. Technical advice

Please follow the technical advice provided under the Artwork images section.

Please provide Allura with a sale price to be displayed on the website. This is the price the buyer will pay and should be inclusive of our commission.

• Frames

Please note that we do not expect artists to supply frames for artworks. Paintings can be listed as unframed or framed and the decision to frame is with the artist. Please also note that Allura Art cannot ship glass-framed artworks internationally due to the risks involved in shipping. For this reason we discourage glass frames in general. In the event that an international buyer purchases your glass-framed artwork, we would ask you to remove the glass or even the entire frame before shipping. Please consider this carefully if you intend to frame your artworks.

1. Buyers want at least a bare minimum of background information on artwork they are considering purchasing.

2. The Allura Art website allows for a maximum of 50 words, but your descriptions may also be shorter if you prefer.

3. Please include a translation of the title, if applicable. Your description might explain the subject matter, concept or inspiration, an indication of whether it was painted en plein-air, the location in the case of landscape, or anything else you feel may be worth noting. The more interesting for the audience, the better!

Allura will produce a professional, industry standard artist biography for your artist page. To assist us in compiling this, please provide the following:

• A link to your portfolio website

• Links to relevant social media

• Promotional content, such as for exhibitions or events

• Any literature which exists about you and your artwork

• Any relevant reviews, articles, interviews or other content, on radio, television or printed press media.

• Any quotes from prominent critics, journalists, historians or authorities.

If there is any other relevant information you’d like us to be aware of when writing your artist biography, please let us know.

Please note that all new artists will be automatically added to our mailing list to receive our latest news and communications.

The terms and conditions outlined below, and the other Information for Artists provided herewith, together constitute the Allura Artist Agreement. Before being officially accepted and onboarded as an Allura artist, you will be required to confirm that you have read and understood the Information for Artists, and that you agree to comply with the Terms and Conditions.

In terms of the duration of the Artist Agreement, it is ongoing. The agreement is effectively indefinite until one party chooses to end it. However, given the investment required on the part of Allura to onboard you as an artist, we would expect a commitment from you of a minimum of at least two years from the date your profile and artworks first appear live on the website. In the event you wish to terminate after this initial twelve month period, we ask that you give notice one calendar month in advance. Allura will observe the same notice period when terminating from our side, unless termination is occurring due to penalty-related issues.

Allura’s commission percentage rate is 30% of the sale price displayed on the Allura Art website. Given that Allura requires artists to keep consistent pricing everywhere you sell an artwork, pricing needs careful consideration.

Typically, galleries in Malta apply a commission of anything up to 40%. Therefore, not only is Allura’s commission rate pitched reasonably within the local market, we also offer benefits and services that other galleries might not. Please refer to the package information for details. It is important to remember that Allura Art cannot be compared ‘like for like’ to local gallery options.

Shipping and insurance restrictions require Allura to apply limitations on the type of artwork we can consider for listing on the Allura Art website. We do not currently list artworks with an R.R.P. price of over €5,000 (this is the display price on the website, which includes commission). We also do not list artworks which would exceed 20kg once packaged for shipping or which exceed 1.05m x 2m in size. We discourage listing items framed with glass. Frames without glass are preferred and an image of the artwork in its frame has to be provided.

In order for Allura Art to remain sustainable, and to continue to offer its services, the website relies on volume and turnover of artwork.

NEW ARTWORK

Allura won’t request new artwork from artists. The onus is on artists to volunteer a selection of new work for consideration every two months, accompanied with high resolution images and all the relevant information and descriptions. Without new artwork Allura Art cannot remain current or relevant in the contemporary fine art sphere, and more importantly, without it we cannot actively market the artist. 

Productivity is essential as part of the agreement with Allura Art. We would hope to list a minimum of one new piece per artist per month, however we understand that for most artists, you are juggling making art with your other work. Artists are encouraged to let us know of circumstances affecting their productivity.

An artist becomes ‘inactive’ when they do not actively present new artworks to Allura on a reasonably regular basis.

If an artist remains inactive for a period of six months or we feel that an artist is no longer upholding the agreement of submitting regular work, we reserve the right to remove the artist and artwork from the Allura Art website. 

ARTWORK LISTED WITH THE GALLERY

Any artist considering joining Allura Art should be aware that there is an expectation in terms of volume of work listed at any given time.

Ideally a new artist would start out with around 10 -20 artworks listed on the site. We would expect to see your portfolio replenished with ‘replacement’ pieces as existing artworks are sold. While our agreement does not require you to make every new piece you produce available to Allura, from our side this would be desirable.

Allura does not require exclusivity from artists. However, if you are currently represented by another gallery, please check that your agreement with them does not preclude you from working with us. Out of respect for other galleries it is important that all parties are happy with any arrangement entered into.

The fact that artists may have artwork for sale in multiple locations (online or otherwise) outside of the Allura Art website has certain implications which must be taken into consideration.

If an artist sells work through another gallery, this falls outside of Allura Art and we would not expect to receive a commission on any sale, indeed the gallery in question would apply their own commission. However we would need to ensure that the venue in question is aware of any agreement with Allura Art and that there is no conflict.

Allura Art sells at STUDIO PRICES. This means that prices must be consistent with your studio price, which must be consistent with your prices everywhere else you choose to sell the artwork. Artists with artworks displayed at local galleries or other venues may also list them on the Allura Art website, provided prices do not differ.

Pricing must be consistent in all places at all times. If a piece is listed at a certain price on the Allura Art website, customers should not find it cheaper elsewhere. Inconsistent pricing undermines buyer trust and the reputations of Allura and the artist. If a buyer hears about your work through the Allura Art website then comes to you directly to purchase, it should be considered an Allura sale and the buyer should make payment through the Allura Art website. However, if the buyer heard about your artwork through other means, the sale is considered a private one. We would expect you to enquire about this with your buyer and be transparent with us when it comes to how people come to know about your work when they buy it. The agreed sale price should apply even to private sales. Artists who feel unable to agree to consistent pricing should not consider working with Allura. Given the time and resources invested in each artist, we expect our working relationship to be based on mutual trust and transparency.

If work listed on Allura Art is sold independently, Allura must be informed that the piece is no longer available immediately so it can be removed with immediate effect from the Allura Art website. We cannot risk an Allura buyer purchasing an artwork which has already been sold elsewhere, it damages the reputation of the company and our artists and makes us appear unprofessional. It is crucial to keep your Allura inventory up to date at all times. Allura reserves the right to impose penalties for failure to inform us that an artwork is no longer available for sale to cover the cost of administrative tasks.

Likewise, if a piece is sold through Allura Art, Allura will notify the artist immediately so that the piece is removed from sale elsewhere and made unavailable to other prospective clients. We will then contact you to discuss the handover of the artwork.

Shipping costs are paid by the buyer.

Artwork will typically be shipped by MaltaPost, tracked and fully covered for loss and damage by its Premium Cover insurance. The artist is responsible for packaging the artwork ready for collection by MaltaPost for shipping, but not the costs of postage or insurance.

Packaging and costs for packing materials are the responsibility of the artist. Artists must ensure that they packaging work adequately. This is particularly important when it comes to insurance, since, in accordance with the insurance terms and conditions, failure to package adequately can render the insurance invalid. When insurance is rendered invalid due to inadequate packaging by the artist, it becomes the responsibility of the artist to absorb the costs of damage or loss.

Before packaging your artwork, please click here for some useful advice from Saatchi.

You will receive payment relating to the sale of your artwork upon the safe, prompt and satisfactory handover of the artwork, - at which point the artist should provide a fiscal receipt.

In the interests of customer satisfaction, providing a high quality service and maintaining the reputation of Allura and its artists, Allura reserves the right to impose penalties on artists for the following:

1. Failure to inform us that an artwork listed on Allura Art is no longer available.

   If a buyer purchases one of your artworks through Allura Art, only to find out it is in fact not available, this creates a very poor impression and results in the loss, not only of a sale, but of a potential repeat buyer. Furthermore, word of mouth recommendations and positive online reviews are important both for Allura and for its artists and negative feedback can be damaging. It also requires additional administrative work to issue a refund and apologise to the buyer. 

   In such an event Allura would offer the dissatisfied  buyer a €50 gift card for future use on Allura Art. Allura will charge this to the artist, plus an additional €25 administrative fee.

2. Failure to package artwork in time for collection.

   If the courier is unable to collect your artwork at the time we have pre-arranged with you because it was not ready or available, you will be responsible for covering any additional shipping costs incurred. Furthermore, since this would result in a delay in the shipping process, as well as additional administrative work, we also reserve the right to apply a penalty of €25, which will be applied the next time an artwork of yours is sold.

3. Failure to package an artwork correctly for shipping.

   Poor packaging can result in the loss or damage of items during shipping. It can also render insurance void, so we cannot overstate the importance of following packaging guidelines. An invalid insurance may result in losses for an artist such as the loss of payment for your artwork, the loss or damage of the artwork itself, or indeed both. Furthermore, since such cases require additional administrative work, we reserve the right to apply a penalty of €25, which will be applied the next time an artwork of yours is sold.

Any content, including but not limited to photographs, graphic design, video, text and audio, originally created by Allura Limited, remains the property of Allura Limited. Reuse of this content (such as on other websites or in external promotional materials) without explicit permission is prohibited. Please contact Allura on info@allura.mt for any requests regarding use of Allura Limited’s intellectual property.

Content provided by the artist, such as images and text, uploaded to allura-art.com remains the property of the artist, photographer or existing copyright holder. This includes instances where Allura staff edit or amend such content to fit the requirements of the website.

In instances where content supplied by a third-party has been used in the creation of materials for use on allura-art.com (for example promotional videos), although the original content remains the property of the original copyright holder the completed work shall belong to Allura Limited. 

Once an artwork has been sold and the payment transaction and safe delivery have been completed, ownership of the original artwork is transferred to the buyer, while the copyright for the artwork image is retained by the artist.

Once you have been accepted as an Allura artist, you will be given access to Allura’s fully detailed Sales, shipping and invoicing procedure.

Before you can join Allura Art you will need to have a VAT number. Allura typically works with artists who are exempt for the purposes of VAT. If you do not have a VAT number click here for VAT information.

In the event of any failure on the part of the artist to respect these artist terms, Allura reserves the right to remove the artist from Allura Art with immediate effect.