London's new artist-first art fair attracted thousands of visitors, but early sales were slow. What can artists and gallerists learn about turning interest into income?
London's Frieze Week has traditionally been dominated by established galleries and internationally recognised artists. But this October, a new event offered a different approach. Fair Play , held at One Marylebone from 15–18 October 2026, brought together 70 independent artists, many without traditional gallery representation. Instead of charging upfront stand fees, organisers took a 50% commission on sales.
The opening evening attracted more than 3,000 visitors, according to the organisers, yet early sales were relatively modest.
It's a familiar challenge for independent artists: getting your work seen is one thing. Turning that attention into a sustainable creative business is another.
Why exposure isn't enough
Art fairs, exhibitions and social media offer valuable opportunities to reach new audiences. But they also have limitations. An exhibition lasts a few days. Social media posts quickly disappear from view. And traditional marketplaces often place artists in competition with thousands of others. If someone admires your work today but isn't ready to buy, how will they find you again in six months?
The answer lies in building lasting relationships with collectors.
Someone who discovers your work at an exhibition might become a buyer weeks or months later. But that relationship needs somewhere to develop beyond the event itself.
Every exhibition visitor is a potential long-term collector, not simply an immediate sale.
Building your own collector community
Independent artists increasingly have the opportunity to take control of how their work is presented, shared and sold. A dedicated online gallery gives collectors somewhere to revisit artwork, explore collections, discover new pieces and learn more about the artist. It also helps artists develop their own audience rather than relying exclusively on exhibitions, galleries or social media algorithms.
That's where LettsArt comes in.
How LettsArt helps artists take control
Unlike traditional marketplaces, LettsArt gives artists the tools to create and manage their own online galleries.
With LettsArt, you can:
- Build your own gallery: Create a professional online home for your artwork without technical skills.
- Showcase collections: Give collectors somewhere to explore your work after exhibitions and fairs.
- Grow your following: Encourage visitors to follow your gallery and stay connected with new work and updates.
- Sell directly: Manage artwork listings, set prices and sell to collectors on your own terms.
- Simplify administration: Use Art Intelligence tools to help create descriptions and manage gallery content.
The goal is simple: spend less time managing technology and more time creating art and developing collector relationships.
The future of art is about independence and connection
Fair Play demonstrates growing interest in alternative ways for independent artists to reach collectors. But removing traditional intermediaries is only part of the story. Artists also need the tools to build audiences, develop relationships and manage their creative businesses. Art fairs will continue to play an important role in discovery and connection. The opportunity is to make those connections last.
Your art. Your gallery. Your audience.
LettsArt helps make that possible.
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Not using LettsArt? Why not sign up today? It’s powerful software for artists to show, manage and distribute their art online. Perfect for artists with zero tech skills, our no-code, AI software lets you take control of your online presence and build sustainable success through direct sales.
To sign up to LettsArt (it’s FREE!) go to www.LettsArt.com .
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Frequently Asked Questions
Can artists sell art without a traditional gallery?
Yes. Artists can sell directly to collectors through their own online galleries, exhibitions and commissions. LettsArt provides tools to manage artwork and sell directly without relying exclusively on traditional galleries.
How can artists turn exhibition visitors into collectors?
Encourage visitors to follow your online gallery, explore your collections and stay informed about new work. Developing relationships beyond the exhibition creates opportunities for future sales.
Is LettsArt an art marketplace?
No. LettsArt is no-code Art Intelligence software that enables artists and gallerists to create their own online galleries, manage artwork and sell directly to collectors.
Do I need technical skills to create an online gallery?
No. LettsArt is designed for artists and gallerists without programming expertise. You can create a gallery, upload artwork and organise collections using straightforward tools.
How can AI help independent artists?
LettsArt's Art Intelligence tools can help create artwork descriptions, generate images and simplify gallery administration, leaving artists more time for creativity and engaging with collectors.
Is LettsArt free?
LettsArt offers a free starting plan, with paid options providing additional features and different sales commission rates.