台灣畫廊與藝術家的合作模式探討

Abstract

本研究旨在探討台灣畫廊與中生代藝術家（40至60歲）之間的合作模式，並分析畫廊在推動藝術家職涯發展與國際市場拓展中的關鍵角色。研究方法透過質性訪談方式，蒐集設立十年以上之畫廊總監、中生代藝術家與法人協會代表等多元訪談者的觀點，分析目前台灣藝術市場中合作模式、信任及分潤制度、國際推廣不足與政府政策支持等面向的挑戰。研究發現，目前台灣畫廊與藝術家之合作多以短期展覽為主，缺乏長期穩定的經紀合作體系，導致中生代藝術家需自行開拓市場、承擔行銷壓力與經濟風險。相較之下，日本如小山登美夫畫廊等成功案例，透過制度化的藝術經紀公司，整合展覽、品牌經營、媒體宣傳與國際藝博會資源，有效提升藝術家的國際知名度與市場價值。研究結論與建議解決上述關鍵在於建立具專業的「藝術經紀公司制度」，透過藝術經紀公司作為平台，提供藝術家長期合作與市場策略規劃，協助藝術家與畫廊之間建立信任合作關係，擴大作品的推廣與國際媒合。本研究期望補足台灣當前藝術市場在制度設計與合作策略上的不足，並提出具體建議，為中生代藝術家創造永續職涯發展的環境，同時提升台灣整體藝術市場的國際競爭力與文化軟實力。This study explores the collaboration models between Taiwanese art galleries and mid-career artists aged 40 to 60, analyzing the pivotal role galleries play in advancing artists’ careers and expanding their presence in the international market. Utilizing qualitative interviews, perspectives were gathered from directors of galleries established for over a decade, mid-career artists, and representatives from art associations. The research examines challenges in the Taiwanese art market, including collaboration mechanisms, trust and profit-sharing systems, limited international promotion, and government policy support.Findings reveal that current collaborations between Taiwanese galleries and artists predominantly focus on short-term exhibitions, lacking long-term, stable agency agreements. This situation compels mid-career artists to independently develop markets, bearing marketing pressures and financial risks. In contrast, successful examples like Japan’s Tomio Koyama Gallery employ structured art agency systems that integrate exhibitions, brand management, media promotion, and international art fair resources, effectively enhancing artists’ global recognition and market value.The study concludes that establishing a professional “art agency system” is crucial to address these issues. Such agencies would serve as platforms offering artists long-term collaboration and market strategy planning, facilitating trust-based relationships between artists and galleries, and expanding the promotion and international networking of artworks. This research aims to bridge gaps in Taiwan’s current art market regarding system design and collaboration strategies, providing concrete recommendations to create a sustainable career development environment for mid-career artists, while simultaneously enhancing the international competitiveness and cultural influence of Taiwan’s art market.