The Invisible Base Structure of the Arts Economy – The Artist

The building of an industry

Cabossé 2 - detail

The creative economy is not a side industry—it is an economic powerhouse. Spanning visual arts, performing arts, education, tourism, and more, it generates billions in revenue and supports countless jobs. But at the center of it all are the artists and their works. Everything—the museums, galleries, auction houses, art schools, public art, music festivals, and even the tourism industry—depends on the artist’s creativity. Without them, these industries would simply not exist.

To understand the scale of this, let's break it down. In Canada alone, the art sector contributes an estimated $58.8 billion to the economy, or roughly 3.6% of the national GDP (Statistics Canada). Globally, the fine art market is valued at $65.1 billion (Art Basel & UBS Global Art Market Report). These numbers don’t just reflect the sale of artworks, but the entire economic infrastructure built on artwork. The galleries, the auction houses, the festivals, the education programs, and the tourism—all exist because the artist’s work drives them. Artists create jobs for curators, museum staff, auction house specialists, gallery owners, education faculty, tourism operators, festival organizers, and public art coordinators.

Without the artist, these key institutions would simply not exist. Let’s consider each industry that relies on artists:

• Museums and Public Galleries: These institutions are powered by the artists who create the exhibitions they showcase. Museums like the National Gallery of Canada, the Art Gallery of Ontario, and the Musée d’Art Moderne exist to house and display art. Without artists producing the works, these spaces would be empty, and the entire museum ecosystem—directors, curators, preparators, exhibition designers, guides, administration staff, and education staff who build careers on artists’ artworks—would be unnecessary. Museums generate billions in annual revenue, not just through ticket sales, but through special exhibitions, events, and private viewings.

• Contemporary and Commercial Galleries: These businesses operate entirely on the sale of artwork. Galleries generally take 50% commissions from the sale of artwork, and it’s the artist who pays for crating and shipping aside from the expenses of running a studio. Gallery attendants, curators, gallery managers, administration staff, art handlers, and event coordinators all rely on the work of artists to get a paycheque.

• Educational Institutions: From art schools to university faculties, educational institutions have been built around the need to educate and train artists. Art faculties are among the most integral departments within universities, and they help generate millions in tuition revenue every year. The $40 billion in annual revenue generated by Canadian universities is significantly bolstered by students enrolling in art and design programs. These institutions rely on the intellectual and creative contributions of their faculty, many of whom are practicing artists themselves. However, the system is far from perfect, with art professors often paid a fraction of their worth and working under precarious conditions. Still, without artists filling the classrooms and teaching the next generation, these schools would lack the cornerstone that gives them value and therefore would not exist. Adjunct professors, art educators, research staff, administrative staff, maintenance staff in universities and art schools depend on the work of artists to build secure careers.

• Tourism: Art is one of the most powerful drivers of cultural tourism. Cities known for their art scenes—like Montreal, Vancouver, and Toronto—see millions in tourism revenue generated by galleries, museums, festivals, and public art installations. Cultural tourism alone brings in $6.8 billion annually to the Canadian economy. But, once again, the artists whose work makes these spaces attractive rarely see a any significant portion of this income. Art festivals like the Toronto International Film Festival or Art Basel in Miami rely on the works of artists to bring in crowds. The economic impact is substantial. Tour guides, event coordinators, marketing professionals, hotel and restaurant workers, and travel agencies all rely on the tourism generated by artists’ works.

• Auction Houses and Art Sales: Art auction houses like Sotheby’s and Christie’s sell works for millions of dollars, yet the artist typically only sees a fraction of that sum. In 2022, the art auction market alone was valued at $17 billion globally. These sales can include works from established artists, where the auction houses benefit from huge fees, all while the artists see only a sliver of the value of their work—often after their passing. Auction house specialists, catalog writers, auctioneers, and event coordinators rely on artists' works to fill their auction houses, generate revenue, and build their careers on the production of art.

• Public Art: Public art installations, sculptures, murals, and other projects are commissioned by governments, municipalities, and private corporations to boost property values, beautify public spaces, and attract tourism. Yet, artists are often given just 10% of the total project budget, with the remainder being consumed by installation costs, transportation, and fees to the commissioning body. The cities and corporations benefit from the cultural cachet and tourism these artworks attract. City planners, urban developers, tourism managers, contractors, and public art administrators are all in large part employed because of the artist’s work.

• Arts Media and Publications: Art magazines, journals, websites, and publications rely on the stories of artists to engage their readers. Whether it’s a review of a new exhibition or a feature on an emerging artist, these outlets wouldn’t exist without the work of artists. Yet the writers, editors, and journalists who cover the art world are paid for their labor, while the artists themselves are often left to work for free or for a token fee in exchange for exposure. Writers, editors, photographers, videographers, and graphic designers all rely on the work of artists to fill their content and pay the mortgage.

This is the structure in which the artist works. They are the foundation—the ones who generate all the value on which this industry is built.

In 2023, the average artist in Canada earned $24,300 annually—well below the national average of $43,500 (median annual income for all Canadian workers across all industries).