Affordable Art Fair: Strategies for Artists to Succeed

The Affordable Art Fair, which began in London nearly 30 years ago, now operates in 16 cities across Europe, the US, Asia, and Australia. In Australia, Melbourne's edition has been successful since 2019, leading to expansions in Sydney (2022) and Brisbane (2023). The 2025 Melbourne fair attracted around 18,000 visitors, sold over 3,800 artworks totaling $5 million, with an average price of $1,400. Georgia Huestis, Regional Australia Director, notes that the fair requires exhibitors to be groups of artists, either galleries or collectives, with at least three artists per stand. The first Melbourne fair in 2019 had 55 stands and over 450 artists; this year's edition will feature over 70 exhibitors and 600 artists. Sydney-based artist Em Hatton, who has exhibited at the fair, advises artists to test the market through smaller sales opportunities before applying, as entry costs can be high (smallest stands start at around $10,000). Hatton also emphasizes the importance of forming formal collectives, like her Oddball Gallery, which includes 10 female and gender diverse artists, to share risks and support each other. She recommends careful planning of the exhibition space and spending time with visitors, as direct artist-buyer interaction is a key feature. The fair runs from 27 to 30 August at the Royal Exhibition Building in Melbourne.