BUTTER Fine Art Fair: Redefining Economic Equity in the Art World

Launched in 2021 by the cultural development organization GANGGANG, co-founded by Malina Simone Jeffers and Alan Bacon, the BUTTER Fine Art Fair emerged in response to the racial equity movements that gained momentum in 2020. The fair challenges traditional art market structures by allowing artists and collectives to exhibit their work directly, eliminating the need for galleries and intermediaries that typically take a significant portion of sales. This model ensures that artists retain 100% of their proceeds, with the fair covering all associated costs, including travel and accommodations.

New York Observer

Since its inception, BUTTER has featured nearly 200 artists and attracted over 46,000 visitors, generating more than $1.5 million in sales directly benefiting artists. The fair's structure not only redistributes economic power but also fosters a sense of community and pride among participants. Jeffers emphasizes that the fair is designed to maximize artist agency and earnings, stating, “From the beginning, we designed the fair to maximize artist agency and earnings.”

New York Observer

GANGGANG's mission is to shift power back to artists and creators, advocating for equity in both message and economic impact. Jeffers explains that the organization aims to make culture a platform for justice, proposing that cities recognize the importance of arts and culture in improving community narratives and economic conditions.

New York Observer

The response from artists participating in the Los Angeles edition of BUTTER has been overwhelmingly positive. Many artists expressed appreciation for being centered during L.A. Art Week, rather than marginalized in larger fairs. The fair has been recognized for its role in highlighting Black artists and making art collecting more accessible. Jeffers noted that artists found value not only in sales but also in visibility and relationship-building within the cultural ecosystem of Black Los Angeles.

New York Observer

While the inaugural fair took place in Indianapolis, the model has successfully expanded to Los Angeles, where it has tapped into a broader collector base. Jeffers and Bacon are intentional about future expansions, focusing on cities with rich creative histories and emerging Black arts communities. They emphasize that any new market must align with their values of access, long-term investment, and deep community engagement.

New York Observer

Jeffers articulated the fair's philosophy, stating, “BUTTER softens the rigid structures of the art market,” aiming to create a nourishing and accessible cultural experience. The founders are committed to educating potential sponsors about the long-term value of investing in artists, countering traditional perceptions of the art market.

New York Observer

Despite its successes, the BUTTER model faces skepticism from traditional art market stakeholders who are accustomed to conventional pricing models and visibility exchanges. The founders acknowledge that overcoming these perceptions is a significant challenge as they advocate for a more equitable art ecosystem.

New York Observer

As BUTTER continues to grow, the founders are exploring additional markets while remaining committed to their foundational principles. They aim to nurture environments where artist ecosystems can thrive, ensuring that future fairs maintain the same focus on equity and community impact that has defined their initial efforts.

New York Observer