The Facts
Bonhams has introduced The Deans' Choice with Bonhams, becoming the first U.S. auction house to offer living artists a direct stake in the resale of their work through a voluntary royalty program. Conceived with The Dean Collection, founded by artists and collectors Kasseem and Alicia Dean, the initiative allows auction consignors to direct a portion of sale proceeds to the artist, with Bonhams matching that percentage from its buyer's premium. The program launches alongside Bonhams' 20th and 21st Century Art auction at its Steinway Hall headquarters in New York. CEO Seth Johnson said the model extends value recognition to artists as a working part of the saleroom.
The Signal
The program marks a structural shift in the secondary market, offering a bilateral opt-in structure that mirrors royalties common in the music industry. By tying consignor generosity to an auction house match, Bonhams creates a financial incentive for artists to participate without mandating fees for sellers. The initiative signals growing institutional interest in artist equity and could set a precedent for other auction houses. It also underscores Bonhams' push to position Steinway Hall as a cultural hub for collectors and the public.
- Artists: Kasseem Dean, Alicia Dean
- People: Seth Johnson, Andrew Huber, Kasseem Dean, Alicia Dean
- Auction Houses: Bonhams
- Locations: New York
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