Bonhams is introducing a new initiative in the U.S. art market with Kasseem Dean and Alicia Keys, designed to help living artists share in the value of secondary-market sales. The program, called The Deans' Choice, will debut in November alongside Bonhams' 20th- and 21st-century art auctions.
The concept was inspired by the couple's reaction to the 2018 sale of Kerry James Marshall's Past Times, when they realized the artist did not benefit from the auction's success. After years of discussion, Bonhams joined the effort and agreed to pilot a model that gives consignors the option to direct a portion of sale proceeds to the artist.
Under the structure, participating sellers can allocate at least 1 percent of the hammer price, or $500, whichever is higher, and Bonhams will match that amount through a share of the buyer's premium. Artists must opt in through Bonhams' dedicated program page to be included.
Bonhams describes the model as an elective sale royalty, a step that echoes resale-royalty systems already used in many countries. The initiative also reflects a broader conversation in the art world about how creative value can continue to support artists long after the first sale.
With this launch, Bonhams and the Deans are positioning resale compensation as a more visible part of the art economy. If the model gains traction, it could help reshape how future auctions reward artistic authorship and long-term cultural value.
