Navigating the Art World

1. Navigating the Art World Artists move from show to show, and gallery to gallery during the course of their careers. There are reasons why certain artists and certain work end up in certain galleries or established art venues. Starting out. Calls for self promotion. Going on line (Social Media).Showing your art pretty much anywhere anyone will have you. The only criteria at this stage are the venue, and the people who will see your work. Not to be demeaning of good artists or work. The reality is from where does one start. Locations could include: local art shows, hotels, cafes, office spaces, restaurants, interior design show rooms, boutiques, hair salons, lobbies, someone’s home, renting a space, open studio, front lawn or car boot etc. The more people see your work the greater the following and greater the exposure. People talk. It can be a ripple effect. Someone will tell someone, who will tell someone, who will tell someone. That someone may be a gallery operator who could get in contact with you. Admittedly, those of you who’ve graduated from art school have an edge on competition. Why? Exposure to local gallery owners, critics, curators, collectors, in general the art community. You have access to the Who’s who!!!! Learning your area art scene is of great benefit, but it does not mean these people are going to do anything for you. It does not mean that you can walk into a fine art gallery and get yourself a show because you met the owner once.

3. Get on the gallery mailing list. Go to Art exhibition openings. Attend talks, open studios, community events, and get noticed. You start to see the same people attending the same events and functions as you. Start talking to other artists etc. Get involved and participate, and navigate the art scene. Don’t just go to one or two art events and think you have done your bit. Keep going. The more you do.. The more you progress. Step-by-step and show-by-show. Sell your self. Galleries do not select artists who happen to walk through the door or make contact in casual ways like: email, social media, mail or the telephone. They don’t even select artists based solely on whether they like the art or even how good it is. Why? YOU as well as your art have to be a total match. The quality of your art is only one step in the process. There is also: Your resume, reputation, experience, accomplishments, awards, standing in the art community, social media following, your online profile, how you work with others, Sales history, critical reviews of past shows etc. Simply put: The Best Galleries show the Best Artists. Who are the best artists then?: Artists who have proven themselves over time (building up their exhibitions, resume etc). Have a consistent track record. Impress curators, critics and collectors. Sell well. Have established their reputation themselves.

4. How Does the Gallery System Work ? 6 Steps to Get your Art into a Gallery 1. Offer a Unique Artistic Vision Build up a consistent body of exciting work, that has direction, a developed style and approach, has intriguing choice of subject matter, composition, palette, texture and is UNIQUE. FOCUS on subject matter that engages and enthuses the viewer. FOCUS on one genre for a cohesive and interesting body of work.

5. 2. Be Your Own Critic Study Established artist’s websites: Note how they present a well-designed body of work. Display your work on a wall next to each other in order to evaluate. Ask yourself what it is about your work that’s unique. Are your landscapes more textured, bold, tonal than others you’ve seen? Are your portraits painted from life, overflowing with emotion and light? Is your work more moody or subtle than others you have seen? Ask other artists for feedback.. Not your family. Galleries do offer portfolio critiques. What is the message you want to send as an artist ? If you had to describe you work in one sentence, what would it be?

6. 3. Highlight Your Best Work Edit your collection down to the strongest works. Galleries are very selective. Only works that best represent your passion and vision should be visible on your website. Growth as an artist is natural. Should earlier work no longer represent your current interests remove it or create a page of past works. Art works that are decades old may still be relevant to your current work, but if not then “PROMOTE THE BEST, HIDE THE REST.”

7. 4. Consider Location Does your work have regional, national or international appeal? If you paint local landscapes, your work is more likely to be successful when represented by galleries in your area. 5. Let Your Artistic Vision Shine If you create your own unique, exciting and iconic artwork, your message will shine through.

8. 6. Get More Exposure Art Entering Art Competitions. Helps, elevates an artist’s visibility within the art world. Increases an artist’s confidence. Art Competitions include cash, reviews, access to judges (feedback). Check out art exhibitions, Group shows etc. See what sort of works are being put on display and judged.

9. Finding the Right Gallery Check their website – is it updated? Do they have images and descriptions of current artist? Do they have a calendar of events, artist bios, news letter, images of the gallery space (what does the space look like, cluttered, clean?), Do they sell something other than art? Coffee shop/ restaurant or furniture? Means their business is not selling art. Does this affect your commission? Visit them in person. How are you treated/greeted? Do you want to be showing in a space where someone just sits at the desk? What kind of art do they sell? Don’t try to push what you do on them if it is totally different. They know what they like. What kind of prices are they offering/selling? If they have art work upwards of $30,000 And you have never made a sale… Just keep moving. They sell established artists works.

11. Approaching & Submitting to a Gallery Approaching a gallery is intimidating. In-Person Approach. Have a business card. Leave your portfolio in the car until requested. Online-Approach. This will be on their web-site with specific instructions. Artist Resume /CV. Art work List (Titles, medium, dimensions, editions, prices). Contact information. Website details. A short bio. Description of your work. Education. Awards, publications. exhibitions Sizing One Rule to follow: HAVE NO MORE THAN 3 AVAILABLE SIZES. You are up for costs of printing, framing, sometimes courier/transportation. The sizes need to be spaced enough apart to be used for different purposes. One small size: something people can hold. One Middle size: large enough to hang comfortably in someone’s home. This is the size that most galleries want. One Large size: aimed at collectors, for lease agreements. – statement piece.

13. How Commissions Work Every gallery is different. Galleries take anywhere from 20% - 75% commission Some galleries take a small percentage in exchange for a monthly payment. This is because they are trying to cover their costs should the artist not sell anything. Some galleries operate with a café/restaurant, gift shop etc. to try and entice the public to stay longer, view what is on show and hopefully buy art work, as well as have beverage and food. Commission is generally asked by the gallery to assist in promotion on the web-sites, cover running costs – mortgage or rent/ rates, insurance, building, electricity, water, telephone, security, invitations, advertising, accountants, plant machinery, repairs/maintenance, promotion including openings, printing, freight/couriers, photography, bank charges, labour, travel, attendance at art fairs, and salaries and provide a living for gallery owners.

14. The End