by Laura den Hertog on 12/16/2009 6:53:53 AM12 Comments
Recently I
decided that it was time to spread out and look for new/more gallery representation
for my work. I’m ready, but I wondered if my timing was good. I know from my
current dealers that they receive an incredible amount of submissions. Is there a perfect time to get noticed?
Instead of taking a stab in the dark, I decided to ask everyone
I know in the business what they thought was the best time for artists to
approach galleries. I asked dealers, reps and professional artists, and this is
what I discovered:
1. Almost everyone agreed that if the gallery is seasonal,
wait until the off season. Dealers are more likely to have time to review work
and will be planning for the next upswing in their business.
2. If the gallery is not seasonal, then be sure to check their
exhibition schedule. You don’t want to approach them right before or during a
big show as the likelihood of having your submission thrown into the pile with
others is much greater.
3. Some dealers said that they are always looking for great
work and the timing is unimportant, while others said that unless there is a
boost to the economy, they are not really looking to take a chance on new
artists right now.
4. The real nugget came from a gallery close to me who enjoy a
long and successful history in the business. There is one universal time when
all galleries in the western world have a down time.
January!
It makes sense. After all, we are not shopping for art or
much else beyond the basics after the frenzy of the holiday season. It’s a time
when we tend to review the past year, get our paperwork up to date and plan for
the future. And that’s exactly what the galleries are doing as well.
So it looks like my timing is good after all. This January
I will be taking the big leap and baring my soul to new dealers. Who’s with me?
PS: I loved this bit of advice I
got from Graydon Parrish:
“Approach and be brave. Entice
them and educate them. You are the artist.”
My Thanks to everyone who took
the time to thoughtfully answer my question.
Here's the thing. It's about sales. It holds true for bands trying to land a gig at a club.
What's your following look like? If you can go to a gallery and say that 300 people will show up at your next show and buy 50 percent of the work of the walls that night - you will get a show at a gallery.
Extrapolate that example any way you wish, but the fact remains, does your work sell? Will your fans show up and support you?
Moses Hawk makes an interesting point about bringing your following along with you.
I'm sure the gallery would like that but honestly if I could guarantee 300 guests and the sale of 50 percent of my paintings I wouldn't need the gallery, I'd just rent a space or use my studio and have a show.
Artists are looking for galleries who will work hard to introduce their work to serious collectors and help the artist build a following.
I did not mean to diminish the role of the Gallery. They are the ambassadors to the world of collectors. Just be aware that the expectations put upon the artist to promote themselves, and do it successfully is much different than it was even 25 years ago.
I don't think you comment diminished the role of galleries at all and I TOTALLY agree that artists must take responsibility to market and promote their own work like never before.
While I understand that galleries have expensive overhead costs that partially justify their 50 or 60 percent commissions what concerns me are galleries that do little to nothing to promote their artists, and believe me I have seen this frequently.
I hate to think that we are getting to the point of galleries only taking artists if they can guarantee a following because the gallery will do nothing, or worse can't do anything because they have no contacts or regular collectors to connect their artists with to make sales.
When and if that ever happens on a large scale the fine old tradition of art galleries is dead and they simply become landlords renting space.
The artist/gallery relationship is definitely a partnership. At the moment I think it's a little unbalanced with many artists taking the lead via websites,blogs,social media etc. in promoting their work and connecting with collectors while many galleries still need to get up to speed with the 21st century.
I am both an artist and a gallery owner and felt your comments were helpful. Oddly enough, January is not a bad month for us, summer is the pitts. It is very scary for an artist to approach galleries, but needn't be. Most of us are always open to really good art, but we are also aware of our clients' taste and, recently, the economy. Do approach the gallery professionall. What I DON'T like is those who come in uninvited and want to haul in work for us to see. Thanks for your article.
Thanks Fran, I am wondering where you are that summer is slow...deep south? I completely agree with you about artists who think it's OK to interrupt a dealers day by just showing up with artwork in tow. I guess those are the ones who have never read a single article on how to approach a gallery. There is so much information out there! Thanks for the comments and good luck in all your endeavors! Laura
Laura, Regarding the best time to approach a gallery for representation...In my opinion, anytime is good. I will take time out of my busy schedule to look at any artist's work. About January, it happens to notoriously be my busiest month. Better than December.
Howard Cooperman Bucks County Gallery New Hope PA http:www.buckscountygalleryart.com
12 Responses to The best time for artists to approach a gallery
via lauradenhertog.com
via lauradenhertog.com
via lauradenhertog.com
via lauradenhertog.com
What's your following look like? If you can go to a gallery and say that 300 people will show up at your next show and buy 50 percent of the work of the walls that night - you will get a show at a gallery.
Extrapolate that example any way you wish, but the fact remains, does your work sell? Will your fans show up and support you?
via lauradenhertog.com
I'm sure the gallery would like that but honestly if I could guarantee 300 guests and the sale of 50 percent of my paintings I wouldn't need the gallery, I'd just rent a space or use my studio and have a show.
Artists are looking for galleries who will work hard to introduce their work to serious collectors and help the artist build a following.
via lauradenhertog.com
via lauradenhertog.com
via lauradenhertog.com
While I understand that galleries have expensive overhead costs that partially justify their 50 or 60 percent commissions what concerns me are galleries that do little to nothing to promote their artists, and believe me I have seen this frequently.
I hate to think that we are getting to the point of galleries only taking artists if they can guarantee a following because the gallery will do nothing, or worse can't do anything because they have no contacts or regular collectors to connect their artists with to make sales.
When and if that ever happens on a large scale the fine old tradition of art galleries is dead and they simply become landlords renting space.
The artist/gallery relationship is definitely a partnership. At the moment I think it's a little unbalanced with many artists taking the lead via websites,blogs,social media etc. in promoting their work and connecting with collectors while many galleries still need to get up to speed with the 21st century.
via lauradenhertog.com
via lauradenhertog.com
via lauradenhertog.com
I am wondering where you are that summer is slow...deep south?
I completely agree with you about artists who think it's OK to interrupt a dealers day by just showing up with artwork in tow. I guess those are the ones who have never read a single article on how to approach a gallery. There is so much information out there!
Thanks for the comments and good luck in all your endeavors!
Laura
via lauradenhertog.com
Regarding the best time to approach a gallery for representation...In my opinion, anytime is good. I will take time out of my busy schedule to look at any artist's work. About January, it happens to notoriously be my busiest month. Better than December.
Howard Cooperman
Bucks County Gallery
New Hope PA
http:www.buckscountygalleryart.com