Getting Art into a Gallery
An article by J P McLaughlin published in "Art Business
Today"
The idea that
artists sleep all day drink all night an spend most of their lounging about and
only working when the urge takes them is a myth.
Successful artists are, hard working serious people that are disciplined
and professional.
Artists love what
they do and should present it well and professionally at all
times.
Galleries and
artists exist for each other. This might not always seem to be the case but they
exist for one and other. But sadly all
too often the artist leaves the gallery deflated, after the gallery simply
brushes you aside. Galleries are always inundated with artists turning up and expecting the gallery owner to fall at
their feet, you can avoid this misery easily.
There is a professional way to approach a gallery, or in other words give
yourself the best chance to get work on sale.
I am starting with
the things not to do and they are the most important ones believe it or
not.
The basics are
often what let you down. An art gallery, is a retail business. That means they
are busy people and don't be fooled just because there are not loads of people
around they are still working. A gallery is a business. It's an important point to bring home, you
need to approach the gallery with this in mind – be professional – they are professionals. There
is no other business that you would even consider walking into and asking for
their full attention to look at something that might well be a waste of time for
the them and you.
Let's assume you're
going to a gallery that is appropriate for your work (this is a serious point).
I've met dozens of artists asking to be shown in galleries and they have no idea
who owns the gallery or what style of work they show. The only plan is get the work on the wall at
all costs. Just think about this for a
moment. You want them to show your work
but you have not even taken the time to check what they sell. And yet here you are about to hand your life's
work to a complete stranger with no idea who they are and how they operate. Find out who you are dealing with and if your
work is what they sell. This is not
rocket science, just use the internet, they will be there. Know who you are talking to.
Cold calling a
gallery is risky but you can do it if you approach them in the right way. Walking into a gallery with your portfolio
tucked under your arm might seem like a good idea but be prepared, you will get
short shrift for this and your ego may not be able to take it.
There are very good
reasons why this is a bad idea. Arriving
unannounced and probably unwanted and
interrupting them while dealing with a client and losing them a sale, how
happy would you be with this artist. Be
polite, be ready to have to leave and come aback at another time. As soon as you
go in, introduce yourself and ask, for the owner/director of the gallery by name
. This means that when you do meet the owner it is not a surprise to you. Do not just go into your pitch and open the
portfolio and start showing work, ask if they have all the time in the world. Be
prepared to come back when they have time or your ego will regret
it.
There are certain
things not to do once in the gallery. If
the Gallery staff are talking to a client do not interrupt. Do not just hang
about waiting for a break. You are a distraction you are in the way, leave and
come back. You are clearly cutting into
the most important part of any gallery, a
potential client and sale, if you ruin this on your own head be it, you will
never get in.
Do not pretend to
be a client. You are wasting their time. If you keep them talking for an hour
and then blurt out I am an artist after giving the impression you might buy
work, you have blown it. Be professional
announce right away you are an artist and why you are there.
Do not hang about
once you have made an appointment to see them.
If you want to see the work in the gallery do it on your own
time.
NEVER, EVER bring
your art into the gallery unannounced it is unprofessional and clearly
unprepared. This will get you nowhere but
back out the door
There are certain
things you should do and they are not difficult to do.
Introduce
yourself and your intention as soon as
you enter.
Prepare a portfolio
you can leave and one you can afford to lose be prepared to leave
it.
You must have cards
with your contact details on them this is a must so many do not even fulfil this basic
need.
In this day and age
you can have a CD of your work. A small printed selection of your best images, a
business card (with your details) do not laugh I have seen artists with nothing
more than their name on the card.
Get a web site set
up, it does not have to be all bells and whistles, just something where people
can check out your work and it is a great asset you can use to promote your
work.
Even if you are not
successful after your initial professional approach do not be afraid to ask why
they do not want your work at that time, you never know you might actually learn
something.
Make an appointment
to meet the owners and discuss your work at the right time.
Get a friend to
recommend you if they know the gallery or another artist that has their work
there already. Just ask your friend for a
recommendation or introduction to break the ice. Be professional make an
appointment to talk about gallery representation. When you make your appointment
let them know you have work in a portfolio or you can bring it in for them to
see, either way do not turn up uninvited with stacks of work.
Be polite be
punctual be professional and let them know you appreciate their
time.
So you have made it
into the gallery of your choice, well it is not over yet. The gallery wants to see more of your work
they want to know what you have and when you can place it in the gallery to go
on the wall. Remember this is a business and you need to make sure you both know
what the deal is. Find out more about the gallery maybe If you are happy with
what you see, then go ahead and arrange delivery.
But Remember the
number one rule is take nothing for granted get the terms sorted out who is
responsible for shipping, insurance, and terms of payment of commission, be
professional.
One final item that
is absolutely vital NO LIES!. You will
get caught. There is nothing worse that
telling porkies about how successful you are and you have done this and that,
this will only ruin any relationship with the gallery and do not make up fake
prices to impress the gallery. Once they
find out you undercut them on price how long will you have work on the
wall.
This is by no means
the answer to all your questions but it will help you make the right impression
to get your career moving in the right direction and if you are professional
then other galleries will no doubt hear about you and get in touch. Good luck.
