Unlocking the Gallery Doors: Get Your Artwork in Galleries
Getting Your Artwork in Galleries
Advancing your art career from small events to exhibiting at a gallery can sound daunting to any artist. All artists dream of having their work displayed in a gallery as they can highlight their artistic voice to an audience of collectors and art enthusiasts. Knowing what steps to take to set yourself up to succeed is important in making your dream a reality.
Having artistic talent is just a small part of making this dream a reality. As an artist, you also need to hone in on other personal skills such as communication, persistence, and patience. Learning how to turn your work from just a ‘pretty’ piece into something that resonates with your audience can help propel your career into a gallery quicker. Lets dive deeper into well-known practices on how to get your artwork into a gallery–whether it's a brick-and-mortar or an online gallery.
Why should you work with galleries?
Working with a gallery as an artist has several benefits. Most established galleries have spent years building relationships with collectors and a database of clients. Many of these buyers only work with galleries when they buy new art. Another perk is that many galleries tend to handle the administrative side of the art business for you: from shipping, promotional materials, hanging exhibitions, and selling works. This allows you to focus more time in your studio.
Perfecting Your Portfolio
Creating an engaging online art portfolio is essential to catching the attention of a gallery. This portfolio needs to be a carefully curated collection that highlights your best works as an artist. Choosing the right pieces is important as it needs to fit the vision/style of the galleries you are applying to. Galleries tend to look for artworks that can complement their current collection–not something that is similar to what they currently have.
Stay true to who you are as an artist while creating your portfolio as it should showcase your unique voice. Pick a range of pieces that show a diversity of skills while keeping a cohesive identity to the collection. This portfolio is more than just displaying your work. It needs to present your art in a way that tells the story behind it, the process it took to create it, and your growth as an artist.
As mentioned in our last blog, From Canvas to Clicks: Sell Art Online, photographing your work is critical to your artist career as many gallery curators or art collectors will view your artwork digitally. If the gallery is interested in your work, they could potentially ask to see the works in person before signing you on.
Crafting Your Artist Biography
What you need alongside a great portfolio is a well-written artist biography. This biography serves as a framework for your craft and who you are as a person. It gives a glimpse into your creative journey, the passions that drive you, and what inspires you.
Your artist biography needs to be written in a way that creates an emotional connection with your audience. It can be a balancing act to include enough information to thoroughly explain you and your process. However, it is important to keep it concise, clear, and authentic.
Five main points you should cover are– career summary (broad overview of your life, education, honors, etc), early life bio (if it relates to your work), middle-late career highlights (list notable awards or highlighted works), important collaborations (any professional partnerships or joint exhibitions), and statement of purpose (how you view your current or future works).
Here are a few main pointers when writing an artist biography.
Have different length formats. Some applications will need a 150-word bio while others may need several paragraphs (around 350-600 words)
Many curators prefer a third-person voice style format
Have several people proofread it
Be mindful of context. You can use more art terms and jargon at a gallery exhibition than you would for a local art show
Approaching Galleries: The Do's and Don'ts
Learning how to be professional, respectful, and having a clear understanding of what sets you apart from other artists are a few things you need to keep in mind before contacting galleries.
Initiating Contact: How to Approach Galleries Effectively
The first step in approaching a gallery is doing your homework. Each gallery has its own unique voice as they focus and curate works from particular cultures or genres of art. Personalize your message to each gallery to show that you understand their vision and ideology. You need to be clear on what you offer as an artist and what you are seeking from the gallery–is it to network; debut a new collection; or grow your CV? Whatever the reason, it is important that both you and the gallery are clear on what the potential work relationship will be.
Common Pitfalls to Avoid When Reaching Out to Galleries
As mentioned, personalizing your message is so important. Your interactions should be thoughtful as it reflects your professionalism and dedication. Try to avoid common mistakes such as inadequate research, overlooking submission guidelines, and impersonal communication (avoid the copy/paste templates!)
The timing in which you contact a gallery is also important. Make sure to check their website to ensure you are not emailing a week or two before the opening of an exhibition or art fair as this is a busy time for them. If you want to meet the gallerist in person, make sure you set up an appointment beforehand. Please note not all galleries allow for in-person representation appointments so contacting through email is best practice.
The Art of the Follow-Up: Keeping the Conversation Going
Following up in any type of communication is important as it shows continued interest in the opportunity. It allows you to nurture the potential relationship and the possibilities open. Ensure you are being patient with your follow-up by allowing about a week to pass after your first message to allow the gallery to go through its selection processes.
Building Relationships: Networking Within the Art Community
Networking is crucial in building your art career. You never know who you will meet at the next art event or exhibition–could be someone with a connection to a gallery. Cultivating these connections is all about mutual support, shared experiences, and a collective love of art.
Navigating Gallery Contracts
Gallery contracts are standard practice and hold both you and the gallery responsible. It protects the interests of both parties while ensuring a fair partnership.
Understanding the Fine Print: What to Look for in Contracts
As the artist, it is your job to thoroughly read the given contract. Make sure that you are informed of your rights, the gallery’s obligations, and the minute details such as the specifics of representation, how sales are handled, and copyright terms.
Most gallery contracts have some room for you to negotiate a few of the terms. Finding a balance where both parties feel respected is important as you do not want to tarnish the early work relationship. Navigating legal terms can be scary but do not hesitate to research terms to grasp the contract in its entirety. Being well-informed can make the overall process smoother.
A few points to keep in mind are:
What is the commission the gallery will take? (50/50 split is common)
How are the selling prices calculated? (Does it include sales tax?)
Will the gallery have total exclusivity to your work?
When/how will you get paid for your sold work?
Conclusion: Growing with Galleries
Getting your artwork into galleries is an ongoing process in which you continue to learn, grow, and build lasting partnerships. The experience of showing your work in a gallery setting can be unforgettable. By reflecting on each experience it allows you to grow as an artist. Looking back on interactions and accepting feedback can help propel you forward in your art career as you learn from it.
Remember to continue to foster your relationships with galleries as you navigate this journey of getting your artwork in a gallery. It is all about mutual growth, shared vision, and a continuous collaboration between you and the gallery.
