Do you want a new gallery in 2015? It is possible, however it helps if the artist can think in slightly a different way.
Whenever you are trying to sell something, (we are trying to sell the gallery our work so that they in turn can sell our work) it is important to better understand the customer ‘s (the gallery owner) problem. If we can, then we are able to offer a solution. (Our Art!)
Try leaving your role as an artist and just for a minute, put yourself in the shoes of a gallery owner.
Their big problem is that they have no way to generate money, stay in business unless they get involved with this rather disorganized, not entirely understandable group of people called artists…(can you imagine?) The galleries don’t fully understand what work will sell or not ahead of time. All they can do is keep trying things, which is costly. They are always wondering what will be the next thing, but they cannot create it. They can only wait till they see it. They worry they will miss it. Often they do.
They are deluged every day with postcards from artists wanting them to represent them. The artists all want something from them. They want their help. As you can imagine this is pretty tiring and boring. They wonder why they are in this profession that relies upon selling a product that is so totally unpredictable.
Here is what possibly is going through their minds as they sit day after day in their gallery constantly tossing postcards out…
“Don’t these artists understand that I can’t sell something that looks like what everybody else is selling? Why don’t these artists get it? They actually think I would risk my hard earned money and time launching an effort when all I get to go on is a badly reproduced postcard! I can’t even tell what or who these people are from these… So many artists expect me to make their career for them. These people seem lazy. I just don’t feel confident. The only new thing I get to see are these endless postcards in my mail…I have to choose someone or something new for the gallery for 2015– but I don’t see any artists that would fit the bill. Maybe someone different will come along if I just keep waiting.”
Do you see the problem from their perspective? Can you help solve their problem?
[Tweet “”Make your Art as personal, as different, as it can possibly be.” – Nicholas Wilton”]
So choose a gallery that shows work that is different from yours and when you do send them something, think of it more as a gift from you to them, rather than a plea for help.
Write a short note by hand on the back of a page from your sketchbook or the back of your mom’s apple pie recipe even, take the package of samples you would send them and paint on it! Surprise the gallery owners and fill the package with confetti if you want. Entertain. Make their day! Make them laugh or cry.
Just do something different. They are dying out there. Feel sorry for them. Be creative in how you engage. You only have one shot at this and you won’t even be there.
Make it memorable so when you follow up with a call you at least can say I was the one that when you opened my package it made a mess on your floor with the confetti. Whatever.
Make this moment of them getting your package as personal as possible. Think personal. Make it like you. Always.
These people are somewhat bored and need to make money. They have no solution but you. Leverage authenticity and your creativity. That is the only thing that has ever opened doors. You want to work with people who are like you, so truly show them who you are in your presentation.
But above all else…
Make your Art as personal, as different, as it possibly can be.
Then, instead of your Art being part of the problem, it will be part of the solution.
Have you had any experience with galleries, or with getting out of the role of the artist? To share, please do so below.
Encouragingly, Nicholas
18 Comments
Hi! I’m
Nicholas Wilton
the founder of Art2Life.
With over 20 years experience as a working artist and educator, I’ve developed a systematic approach that brings authenticity, spontaneity and joy back into the creative process.
Join me and artists from all over the world in our Free Art2Life Artists Facebook Group or learn more here about Art2Life.
Great post, Nicholas! Thanks for sharing the link on facebook. I am down to just one gallery now, and have been thinking about looking for one or two more. That’s a great attitude for an artist to adopt. It would do wonders to banish the jitters about approaching a gallery.
But beyond that, I’d like to shake things up just a bit with my current gallery owner. We’ve had a good almost-ten-year run, but sometimes it’s a little scary to think about changing what’s already working well. I’m going to think about that too in this new year. Not big change, just maybe introduce an idea for a new series.
Thanks for starting the wheels turning.
Martha
Well good galleries know that the first step of the next “big thing” comes from the artist feeling restless..good for you for following up on that. I am in a similar space right now too..
Great post, Nicholas! Thanks for sharing the link on facebook. I am down to just one gallery now, and have been thinking about looking for one or two more. That’s a great attitude for an artist to adopt. It would do wonders to banish the jitters about approaching a gallery.
But beyond that, I’d like to shake things up just a bit with my current gallery owner. We’ve had a good almost-ten-year run, but sometimes it’s a little scary to think about changing what’s already working well. I’m going to think about that too in this new year. Not big change, just maybe introduce an idea for a new series.
Thanks for starting the wheels turning.
Martha
Well good galleries know that the first step of the next “big thing” comes from the artist feeling restless..good for you for following up on that. I am in a similar space right now too..
Great post, Nicholas! Thanks for sharing the link on facebook. I am down to just one gallery now, and have been thinking about looking for one or two more. That’s a great attitude for an artist to adopt. It would do wonders to banish the jitters about approaching a gallery.
But beyond that, I’d like to shake things up just a bit with my current gallery owner. We’ve had a good almost-ten-year run, but sometimes it’s a little scary to think about changing what’s already working well. I’m going to think about that too in this new year. Not big change, just maybe introduce an idea for a new series.
Thanks for starting the wheels turning.
Martha
Well good galleries know that the first step of the next “big thing” comes from the artist feeling restless..good for you for following up on that. I am in a similar space right now too..
This is great advice. I used to be in the Public Relations business in New York City and we had the same problems
with the press, trying to get their attention when they could care less about us and were overwhelmed with requests from people who wanted the press to write about them. Some version of Nick’s technique always worked. However, I didn’t think of this when I switched careers to become an artist and was searching for a local gallery. Instead after I selected the right gallery for me, I went to all of their openings and made my presence known. Then when I had an opportunity to have a solo show in the local non profit art association’s offices I made sure that my show was very polished and professional. The shows before me where hung with miss matched frames, old and new work, hand written price tags. I turned the offices into a gallery. I had my name printed on large peel off stick on letters at the entrance. Everything was framed to hang together, I printed professional looking name and price cards and bought red stickers for when something sold. I had an over all theme and an artist statement at the front entrance so people could understand this body of work and I got the press to write about it. Everything I had done was a first for this location most artists just treated it as a throw away and as a result visitors did too. I had an opening night party and invited the gallery owner who fortunately came and signed me up the very next day. I had a long and very lucrative relationship with her over the years.
Anne, that is so true. People can tell when you have skin in the game–in this case you even improved the space you showed in. Your pro activity paid off big time…I would love at some point to re post your inspiring comment as I feel it would be great for students, aspiring artist’s to read–with your permission of course—thanks !
This is great advice. I used to be in the Public Relations business in New York City and we had the same problems
with the press, trying to get their attention when they could care less about us and were overwhelmed with requests from people who wanted the press to write about them. Some version of Nick’s technique always worked. However, I didn’t think of this when I switched careers to become an artist and was searching for a local gallery. Instead after I selected the right gallery for me, I went to all of their openings and made my presence known. Then when I had an opportunity to have a solo show in the local non profit art association’s offices I made sure that my show was very polished and professional. The shows before me where hung with miss matched frames, old and new work, hand written price tags. I turned the offices into a gallery. I had my name printed on large peel off stick on letters at the entrance. Everything was framed to hang together, I printed professional looking name and price cards and bought red stickers for when something sold. I had an over all theme and an artist statement at the front entrance so people could understand this body of work and I got the press to write about it. Everything I had done was a first for this location most artists just treated it as a throw away and as a result visitors did too. I had an opening night party and invited the gallery owner who fortunately came and signed me up the very next day. I had a long and very lucrative relationship with her over the years.
Anne, that is so true. People can tell when you have skin in the game–in this case you even improved the space you showed in. Your pro activity paid off big time…I would love at some point to re post your inspiring comment as I feel it would be great for students, aspiring artist’s to read–with your permission of course—thanks !
This is great advice. I used to be in the Public Relations business in New York City and we had the same problems
with the press, trying to get their attention when they could care less about us and were overwhelmed with requests from people who wanted the press to write about them. Some version of Nick’s technique always worked. However, I didn’t think of this when I switched careers to become an artist and was searching for a local gallery. Instead after I selected the right gallery for me, I went to all of their openings and made my presence known. Then when I had an opportunity to have a solo show in the local non profit art association’s offices I made sure that my show was very polished and professional. The shows before me where hung with miss matched frames, old and new work, hand written price tags. I turned the offices into a gallery. I had my name printed on large peel off stick on letters at the entrance. Everything was framed to hang together, I printed professional looking name and price cards and bought red stickers for when something sold. I had an over all theme and an artist statement at the front entrance so people could understand this body of work and I got the press to write about it. Everything I had done was a first for this location most artists just treated it as a throw away and as a result visitors did too. I had an opening night party and invited the gallery owner who fortunately came and signed me up the very next day. I had a long and very lucrative relationship with her over the years.
Anne, that is so true. People can tell when you have skin in the game–in this case you even improved the space you showed in. Your pro activity paid off big time…I would love at some point to re post your inspiring comment as I feel it would be great for students, aspiring artist’s to read–with your permission of course—thanks !
It was an interest reading, really.
I realize, thanks to your article, that maybe, i was too heavy in my attemps to reach some art world actors.
In 2014 i may have sent hundreds of emails etc and only got a few answers back.
I was nice in the letters too, adding dome colors, etc but actually, i was asking for help, a boost, stuffs like that, and maybe it was not a smart way to interest a gallery owner or art journalists etc …
After the reading of this article i think i will change my way to interact with them !
Take care, and cheers from France.
Fred.
http://www.facebook.com/myselfunderkarma
It was an interest reading, really.
I realize, thanks to your article, that maybe, i was too heavy in my attemps to reach some art world actors.
In 2014 i may have sent hundreds of emails etc and only got a few answers back.
I was nice in the letters too, adding dome colors, etc but actually, i was asking for help, a boost, stuffs like that, and maybe it was not a smart way to interest a gallery owner or art journalists etc …
After the reading of this article i think i will change my way to interact with them !
Take care, and cheers from France.
Fred.
http://www.facebook.com/myselfunderkarma
It was an interest reading, really.
I realize, thanks to your article, that maybe, i was too heavy in my attemps to reach some art world actors.
In 2014 i may have sent hundreds of emails etc and only got a few answers back.
I was nice in the letters too, adding dome colors, etc but actually, i was asking for help, a boost, stuffs like that, and maybe it was not a smart way to interest a gallery owner or art journalists etc …
After the reading of this article i think i will change my way to interact with them !
Take care, and cheers from France.
Fred.
http://www.facebook.com/myselfunderkarma
some great words of advice, thank you! Always be your original self!
some great words of advice, thank you! Always be your original self!
some great words of advice, thank you! Always be your original self!