While impulse may spur great art, it rarely results in successfully marketing artwork. Before marketing artwork, artists must research their markets as thoroughly as any businessperson would.

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Marketing artwork through approaching galleries

One of the first things that I’d recommend for an artist when they’re contacting the gallery for the first time is to never do it cold. Don’t just walk in off the street and expect that the gallery director will want to discuss your work with you. I’m amazed at how many artists do this on impulse, most likely because they don’t know better. Research the gallery, find out who is the Director, and write a letter of introduction with details about your website, if you have one, and include a CD, though these days I think it’s preferable to send some good quality photographs as well. A short biography and an artist statement is a must. Be prepared to only hear back from 1 out of 10 galleries that you approach. Not everyone will connect with your work, and many galleries are fully committed for twelve months at a time.

Don’t show all of your work to the Gallery Director. Show your best, recent work, preferably in clusters or series. The presentation of your work can persuade or dissuade a gallery from taking you on. Be articulate, brief and clear about your work. Do not be rushed – take your time without being laborious or redundant.

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