It’s an exciting prospect to have your work in Galleries, especially if you’re just starting out. At Itch Gallery here in Rutland, we are constantly inundated with artist applications. Although it’s the content & quality of your work that is the major factor, professionalism is also key.
Read our top 10 tips for successfully approaching commercial art & craft galleries:
1. Visit the Gallery
We often receive applications from artist’s whose work blatantly doesn’t fit in to the gallery. It may seem obvious, but take the time to visit if possible, or at least take a look at their website/facebook/twitter, and checkout what kind of work they display. If their niche is traditional landscape paintings, edgy urban photography won’t press any of their buttons.
2. It’s best to start local
If there are local galleries who may potentially show your work, it’s best to start there, especially if your work is large and/or heavy. Otherwise, you may be hauling it to the other end of the country, or paying what you would earn from sales on postage costs. Make sure that is logistically viable for you. Also be aware that most couriers will not compensate for damage to Fine Art whilst in transit.
3. Avoid cold calling
If you want to know how to apply to show/sell your work, the first thing to do is simply ask. Waltzing in to a gallery with your work underneath your arm, presuming that the owner will drop what they’re doing for you will not get you anywhere, and is normally seen as very unprofessional, damaging any chance of them looking at your work at all.
Email, phone or ask in person if they are taking applications, and how they would like you to apply.
4. Your application should be easy to read.
Use a spelling and grammar checker. I have rejected an artist before based on their almost illegible application. The only thing it communicated was un-professionalism. There’s a lot to be said for capitals at the beginning of sentences. And whatever you do, dnt use txt spk!
5. Keep it simple
Potential outlets don’t need to know the ins and outs of your detailed biography, unless they specifically ask for it. Keep your artists blurb short & sweet, and the same goes for info about individual pieces. Title (if applicable), medium, dimensions and recommended retail prices should be sufficient. Remember to include your website if you have one.
6. Images
We usually ask for no more than 10 jpegs of work to be included in applications, but this will vary amongst galleries. Make sure your images are taken in good light, are focussed, and represent the work well. Bad photographs won’t do your work any favours. Neither will enormous files that take a lifetime to download.
7. Sale or return & pricing
Gain an understanding of the way galleries operate in terms of sale-or-return. When pieces are sold, the gallery retains a percentage of the sale, passing on the rest to the artist. We won’t work with artists who insist that we add our percentage on to their usual direct retail price, because other work will be available at a lower price directly. Like any retail business, the price paid to the artist effectively acts as a wholesale price. If you need help pricing your work, galleries are often happy to help.
Many galleries have contracts with their artists outlining consignment details. – find out more here: http://bit.ly/cXSO4T.
8. Don’t let things go cold
Here’s a scenario – Dave is an artist and emails a gallery with an application. The gallery responds with a few questions or an indication that they’d like to show his work. Dave does not respond for a month. Gallery has lost interest in Dave and his work and are no longer prepared to work with him.
Don’t let things go cold folks, if a gallery offers to show your work, jump on it!
9. Make sure your work is in tip-top condition
If your work is slightly damaged or presented/framed to a low standard, Galleries won’t consider displaying your work as it will be un-sellable. Frames should be well made; canvases should be in good condition with no dents in the surface, and make sure the corners of any mounted pieces aren’t squashed and that there are no dirty marks. Most importantly, if you post a consignment to a gallery, pack it securely with plenty of protective packing materials.
10. Retain your reputation
If your application is turned down by a gallery, it will be for a good reason. Maybe the work won’t fit in; they already show very similar work; it isn’t of the standard they are looking for; or they simply feel it is un-sellable for other reasons.
Be professional about it. Accept their thoughts, taking on their response, and approach other galleries. Don’t reply with an obnoxious response, it will get you nowhere. Many gallery owners network with each other, so you never know how much damage you might do to your reputation if it comes up in conversation!
This article was written by Catherine Pilling, Itch Gallery Owner. Follow Itch Gallery on Twitter or on Facebook
Image by FreeDigitalPhotos.net
