An Artist's Guide to Working with Commercial Art Galleries | How to Get Represented and Maintain the Relationship

As an artist, how can you get noticed and represented by art galleries? In this episode, Ceri talks all about the intricacies of securing and maintaining a relationship with a commercial art gallery. She offers a behind the scenes look at what galleries seek in artists, what they offer, and how artists can position themselves for success. If you are an artist considering gallery representation, this episode will give you a great overview and give you practical advice for navigating the complex world of commercial art galleries.

KEY TAKEAWAYS

• Commercial art galleries seek artists who actively engage with the art world, not just those who create great work. Participation in exhibitions, events, and networking is crucial.
• Gallery representation is not the only path to success. Artists can create their own opportunities and build a fan base independently, especially in the digital age.
• The gallery/artist relationship is a partnership. Both parties need to contribute actively to make it successful, with clear communication and mutual support.
• Galleries offer comprehensive support, including administration, advocacy, and networking opportunities. However, they expect transparency, regular new work, and active participation from artists in return.
• Building a relationship with a gallery takes time. Artists should research galleries, attend their events, and focus on creating connections rather than pitching themselves directly.
• Artists should focus on creating outstanding work, documenting it professionally, and organising their inventory. This preparation is crucial for attracting gallery representation.
• Being aware of common gallery issues can help artists prepare, such as misalignment in sales strategies and communication problems.
• Before seeking gallery representation, artists should develop key champions of their work and build diverse audience connections. This can help them get noticed by galleries over time.

BEST MOMENTS

"Gone are the days when artists could just hide away in their studios. Nowadays, success often means engaging in live interviews, hosting studio visits for collectors, attending dinners and responding to invitations for group shows, biennials and art fairs."

"Selecting an artist for their roster is like a marriage. It's not something to be rushed into lightly, and there has to be chemistry."

"The art world wouldn't exist without artists, but many artists feel that the gallery holds all the power and as a result don't ask enough questions before entering into a partnership or whilst they're working together."

"Even if you evolve your style or explore different mediums, the gallery values a commitment to the ongoing artistic journey."

"Remember, a successful relationship with a commercial gallery is a two-way street. By actively engaging and contributing, you not only enhance your own artistic career, but also strengthen the gallery's position in the art world."

"Don't project what you hope to be the case and ignore warning signals or your gut instinct. If something feels off, it probably is."

"Artists often tell themselves the unhelpful story that they have failed if they're not represented by a major gallery. This is simply not true."

"Research the programs of the galleries you want to connect with, see if your work resonates with their roster and identify what makes you excited and why."

EPISODE RESOURCES

PODCAST HOST BIO

With over 30 years in the art world, Ceri has worked closely with leading artists and arts professionals, managed public and private galleries and charities, and curated more than 250 exhibitions and events. She sold artworks to major museums and private collectors and commissioned thousands of works across diverse media, from renowned artists such as John Akomfrah, Pipilotti Rist, Rafael Lozano-Hemmer and Vito Acconci. Now, she wants to share her extensive knowledge with you, so you can excel and achieve your goals.

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Our self-study video course, "Unlock Your Artworld Network,"  offers a straightforward 5-step framework to help you build valuable relationships effortlessly. Gain the tools and confidence you need to create new opportunities and thrive in the art world today.

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