What's your why?

Three considerations for artists wishing to join a gallery

When I interview artists, two questions I frequently ask are: 

Why are you seeking gallery representation? 

What are you looking for in that relationship?

While it is nice to have gallery representation, I encourage you to be intentional with which gallery you decide to be represented by and what you are seeking in that relationship. 

Here are three considerations as you work to identify galleries that can suitably and successfully represent you and your hard work.

1. Identify a gallery that can represent… YOU

Representation for representation’s sake may work, occasionally — yet, truth be told, most times it won’t, generating great disappointments and frustrations for all involved parties. 

If you discover a gallery that seems interesting, the first step is to clarify if it is the right fit for YOU as well as YOUR work, directions, philosophy and style. To do that, do your homework by exploring their website, social media pages, and, if it’s local, the space. 

Here are a few questions to consider:

• How do I feel about their artistic directions? Does my work fit in that picture?

• Does my work complement or differentiate their portfolio?

• Who is their audience and is it a good match for my work?

• What are the pricing and commission structures? Do they fit my directions and intent? 

• Does their approach to artist representation feel like a good fit given my directions, expectations and aspirations? 

• Do they have artists on their roster that I admire or wish to be associated with? 

• How do they support and promote their artists? Does their style feel right given my personality, style and directions?

• Do they have restrictions that are at odds with my work? 

The bottom line is that, while gallery representation can be a great resume addition, it is key to be intentional with which gallery you decide to approach and, crucially, why.

2. Identify the right community 

A great additional way to learn more about a gallery is to attend their opening receptions and events, as they give you an opportunity to observe crucial aspects, including:

• How gallerists and curators work with potential buyers;

• How they interact with artists (and vice versa);

• The general vibe of the space and the event; 

• The curation and how people react to it;

• Specifics that make that space and event stand out.

While at an event, ask yourself: 

• Would I like to have my work on the walls or pedestals right now? 

• How does this event compare with events I attended elsewhere? 

• Is this a crowd and atmosphere I feel comfortable in and excited to be part of?

• How are participants interacting with hosts? Is that an interaction that tells me something valuable about the gallery?

• How are artists interacting with each other? Are those interactions that I’d like to be part of?

Having your work inside a physical space that feels cool and exciting is great yet I encourage you to consider that there is more to that story – a special ingredient that you should be looking for. My advice is to look for a genuine community prepared to elevate your work and, crucially, for a gallerist that is sincerely committed to your success.

3. Test waters with open calls

If after doing your homework you feel that a specific gallery might be a good fit for you yet you are not 100% certain or the gallery is simply not accepting new artists, a smart strategy is to apply to open calls for their group shows. These are great opportunities to start a conversation with the gallery, get your work in front of them, get a sense of how they manage their operations, and get a taste of their communication style.  

Questions to consider when you apply include: 

• Was the open call clearly articulated, inclusive of key requirements? 

• Were expectations spelled out? Ambiguous?

• Was the process attentive? Responses prompt? 

• Did I have to chase results?

• Were acceptance/rejection communications well articulated? 

• Is their communication style empathetic? Or Dry? Generic?

Questions to consider if you are accepted in a show:

• Is the overall organization and operation smooth? 

• How was my drop off and pick up experience? Or, if shipping art, was shipping and handling communication clear?

• How is my work curated in the gallery? Online?

• How is the show promoted? Is my work well represented?

• Are all artworks and artists getting the same level of attention and opportunities?

The bottom line is that if your work is selected, you get the benefit of getting a deeper glimpse into their operations, marketing style and communications. And if the work is not selected, you get a sense of their human style and level of generosity. In both cases, you get an opportunity to deepen your insights and see if a gallery is a good fit for you. 

Final Thoughts

Sure, having your work in a gallery is lovely and can feel like an accomplishment. Yet, do you know what is even more lovely? Knowing that you joined the right gallery - meaning the gallery that is right FOR YOU.

To identify what the right fit is, my suggestion is to take your time -- do you homework, observe, try out and, crucially, ask questions.

Some questions should be directed to prospective gallerists yet very important one are questions you should ask yourself:

Why am I seeking gallery representation? 

What am i looking for in that relationship?

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