Although galleries will most likely prefer to make the first step and contact you if they’re interested in representing you, there are subtle, non-pushy ways to approach them that will guarantee that at least they regard you as a potential artist to be included in their roster.
But before getting into it, bear in mind that not all art galleries are the same. They are classified into several types, each with their own set of criteria for selecting artists. There are privately owned commercial galleries, non-for-profit spaces, artist-run galleries (also known as cooperative galleries), vanity galleries, etc.
Before spending energy on a particular gallery, first do your research and learn the difference between the different categories so you can plan your career goals and decisions based on what is best for you.
So, what are the best ways to approach a gallery?
1. Support the galleries you like over time
If you have hopes that a gallery will eventually support your work, it makes sense to support theirs first. After getting to know the gallery landscape and finding several galleries whose programs you respect, try to support them even if it’s just following them on social media or coming to the openings once a month as this will show that you are interested in them.
2. Dedicate more time to cultivate relationships than producing work
As occurs in almost all industries, the art world is more about relationships than art. Even if you are a great artist, nobody will ever know you or care about you or your art unless you leave your studio and interact with curators and your peers.
You need to get out of your comfort zone and network if you want to approach an art gallery. Indeed, I would advise dedicating 80% of your time to networking (both offline and online) and self-promotion and 20% of your time to actually producing work.
3. Build your online presence and following
The reality is 80% of the time galleries find new artists for their roster in social media, specifically on Instagram. Curators, gallerists and curators use this social media tool on a daily basis. Therefore, if you don’t have a presence there you’re reducing your chances of getting your work seen online by these individuals.
4. Attend private views
In the art world, networking is critical. Attend as many opening receptions as you can after you've narrowed down your target list of galleries where you want your work to be shown.
Don't be afraid to speak up. Show up and congratulate the artist, speak with the gallery staff and mingle and interact with other visitors. You never know when an opportunity will present itself when someone you're conversing with has a say in the gallery's decision-making process.
5. Word-of-mouth recommendations
Following my previous points, do never underestimate the importance of developing relationships. If you don't know any wealthy art collectors or gallery owners, start by establishing contacts with other successful artists. This is because word-of-mouth recommendations are key and, actually, gallerists listen to other artists a lot in order to find other artists so make sure to develop relationships with your peers not only with clients, curators and dealers.
Hope you enjoyed today’s post and If you want to know more about commercial galleries and how the business side of art works, download my Art Business Jargon Glossary for free!
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