How to Reach an Art Gallery: A Comprehensive Guide for Artists

Reaching out to an art gallery is a crucial step for any artist looking to showcase their work and gain recognition. This comprehensive guide will walk you through the process, from assembling your portfolio materials to effectively submitting your work.

Assembling Your Portfolio Materials

Creating a well-organized and professional portfolio is the foundation of approaching an art gallery. Your portfolio should showcase your best work and effectively communicate your identity as an artist. Here’s how to assemble your portfolio materials:

Collect High-Quality Artwork

Select pieces that represent your artistic identity and capabilities. Ensure you have physical copies of your artwork in a sheet-protected binder that's easy to flip through. Additionally, consider digital uploads to a personal portfolio site such as Wix or WordPress. It's also a good idea to scan your physical artwork for electronic backup.

Draft an Artist Statement

Your artist statement should explain the core elements of your art and how it stands out from other artists. Describe your medium, projects, and creative process. Aim for a length of 100 to 300 words. Your statement should cover the "what," "why," and "how" of your artwork. Mention your influences and inspirations.

Include an Introductory Cover Letter

Provide a brief and engaging letter describing your artistic background and style. Explain why you are reaching out to the gallery. This letter should help the gallerist understand what to expect from you and your work.

Establish a Typical Price Range

Determine the pricing for your artwork based on your usual rates. List the dimensions and media for each piece, and mention the commissions for different art styles and projects. For example, digital flat color portraits at $60, cell-shaded portraits at $90, and digital paintings at $120.

Write a Biography for the Gallery

Create a short biography about your background and biggest accomplishments. Highlight your well-known exhibits, awards, and publications. Include this on the same page as your artist statement to reinforce your identity as an artist.

Design a Professional Social Media Profile

Create a social media account dedicated to your art and encourage followers to join a mailing list. A large following can bring significant foot traffic to the gallery. List your social media pages on your CV if you have them. Gain exposure on art websites or blogs to expand your reach.

Interacting with Galleries

Once your portfolio is ready, you can start reaching out to galleries. Here’s how to undertake this crucial step:

Search for Art Galleries

Look for galleries that align with your artistic style. Search online and visit the gallery’s website to see what kinds of art they display. If the gallery’s website does not provide detailed information, visit the gallery in person. Make sure your style and the gallery’s preferences match.

Send a Basic Email

Compose a personalized email introducing yourself and your work. Mention the gallery’s influence on your interest in working with them. This type of communication can be risky, so ensure your message is clear and to-the-point. If the gallery does not have an interest in unsolicited art, they will usually indicate this.

Join the Gallery’s Mailing List

Sign up for the gallery’s mailing list if available. This shows your interest in their exhibits and future events. Use your professional email address to stay organized.

Attend Gallery Events

Attend the gallery’s events and network with the gallerists and curators. Focus on building a positive relationship rather than pushing your work. Introduce yourself like this: "Hello! Thank you so much for hosting everyone here tonight. My name is Sarah Marshall and I’m a really big fan of the gallery. Do you have any favorites in the collection here."

Hand Out Business Cards

Print stylish business cards with your contact information, email, and phone number. Hand them out to professional acquaintances. This can help you stand out and increase your visibility in the art community.

Submitting Your Work to the Gallery

The final step in approaching an art gallery is submitting your work. Here’s how to do it effectively:

Read the Submission Criteria

Check the gallery’s website for submission requirements. There may not be a standard rule, so follow their exact instructions. Don’t overdo it—even if they ask for 15 samples, send exactly that number. They may receive many applications and won’t have time to sift through an excessive amount of work.

Ask for an In-Person Appointment

Contact the gallery to request an in-person meeting. Discuss your interest in working with them and ask if you can meet to discuss opportunities. Most galleries will guide you further or suggest other galleries that are open to new talent.

Give a 20-Minute Presentation

Use your appointment to give a structured presentation about your art process. Be clear about your identity as an artist and the creative process you use. If you’re working on a collection, describe your plans for it. Offering small refreshments can enhance your meeting.

Show Recent Samples of Your Art

Include only recent artwork in your portfolio or presentation. Gallerists are interested in seeing what you can do now, not from the past. Discarding older work ensures your portfolio is up-to-date. If you don't have recent work, galleries may not be interested in working with you.

Pay the Required Commission Fees

Be prepared to pay a commission, typically 40% to 50%, of your artwork’s selling price. This commission is a standard fee for exposure. Do not try to negotiate or raise prices after learning about the commission rates. Consistency and professionalism are key.

By following these comprehensive steps, you can effectively reach out to and work with an art gallery, increasing your chances of getting noticed and achieving success in the art world.