Contacting Galleries, Pitching Artwork, and Proper Correspondence
DON’T use mass emails to reach out to galleries. These types of impersonal emails will be flagged as spam and end up in the virtual trash bin. Instead, write a personal email to the gallery owner or show curator.
DON’T use “To Whom it May Concern,” “Dear Gallery Director,” or any other generic introduction in your correspondence. The recipient will think that you do not care who they are or know you have no idea who they are.
DO a little research, find out who the point of contact is for a particular gallery or show. That way you are able to contact them directly. When you contact them, make it personal. When you are presenting your art to a gallery, whether in person or online, tailor your pitch to the specific gallery or show criteria.
DO include your contact information including name, website, email, and phone number in your correspondence. You want people to find you! If you have a “contact me” link on your website include your name and email at minimum. Don’t just have a submit button for potential clients and gallery reps to email you.
DON’T submit your exhibition application late or miss a deadline for a show application. Set up calendar events to remind you, paper your studio walls with post it notes, but be on time when submitting applications with a deadline.
DO respond to invitations for shows or gallery exhibits. Even if you don’t plan on participating, RSVP to the invite. If you are declining to participate let the gallery or show presenter know. Keep the lines of communication open for future shows.
The Exhibit: Preparation and Duration
DO prepare your piece. Make sure your artwork is properly framed, hangable, or ready to display according to the parameters of the gallery or event space. If the installers cannot hang or display your art there’s a good chance it will be left out of the show.
DON’T be late. Submit your work to the gallery during the agreed upon time. In general people are flexible, they will work with you for a suitable time. However, BE ON TIME!
DO track your artwork. You should be able to know where your work is now, how long it will be there, where it’s been, and how long it was there. Keep a database for the work you are releasing into the world. It is extremely helpful for good record keeping to have photographs of your work so that you can label and date everything.
DO read the rules. Different facilitators and galleries have different rules regarding exhibits, commissions, and promotion. Make sure you read the rules, contracts, commission agreements, and any applicable documents.
DON’T sell art off of someone else’s walls. If you have a piece in a gallery or show it is the responsibility of that exhibit’s promoter to sell your artwork, hence the commission. It should not be available for sale on your website, social media, or anywhere else.
DO conduct yourself in a professional manner during the show. Don’t talk trash about other exhibiting artists. It’s all about networking. Maintain a professional relationship with the gallery, curator, or event planner after the show.
For more information and resource materials regarding your art business check out these websites:
>>Artworkarchive.com has a helpful and easy to read blog with a range of topics for your art related business, links for residencies and calls for submissions, as well as an opportunity to apply for an art accelerator grant.
>>Artbusiness.com has links to articles about juried art shows, pricing artwork, contacting galleries, and more.
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