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So a few weeks back now, I got a question from Jason about getting his work into a gallery the first time around.  I forwarded his question onto a friend on mine you runs a local gallery here in Toronto called The Cryptic Canvas, and she was kind enough to give me some pointers.  There are some awesome tips in here so enjoy.

Submitting work to a gallery

Getting your work into a gallery is always the hardest when you are doing it for the first time.  Many galleries do not take unsolicited applications, thus you must choose where you send your work wisely.
You will want to find a gallery that is more focused on representing emerging artists or Artist Run Centers as they are more likely to a) have a “Call to Artists” currently open b) willing to look at unsolicited applications.
There are two types of gallery Call to Artists.  The first, is for a gallery’s exhibit roster (both group and solo) – they will be looking for work that will fit in a specific curatorial theme or interested in exhibiting work of artists who have a body of work that falls within a specific curatorial theme and can stand alone.  This may or may not include you permanently in their artist roster but it will get your work promoted if only on a temporary basis.  The second is for a permanent artist roster position which may or may not dictate your participation in an exhibit.   The best bet is always to start with Call to Artists as the intention to look at applications are clearly stated.  Most cities have art community publications that have a specific section for Call to Artists.

When applying here are a few tips to make your portfolio as clear and sellable to a gallery.  Most galleries have a guideline but if not here is a good standard format

1. Do not just send them your website, pick a selection of work (usually between 10-15) that is consistent with each other.  If you have more than one series of work (i.e. landscapes, portraits, still life paintings etc), stick with the one or two you most likely wish to show and clearly split them up (your artist statement should relate to both).  Do not select really old work, as this may lead the gallery to believe that you are either not producing new work or the new work your producing isn’t as good as your older work. Artists who do not continually produce new work and work that develops over time are risky as there sales will become stagnant because their work becomes stagnant.
2. Write a good artist statement.  If you don’t’ have an artist CV this is going to be the most important way to market your work to a gallery outside of your photos and it helps explain your intention with the work and where you would like it to go.
3. Clearly label your work, if its electronic or slide, make sure that it is easy for the reviewer to understand what they are seeing.  Title, Medium (if its mixed media list all mediums used), size, number in edition (if it’s photography or print), and (if asked for) sale price.  If your work has texture or details that do not come across in the photo include a ‘detail shot’ or better explain the make up of the work.
4. Artist CV – if you have professional artist exhibition experience make sure to include your CV.

A good bet for most young artists is to include themselves in applications for outdoor art shows and email galleries to come see your booth or if outdoor shows or ‘artist fairs’ aren’t your bag – apply to show in a rental gallery where it will cost you to rent it but again invite galleries to see the exhibit.  If you have access to a non-gallery space such as a studio – have a show there instead.

As a gallery director  I look for three major things when deciding if they can sell your work and would wish to represent it

1. Is the quality of work there (i.e. is there clear intent, is the artist developed technically, is it artistically comparable to other artists I represent)
2. Is the work consistent, does the artist have the potential to develop the work further.
3. Do I have the clients for this work (that you really can’t answer but you can get a sense by looking at the other artists a gallery has).

Lastly, develop a very thick skin – most galleries just won’t reply but be prepared to be turned down many times and if you can take it, ask for feedback – sometimes it will be harsh but if you can handle it, it will help you get better.

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