Prepare a list of your objectives as an artist (i.e. know what you want from the gallery relationship).
Prepare a list of galleries whose work, style, and presentation you enjoy.
Research these galleries (online) and determine if these galleries fit your objectives.
Visit each gallery either during an opening or a regular business day to get a feel for the mood and style of the gallery (do not attempt to talk with a gallery representative at another artist’s opening—you will not get the proper attention of the individual and it is disrespectful to your fellow artist).
Based on your online research and visitation, narrow your search down to the galleries that best fit your goals, style, and artist level.
From your list determine what the gallery’s policy is on submissions by artists (most of the time this can be found on the gallery’s Web site, but if not write an e-mail and ask what the appropriate method is and who the submission should be addressed to).
Prepare your materials based on the particular gallery’s specifications and personally address the submissions to the appropriate person (i.e. avoid “Dear Sirs”).
Check and double check your materials before submitting (check your links to your Web site to ensure they work, check your image files from a disk on another computer to ensure that they open, and check your resume and artist statement for spelling and grammatical errors).
Thank the person you are submitting to for their time and mention something you like about their gallery (i.e. make them know this is not a random solicitation but that you really want to work with them for a particular reason).
Follow up appropriately (allow at least two to three weeks and only follow up once).
Remember: This is a continuous project and not a one-time way to obtain gallery representation. Your outreach should be ongoing as you learn more through your research, develop your goals, and as new galleries open and established galleries change their practices, perspectives, or submission policies. If you find yourself overwhelmed with promoting yourself and managing this type of process, there are people out there who can do all of the above for you (for a fee of course). Good luck.
Jessica L. Porter is a member of the New York City Incubator and the founder of Raandesk Gallery of Art.
Ladies Who Launch is asking you … what do you think of Jessica’s advice? Let everyone know in the Comments section below!
Business can be baffling for the creatively inclined. So if you’d rather draw than draft a contract, our Tools, Docs & Templates section has the links, releases, and rights forms you need.
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