Ask A Gallerist: Answering 5 Questions from the All She Makes Community
For this month’s career article, I chose a roundup of 5 questions from the community about a variety of topics all related to working with galleries.
1. @usandweart: How important is an artist’s Instagram/social media to a gallery?
For my affordable art gallery PxP Contemporary and the vast majority of other galleries I know, the number one determining factor of whether they will want to work with you or not is if your art fits within their program (style, price point, where you are in your career, etc), not your follower count. If an artist has an active following on one or multiple social media platforms that can certainly be helpful for marketing and if you are a great partner with your gallery and help promote them on your channels it is always appreciated.
That said, part of the reason you work with a gallery is that they are helping to expose your work to a broader audience than you would on your own. Therefore, it shouldn’t be expected that you already have an established following when you’re starting out. The only things I do look for in an artist’s social media profile is that it is professional and dedicated to their art practice.
2. @jenniferkingstudios: What is your opinion on cold calls right now, can artists apply to galleries now or should they wait?
I always say be proactive. If being represented or exhibited by a gallery is something you want in your career, continue to work towards that goal no matter what (here’s a previous article I wrote with advice on applying to galleries). Yes, some galleries had an incredibly difficult year during the pandemic and some had to shut their doors for good. However, others experienced immense growth and now want to build on that to keep the momentum going. I know many galleries that have taken on new artists in the past year and that are currently looking (including mine!).
As always, make sure to do your research to find ones that would be a great match for you and your work. It may take time to find the right one so try not to get discouraged by rejections or not hearing back at all. Also remember that as you’re in the process of looking and applying, you can still be building your website, email list, and social media channels to develop your art business on your own.
If you’re not fully ready to apply right now or you’re in a country where the vaccine rollout has been slow and galleries have not yet reopened, take preliminary steps like following galleries you’re potentially interested in working with, leaving meaningful comments so that they begin to recognize your name, familiarizing yourself with the curators and their past work, joining their email list to stay updated with events or opportunities, and polishing up your website, artist resume, and artwork images. Start networking in general now to make connections you can use in the future!
3. @emilyvigilstudio: Is it typically expected that artists pay for shipping as well as return shipping if not delivering art in person?
In my experience, yes, artists will usually be asked to cover the cost of shipping their work to the gallery. This is why it is very important to consider the locations of all galleries you apply to and whether you truly have the budget to send your work to them. However, once your work is under consignment and being held at the gallery, then they will typically cover the cost of transporting your work to a secondary location like an art fair. Return shipping depends on the gallery so keep in mind that these are always things that you negotiate into your contract beforehand.
4. @breedeverillart: What is a reasonable duration before an artist can ask to take back art that has not sold?
This is a detail you should iron out before sending work to the gallery. Decide with the gallery how long your consignment with them will be. For artists who I’m working with for the first time, for example, I’ll usually start with 3-6 months or the duration of a show and for those who I have an established relationship with it could be a year or longer. A gallery may want to start with a year or two so if that is something you are unsure of then either negotiate or consider whether it might be worth it to give them a chance.
If you do end up agreeing to a longer consignment, keep detailed records on your end so that you don’t fall into a situation of being confused as to the location of certain pieces or promising a piece to a show that you aren’t actually able to send. You’ll definitely also want to bring up storage and insurance to cover your bases in the off chance that your work is lost or damaged. I would additionally suggest reaching out to the gallery before the consignment period comes to a close so that you can ensure that the process of getting your works returned to you goes smoothly. You can also check in periodically during the time your work is being held with them to gauge interest and see if you can assist with marketing efforts.
5. @kfardy_artist: How much do low prices (relative to a gallery’s current stock) turn off a gallery?
Although it is easier to sell lower priced works, the gallery won’t make as much money on them so that’s why many focus on larger and more expensive art. This is just speaking broadly however because nowadays, there are also lots of galleries that are dedicated to art under a certain price, exhibit some less expensive works alongside their higher priced pieces, or organize shows specifically for affordable art. In fact, a gallery might want to work with you exactly because they are looking to add more affordable options to their offering. Perhaps this is less common, but it’s not unheard of.
If your work is currently priced lower than the average works at a gallery but you otherwise think that they’re a perfect fit, I’d still apply. Especially in the case of it being a difference of a few hundred or even a thousand dollars, the invitation to work with them may be an opportune moment to raise your prices to be more in line with theirs. Discuss this with them to hear their thoughts.
Thank you so much for your questions! I look forward to answering even more of them in future blog entries and articles. Connect with me on Instagram at @puigypics or @pxpcontemporary to send ideas for new topics I should cover or visit my website aliciapuig.com.
Wishing you a wonderful June!
-Alicia
