Looking For Art Galleries For Your Work? Don't Make These Mistakes.
It's happening again.
Last week I received 3 more letters in my email inbox from artists. Normally, I’m happy to chat with any artist who wants drops me a line, but these particular e-mails just made me sigh. Deeply.
Essentially all 3 artists wrote to me to ask for an exhibition in my gallery. Now, normally that wouldn’t be an outlandish request, except for the fact that, one--we don’t run a traditional commercial gallery with a full-time space, and two--we don't show the type of work they create.
In fact this batch of letters fulfilled all the rules of what NOT to do when approaching a gallery:
Don’t approach galleries randomly.
Do your research! From their emails, it was clear that these artists hadn't even bothered to look at our website or educate themselves on the types of artists we work with. If they had, they would have immediately realized that we aren’t a good fit for what they create.
It's really quite simple: If you're an artist who creates figurative oil paintings, don't approach a gallery that specializes in contemporary landscape photography. If you create contemporary landscape photography, don't approach a gallery that specializes in contemporary abstraction.
Don’t use the CC function.
One of the artist's e-mails used the CC function, so I could see everyone else they sent the identical e-mail to. Frankly, that's not just incredibly unprofessional, it's rude. I'm amazed in this day and age that some people still need a reminder about e-mail etiquette. So at the risk of stating the obvious: Your first contact with a gallery should not be through a bulk e-mail.
Be Professional.
Sending an e-mail that says "Hi. Check out my website" and then enclosing a link is not a way to make a good first impression. At the very least, introduce yourself, explain what the type of work you create, and why you think I might be interested in seeing it.
(Sidenote: I actually took the time to go to the artist's website, but could barely find their artwork due to the fact that the website didn’t even have a normal navigation bar on every page! *deep sigh*)
Don’t send attachments!
I don't accept candy or e-mail attachments from strangers. Also, unsolicited e-mails that have attachments are more likely to get caught in spam filters, so even though your e-mail is legit, the person you want to reach may never even receive your e-mail!
Here's the deal: Reaching out to galleries, curators, or exhibition coordinators by e-mail can be a great tool. But you have to use it correctly and professionally if you really want to make your time and effort count.
Links to other articles on this subject:
"How NOT to Approach a Gallery." (By artist Joanne Mattera)
"How to Approach Art Directors Without Being Annoying." (By illustrator Michael Byers)
"How NOT to Approach a Gallery." (By artist Joanne Mattera)
"How to Approach Art Directors Without Being Annoying." (By illustrator Michael Byers)
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BIG Love,
-Kesha★
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hi kesha!
ReplyDeletewow, it's hard to believe that this still happens. having said that i admire their chutzpah, albeit rather misguided!
cheer from shana
My thoughts exactly Shana.
DeleteIt takes courage to try, and rejection can hurt. So let's make sure we reach out in ways that maximize the possibility of a positive response.
A great summary of what not to do. I'm of the old school living in a digital age. Etiquette rarely changes and sometimes taking a breath to think about what you are doing is also helpful.
ReplyDeleteGreat article Kesha. I started a new mobile gallery and 90% of the artists that contact me are amazing and professional. But the 10% need to work on business etiquette. I tried to be helpful and offer suggestions. Some were open and others had egos.
ReplyDeleteHi Kesha - I curate a group blog and I have an invitation to send me an email with simple instructions to put in the subject line (I get so many emails as do many people, I'm sure) and a link to their website or blog.
ReplyDeleteIt is amazing how many people do not follow even these simple instructions. I may have lost many requests to join my blog because their email may go into my junk mail folder. I've gotten terse emails "I've written you three times!"....
Some really just send just a link to their website.
I have to assume they want to join the blog.
It is so nice to actually get an email with a note and a request to join.
Loved your article!
Great article. The etiquette in ALL business applies. The problem is 10% of any profession disregard simple business etiquette. The other problem is that 10% of galleries are also unprofessional and do not respond professionally, timely or constructively - although they have no submission guidelines, etc. It can feel like natigating a mine field of uncertainity. While artists should strive to be as professional as possible - the galleries should also respond in a positive business manner. At times it can feel that the galleries have a snobbish personality. This is way I like you and your advice - you are approachable, friendly and positive. Thanks
ReplyDelete