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The question with which I am most often confronted is
“How do I become a professional artist?”
Dispensing sound advice is this area can be tricky to say the least.
When we begin to use words such as “professional” or
“successful”, we are, of course, moving into the arena of subjectivity, a
kind of semantic twilight zone if you will.
However, for the sake of this article, we will delve in
as best we can. It is, first off,
important for the neophyte to set goals and define terms in a strictly
personal manner. Since I
cannot tell you what “success” means to you (nor can anyone else), you
must jump into the fray and make that first “big decision” for yourself.
The particular goal that you wish to accomplish will
always determine your approach. Once
you understand exactly what it is you want to do, life becomes so much easier.
Well, sort of. Or maybe. Probably
not.
To become a viable artist, you must start by letting
other people know that you’re there. By
“other people” I mean, naturally, the buying public or the market.
The most time-honored method used by artists to present their work to a
wide audience is through art galleries. So
let’s begin by putting our creations into a gallery!
Now your chances of getting into a gallery, any gallery,
will be greatly increased if you approach the process with a certain amount of
planning and common sense.
If there are galleries in your area visit them to get a
“feel” for the marketplace. Note
the sort of artwork these galleries display, along with the prices and
framing. Observe the ambiance of
the place, the lighting and the manner of the sales staff.
Should you find a particular gallery appealing, inquire of the owner or
director as to the proper procedure for consideration of your work.
When it comes to viewing the work of potential exhibitors each gallery
is different. Under no
circumstances should you walk uninvited into a gallery with an armful of
paintings to show.
When you have created a solid body of work, pick a dozen
or so of your very best pieces and have them photographed.
35mm slides will do nicely. Make
sure the slides are of good quality and properly lighted.
Have several sets made and label each slide with the name of the work,
your name, medium and size. We
will get to pricing in a bit.
Galleries will often ask to see slides first so be
prepared. If the slides look
promising, viewing the originals would be the next step.
You might be asked to leave a set of slides on file with the gallery
for future consideration. Be sure
you are easily accessible by phone, mail, fax or email.
If the number of galleries in your area is limited,
consider publications that advertise galleries nationwide. You may start by introducing yourself with a well-written
letter on your letterhead. Enclose
your business card and any pertinent personal information but do not send
slides initially. Rather, inquire
as to the proper protocol.
Do not be discouraged if your first attempts prove less
than successful. Remember that
there are thousands of galleries and thousands of artists attempting to market
their work. Patience and
perseverance will greatly enhance your chances.
In next month’s article we will explore in more detail
the specifics of the gallery-artist relationship.
We will also consider the creation of your own website as a selling
tool, how to prepare a proper and effective artist’s statement, pricing and
other ways to promote yourself and your art.
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