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ART FACTS
"GETTING YOUR ART TO MARKET: The Gallery - Artist Relationship"
by Robert K. Roark
For the artist who is ready to bring his or her creations to the marketplace, there are several avenues of opportunities available. The most traditionally popular method of selling artwork is through the resources of a fine arts gallery. To the neophyte the prospect of approaching a gallery can be somewhat daunting. But, by understanding what galleries do and don't do, trepidation can be reduced considerably.
First and foremost, regardless of any resplendent trappings, a gallery is a retail, profit-making business. If you have something that will increase those profits, you will be accepted with open arms.
But, before walking into any gallery, you must do your homework. Start by locating several galleries in which you feel your style (and your prices) will be compatible with the existing display. Put together "presentation packages" consisting of slides and/or photos of your best pieces. Have a business card and resume printed, and if you can afford it, a color brochure. These packages can be left with the gallery.
Never show up at a gallery unannounced. Always call ahead for an appointment with the owner or gallery director. If the gallery is not local, mail your presentation package along with a short letter of introduction, preferably printed on your letterhead. It is important to present yourself as professionally as possible, thereby separating you and your art from the endless herd of amateurs who have been the universal bane of gallery owners since time began.
Before accepting inclusion, you must come to a clear and unambiguous understanding of the gallery's policies concerning sales, commissions, display, special showings, promotion and so on. Some galleries explain their policies in writing, others do not. Always remember that galleries need good artists as much as artists need good galleries. With that in mind, do not hesitate to ask questions. You have a right to know exactly how a gallery operates before committing your time and work.
Because a gallery operates as a retail entity, it must cover its many expenses in addition to turning a profit. This is one reason galleries collect a commission on each sale. The exact percentage varies from gallery to gallery.
If a gallery is selling your art on a consistent basis, if a gallery is promoting you and your art regularly, and if a gallery is working to enhance your reputation as well as modify your prices in an upward direction, the commission you pay must be considered money well spent.
In my next article I will delve a bit more deeply into the mechanics of the artist-gallery relationship. I will discuss the responsibilities of both parties as well as what each side can and cannot reasonably expect from the other.
By hewing to strict ethical and common sense guidelines, the partnership that exists between artist and seller should be rewarding in every meaning of the word.
E-mail Mr. Roark your comments or questions: hostmaster@artisticforum.com
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RELATED ARTICLES AND EVENTS
"THE ART OF SELLING ART - PART II" by Robert K. Roark
"THE ART OF SELLING ART - PART I" by Robert K. Roark
"GETTING YOUR ART TO MARKET: The Gallery - Artist Relationship" by Robert K. Roark
"THE FINE ART OF MARKETING ART" by Robert K. Roark
Read article about Mr. Roark: "Robert K. Roark: Capturing The Mood".
Visit Mr. Roark in his studio at Winstanley-Roark Fine Arts, 2759 Main Street, Brewster, MA 02631, Tel: (508) 896-1948 or (800) 828-7217, E-Mail: wrfa@masterfulart.com.
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