The art gallery is the link between the artist and the art market, showcasing work to help artists build a solid art business. Though the public only sees the finished product on display, galleries are involved in a myriad of activities behind the scenes to make their shows happen: administrative support, marketing, representation and relationships with customers.
While the specifics of each gallery’s relationship with its artists differ, most of them have a clear idea of what it takes to make an exhibition successful. It starts with the gallery taking a serious look at the artist and the artist’s track record of past achievements, as well as assessing the potential for growth and development down the line.
Once the gallery has decided to showcase an artist, it must arrange studio visits and curate work for upcoming exhibitions. Then there are the production costs for a show’s catalogue, printed and digital promotional material. And if the show includes large-scale installations or video and sound works, there are even more expensive production expenses to cover. And of course, these ancillary expenses must be negotiated with the artist, who may or may not want to cover them in exchange for the opportunity to have their work shown.
In some cases, a gallery will “represent” an artist, meaning that it has the exclusive right to sell his or her work in a certain region or country. In this case, the revenue from sales is split 50/50 between the gallery and the artist. For many emerging artists, particularly in the US, a gallery deal is a stepping stone to other opportunities.
Some galleries are invitation-only, while others hold open calls for submissions and actively scout for the latest in artistic talent. Others are affiliated with universities, museums or cultural institutions and are dedicated to the development of young artists in the field. In these cases, the gallery often receives a grant or donation to cover some of its production costs and expenses.
Ultimately, the success of an exhibition depends on how well it is received by the public. The most successful shows are those that captivate audiences with a dynamic and interesting experience. For that to happen, the public must not only engage with the artworks, but also understand and appreciate their artistic value and how they relate to each other. This can be challenging for some people, as the visual language of art can be confusing. However, by attending exhibitions and events at your local gallery, you will be able to gain a better understanding of the work being displayed and the conversations happening around it. This will help you become a more active patron and start a dialogue with the staff and other visitors. In turn, you will have a more rewarding experience at the next exhibition or opening. So go ahead and start scouting for galleries that showcase your artistic style! Be prepared to have some reasonable expectations for your first show, though – it’s just one step along a long journey.