A gallery is any long narrow passage in an edifice which is decorated as an ornamental feature and often provides communication between different parts of the building. It is also used as a place to display works of art.
In a more specific sense, the word “gallery” refers to an organization which promotes and sells art from local or internationally renowned artists. It may operate a physical space, as is the case of traditional art galleries, or it may have an online presence. Regardless of how it operates, the goal of a gallery is to provide its clients with access to art in all its various forms and to enhance their enjoyment and appreciation of it.
To this end, galleries will carefully curate their exhibition programs to showcase the most promising work being created in contemporary art. Moreover, galleries will promote their artists internationally to the broadest audience possible and to increase the value of each artist’s works.
A good gallery will also establish a fair retail price for each artwork that is established in agreement with the artist. This helps to avoid over-inflated prices which are detrimental to the growth of a new artist. The gallery will also seek out opportunities to show the work of its artists at prestigious museums, biennials, and salons in order to expand each artist’s visibility and professional reputation.
The most important thing for an artist to remember when contacting a gallery is that the gallery is busy and has many competing priorities. The gallery may be able to take on some work but will certainly not accept all submissions. To make an impression that will be beneficial to the relationship, the artist should clearly state what their interests are and how they believe their work would fit into a particular exhibition program or online gallery.
Many calls for work are accompanied by submission fees that are not meant to be intimidating but to help cover the cost of the gallery’s facilities, materials, and qualified staff. It is not uncommon for a gallery to decline an artist’s submission because it does not fit into its current exhibition schedule or simply is not of the quality level it requires.
When a gallery owner responds to an artist, it is best to be polite and respectful. Especially when the response is negative, an artist should remember that it is not personal. In many cases, the gallery owner may be simply overwhelmed with emails and is not able to respond to everyone. If the gallery owner does respond, it is always a good idea to continue establishing a professional relationship by communicating regularly. This can be through phone, email or in person. It is also a good idea for the artist to be flexible and willing to negotiate as circumstances warrant. This will be an excellent way to build trust which will lead to future collaborations that can benefit both the artist and the gallery.