Two Art Shows Looking for Artists

Contact WAAC member Colin Murray if you are interested in participating in either of his art shows. A small holiday show in Madison on December 4, 2010, and another on March 26, 2011, at the Alliant Energy Center in Madison. Artists are welcome to contact Colin by email colin@artworksmadison.com or by phone: 608-712-3440 for info.

BOOK REVIEW “Starving” to Successful The Fine Artist’s Guide to Getting into Galleries and Selling More Art

By Sue Lukas

I was hungry when I started reading this book, hungry for something different from all the artist self help books out there. I’m happy to say that now I’m full of ideas about how I can approach and become part of galleries all over the country.

When galleries big and small are going under, when the competition to get into better galleries grows tougher, reading a book from the gallery owner’s perspective was enlightening. If you wish to make more money from your art, this book would be a good addition to your library. It’s concise and easy to understand.

He offers many ideas for promoting yourself to galleries and maintaining the relationship. Though he comes on strong with why you should be in a gallery versus trying to sell at art shows. And he also talks about how you can help the gallery, and not so much what he can do for you. From his point of view, it’s a gallery owners’ market, and he represents only a few who apply.

In his first chapter, Jason’s main point - strive for excellence by continuing to evolve and use the best materials. He lists a variety of ways for the artist to improve. One of his suggestions is teaching. As someone who teaches photography, I would heartily agree with him that teaching is a good way to improve yourself. Besides giving to others, you are getting back. It has helped me to remember rules, to stay on top of photo trends that change often, to improve my people skills, and to express myself better. And that’s only one of his suggestions.

Jason recommends that artists don’t follow trends, but follow an inner voice. Produce as much as you can, and when you have 20-25 2D works, you’re ready to approach a gallery. He recommends 10-15 pieces for 3D artists. It’s also important to brand yourself. When you produce work, think of your primary target market, offer a frame of reference, and create work that stands out from the rest.

He also talks about:

Who is your competition? What are they doing?

How should you price your work? He says it’s arbitrary, but offers some guidelines.

What kind of collateral marketing materials do you need and how to use them.

How to write an artist’s statement, resume and bio, and what’s the difference. That may seem basic to many of you.

Why you should have an artist’s Web site and how to maintain it. I’ve been a graphic designer for many years and do my own Web site, but he recommends that you hire a pro to create it for you if you don’t have any experience.

In Chapter 10, he suggests that you should sell at art shows in the beginning of your career. But as you progress and improve, move to galleries and let them sell for you so you can focus on your art. Network by joining art guilds such as WAAC, hang your work in public venues and get out there as much as you can to sell yourself and your work. Learn to sell yourself and your work.

How should you approach galleries? His advice is opposite of what I’ve read in other books and online. He said prepare your portfolio, and just go in the door without an appointment. Do some research first to see if you would fit the gallery. Forget CDs, e-mails, snail mail and other means of contact. He throws them out anyway because he receives so many inquiries.

It’s amazing that he would admit that fact in a book aimed at artists. But it’s a look at the other side of the fence.

There are a lot of good ideas in this book. It’s well written and easy to understand. He also, after saying he throws away the majority of his submissions, offers a pep talk. If at first you don’t succeed, try try again. There are galleries all over the U.S. that might be a good fit for your work. Start small and build up to larger galleries. Ask your current gallery for a written recommendation, which I’ve never heard of before. Convince the new gallery that you work sells well and you are an organized, friendly person. Hmm.

Jason is the owner of Xanadu Gallery, Scottsdale, AZ. He and his wife opened the gallery on Sept. 10, 2001. His father John is an oil painter, and he refers to him many times in the book. The book is small, 182 pages, and I read it in an afternoon. There’s lots of room to make notes. I paid $25 for it on Amazon, and you can order it from his gallery Web site www.horejsgallery.com, too.

This book may seem like a means to get through the lean times for his gallery, but it does offer some meat and potatoes for the “starving” artist. If you look up this book on Amazon, you will see other books that might interest you and other reviews.

Sue Lukas has worked as a photographer, teacher, graphic designer, and editor. She exhibits her work at Art Fair Off the Square and at art shows and galleries in Wisconsin and Illinois. For more information about her, go to www.window2wis.com or to her blog window2sue.blogspot.com.