Written by Raul Aguilar
There are many different ways of getting a show at a stone-and-mortar gallery. The first question would be to identify a gallery that carries work similar to yours, and having a body of work. You need at least 12 to 20 pieces that are united in style, size and media. Several years back you had to produce slides and a press package in order to approach a gallery. Nowadays having an on-line portfolio is sufficient, but ask about their submission guidelines. There are many types of galleries, I’m not familiar with your area, but in most cities you’ll find something like this:
– Established, high end galleries. They only showcase established artists. Generally, the gallery will tell you what are their terms of representation. I’ve been on 50/50 deals, and even 40/60, favoring the gallery. Usually you start your relationship with a gallery at a thematic show and/or group show. If you are new to the area or to the art world in general, a “high end” gallery is not likely to give you a solo show. The gallery is in charge of the invitations, the hanging, the publicity, the sales and the opening reception. Yes, they will insure your work as well, but some may not. High end galleries usually have a collector base, and they have contacts in the art world that review the work in the arts media (printed publications, magazines and blogs).
– Commercial Gallery. Also called “boutique” galleries. These galleries may also show glass, jewelery and even textiles alongside paintings and photos. These type of galleries are found at touristy areas of town. Here in San Francisco they are at Fisherman’s Wharf and places like Sausalito and Tiburon, not in the downtown gallery district. Some of these galleries will take your work on a consignment deal – basically, you hang your work for a period of time, generally a month or two. At the end of the period you get paid for whatever sells (minus a commission) or you get your artwork back, if it doesn’t sell. Some commercial galleries may pay for the printing of invites or postcards but they expect YOU to do the publicity. Generally there is no theft/damage insurance at some of these galleries and the artwork may not get reviews in the arts media.
– Co-op. They are artist owned. Here in San Francisco “City Arts” is a good example. Co-op galleries have policies about “ownership”. You have to invest in the gallery either by paying for the wall where you are going to show your art, or by sitting at the gallery and staffing it. You are responsible for your shifts and hanging of your own artwork. The work may be changed thematically every month, or every other month. Popular months like December may be hanged by invitation only. Usually you and the other members of the Co-op are in charge of the publicity, hanging and the opening reception. There is no insurance, since the art just hangs there for a brief period of time.
– Cultural Venues. Places like community groups, ethnic groups and other special affinity groups also have galleries. Do your research, and only approach galleries that show work similar to yours. Projects like “Southern Exposure” and “Capp Street Project” in San Francisco are groups that show art on the cutting edge. In San Francisco there’s also Upper Playground, that only shows (and publishes) graffiti and urban arts. My very first show was at a Latino community center, and Galeria de la Raza in San Francisco has been showing my art for years. Places like Upper Playground are experts at marketing, but most cultural galleries/special affinity galleries are usually concerned with showcasing and preserving culture – not sales per se. They have a very good commission base that favors the artists but you are in charge of handling insurance and getting people to see your work. Be warned: Some disreputable cultural venues are very “loose goosey” when it comes to paying. Once I waited MONTHS before I saw any money from artwork that sold at a community gallery.
– Other venues. In theory you can have an art show anywhere: A restaurant. A botanical garden. An empty store front. It all depends on your resources and having enough of a body of work, and the ability to get people inside the door. You are in charge of everything: Rent, Invitations, hanging, sales, packing/shipping and cleanup. This type of art show is fun, if you have a group of friends, because it is a LOT of work. I’ve only done it once.
Anyway, I hope this helps.
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