How to approach a gallery - the right way
Are you ready to take your art career to the next level? Let’s dive into how to approach a gallery and answering the big question: how do galleries find artists? Whether you're just starting out or looking to refine your approach, I've got some practical tips and strategies to share.
Let’s start with the basics: not all art galleries are the same. Did you know there are different types? From privately owned commercial galleries to nonprofit spaces, artist-run cooperatives, and even vanity galleries—each has its own vibe and criteria for selecting artists.
Even under each of these gallery types such as privately owned commercial galleries there are many different operating models, that you should be aware of.
Before you spend time and energy approaching a gallery, do your research! Find the ones that align with your goals and style.
Understanding their mission and audience will help you craft a strategy that works.
HOW NOT TO APPROACH A GALLERY
First, let’s cover about what not to do. These are the common mistakes artists make when reaching out to galleries:
Don’t send emails asking for representation to a gallery you have never interacted with. Seriously, don’t. Most galleries won’t even open them, and it can leave a bad impression. Their priority is working with the artists they already represent. Keep reading below to see what you can be doing to engage with galleries before ever sending an email.
Don’t show up unannounced with your portfolio. Walking in with paintings under your arm? Big no-no. It comes across as desperate, and no one wants that. Remember, you want to position yourself as a desirable artist—not someone trying to push their way in. This goes for leaving packages on their doorstep for the staff to find, as has happened to galleries I know in London.
HOW TO APPROACH A GALLERY—THE RIGHT WAY
Now that we’ve covered what not to do, let’s get into the good stuff:
How to approach a gallery in a way that works.
Tip #1: Support the galleries you admire.
Before you even think about pitching your work, take the time to show genuine interest in the galleries you love. Attend their openings, engage with their events, and follow them on social media. This not only helps you understand their vision but also puts you on their radar as someone invested in their success.
Tip #2: Build relationships in the art world.
Networking is everything. The art world thrives on relationships. Start by connecting with other artists, curators, and gallery staff. Dedicate time to meeting people both online and offline. Many artists relegate this part of being an artist to the bottom of their list. But it can turn out to be the most critical part of being an artist who is dedicated to succeeding. Even if your art is amazing, it won’t matter if no one knows you exist. It is very important to making time to meet and connect with people in the art world through attending their events in person and also nurturing any online connections you may have through memberships etc.
Tip #3: Grow your online presence.
Did you know most galleries discover new artists through social media? Specifically, Instagram! Make sure your profile is up-to-date, professional, and showcases your best work. Regular posting and engagement can increase your chances of getting noticed by galleries, curators, and collectors.
Tip #4: Attend gallery events and private views.
When you’ve identified your target galleries, start attending their events. These are opportunities to mingle with other artists, meet gallery staff, and even talk with collectors. And don’t be shy! Congratulate the featured artist, ask thoughtful questions, and leave a positive impression. You never know who might help open a door for you. Remember this is not a pitch fest. You are there to support the exhibiting artists and the gallery, a bonus is you may meet people you see over and over at another gallery or at the next exhibition opening.
Tip #5: Word of Mouth is powerful.
Developing relationships with other artists is just as important as connecting with galleries. Why? Because galleries often rely on recommendations from their current artists when scouting for new talent. Supporting and collaborating with your peers can lead to incredible opportunities down the line.
How galleries actually find artists:
Most galleries are always on the lookout for fresh talent, and as I mentioned earlier, Instagram is a huge resource for them. They also rely on recommendations from artists and other industry insiders. That’s why networking and building your online presence are so critical. For many artists there is usually some fine tuning they can do to their online presence and social media accounts to make them more visible and more attractive to potential gallery partners.
Another way galleries find artists is by observing those who support their events and engage with their programs. So, showing up and being visible can work in your favour.
And there you have it—practical tips on how to approach a gallery and an insider look at how galleries find artists. Remember, the key is to build genuine connections, support the spaces you admire, and keep putting your work out there.
Along with approaching galleries it is important to know what is expected of artists once they are signed and also to manage your expectations of how much they will exhibit your art given they have a number of artists already on their roster
If you found these tips helpful, don’t forget to download the free resource ‘Insiders Guide to Gallery Representation’ here