There is a good reason why major curators of museums and those in charge of marketing, communications, and publications departments put a great deal of time and thought into choosing titles for shows. They consider the title to be a “marketing hook”.
In this article I share successful ideas that worked for me as a curator of theme events, many of which were televised, announced on radio, and featured in a variety of print media.
Choosing powerful titles and themes may easily attract important guests, press coverage, collaborators, and ultimately increase attendance. You will also be able to obtain sponsorship, donations of food and beverages from businesses.
When you are prepared with the right theme you will have a focused agenda.
Key Points to Remember
Be Clear. A good title should clearly introduce the topic and content of the exhibition, but at the same time it should be sufficiently distinctive to spark curiosity.
Avoid misinterpretations. Choose a title that is interesting and avoid trying too hard to be clever or overly intellectual. You don’t want a title that could be misleading or misinterpreted. Especially if it has one meaning in one culture and a totally different one in another.
Avoid confusion. If you choose a long title, consider separating it into one main, shorter title and a longer, subtitle, such as “Aboriginal Drawings: Art Inspired by My Life in Australia”. This way, it will be more direct and memorable.
Get feedback. After you decide on some titles test them out on people of different backgrounds and ages to be sure the title is clear. Ask for feedback from art professionals and the general public. You’d be surprised, sometimes children are the best and most honest judges to help you simplify.
The right title / theme may attract funding and publicity.
Museum exhibitions, leading galleries, successful artists all provide ideas for themes. However, your art itself will probably inspire the theme. For example, perhaps your art is based on a new series of paintings inspired by your trip to France, or you create art inspired by your garden.
A Few of the Many Successful Theme Exhibitions
That I Organized & Received Sponsorship
Art Inspired by Music
When I organized an exhibition on the theme of music I include artists whose art was aligned with the same sensibilities of music like lyricism, rhythm, tempo and more. I approached Lincoln Center for the Performing Arts and they welcomed me in their Cork Gallery. The exhibition was a huge success and attracted millions of visitors.
French Art & Culture
When I organized the “French Toast: Salute to French Art and Culture” to celebrate Bastille Day, I was able to procure Air France to contribute as a “sponsor.” Pernod and Cointreau provided the beverages and The French Culinary Institute provided the food. Ubu Repertory Theatre performed a short play. A French-owned boutique presented a wearable art fashion show.
When it came to choosing the locale, an exclusive French-owned night club on the Upper Eastside of Manhattan was the perfect venue for this exhibition. Then we approached the French journal France-Amerique for publicity. They gave us a lot of press coverage before and after the event. They also helped us procure French related business sponsorship.
Italian Art & Culture
We took the same success formula for the “Salute to Italian Art and Culture” with Alitalia Airlines, Sambuca, Rizzoli, Gucci and Valentino as a few of the many sponsors. This art marketing success formula also worked when we presented a “Salute to Greek Art and Culture”, and so on.
Art and Healing
When I organized my events on the theme of “Art and Healing” it was easy to get a large restaurant that served organic food to give me their large dining room for exhibition space. Several health related food products and practitioners became sponsors and attendees.
Exhibition of Women Artists
When I curated All Women Art Exhibitions many female owned businesses came on board. The First Women’s Bank provided space for one of my exhibitions. Women’s organizations promoted the exhibition.
Use My Winning Formula!
The possibilities are endless and are only limited by your imagination.
Don’t Give Up!
After you choose your theme and title don’t be afraid to reach out to as many different businesses, groups, non-profit organizations, and well-known influencers as possible. You may not get everyone you ask to participate, but don’t let that stop you from trying. It’s all about connecting with as many like-minded people as possible for a winning and successful art event.
If I Could Do it So Can You!
Many of my events in a very competitive city of New York were very successful. I’m sure it will be easier for you where you live.
Excellent advice Rene and thanx for a fine article!!!!
Thank you Poul. You must always have Magritte on your mind when you write to me. You always spell my name Rene. 🙂
This is insightful and helpful Renee. Thank you for sharing your experience with us.