How to Approach New York Art Galleries and Any Desired Gallery

Most artists from around the world want to be exhibited in New York Art Galleries. However, many of you are confused about how they operate and are misinformed. This article demystifies the New York Art Gallery system but the advice can help you no matter where the gallery is located that you want to approach.  I covered the NY art scene for 17 years with my magazine Manhattan Arts International, wrote 6 editions of a best-selling gallery guide, and presented a highly-attended 3-hour course for 7 years about galleries. This article contains  some of the knowledge I’ve acquired with recent updates to fit the current art market climate.

Although the title refers to New York Galleries, the advice I offer in this article could apply to any gallery.

Realize that Not All NYC Galleries are the Same

Like many cities that contain a lot of galleries, NYC galleries are divided into different categories. They include: privately-owned, commercial galleries; nonprofit alternative venues; artist-run galleries, also known as cooperative galleries; and “pay to play” vanity galleries. They each have their own criteria for how they select artists. It is highly advised that you learn the difference among them and plan your art marketing strategies and decisions according to what is best for you. There is no “one size fits all” rule.

Furthermore, the type of gallery that may suit your needs now may not be your best choice in a few years so reevaluate as you go.

Be Realistic

There are hundreds of thousands of talented artists from around the world who desire exhibitions in NYC. Smart artists know they need more than talent to compete in this arena.

Artists who are educated about the business of art focus on first building a cohesive body of art work, strong career history, distinctive awards, publicity and recognition, one-person exhibitions, and important collections in their region before they approach major cities.

Keep in mind, now that most artists have their own websites many galleries see artists as competitors. They may also be concerned if they spend time and money promoting you they run the risk of the potential buyer easily finding you on social media or a quick google search and the customer may directly to you to procure a sale. Read :Are You A Trustworthy Artist?”

Understand Running a Gallery is a Business

Profit-conscious NYC galleries pay high prices for the rent, overhead, advertising, travel, salaries, and more. Savvy artists understand their art has to be consistently selling at a price high enough so it is feasible for the gallery to hang it on their walls.

When a NYC dealer considers your work, aside from their aesthetic criteria they must determine whether they have the right clientele for your work. In conversations with art dealers I often hear, “Although I personally love these art works they don’t fit the current (or future) direction of my gallery or my clients’ needs.”

If you truly want to be represented by a gallery avoid placing your art in the oversaturated online market places such as FAA, Singulart, Saatchi and Etsy, because they are not “Industry Accepted” platforms. You will be perceived as one of many unsuccessful artists and amateur artists who use the online market places as the only option they have. Instead, choose online galleries that are curated and have high quality standards.

Be Prepared

With the confidence of knowing that you would be an asset to a gallery, make your selection with the utmost care, thoroughness and attention to detail. Think about your long range plans and overall career objectives when choosing a gallery.

Do the Research

Research which galleries are most appropriate for you before you approach. Visit their websites, read articles about them, conduct a Google search of their names, and if possible, visit them in person. Observe how they interact with others in social media and how they promote their artists. Avoid making quick decisions (you might fall into the vanity gallery trap.

When you go to a gallery that shows work that is similar to yours, look at the exhibiting artists’ art, price lists, resumes, catalogues and artists’ books. Compare your professional history with theirs to learn if they will take you seriously.

Also Read: “22 Questions for Artists to Ask Galleries”

Choose Your Business “Partner” Wisely

Be willing to put forth effort in finding the right location for your art and the people in charge. When you find it, be prepared to put time and effort into building the relationship. Approach this process from a prospective that the gallery owner will play a very important role in your life. Your relationship with a gallery has the potential to change your career and also your life.

The gallery owner should have qualities you admire and respect. You should feel comfortable about communicating with them freely.

Behave Professionally

Unfortunately, there are some artists I know who are extremely talented but they lack other important skills and qualities. Art gallery professionals want the whole package — talent and professionalism.

Your behavior will affect how comfortable other professionals will feel in recommending you to others. Common questions for dealers to ask are: “I like the art, but what is the artist like to work with? How well do you know them? Are they difficult, demanding, and naive, or business savvy, cooperative and responsible?”

If a gallery is interested in you they may observe your behavior in social media first, read what you post on your blog, and ask others in the art community who know you, for references. So, be careful what you tweet and don’t burn any bridges.

Show Your Art

This may seem obvious, but until the galleries come knocking on your door, use as many good venues such as alternative exhibition spaces, online gallery exhibitions, open studios, social media networks, “pop up” exhibitions and corporate lobbies, to get exposure for your artwork. Be imaginative about participating and planning exhibitions and art events that will attract attention for your work. That’s how and where many artists are discovered by gallery owners and collectors.

Use Your Website As a Powerful Presence

Your website does not replace seeing your art in person, but it’s the portfolio you offer to the world 24 hours a day. It’s your first step of introduction to the gallery. Keep it simple and clear. Don’t clutter it up with many different stylistic directions. Show scale by displaying an in situ page. Supply details with your images, such as medium and dimensions.  Show off your career accomplishments in a properly written artist’s biography and resume.

I cannot emphasize enough the importance of keeping your website up to date, making it easy to navigate, and having a solid resume and About the Artist page. It would also help to have a Praise Page.

Important note: If you are currently announcing price reductions on your website don’t be surprised if the galleries you are trying to get representation with are repelled by this type of art marketing behavior.

Attend the Openings

Networking is essential in the art business. When you define your target list of galleries you want to have your art shown in, attend as many opening receptions as possible. Don’t be shy. Congratulate the artist, speak to the gallery staff, circulate and talk to other guests. You never know when the opportunity will arise when someone you are having a conversation with has an influence with the gallery’s decision-making process.

Build Your Network

Never underestimate the power of building relationships. Don’t know powerful art collectors? Begin by developing relationships with other successful artists. Artists often refer other artists to their galleries.

Also Read: “What Artists Need to Know About Galleries, Agents and Art Consultants”

Don’t Take Rejection Personally

Don’t assume every dealer, critic, grant-giver or art buyer has the interest or ability to comprehend or respect the heart, soul, feelings and ideas that you put into your work.

My experiences in speaking to dealers, attending board meetings, and serving on jurying panels have taught me that art critics, collectors and art dealers don’t agree about which shows or artists are the best.

Furthermore, they are likely to change their minds over time. Keep in mind, Rauschenberg’s first show at the Leo Castelli Gallery in NYC was far from successful. Artists and art continuously go in and out of fashion.

Learn from Rejection

If the gallery doesn’t accept your work on your first attempt, ask why. Also ask for possible referrals. The prominent artist Jennifer Bartlett once said: “I was disappointed that Paula Cooper didn’t instantly offer me a one-woman show. But she gave three or four numbers to call.”

If the gallery rejects your work, it doesn’t mean their decision is final. Inquire if they want you to submit your materials again at a later date as your art evolves.

Read “How To Handle Rejection As An Artist”

Ask Yourself: Do I Really Need or Want a New York Gallery?

You may be in love with the idea of being in a gallery but may not like the reality if it were to happen. Furthermore, many artists enjoy the autonomy and have successful careers without commercial gallery representation. They have enjoyed sales in alternative venues, Open Studios, and from private dealers, and their websites.

Trust in this: Word travels quickly around the world. When you attain a level of respect and credibility you will be noticed by curators, collectors, art writers and gallerists. They will visit your website, follow you in social media, talk about you, and recommend you.

Be Willing to Put in the Effort

If being in a New York art gallery is truly what you want, be willing to do what other artists do who are represented in them. If you ask them, most of them will agree it took time and effort. It didn’t just happen one day by magic.  Many artists I know don’t realize the amount of commitment, outreach and stamina is required to succeed in New York City. So, if that’s what you want, don’t sit and wait for a gallery to make your career a success. Make it happen!

Before you begin your relationship with the gallery read
“Your Relationships With Art Galleries & Agents & The Written Agreement”

Also Beware of “Pay to Play” or “Vanity Galleries”

Read this article about Vanity Galleries.