Career Track Tuesdays: Galleries, Exhibitions, Pricing and Commissions

Presenter - Karen Sherwood

Galleries- useful to know research - need to know how much you can charge for your work. Take advice from whoever you can, feedback and tips are essential for growth! Galleries are not the bad guys, they need to eat too - most people need to see the work in person before they buy online, this is why galleries will always exist. Make sure you visit the place - Get a feel for the surroundings, does this complement your work? See the atmosphere, can your work fit with the work that is already there? Use social media, follow people.

Do not phone up for submissions! You need to visit, have a meeting, by email is the most common. Make sure your syntax is short and sweet, with it being written in a formal manner, much like a letter. Correct spelling and punctuation. Round about 4-8 high quality photographs of your work, the maximum file size is 2MB for images, need to see the images quickly - numbered and in JPEG format unless requested to be in a different size. Tell them how you made it, again short and sweet - make sure you show your expertise in the media you have used for your work. Do attach a short statement 250 words - don't force yourself to write one. Need a CV and link to your website - you need a website if you do not already have one. Have a portfolio, this could be in the form of Behance and a traditional one. Ensure to state your phone number and address on the email. Remember that if you want to send a large file, use WeTransfer and send the link once your work has been uploaded. Make sure you write a summary of what is on the CD, if you submit one.

There are region differences with art. Consider where your work will sell, this will be more likely to be accepted into galleries. Never miss deadlines! It is there for a reason. Create your own contract in-case the gallery does not offer you one, do not question commission for your work. Some galleries are VAT registered, you need to take this into consideration. Remember to be as professional as possible - relationships with galleries will become personal - keep in mind of the contract and work hard, always ask questions as it is the only way to learn - how else are you going to know?

Is there a correlation between press and sales? - quite contradicting, the more people know the more people arrive. But what press will you get?

Pricing -  "the cheaper it is the easier it sells" - true however sometimes people are put off by the price but people do love a bargain - unless something has a retail price - easier to lover the price as you can just retail. You have to price it, your financial and economical position alters your pricing, only you can under price your work - it is not about the value, its about what the market is willing to pay. Sometimes it becomes to the extent that you only need the money - you want to see the prices go higher not lower, you cannot go lower. Find what works for you - stick to the market, prices are difficult to negotiate. Find the lowest price that you are comfortable with and from there you can only go higher. You need to find where your work will sell, what market your work will sell in, Private Commissions vs Public Commissions - Nobody is you - you can connect in many ways beyond your skill set - if people like you they will want to work with you, keep it professional, it is all about connections.

I really enjoyed this lecture, it was very informative and an eye opener with the problems that galleries can undertake as well as the relationship between an artist and a gallery. Even though this lecture did not effect me through the path of wanting to find work with an animation studio, I felt that this knowledge would aid me significantly in the future if I ever wanted to go freelance. I needed this basic knowledge of approaching galleries/client, undertaking commissions and considering the price in which I would want for the work I would produce.