Artists have different goals at different stages of their careers. It is the beginning of the year, and we know that a good number of African artists’ goals this year include getting their art to new audiences, having their first solo presentation, connecting with collectors, and getting into art residencies or fellowships. For some artists, it is getting represented by a reputable gallery as it might be the move that positions them for new audiences and art sales.
Image courtesy of Gallery 1957.
A gallery representation for an emerging or established artist is a collaboration that can make or mar the progress of an artist in their career. This is why an artist needs to know why this representation is important to them.
Depending on the needs of the artist, excellent gallery representation can provide economic, networking, and branding benefits. However, these benefits can change over time. A good gallery should be able to handle the business side, such as client acquisition, networking, sales, etc. so that the artist can focus on creating art. A gallery’s commitment to highlighting the artists on their roster to their audience and network might advance their artists’ careers beyond shows and sales.
Here is a step-by-step process of what to do to get a good gallery representation as an emerging African artist:
- Start by building a strong portfolio. This is a way to market yourself to potential galleries. It is good to have a diverse and compelling body of work that showcases your unique artistic voice. A good portfolio will include high-quality images of your art with clear details on mediums, sizes, and titles. It should also include an artist statement, a bio, and an updated resume of your art that has been shown anywhere before. You can have a personalized website domain, an online portfolio website platform like Dropbox, or any presentation app like Google Slides. Find what works for you.
Image courtesy of Monique Meloche Gallery.
- The next thing is to make a list of galleries you would like to collaborate with. Highlight how these galleries align with your artistic style and career goals. Look at how you would fit into their current structure based on the artists on their roster. It is important to keep in mind that even though galleries want to move the conversation around art, especially African art, forward, they’re mostly profit-driven. What does their commission look like, and does it work for you? How far are they willing to go for you when handling the business aspects while you focus on creating art? These questions and more are necessary, and it is okay to take your time finding a gallery you would love to collaborate with, be it short-term or long-term.
- Once you have made a list of your target galleries, it is time to reach out to them. It is advisable to make a connection with the gallery before you send an email of introduction. To do this, you can visit these galleries during exhibitions. This way you can familiarise yourself with the management of the gallery and get an insight into how their exhibitions are organized. It is also a good time to introduce yourself and build a relationship with the gallery. You can follow up with an email of introduction to the gallery, their curator(s), or the director. This email should include your portfolio and samples of your art. It is okay to look out for their open calls for new artists too.
Image courtesy of JD Malat Gallery.
- Be proactive. After reaching out, you can take it a step further by inviting them for a studio visit. This will show your readiness and commitment to building your artistic career.
- Rejections are okay. Don’t take it personally. You can ask for feedback if you care about things like that, but the main point is to keep it moving. Repeat this process until you make a good connection with a good gallery. You can always rework your process until you find one that works for getting you the gallery representation you desire.