36" x 36"
oil on canvas
Artist partnerships are the backbone of the business and developing relationships over time is crucial. While hard and firm contracts are not always the norm, especially in a seasonal gallery, quality is and with the curation of what goes on the wall comes rejection of paintings or artists whose work doesn't fit for a variety of reasons.
Rejection is often seen as a terrible thing and I've seen (and heard) lots of complaints about gallery owners who decline artists' work. I've been there too, believe me. I don't think there is an artist on the planet who hasn't been had a rejected application or painting for a show. While it may sting a little at first, rejection sends artists a message and an opportunity. In many cases, rejection of a piece of art provides the artist with the opportunity to reflect on their technique, process, subject and style and look at ways to improve it. With so many people dipping their toes into the art world these days, Pareto's Principle applies: 20% of artists will be saleable; 80% will not. Producing art that the public wants is subjective of course, but good art and good materials are objective from the gallery perspective and non-negotiable.
I see work submitted on inferior supports and materials and off the shelf framing that sends me the message that the artist does not take their work seriously. If I can tell if you have dollar store canvas and whether you know technique or colour theory, so will a potential buyer. Yes, it is expensive to paint and to frame with quality supplies. But supplies are the tools of the trade and to be represented at a fine art gallery and have the public spend money on your art, it needs to be the best quality that you can afford. If quality products are not used to create, artists may need to rethink where they want their work will hang.
So, how do you improve your chance of getting into a gallery?
1. Read the (usually downloadable) information on submitting work to a gallery. It is there for a reason and usually answers most questions that you may have about responsibilities of the gallery and the artist, as well as financial transaction information, intake dates, etc. Follow the instructions, provide the necessary information and don't turn up at the gallery with a car load of paintings that you expect will be approved on the spot. "I didn't know" doesn't sit well for gallery owners and may well get you a rejection. Again, its about professionalism. Your art is your business. If you don't care, why do you expect someone else to?
2. Use quality materials. Quality shows in everything, from the painting to the framing. It is your representation to the world. Make sure it is the best you can offer.
3. Research the gallery genre and make sure your work fits in. If you've never visited in person or even been to the website and you make X when the gallery only sells Y, you'll be rejected.
4. Don't cut and paste your cover letter/email to the gallery. Sure, its quicker if its very generic, but if you don't take time to tailor it to the curator/director, your professionalism is judged immediately. Cut & paste also runs you the risk of adding details of another gallery or show in the body of the email. A sure fire way to be rejected.
5. Find your own style and stick with it. Hopping from medium to medium and subject to subject confuses buyers and galleries. The gallery is there to sell your work and be your spokesperson. If four of your pieces look like they are from completely different artists it is a problem. Also if your work looks like ten other artists' work, or the work from an artist at the latest workshop you've attended, that is a problem too.
6. Hone your technical skills. Poorly executed art shows lack of knowledge and technique.
7. Don't take rejection personally. It is an opportunity to study your work, where you want to go with it and how you want to improve it. Take advantage of that so when you apply to a gallery again, you'll have some more meat on the bones of your art.
For information on 2019 submissions to The Baccalieu Gallery, Heart's Content, NL Canada, click here to download gallery information and submission form.