Nationally Recognized Gallery Owner Advises Artists on How to Avoid Common Mistakes When Approaching Galleries for Representation

 

Did you know in an average week a gallery owner is approached by as many as 20-35 artists looking for gallery representation? Most of these artists will be turned away, their lack of success due to making one of six common mistakes. I know this because I have spent much of my life engrossed in the world of galleries and artists, and have owned my own gallery for eight years.

 My name is Jason Horejs and I am the owner of Xanadu Gallery in Scottsdale, AZ. In 2009 I published my first book, "Starving" to Successful: The Fine Artist's Guide to Getting into Galleries and Selling More Art, which serves as a tool to help aspiring artists achieve success through their work.  I also conduct a series of workshops across the U.S. each year that not only provide emerging artists with an understanding of the art business from a gallery owner's perspective, but also address a wide range of obstacles that an artist will inevitably face on their path to success. Why do I do this? Because although there are thousands of workshops, courses, and books that provide artists with an opportunity to learn new artistic skills and techniques, there is very limited information available to the public explaining the practical side of the art business.

 This lack of available information often leads an artist to make one of six easily preventable mistakes. My workshop, "Starving" to Successful, not only will teach you, the artist, how to avoid these mistakes and others, but also will aid you in achieving your individual career goals. Are you sabotaging your success like so many other artists? Is your lack of knowledge about the art market and how galleries operate keeping your work out of the public eye and money out of your pocket? Allow me to share with you a few of the six most common mistakes that artists normally make when pursuing a professional career as a gallery artist:

 
 

Mistake#1: Presenting an Inconsistent Body of Work

 Artists, in general, crave freedom and challenge when it comes to their work. In a quest for variety, they may experiment with a number of different styles and mediums. This creativity is a positive, except when it comes to presenting a body of work to a gallery! When presenting to a gallery, one should keep in mind to have their work unified by a similar medium and/or theme. The use of similar frames for paintings and photographs, like bases for sculpture and coordinated settings for artistic jewelry will further aid in unifying your work and creating a feeling of consistency that is invaluable in a gallery setting. Instead of confusing galleries with multiple styles in your portfolio, consider creating several portfolios - one for each style - so that your work feels like a "series". It is better to present 20-25 similarly themed pieces than 50 non-complementary pieces.

 Mistake #2: Lacking confidence and Consistency in Pricing

 One of the greatest challenges an artist faces is learning how to correctly value his or her work. Many artists mistakenly under-price their work on the basis that they are not established, or on the assumption that their local art market will not sustain higher prices. An art gallery cannot sell an inconsistently priced series of work, and the artist often unintentionally presents him or herself as under confidant and unprepared when they make this common mistake. In my workshop I will help you to establish a consistent and systematic formula for pricing your art.

 Mistake #3: Submitting Art Through the Wrong Channels

 Conventional wisdom and many highly-respected art marketing guidebooks often lead an artist down the wrong path when it comes to approaching galleries for representation. Mailing your portfolio with a cover letter, making phone calls in an attempt to make an appointment with the owner, or searching for submission guidelines on a gallery's website are all methods which, in my experience, do not guarantee your success as an artist - actually, quite the contrary! I will share with you a more direct and simplified approach that will tremendously improve your chances of success. 

 
 

In addition to learning how to further avoid making the mistakes listed above (as well as the three other mistakes most commonly made by emerging artists) my intense four-hour workshop, "Starving" to Successful, will show you how to efficiently organize your work, build a brand as an artist, communicate effectively with galleries, increase productivity in the studio, and much more.

  "I just came back from doing a one-day invitational art show in Baja, Mexico," wrote Dan McGeorge of San Diego, California, a few weeks after attending a workshop. "It was a great success with four large pieces sold," he went on. "The best part is that two of the pieces were purchased by a gallery owner from Lake Tahoe for a gallery there…and she wants to see more of my work! I never would have made these moves or understood them without your seminar."

 The "Starving" to Successful workshop provides you, the artist, with the tools you need to present your work confidently and professionally while forming lasting successful relationships with the galleries you aspire to be a part of.  Artists interested in attending Jason Horejs' next workshop, which will be held in Cincinnati, Columbus, and Cleveland, Ohio, on September 8^th, 9^th, and 11^th can learn more by visiting http://www.xanadugallery.com/register. I look forward to helping you and hundreds more artists this year to reach your full potential and gain the professional recognition that you desire!