Getting into a gallery is a goal and dream of many photographers as it manifests the confidence in their skill as both – the photographer and the artist. Of course, exhibiting your work at the gallery is not the only way to sell photos. Yet it is one of the most satisfying and prestigious ones!
Even if it is a shared gallery, you will still get a good amount of wall space to present your collection, have it hung on the wall and nicely framed; your name will be labeled on each exhibit and if luck permits, the red dot will be pierced on the side indicating that this work is sold.
Applying to have your work presented at the gallery might seem quite intimidating as it seems to be fairly forbidding place. Spacious minimalistic rooms with large prints appear to be only accessible by certain established artists with already gained reputation, the name and the following behind them.
For the most part, that’s fairly true.
Gallery owners prefer to choose the work not only of the good quality but also based on artist’s reputation. They have to make sure that the images they put on their walls sell — so they have to choose carefully, minimizing the risk of lost income.
This means that access to galleries is very competitive. That said, photographers with the right talent and the right portfolio can still get their foot in the door and their images on the walls.
Depending on the location of the gallery and owner’s preferences there are certain types of images that certain galleries prefer.
Whatever your type of photography, you should be able to find a gallery out there somewhere that matches it. Your local galleries would be good places to browse for starters, but if you can’t find anything locally that matches your photography, look further afield.
Do not follow the trend of galleries before following your own taste.
Shoot the images that excite you, and when you find a gallery open to exhibiting them, listen to the advice they provide about creating images within that niche that are most likely to sell.
Starting with no experience might be tough. At this stage you cannot approach big name galleries without getting a denial. Instead, have a practice of putting up your shows in local restaurants and cafes. Organizing your own exhibitions — and inviting local gallery owners — can also help to put you in touch with the people that matter and show them your images.
Once you have mastered your local exhibitions, it is time to shoot big.
Create a resume and Artist’s Statement
Galleries will also often demand resumes and artist’s statements. The resume you show a gallery owner isn’t the same as the resume you’d show the HR department of a computer company. It’s intended to show the gallery owner that even if you’re an emerging photographer rather than an established one, you are at least on the way to becoming established. So it should include any shows you’ve already held — even if they weren’t held at major galleries or were held with other artists — and any prizes and awards you might have won.
Your artist’s statement should be easier. This simply describes the sort of work you produce and explains why you choose to produce it. It helps the gallery owner to understand exactly what you’re offering.
Create a Portfolio
And, of course, you’ll need an impressive and well-organized portfolio of images that shows the sort of art you’d like the gallery to exhibit.
Next, visit local galleries and make appointments with those that look promising.
To persuade a gallery owner that you are indeed a good bet, there are a number of things you can do:
Read the Rules
Most galleries these days have Web sites where they describe how they want artists to approach them. Make sure you read those submission requirements and stick to them. Few things are likely to irritate a gallery owner more — and cut short the meeting — than someone who visits unprepared to show their work.
Make an Appointment
As you look at the submission requirements for different galleries, you should find that they vary at least slightly from gallery to gallery. One requirement that turns up frequently, though — and it’s one that many photographers tend to ignore — is the need to make an appointment. Few galleries appreciate walk-ins. Call ahead and make an appointment so that the gallery owner knows what to expect.
Getting accepted into the gallery walls means much more than just selling your work. You will receive a good share of guidance, career advice and pricing strategies that will make you not only a photographer that takes beautiful pictures but the photographer who can sell it.
Undoubtedly, good galleries charge as high as 50% of your pay for the services they provide. While it might seem unfair and super pricey, in a long run you will benefit from reputation, freedom and financial dividends that your gallery will bring.