The short answer is yes, absolutely you can! The part you don’t want to hear is ‘you have to get there yourself.’
Get ready for an exciting life! Now brace yourself for the wave of rejections you’re about to receive. This is not an indication of your talent, but it will test your resolve as an artist. There will be heartbreak, politics, addiction, withdrawal, OCD, severe bouts of denial and that’s just the tip.
If you’re an artist and reading this because I sent you a link, it’s because you contacted me through Gallery Row Organization and asked me if I can help you get an art show. I’m sorry I cannot help you. Please allow me to explain. If you already know why, go ahead and skip the next 2 paragraphs.
The mission of Gallery Row Organization is to create a thriving, pedestrian-friendly, culturally abundant, urban neighborhood. We facilitate cultural and economic revitalization by:
1. Encouraging creative businesses, cultural institutions, and educational facilities to establish locations within Gallery Row;
2. Promoting the Gallery Row district and its many cultural attractions.
When Gallery Row was founded in 2004, there were 3 art galleries in Downtown LA. Now, there are nearly 50 art galleries, museums, and public art installations and 30,000 people regularly attend the monthly Downtown Art Walk. Successful projects include the formation of Gallery Row as an official district of The City of Los Angeles, strategically placing blue Gallery Row way-finding signs throughout the district, sponsoring the launch of annual art events such as Autumn Lights with curator Lilli Muller, the Medallion Project designed by Durfee|Regn which added 25 uniquely designed permanent streets signs all along the Gallery Row perimeter, as well as co-sponsoring the inception of the Downtown Art Walk in association with Bert Green Fine Art.
Here’s what I can give. Take it or leave it.
I’m assuming your portfolio is pitch perfect and you already have printed business cards and flyers as well as a mobile-optimized website. If not, you’re not in a position to approach any galleries just yet. Get all that ready first. Your Tumblr does not count.
Getting there yourself means getting yourself entirely immersed in the art world. Just like any industry, the art world has its own players so the sooner you get familiar with the names and places, the more prepared you’ll be when you meet them. From now on, you subscribe to ArtForum, Art In America, Juxtapoz, etc… Nothing else exists. These people are nerds so there’s no faking it and if you don’t know what’s going on now, then you’re not playing the game.
Start local and find galleries close to where you live which will save on logistics. The fact of the matter is you can submit your portfolio to any gallery that accepts unsolicited material. Many do. If they charge, I suggest you find another gallery. Most importantly, research the gallery and study their guidelines before you submit any work. Gallery owners are a prickly bunch with strong opinions. If you’re a photographer, do not submit your portfolio to a fine art gallery. Your artwork must represent the gallery’s aesthetic. Time is precious and no one asks to be a mentor, so be very judicious of who you approach and how. The how is very important.
Do Not Be Annoying
Before you submit anything, attend an opening first. Go and admire the show. Observe. Chat up the artist and gallery owner. They will love it until they realize you’re not a buyer so don’t start your conversation by asking them to see your portfolio. Do not be annoying. That’s a 4th or 5th conversation. They should at least know you well enough to remember your name when you walk in the door. Get an email you can follow-up, but don’t submit just yet.
It’s a social world so if you want the best chance at a fair shake, it’s important they actually like you first. Everybody likes to say it’s all about the art. It’s not. It’s all about the money. If there’s no money, then it’s about sex or influence and once that runs out, all that’s left is self-professed fame. Everybody is a genius so only after all that does art and talent really matter. You can’t compare it to Hollywood, because it’s even snobbier and rarely does it make sense. If you don’t agree, then someone please explain to me “Levitated Mass” at LACMA.
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Network, but don’t annoy. Once they get to know you, go ahead and submit your work. You’re much better off playing this game than submitting blindly to every gallery on some list, but don’t get discouraged if you get rejected. It’s not personal until they reject you three times and then sign your art school classmate.
Get In A Group Show
Yes, you want a solo show, but you’re new and don’t know anybody. Getting involved in a group show is a great way to gain experience. Make artist friends. Get to know everybody and talk to them… hear their stories and learn from their pitfalls. Make an impression and become essential to the scene. A group show may not be ideal if you think yourself fancy, but it’s great fun so fuck it. Liam Neeson acted in A-Team and it was a good time. You’re not above it.
Attend a group show and find out who the curator is and get their business card or flyer. Follow-up. Nobody owes you a call back, so it’s on you to follow-up, but remember… Don’t Be Annoying. Chances are, if you’re half-way decent, there will be a spot for you on the wall, which might not matter if there’s an entrance fee in which case you’re automatically guaranteed a space. Every group show is different and the dynamic is entirely controlled by the curator. Don’t piss them off and don’t call them the organizer. They are underpaid and unappreciated. Often, they do this to promote their own artwork so they work for free and purely for the love. Understand everybody has an agenda and it doesn’t always coincide with yours. Respect that. Play the game.
Some wonderful examples of group shows are Create: Fixate and Downtown Art Mart.
You Can Always Pay
Some galleries will give you a show for a price. No shame in that, but expect to handle all your own marketing. If you rent a space from a gallery, don’t expect them to promote your show to their client list, especially if you’re keeping the sales. It could be as simple as an extra fee, but no respectable gallery will stake their reputation on a rental.
Pop Up
If you’re going to pay anyway, you might as well do it right. Gather up a few artist friends and open up your own Pop-Up Gallery just for a night. Set a date, make a flyer, and send out a press release. You’re in business… for exactly one day so make it count. For best results, piggy-back your Pop Up night with another cultural event such as the Downtown Art Walk so you can benefit from residual foot traffic.
That’s it for now. I’ll add to this over time as I think of more stuff… Lastly, this blog post is solely my opinion and does not represent Gallery Row Organization in any way. I wrote this because from 2005-2010, I curated digital and video art shows at my namesake gallery, Niche.LA Video Art. Here’s my best review: Digital World: Oz.
This is for all the artists just starting out and have reached out to me, but by no means is this a definitive path. These are merely suggestions and observations from my point of view. How you conduct yourself is your business, but I’ll say this…
Be ferocious in everything you do. Just don’t be annoying.
Nic Cha Kim
