Beginners guide to applying for a (Gallery) show

2024 marks 11 years since I began selling artwork as a job. For about fifteen years, until COVID wiped out the in-person shows, I sold a lot of work at events and conventions. This was great, but I wanted to work toward showing series of works, or things not necessarily intended for mass consumption. One-offs, originals, sculptures, things like that.

In 2020 I began working for Well St. Art Company and still occasionally help out at the gallery. Many of my fellow young(er) artists have asked how to apply for a show, or what best practice is. If you’re like me, some of you might be REALLY NERVOUS about your first impression.

In this blog I’m not going to be discussing what makes something art, or doesn’t. Art is incredibly subjective and depends a lot on context and intent.

For artists who haven’t recieved instruction on how to apply to galleries, this is a good start.

The Modern Gallery

Curio Cabinet, Indi Walter 2018, Relief print on cardstock

Once upon a time, Galleries were the main means of experiencing Fine Art. A hub for networking and showing bodies of work that otherwise would be sequestered to an attic or a small home room. An art show should be a highlight of an artist’s career if they choose to pursue them.

Nowadays we have phones and computers. We have social media that tells us what we’re missing. Everything is available within the screen-portal of the digital realm. This makes galleries more of a networking opportunity for locals, and this makes gallery shows important if you want to integrate yourself into the local art scene and establish yourself as a competent professional.

Post-COVID, many galleries have closed down and many old-time locations have also shut down or retired. This works both for and against the artist: fewer galleries means theoretically, more people will visit each one. On the downside, physical galleries are in direct competition with online stores and sales for a couple of reasons that I’ll outline later.

The physical presence of an artwork is fundamentally ddifferent from digital exposure. Digital images tend to flatten or “enhance” the image. The internet is a fundamentally visual space, and chances are you see artwork or design around more than anyone ever has in history. A piece sharing a space with you is something new and often refreshing.

The key differences between going to an online gallery (ie instagram or Behance) and going to a physical show:

1: Sculptural art can be viewed in its entirety. Online images are limited to one angle or view at a time, so if you make sculptures a physical space is a definite advantage.

2: Subtleties and textures appear better to the eye in person rather than over a digital interface.

3: The Internet is very much geared toward things that are easy to digest and follow trends. Galleries are more open to non-popular art and many galleries encourage exhibiting something different from normal.

4: Most phones have a very small screen size compared to what you can pull off in a physical space. Particularly large or small pieces can have extra effect when viewed in real life!

What to think about when considering a gallery show:

The gallery is not only a 3-dimensional space, but it’s also a place and an experience. You can customize this experience as much or as little as you want (within reason and according to gallery policy). As such:

1: Think about what you want people to see first, and place that piece within view of the space’s entrance.

2: Think about how you want people to view your work. Standard gallery hanging height is 58” from the ground, but you can play around with perspectives. Just make sure people can still see your work.

3: If you’re framing your work, try to have all pieces framed in the same material and the same style. Having one accent or focal piece that is framed differently isn’t a problem, but more than that tends to look a little thrown-together.

4: Don’t be afraid to cut pieces if it ends up being inconsistent with the rest of the show. A smaller unified show tends to go better than an eclectic collection or a good show with one or two weak pieces.

5: If it looks like you did it on purpose, it’ll probably fly.

Youwill usually want anywhere from 10-25 pieces to choose from. More than that can be overwhelming unless the pieces are very small.

Virginia Opossum Skull Drawing, 2024, Colored pencil on cardstock

Pricing

It’s standard for a gallery to take 50% of the sale price in exchange for producing advertisement and visibility to your event. Running a gallery and keeping inventory can be risky and expensive, so the gallery needs to be able to maintain its space and items.

Coffee shops and gift shops may take 10-25%, or may take no commission at all.

Remember: Many people who go to coffee shops aren’t looking to buy art or fine art. It adds to the ambiance and you may be lucky to sell one or more, depending on how the shop operates.

Galleries, on the other hand, usually attract people who either appreciate or are willing to buy art for the higher price.

My advice is to think of a price you’d be okay with selling the piece for, and double it. If that seems like a price that falls within normal range (check the gallery items if you need an idea of price range) or you’re comfortable with the price, then that doubled price can be proposed to the gallery.

If you’re not comfy with that price, adjust your expected earnings and double that, or work backwards from a total price you’d be more comfortable with. You may have to earn a little less than you want, but if you make art regularly enough you will quickly fill the void with new work!

You can ask a gallery owner or attendant to help you price your art but they will probably point you to similar pieces in the inventory anyway, or mention what they sold the last comparable piece for.

Carved coyote skull, 2023, by Indi Walter

Addressing Morale

Many artists my age are petrified of rejection. An important thing to remember when applying for any sort of show or event is that rejection doesn’t necessarily mean your work is fundamentally bad. You can always improve technical skills and concepts, you can branch out to other mediums and styles, but your artwork isn’t worthless just because a gallery turned down a show proposal.

Certain styles of artwork lend themselves to certain means of exposure. For instance: Telegram stickers may not be what galleries are looking for, but the internet sure loves them. Sometimes getting traction is about finding your audience. Post to hobby or interest groups and forums.

Where I grew up, my work and aesthetics didn’t really catch on. Macabre and creepy curios don’t vibe with everyone, especially not in the sunny idyllic tropics. However, I found a more receptive audience when I moved for graduate school and encountered a population that wasn’t fundamentally bothered by my concepts.

The more specialized and specific your work is, the smaller your audience reach will tend to be. You can use this to your advantage, or adjust your practice to appeal to a wider audience.

FINALLY: How to actually apply for a gallery show.

River Otter Pendant, 2019. Carved mammoth ivory.

All galleries worth interacting with have an email and a phone contact. A gallery is more likely to consider you if you either call first and ask about open slots, or send a specific email asking about open slots in their schedule.

Emailing every gallery in town with all of your images can be tiring, and you don’t want to accidentally double-book your shows if you’re lucky. Try a few galleries at a time to gauge how their schedule is. This may also tell you what to expect if you look into other spaces.

0: Be sure you have some examples of COMPLETE work to show. Photograph in a well-lit and clean area, or scan drawings and paintings when possible. Clean presentation goes a long way, especially for unframed things.

1: First, check if they have schedule openings. Call or email about that specifically. If the gallery responds positively, they will usually tell you about what they want you to send. If they don’t have schedule openings, move on. Some popular or large galleries may have shows booked out 2-4 years in advance.

*A long wait time is not always a bad thing. This can give you a goal to aim for in your work whether it’s working on quality or quantity.

2: Follow their directions, write down where they want you to send a portfolio.

3: Collect your photos and make a new document in email or a program/app. You can use Airtable, Google sheets, or even a word document to create a portfolio inventory. If you upload online regularly, send in your website or instagram/social media so they can see more if it interests them. If you want to bring physical pieces in, make an appointment with the curator. Physical portfolios also work, just make sure your pieces are clean and in good condition regardless of media.

*Google Docs has problems with images, so I don’t recommend using that.

4: Include the Title, Artist, Completion Year, and Media in your inventory. Some galleries may want more or less information, but these tend to be vital information. Also include a photograph or a description of the piece so gallery labels are accurate.

5: Once you’ve landed on a price, you can label “Base price” and “Gallery price” in the spreadsheet or list. If you’re flexible on pricing, let them know. Some galleries can negotiate prices with your permission, depending on what your bottom line is.

6: If you’re accepted for a show, ask how they prefer to hang/display work. Many galleries require pieces to be framed and/or display-ready with wires, cleats, or hooks already installed. Depending on your venue the gallery may or may not be capable of fixing these things for you.

*I personally recommend eye-screws and framing wire for frames or things that are flat to the wall. If you’re displaying 3-Dimensional art, consider giving your piece a felt mat or a bit of wall-tac to keep them from falling over or being shifted when bumped into.

7: Plan to be ready to display about two weeks before your show. This will give you time to do last-minute fixes or final details. Paint shouldn’t be wet during the opening.

The venue you choose will usually guide you when you’re accepted into doing a show. Be courteous and friendly.

Relief-printed rabbit cards by Indi Walter

Finally, if you have a body of work you’ve made, or a collection of them, give it a shot! Even if you don’t ever do gallery shows again, it’s an experience that will teach you a lot about the people who go to those events and how they view your work.

Unless you’re an artist who does art purely for themselves and shows no one, I believe doing at least one public show is a good experience for any artist aiming to be professional. No matter what medium.

Note: More galleries and events ban AI-generated images. DO NOT try to squirrel these into a gallery or space. If you are caught, your reputation may be permanently affected. AI generated images may be acceptable at a corporate level, but among artists it’s radioactive and it’s absolutely not worth your time to try to show them. Stick to original artwork if you’re going to be a professional artist.