If you're an artist and you want to succeed, the first thing to do is define what success means to you.
Does it mean learning how to be better at what you do? Selling the coral necklaces you make? Maybe you want to be on TV or be featured in a New York Times article. Whatever your definition of success, you'll need to concentrate on one thing: relationships.
In the art world it's especially true that if you cultivate and maintain good relationships, you'll usually be rewarded with loyalty. Remember, that person you snubbed at a party might end up being on a committee that gives out grants — grants that you may be applying for. And the more you help others get what they want, the more people are willing to help you out.
If you're interested in being represented by a gallery, the first thing to realize is that a gallerist is your business partner and hopefully your friend. In general, don't approach a gallery unless you have done the background work and research to ensure you are talking to the right people — those who understand what you are doing creatively, are willing to make time for you, and will give you advice and support you in your plans.
Go to openings and look at what other people are doing so you'll know what's out there and where you might fit in. If you take your abstract watercolors to a gallery that sells bronze cowboy sculptures, you'll be told that your work is not a good fit. But don't be discouraged — you can meet all sorts of people at openings who may share your interests. Important relationships can develop from actively checking out the local scene.
Once you're confident about your work and have chosen some potential venues, apply to as many as you can. Look for "open calls" where you can submit work to a gallery, annual "introduction" shows and listings in art magazines from galleries that are looking for artists.
A standard application package consists of a cover letter, a resume with details like where you went to school and what shows you've been in, a slide sheet and a slide list. If you're proposing an installation, you'll want to include detailed plans for your idea as well. Above all, try to keep it simple.
Contests are also a way to gain visibility, but avoid paying fees unless you like the organization and want to contribute to it. By the same token, telling people that you got a grant or won a contest generates interest in what you do.
If you just want to show without the hassle of the gallery scene, approaching cafés or other small places in your neighborhood might be a way to go. Contact whoever is responsible for dealing with the art there. If selling your art is a high priority, however, going through a gallery is often your best bet.
For the price of submitting to a few shows you could also become a member of several local nonprofit art organizations. Good places to check out are Southern Exposure, the Lab, New Langton Arts, POND, Intersection for the Arts and the Headlands Center for the Arts. As a member, you'll be kept up to date on cool shows in town and will be able to widen your network.
The Bay Area art scene is famous for its many alternative galleries. Artists, poets and musicians often get together and put on shows of their own. Some do it in book stores or cafés, while others empty out their apartments and have one-night shows. You can do something similar at small expense and it's a great way to bring together all the friends you met at art shows.
Most importantly, make interesting work and build a reputation. The more solid your work is, the more likely someone will notice you. Many artists tend to show their work before it's ready. Sometimes the desire for exposure overcomes the desire for quality, and that's understandable. But what you want to hear is that it was a great show; being hasty can have the opposite effect. Take some time to talk to people, check out the local scene, assemble a good application package, make your plan and then go for it.
Chris Cobb is a San Francisco artist and contributor to Flash Art International, Leonardo Magazine, RiM Magazine and the local art webzine Stretcher.com/.
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