Talking with a Gallery

​In my last blog post I listed five questions for discussion with a gallery. The purpose of this conversation is for you and the gallery to decide whether you want to move forward to the next stage: signing a contract.

As you ask and answer these questions, pay attention to your instincts. If the gallery owner seems evasive, or has policies that don’t fit your needs, take note. You are developing a relationship that needs to be based on trust and mutual respect.

Here are the questions:

1. What does the gallery expect from you?
   
   Start or end with this question. It’s a good one because you show that you’re planning to be an active partner in the relationship. Often they will want you to promote the gallery on your website and in your social media presence. They may have other requirements. You don’t have to agree right away, but you do need to know what they expect.
   
   
2. Will the relationship be exclusive or non-exclusive, and for how long?
   
   Galleries sometimes want you to show your work exclusively with them, usually within a geographic region. Artists who have a large body of work can sometimes show a particular series, or work in a particular medium, with several different galleries. Normally first contracts are for three months to a year, which gives both of you time to find out how well the partnership is working.
   
   You’ll also need to reach agreement on how the gallery relationship affects your ability to sell through your own website or other online sites. Often the gallery asks you to take all prices off your website, or to sell only lower priced work there. Start this conversation early, so you know what to expect. 
   
   
3. How often do gallery artists get an exhibition?
   
   Since you’re still in the courtship phase, ask about how “gallery artists” are treated, rather than what the gallery will do for you. Find out how often their artists get a 2-person,  3-person, or solo exhibition. This is especially important if the gallery represents a large group of artists. 
   
   
4. How do they promote gallery artists?
   
   Start by finding out how soon your work would appear on their website. Then ask about what they do to bring collectors into the gallery. Do they advertise? Go to art fairs?  Participate in local events like art walks and art talks? Showcase your work on other online sites? You will know about some of these activities from your research, but it is always useful to hear a gallery owner talk about what they do for artists.
   
   
5. What are the next steps?
   
   Don’t let your first conversation end with confusion. It is OK to ask about their timeline and process. Find out what else they need from you. Be sure to send a follow-up note, expressing your interest and thanking them for their time.

Everything you learn at this stage will prepare you to negotiate a good contract with a gallery. I’ll cover that topic in my next blog post.

Mary Edwards, Ph.D.

I am a Career & Life Coach for Artists, based in the San Francisco Bay Area and working with artists throughout the United States. If you would like to ask a question or set up a time to talk, visit my website (www.coachingforartists.com) or write to me at: [email protected].

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