gallery“He who hesitates is lost,” is a quote that is generally attributed to Joseph Addison’s play Cato (1712). Although the exact wording might have been lost through the centuries, we all understand the sentiment.

The bottom line being, if you wait, opportunity can simply pass you on by.

What does this have to do with artists and gallery representation?

Quite a bit.

Some artists view galleries as the one credible outlet to show their work. They submit and wait and continue to submit and if galleries don’t’ respond they simply continue to wait. The mindset here is if there is no gallery representation, there is no way to market art, and therefore no career.

Well, that is one approach.

But submitting and waiting is a very dangerous way to launch an art career. As is true in the world of music and publishing, things are changing. Savvy artists (in whatever field of endeavor) are more and more taking matters into their own hands.

Art is a business and business requires action. Waiting certainly has its place, but if your entire business and marketing plan comes down to submitting and waiting, it’s time you develop another plan, and do so quickly.

Yes, the gallery approach is one valid one, but, instead of simply waiting, there are steps and actions you can take that can build your brand as an artist, reach the public, collectors and influencers and (yes) get you more firmly on the gallery radar.

I’m not saying to forget the galleries, but that they should not be your sole approach.

You are a working artist. You need to create bridges between your work and your audience. You want to showcase your work and yourself as an artist. You want to open the door to opportunities. The more people that know about your work, the more possibilities that will present themselves.

The following are actions that you can take right away and move from waiting to doing:

  • Launch a public relations campaign around you your work, your journey as an artist and your vision. By appearing in the media you can the credibility and validation of being featured as a news story. You also get yourself in front of the public, influencers, gallery owners, museum curators, etc.
  • Consider document and slide websites to showcase your work in Power Point demonstrations and PDF presentations. These generally offer a bio space and will link to your primary website.
  • Podcasts can be a great branding tool for an artist. Here you can discuss your work and also have the option of adding an art slideshow to accompany your Here is more information on creating podcasts; http://en.wikipedia.org/wiki/Podcast.
  • Create a blog that showcases your work, but also your voice as an artist. Here you can show images of your work. Post thoughts about your work and art in general. Document your journey as an artist. Post information that interest others in your field. Blogs are a great way to connect with others in a very personalized way.

These are just some of the actions you can take. There are dozens of others. The bottom line is that you take action. If you can bring a professional on board to help, all the better, but regardless there are definite steps you can take and action you can make to further your art and your career as an artist.

Copyright © Mora Communications 2015

PR for Artists