Last fall I was asked, by a national publication, to write an article about innovative marketing by art galleries in this economy. I said I couldn’t. I explained that I have yet to see galleries doing anything truly innovative, so it would be impossible for me to write such an article.
The truth is, artists are far more innovative with their marketing than galleries or museums are. Perhaps it’s because they aren’t constrained by institutional traditions. Nonetheless, galleries need to take note of what is possible. They need to watch how artists are promoting themselves.
Here are some ideas for galleries.
Make education a core mission.
Fact: Most of the US population does not have a visual education. They don’t know how to look at and appreciate art. Every museum professional knows this, which is why curators and educators create
Check out the Gallery Go-Getter series of articles on Etsy–interviews with Don Friedlich, Harriete Estel Berman, and Andy Cooperman
From the interview with Andy Cooperman:
A relationship with a gallery is not right for everyone. The culture of the gallery is very different from that of Etsy.
All three artists are members of the Society of North American Goldsmiths, which is holding a pre-conference workshop this May in Philadelphia. It’s open to ALL artists.
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If you don’t start treating your art like it belongs in a museum, why should anyone else?
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Monday afternoon update to the content: Of course, you shouldn’t use Plexiglas with pastels! The UV Plexi suggestion was only for when you are using Plexi appropriately.
Learn more about museums in my e-book, The Artist-Museum Relationship: What You Need to Know.
Upcoming teleseminar: How to Curate and Install Your Art Exhibit Like a Pro, August 14
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