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