What aspiring artists can learn from a veteran gallery owner

“The art world should be seen as a giant beast with many tentacles, and you should think of every art gallery as a niche within a larger field. - Ivar Zeile

Looking for valuable art career advice from someone who's seen it all? After 14 years in the art industry and thousands of performances, who better to ask for advice than owner and director Ivar Zeile.

From applying to exhibit new artists to determining the gallery's reputation, Ivar can provide valuable guidance to artists who want to be featured in the gallery. Here are eight tips to help you in your efforts.

1. Research galleries before you visit them

It is important not to blindly turn to galleries for representation. You won't be doing yourself any favors by walking up to a gallery without looking at the type of work they show. There is a good chance that you will not fit in and it will be a waste of time for everyone. Don't forget to research the information beforehand - this will save you time and you will be able to focus only on who is right for you. 

My gallery is a progressive contemporary gallery and you can easily see this by looking at our online presence. With the advent of the Internet, you no longer have to go to galleries or pick up the phone. Much of what you need to know ahead of time about the type of gallery you are viewing is on the web.

2. Be mindful of gallery protocol

Many artists who are looking for galleries and want to apply are emerging artists. Aspiring artists may want to exhibit in the best galleries, but they need to understand why those galleries are in the top spot. Many reputable galleries cannot represent emerging artists because they have a different protocol.  

Price is an important factor, and aspiring artists usually cannot set the price that a top gallery should sell. This does not mean that aspiring artists cannot approach the higher realm, but one must know and understand how reputable galleries work. There are other ways to grab attention, such as exhibitions of emerging artists hosted by well-known galleries are a great way to get access to an entry-level gallery.

3. Explore if a gallery is emerging or already exists

Most gallery websites have a history page that lists how long they've been running. The gallery becomes very humble after ten years based on what it has learned. You will be able to determine if a gallery has been around for a while by doing research outside of their website. Let's say they don't have a press page or a history page - maybe they didn't exist that long. Google search and if nothing comes up outside of their website then it's probably a new gallery. If they have a reputation, they will have results that are not related to their website.

4. Start with collaborative galleries and networks

Aspiring artists should focus on arenas such as co-op galleries (there are two great galleries in Denver). Their role is to provide a platform for artists to learn how to display their work before making the jump to a higher stage. Aspiring artists should explore these options first, rather than heading to well-known galleries.

They can also attend openings and network at renowned galleries. Everyone knows that the main opening procedure is a celebration. If an artist goes to an opening, it shows interest in the gallery and respect for the artist showing their work. Once the gallery knows who you are, they are more likely to hear about your work.

5. Apply to participate in the show of young artists

Aspiring artists can also consider taking part in a Young Artists event - it's a great way to build a resume. As Plus Gallery has evolved, we have realized that we can no longer work with all emerging artists, but we can still organize a group exhibition for them. I thought maybe we wouldn't be able to represent emerging artists, but I wanted to satisfy my desire to test new work and artists. This is how we made great discoveries.

A group show leads to potential interactions with great new artists - that could lead to something. I make sure every year that one of my slots goes to a group exhibition with a thematic concept, and not to the artists I represented. My first one was back in 2010 and led to two long term relationships with artists that wouldn't exist without this group show.

6. Maintain your social media image

I love Facebook. I think it's a great tool. I'm doing my own online research that the artists have no idea about. It is important to maintain social media profiles so that they speak the way you want them to. Be sure to use professional language, report new art and work in progress, and keep your viewers updated on your art.

7. Understand Gallery Views Take Time

For us, the minimum amount of time to achieve a representative gallery is usually a couple of months. If I see a great opportunity, it may happen immediately - but this is a rare situation. Also, if someone is local, it's not just about their job, it's about their personality. I want to get to know the future artists first. From this point of view, it can take at least three months, but sometimes it can last a year or two. Three months is the most common period.

8. Know that galleries also contact artists

The longer you are in the arts, the less you want to deal with the learning stage. Established galleries have earned the right to say "I cut my teeth" and don't want emerging artists to hone their success by sending emails or just showing up. If a well-known gallery is interested, they will contact the artist. Most budding artists don't think so.

Once the artist is established, he also changes the thought process. Aspiring artists fell into the twenty-two trap. How to get in without experience and how to get experience without representation? It can be difficult. However, there are excellent opportunities to be noticed that subvert the need to submit to galleries. Artists can be savvy and work with the vast nature of the system.

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