From Easel to Exhibit: Experts Give Artists Advice

Candace Braun

The Arts Council of Princeton hosted a free artist forum, "Show and Sell," last Thursday, to answer questions from emerging artists on how to submit, exhibit, and sell their work.

Local curators, artists, and frame shop owners took part in the two-hour forum, which explained the ins and outs of becoming an artist.

How to decide when to go public with your artwork is a question that must be answered internally, said Jeff Nathanson, the Arts Council's new executive director.

"A lot of people don't consider that they might actually get rejected," he said, adding that the real question artists should ask themselves is if they are ready to face rejection possibly many times over.

One way to decide if the work is ready for public exhibition is to invite friends and family to your home or studio and see what their reactions are to your pieces, said Mr. Nathanson.

Getting involved with the local art community, which is abundant in Princeton, is the best way to see where your pieces fit into the art world, according to Ron Eckert, sales and marketing manager at Taylor Photo in Princeton.

"Art is very subjective ... you have to get a good feel for it," he said.

The world will feel your passion if you are passionate about your work, said Marsha Child, owner and director of Marsha Child Contemporary, an art gallery in Princeton.

"It's a soul-searching thing: do you know who you are?" she asked her audience of approximately 100 artists, aspiring artists, or those with a keen interest in the art world.

Ms. Child added that galleries often look for different kinds of art, depending on what type of show they are exhibiting. The work needs to be of professional quality, and consistent. The price of the art also comes into play, she said, since the gallery wouldn't be able to sell pieces that are marked much higher than their clientele typically pays.

Most importantly, said Ms. Child, the artist needs to develop a relationship with the gallery: "Personalities are really a big deal, I think.... It's like a marriage between you and the gallery: you have to mesh well."

Artists should do their homework and find out what kinds of work the gallery usually accepts before attempting to get their work displayed there, said Kate Somers, an independent curator whose primary clients include Bristol-Myers Squibb and the Bernstein Gallery at Princeton University's Woodrow Wilson School.

"I encourage artists to start locally ... just get your work out there," she said, mentioning banks, offices, and libraries as some public places that will usually display artists' work.

"I don't care where anyone has exhibited in the past," said Ms. Child, adding that before she looks at an artist's name or resume, she first looks at the work, and if she likes it, she will show it.

When it comes to exhibiting pieces, some artists don't have a knack for it, and shouldn't be afraid to look to others for help or ideas, said Mr. Nathanson, who has experience in various aspects of the art world, including painting, print-making, and installation art, as well as framing, and curating exhibits. He suggested asking a friend, relative or spouse for assistance, and if that doesn't work, advertising for someone.

Maria Evans, director of the Arts Council's WPA Gallery, advised artists to make sure that their work is ready to hang before they submit it to a gallery. She recalled times when she was unable to display someone's work only because they had no way to hang it on the wall.

Creating A Portfolio

When it comes to sending work to a gallery for consideration, experts had varying advice on what they are looking for.

Mr. Eckert recommended making a portfolio with 8x11 photos, as they are easier to handle and mail out to galleries. He said he also accepts digital photos through email, and will ask for additional hard copy photos if he likes what comes through on the internet.

Ms. Child agreed, adding that artists could also make several copies of a CD with photos of their work and send them out.

However, Ms. Somers said she is open to viewing any kind of visual the artist sends her, including slides.

If an artist admires a gallery and would like to show work there, he or she should call them up and ask them how they would like to receive samples of the work, said Mr. Nathanson, adding that artists shouldn't be afraid to also consider entering juried shows, or even exhibiting their work in town fairs.

When pricing artwork, the artist should keep the prices fairly reasonable to start, said Mr. Eckert: "You don't buy art because you think you're going to make money on it; you buy it because you like it."

Mr. Nathanson recalled attending a show where the artist's sculptures almost sold out immediately because they were priced so reasonably. This was a good idea for a beginning artist, because it got her work out there and made her known to the public, he said.

"Now she's got a pretty nice career and she's got a few more zeros on her price tags."