This post is by guest author, Kohlene Hendrickson. This article has been edited and published with the author's permission. You should submit an article and share your views as a guest author by clicking here.
There are a number of ways of achieving international exposure and recognition, but the avenue I would like to talk about is via international art fairs.
I read the FASO newsletters on a regular basis and have not heard mention of this topic. I am an American living in Europe, which most likely has its differences in art marketing, but I have found that the majority of galleries charge a good amount of money for artists to expose their works; often taking a minimum of 30% commission on top of the gallery fees, invitations, and possibly the expenses of the art opening. Of course, there are still the select galleries that really work for the artists who are passionate about art and take the risk to promote artists that they believe in. I am lucky to be working with a wonderful gallery in conjunction with my other adventures.
Art fairs can cost a pretty penny, but in the current economic climate when I choose to put money out of pocket I am focusing on gambling my bucks on a larger venue of exposure.
I would like to recount a few of my own experiences to illustrate why I think this a good option for marketing and what to take into consideration when choosing art fairs. My first art fair was not my best choice as it was the first time that it was organized by this particular group. The promotion of the event was not well enough publicized, their criteria for admitting artists too low, and the general feeling was that the organizers had their overhead covered but the professional standard of artists was not to the level that I would like to be associated with. The “pro” of it was that as my work stood out, I sold.
My second adventure was as a spectator of an art fair. This time I cruised around and found my self in a playful conversation with an artist and his agent in what I found to be the most impressive stand in the show. I revealed that I was also an artist and the agent invited me to submit my work to him. He is now my agent! He is based in Paris and is in development with exhibition projects spanning Paris, Germany, New York, Shanghai, Hungary, etc...as an artist signed with his agency, I am included in these projects and in his current publication of a book of selected European artists.
Prior to these adventures, I had been told by art dealers in the south of France that they go to these expos -especially Paris- to scout new artists. I found this to be true as when I participated in a fair in Paris, I was later contacted by an artist association and gallery from the Cote d’Azur, which had seen my work there.
In the largest and most prestigious fairs, such as Art Basel and some of the Biennales, an artist must be represented by art dealers. However, there is a trend of more and more fairs being organized in which artists may represent themselves. This is allowing more opportunity for artists to broaden their market possibilities with the thousands of visitors that will see their work while passing through these shows. It is always a crap shoot and, in general, I never really expect to sell work, but the networking possibilities between artists, dealers, journalists, and prospective clients can be very rich if you are willing to put your energy forth and talk to people.
I have been invited several times to fairs in Italy and will go one day...but I will thoroughly investigate the costs and possibilities to advance my career.
My advice is to research the track record of the art fairs, weigh the expenses out of pocket including shipping artwork, customs, and/or your expenses to be on the spot, speak with artists that have previously shown in the fairs and, if possible, attend the fairs you are considering as a spectator before investing yourself.
It has been my experience as well as the word of artists that I have chatted with that it is notable to have on your biography that you have shown internationally, and better yet, if you have won recognition in these shows. Not all shows are equal and savvy dealers know this, but it shows that you have expanded beyond your local horizons and you will naturally expand from the experience yourself.
I am still on the trail and enjoying the travel. I would love to hear other artists’ experiences and recommendations of fairs that are worth considering!
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via fineartviews.com
The greatest thing about Fine Art Views is the variety of topics explored. I am looking forward to hearing what those who have had experience with Art Fairs have to say!