Hang the Show- The Gallerist

The gallerist, or art agent if you prefer, is a salesperson. Their job is to sell art. This requires the cooperation of the artist who, leading up to the show, can be rather difficult. Nonetheless, the publicity must be posted, the guests must be invited. Faith must be maintained that the work will be produced, that it will be excellent, that buyers will buy it.

Of course, buyers will not buy it, if the gallerist does not push it. In this current global economy that is not as easy as it once was.

Nothing sells itself...even if once it seemed as if it did. I used to work in sales and learned a great deal from my difficult boss who was a wonderful friend. A common duality in sales managers. When the economy collapsed in the autumn of 2008, when we all thought that nothing could be sold as companies and families slashed their budgets, she proclaimed that there was still money. The trick was simply to convince them to spend what money they were spending with you, rather than the other person. Whereas before, money could be sent in both directions, now everyone would have to choose between you and your competitor. She was right and we all worked harder to maintain, develop and enhance new and old relationships.

Likewise, it seems with me that the art market is still in action. Art is still selling. But a certain amount of effort is required. The promotional materials can be developed, albeit creatively if the work is still in progress. Clients can be cultivated even if the artist is still trapped in the studio, too neurotic to be allowed to speak to potential buyers. Hype can be established through the absence of the artist as easily as with their presence. It is all a matter of angle.

As with anything, a good agent continues to sell work. My boss put so much effort during that horrendous fall and winter that she has built a base of too much work and had to request additional hires. She was exhausted by the work but is now proud of the capacity to keep going that she did not know she had. Perhaps more caffeine was consumed...

Needless to say, I encourage my artist friends to plan as best they can with their representation for that trying time before a show. Work can be sold. Or rather, good work can be sold with a good try.