Acceptance of their works of art in galleries - that's how it works

Looking at the diverse and colorful world of art , it may be difficult to believe that there is a consistent structure and order .

But that's precisely the case, especially when you take a closer look at how art galleries function . An ecosystem exists within them that isn't immediately apparent. And yet, it's incredibly important, particularly for young artists and newcomers to the art world, to understand this system and make it work for them.

Ultimately, you want to make your work accessible to the world and also make a living from your art – and there are few ways to achieve this without galleries. Therefore, the sooner you understand the connections and mechanisms of the art market, the more time, energy, money, and above all, headaches you will save.

Why is representation in galleries so important for artists?

Presenting your work in a gallery has several obvious advantages that can significantly help your career as an artist. Here are a few significant benefits:

1. Increased visibility: A gallery offers a venue that will significantly increase your profile both within and outside your hometown.
2. Easier access to resources and spaces: Galleries not only offer physical places to present your work, but also access to a range of tools that are essential for your creative growth.
3. Networking opportunities: By connecting with a gallery, you have new opportunities to network with collectors, artists and business partners.
4. Enhanced credibility: Working with a well-known gallery will help you strengthen your credibility for your next projects and applications, whether for grants or exhibitions.

You should choose the type of gallery you work with very carefully. Every gallery is unique; therefore, its program and motivation should reflect your artistic interests. Your artistic career and success in the art world will be greatly influenced by this choice.

How do art galleries work?

The structure of the art world has always been determined and shaped by art galleries. Ever since the trade in art objects began, there have also been intermediaries and dealers who establish contact between artists and interested parties and handle sales.

The gallery as a partner of the artists

When the media talks about art, it's usually about record-breaking prices at Sotheby's or Christie 's auctions . But the gallery scene isn't just made up of the prominent, world-renowned giants we constantly hear about in newspapers and television reports. In fact, the gallery scene is a vast network of small and very small businesses.

Gallery owners often have a business background or a degree in art history. Their passion and love for art objects eventually led them to become gallery owners. Or they may have taken over the gallery from their parents.

Gallery owners are all-rounders : In addition to sound knowledge of art and art history, they must also possess a good eye for talent, business acumen, excellent sales skills, and psychological and social skills to be successful in the long run. Frequent travel and networking are also part of a gallery owner's daily routine.

Most gallery owners typically work with only a small number of artists, but they develop and maintain close partnerships with them. Their careers are therefore strongly intertwined. This is also the reason for the often rigorous selection process employed by galleries and, ultimately, for the sometimes high hurdles faced by new artists applying for representation.

When selecting artists, gallery owners consider not only the individually perceived potential of the artist himself, but also personal preferences, passions and dislikes.

The economic survival of a gallery often depends on the skillful selection of its artists. When you consider that many galleries are run by only one or a few people, who in turn can only represent a small number of artists, the difficulty for new artists to secure a spot becomes clear.

As a rule of thumb, galleries typically exhibit an artist every two to three years in solo shows, group exhibitions, and at art fairs. Furthermore, thanks to their network of contacts, gallery owners support exhibitions in public institutions. They also discuss the artist's work with the artist, as well as its reception by experts, critics, and collectors, and facilitate the sale of works to these groups.

This is precisely where gallery owners fundamentally differ from art dealers, who mostly specialize in selling well-known artworks. A gallery owner typically helps develop an artist, fostering their progress and increasing their visibility among art enthusiasts.

Art Basel the premier venue in Europe for exhibiting contemporary art and presenting artworks in a . For artists and galleries, participation can be seen as a kind of accolade that can boost their market value. However, in addition to an excellent reputation, participation requires substantial financial resources. On average, a fair appearance costs at least 50,000 Swiss francs.

Younger and smaller galleries usually cannot afford such an appearance and would have to make do with smaller fairs.

It's also a common—and less than honorable—practice for emerging artists to be poached by the small galleries that have carefully nurtured and developed them as soon as their star begins to rise. The big players in the art world snap up the artists with potential after others have done the groundwork for them. On the other hand, such moments also serve as a springboard for the artist, allowing them to reach the next level on their path to fame and recognition.

The different types of art galleries

Like other businesses, art galleries define themselves through a specific clientele. Selecting and presenting artworks that meet the needs and interests of this audience is the core task of the curator or gallery director. Four basic types of art galleries are commercial, non-profit, producer, and pop-up galleries.

Commercial art galleries sell artists' works directly to their clientele. They retain a commission (approximately 30–35%), and artists benefit from stable income. Commercial galleries operate within a buyer's market and offer artists both a platform for sales and for exchanging information about current art trends.

Conversely , non-profit art galleries rely primarily on contributions or financial support. Their programs can focus on themes of cultural tourism value. Municipal galleries that promote local talent also fall into this category. Fostering cultural interaction and community arts education is among the core tasks of these galleries.

The temporary venues of pop-up galleries , usually vacant shops or public spaces, represent a third type. Depending on the organizer, they are run in close cooperation with interest groups and landlords. Pop-up galleries offer creative events and often take place alongside festivals or art fairs.

While top galleries offer a platform to lesser-known artists on a smaller scale, one usually needs to have already established a name for oneself before approaching these galleries. This underscores the necessity of building a network within the art world and a strong artist branding strategy .

Then there are the artist-run galleries . This special form is usually run by the artists themselves or closely associated with them. They tend to be located outside the boundaries of traditional galleries and focus on promoting the efforts of emerging artists.

Artist-run galleries offer a platform for exchange with an audience that appreciates art and often host networking events that are crucial for the career development of their affiliated artists. At the same time, artist-run galleries serve as a platform for discourse on contemporary artistic expression.

A few words of warning about “vanity galleries”

When a gallery gets in touch, it can be quite exciting; but before you respond, you should pause and research the gallery. Unfortunately, some galleries target newly discovered artists who are desperate for more visibility.

These "vanity galleries" are legitimate businesses that offer artists contracts to exhibit their work in exchange for payment. Since major galleries view transactional galleries like vanity galleries negatively, the effort is usually not worthwhile for the artist, and the relationship offers no value in advancing a professional artistic career. It is therefore advisable to avoid them.

If a gallery contacts you, it's advisable to request a meeting with an artist they've already exhibited before signing a contract, to determine if their experience meets your expectations. Also, carefully read all terms and conditions to avoid any unwanted financial obligations.

Once you know which exhibition option best suits you, you should create a list of nearby galleries that fit this description, thus creating a strong, diverse (online) presence for your work and yourself.

Does a predetermined career path exist for artists?

If you follow the career of famous and highly regarded artists, you can a certain pattern – a kind of common thread , so to speak, which numerous artists apparently follow on their way to the very top.

It therefore often seems that the order in which emerging artists move from exhibition to exhibition, from gallery to gallery, and from museum to museum is not random. Nor is it a coincidence that certain artists repeatedly end up at the same renowned galleries, institutions, and museums.

One can deduce from this that – similar to conventional careers – artists also follow a somewhat predetermined "career path" that propels them forward step by step, in a targeted and/or guided manner. This kind of career ladder often unfolds over many years and sometimes throughout an artist's entire life and beyond.

Celebrated stars in the art world rarely appear overnight completely out of nowhere. And even then, one can discern a kind of pattern in their seemingly sudden success.

How do you convince a gallery of your art?

If you are a visual artist and also pursue the goal of being recognized for your work or being able to make a living from it, then you have certainly asked yourself this question before.

The selection process of galleries

Start by focusing on smaller galleries

To increase one's chances of being accepted by galleries, knowledge of their selection processes and patterns is essential.

So let's take a look at why the most prestigious galleries have chosen to represent the artists they currently represent.

It will probably come as no surprise that galleries don't immediately sign a contract with every artist who approaches them. Often, you won't even receive a response to your application, let alone an explanation for the rejection. This is especially true for very popular galleries and/or when the method of contact is email, contact forms, or social media messages.

Ultimately, you won't be the only applicant. Quite the contrary. Popular galleries often receive far more inquiries than they can reasonably handle.

If you haven't yet achieved sufficient attention or recognition, or if you don't have a particularly impressive resume, then you should start small. It makes perfect sense to climb the ladder rung by rung, rather than risking injury with a reckless leap.

It's not (just) about pleasing

A second crucial aspect to consider concerns the quality and aesthetics of your work. Even if your art achieves an undeniable level of quality and you demonstrate truly commendable skill, you may still face rejection from galleries.

This often leads to confusion among artists. In fact, gallery owners don't select their artists based on skill, quality, or the impact of their work, or at least not as a primary factor. The quality of your work is therefore only one piece of the puzzle. Other criteria must also be met for you to be a good fit for a gallery's portfolio.

Your CV, career path, reputation, reception by critics and collectors, experience, personality, achievements, honors and awards, standing in the art world, following and popularity on social media, history of your art sales, prices at art auctions, quality of coverage about you in renowned magazines and journals, and your overall profile on the internet and in the online community all play a role in a gallery owner's decision-making process. Depending on the gallery, this list of criteria can be considerably longer.

To put it simply: The best galleries exhibit the best artists. That's why they are the best galleries.

"But who are the best artists?" you might be asking yourself. They are those artists who were once at the beginning. On the first rung of the ladder.

Since then, however, you have continuously worked your way to the top with determination, perseverance, focus, passion and a touch of patience.

Yes, it's about "work" . Every successful resume is written line by line. And at some point, there was always just a blank page that was gradually filled with diligence and hard work.

It's about consistently and step by step your own success story . Everyone starts small. Build the castle of your success brick by brick, beginning with the foundation.

So, make contact after contact, participate in exhibition after exhibition, and gradually win the favor of people who can make you and your work better known. Impress and surprise curators and critics.

Demonstrate your ability to meet and exceed expectations. Generate your first sales and apply to galleries and art fairs. Get involved in artistic and cultural events. Build a network, and so on and so forth.

It's important that you stay consistent and persistent. Don't expect overnight success. Such unrealistic expectations only harm your drive and motivation. Perseverance and hard work over the years will pay off. We humans often overestimate what we can achieve in a year. At the same time, however, we drastically underestimate what we can achieve in five years.

In short: Popular artists have worked hard for their status over many years . And the point is: They have taken this path themselves. Galleries don't produce famous artists, they merely support them.

What conclusion should you draw from this? Don't rely so much on suddenly being "discovered" or on galleries doing the work for you. The lion's share of the work has to come from you. Focus on that!

Graduates of art academies and universities have the advantage

Admittedly, aspiring artists who have just graduated from an art academy or art college enjoy a competitive advantage over those creatives who have taken a completely different path or are just starting out.

This is especially true at the beginning of an artistic career and may become less significant at a later point in time.

Art students build up a network of contacts during their studies, are in constant exchange with established and recognized artists and fellow students, and are often introduced to galleries, critics, curators, collectors and other important representatives of the art scene at an early stage.

This naturally allows one to learn the conventions and subtle, unwritten rules for confident conduct in the wider art world at an early age. Furthermore, one comes into contact with the who's who of the regional scene.

This doesn't make an artistic career a sure thing, of course, but at least you know which doors to knock on when the time comes.

How a young artist can win the race even without an academic background

The good news for all those who haven't pursued an academic career in their art is that they can more than compensate for this disadvantage. The newly created opportunities for contact and networking through the internet and social media have certainly contributed to this.

So, if you are one of the many artists who have acquired their skills outside of an academic environment or have taught themselves, then your best chance lies in immersing yourself in your local and regional art scene and becoming active on social media.

Once you feel ready to present your art to the world, take advantage of every opportunity to network with representatives from the arts and culture sector.

The following activities are promising:

• Try to get added to the email distribution lists of galleries.
• Follow galleries on social media and interact with them.
• Attend gallery openings.
• Visit exhibitions and talk to curators and gallery owners.
• Look out for open studios, art nights and similar events where you can connect with other artists, gallery owners, collectors and art lovers.
• Openings, exhibition openings and art fairs are excellent opportunities to get in touch with art representatives of all kinds.
• Keep at it! One or two attempts like this won't cut it. Don't get discouraged if you don't see immediate success. Sometimes it takes patience and perseverance; they will eventually pay off.

All beginnings are difficult

That's what the common saying goes. But it's also said: "There's magic in every beginning."

Own homepage, artist platforms on the net, social media, online communities & Co.

So if you're just starting out, you should focus your first steps into the world on the possibilities offered by the internet. There are countless options available these days.

Start with a simple online business card. A number of easy-to-use website builder services like Wix, Pixpa, Jimdo, and others available for this purpose. You don't need to spend hundreds of euros, and a small homepage can be created relatively quickly. Present your profile and showcase your best work.

In the second step, expand your reach through social networks, media, and online communities. Instagram , TikTok , Pinterest, Facebook (especially Facebook groups), Twitter, Tumblr, DeviantArt , ArtStation, Dribbble, RedBubble, Behance, and Flickr are particularly noteworthy, having proven especially successful among artists.

But also topic-, genre- or medium-related platforms such as FotoCommunity.de , 500px , FineArtPrint.de or Unsplash for photographers.

By being present and interacting on such platforms, you not only create awareness for your art, but also provide a channel for feedback, criticism, suggestions, and comments of all kinds. Certainly, not every comment will be useful, fair, helpful, or enriching. However, you will ultimately benefit from it, provided you allow it and don't take critical remarks overly personally.

Online galleries

Just a few years ago, major galleries resisted venturing into the digital world . They feared that a presentation surface consisting solely of a horizontal and vertical arrangement of pixels would be insufficient for a work to develop its full impact and captivating power. After all, we humans have multiple senses that need to be engaged when interacting with art, and the sense of scale can only be partially conveyed on a screen.

Then there is the fact that many works of art require a detailed explanation, classification and discussion, which can only take place in a personal conversation with a gallery owner.

Nevertheless, traditional galleries have long since discovered the internet as a medium and expanded their exhibition space to include a virtual dimension. A multitude of online art galleries have since been launched. A vast virtual market has emerged that perfectly complements the traditional gallery business.

According to a Statista market analysis published in 2024, total online sales in the global art and antiques market by approximately seven percent in 2023 compared to the previous year. Overall, the value of online transactions in the global art and antiques market remained significantly higher than the figures reported before the coronavirus (COVID-19) pandemic, amounting to approximately US$11.8 billion in 2023.

Surprisingly, the lion's share of online art purchases in a price range of approximately €1,500 to €12,000. This clearly demonstrates that art buyers have overcome their reluctance to pay higher sums via the internet.

The advantages of online galleries at a glance:

• A higher chance for young artists and newcomers to be accepted
• Easier access to art for everyone – the elitist hurdle of visiting brick-and-mortar galleries is eliminated.
• Artworks can be viewed around the clock and in complete peace and quiet from the comfort of your own home.
• Returning art if you don't like it is usually no problem.
• If you require advice and wish to have a personal conversation with the gallery owner, numerous means are available – telephone, online chat, email, or by arranging a personal appointment.
• A great resource for art collectors, offering the chance to discover up-and-coming young talents
• No need for long journeys to view artworks. Internationalization of the art market.
• They contribute to the democratization of art – a much larger number of contemporary artists are given the chance to present themselves to a broad, sometimes global, audience.
• The traditional gallery market is being profitably expanded by the internet, not threatened by it. Fears of falling art prices have so far proven unfounded.
• The digitization of art opens up entirely new possibilities for galleries and art collectors alike.

A good example of a successful combination of traditional and virtual galleries is the EventART project – The Art Makers . It was launched in the early 2000s by a group of Dresden artists, and in 2005 these artists, primarily dedicated to painting, opened the producer gallery “Abstract Moments” together with another group of artists.

In the years that followed, the gallery's roster of artists expanded considerably, so that soon EventART's portfolio included not only paintings, but also graphics, photographs and sculptures.

The core of the offerings is undoubtedly abstract painting – primarily with acrylic paints. These two styles and techniques – acrylic painting and abstract art – complement each other beautifully. Both originated in the 20th century and are therefore among the younger generations in art history.

The first forerunners of abstract art can be found among the Impressionists and Expressionists. abstract paintings can be found in the works of the old masters Claude Monet , Edgar Degas, and Auguste Renoir, as well as Paul Cézanne and Vincent van Gogh . These artists gradually blurred the contours of representational art.

Do you, as an artist, also feel at home in abstraction? Then contacting the Kunstmacher collective could be a promising option. In addition to the 15 core members, the Kunstmacher group includes numerous other affiliated artists who regularly organize joint exhibitions of art and painting.

Other strong producer galleries in Germany and Austria:

1. Kunstraum München : This artist-run gallery promotes contemporary art and offers young artists a space to present their work. Artists such as Timm Ulrichs and Tanja Ostler have exhibited here.
2. Kunstverein München : has supported artists such as Katja Novitskova and Ryan Gander, both of whom are recognized for their innovative work.
3. K4 – Space for Contemporary Art (Düsseldorf) : This gallery promotes the latest art practices and has supported artists such as Anne Imhof, an internationally recognized artist known for her performative installations.
4. Kunstverein Göttingen : This gallery focuses on contemporary art and supports artists such as Keren Cytter, who is known for her film work.
5. Croy Nielsen (Vienna, Austria) : This gallery in Vienna exhibits artists such as Hito Steyerl and Nairy Baghramian, who are internationally recognized for their critical and often politically charged works.

Offline – Art marketing away from digital media

At the same time as your activities on the internet, you should also look for ways and opportunities in the analog world to present your work to the widest possible audience.

For the reasons already mentioned, gallery doors will usually remain closed, especially at the beginning of an artistic career. Therefore, you should first look for sensible and realistic alternatives:

• Doctors' offices
• Savings banks and banks
• Hotels
• local businesses
• Newspaper editorial offices
• Retail stores
• Hair salons
• Hospitals
• Social institutions
• authorities and offices
• Cafes and restaurants
• Clubs and bars
• Tattoo studios
• tanning beds
• Startups
• Fitness center
• Furniture stores and specialist retailers for interior design
• Fashion boutiques
• Joint exhibitions with affiliated artists
• Pop-up exhibitions

This list is by no means exhaustive. With a little thought, you'll surely come up with many more places that would be well-suited for exhibiting your work. You should simply ensure that the exhibition venues suit you and your art. If in doubt, it's worth sleeping on it.

It can also be beneficial to gift or lend a work of art to a prominent person in your region. If such a person turns out to be an influencer, your own visibility can increase dramatically.

Even more tips for your success as an up-and-coming artist

Finally, we would like to provide you with another short list of helpful and informative tips and advice. You can also think of it as a kind of checklist or bucket list that you can work through step by step.

If you're not comfortable with a particular point, simply skip it for now and move on to the next one. It's also crucial that the strategy and actions suit you as an artist and ultimately as a person.

1. Pursue a fundamental approach to promoting your work in as many ways as possible . Utilize local and regional art and events calendars, websites relevant to your art, social media, blogs, newspapers, magazines, and physical locations where artists meet or gather. Making your art accessible to as many newcomers as possible and continuously expanding your fan base, supporters, and audience is crucial to your success.
2. Get to know those in the art world who are most familiar with your kind of art. Take opportunities to meet these people or introduce yourself. Take it slow, give yourself plenty of time, don't be pushy, and talk about anything that makes sense in the context of the conversation. Don't be too direct. Stay relaxed. If the other person shows interest and asks about your art, that's great. If not, that's fine too. Save any kind of "hard" sales pitch for later. Great relationships take time to develop.
3. Complete an internship or volunteer at local galleries and non-profit organizations focused on art and culture. Ideally, the art you work with is similar to your own, but this isn't essential. Sometimes a more circuitous route leads more reliably to your goal. Museums in your region are also excellent opportunities to connect with interesting and promising individuals for your artistic development through unpaid work. Furthermore, volunteering in the local art scene enriches you in countless ways.
4. Similarly, an internship or voluntary work with an established artist whose art you like and respect can be enormously rewarding.
5. Show your commitment to your community . By using your artistic skills for the benefit of your local area, you'll build your reputation as an artist and are likely to receive unexpected opportunities to promote your work. Donate artwork to local charity auctions, volunteer at events, teach as a guest artist at local schools and educational institutions, or get involved in community projects.
6. Another important aspect is maintaining relationships with existing customers . Your old customers are familiar with your work and have already demonstrated sufficient interest. Marketing tools such as newsletters, social media updates, or even personal phone calls can strengthen or reactivate existing relationships.
7. Boost your art with a strong online presence . Digital marketing is becoming increasingly important in every industry, and the art world is no exception. Online galleries like Kunstplaza are becoming the norm and offer a fantastic platform to increase the visibility and reach of your art. Use online galleries to attract the attention of new collectors and art lovers. Listing your work in Kunstplaza is completely free. Learn more here.
8. Update your website regularly , publish news, and actively participate on social media. In short: Keep your entire online profile up to date. After all, you never know when a promising gallerist or exhibition curator might drop by. These days, a quick "online check" is pretty much the first thing someone interested in your art and wanting to learn more about it will do. Based on this, they'll decide whether or not they want to meet you in person.
9. Use your portfolio to showcase your art. When developing a strong artist portfolio, you should pursue two goals: to build your brand and to reproduce your art in a visually appealing way.
10. Photographic material should be excellently exposed, professionally executed, and visually appealing.
11. Details such as size, media used, and title should be included, as well as a brief description of the work. One of the most effective ways to pique the interest of a potential buyer is to tell story behind the artwork
12. Your work should be accompanied by a confidently presented biography . If you manage to capture a potential buyer's attention with your art, they will almost always be interested in the person behind the artwork. Don't be afraid to share your personal story: your background, how your art has developed, what inspires you most, and what you hope your art can offer the world.
13. Participate in art competitions . For aspiring artists, art competitions offer one of the most effective and, above all, cost-efficient ways to gain exposure in the art world. Art competitions are known for consistently discovering remarkable emerging artists. This has often been the starting point for a wonderful artistic career. Winners of art competitions almost always benefit from extensive promotional efforts by the organizing gallery or organization. Furthermore, any feedback you receive provides valuable new insights and perspectives on your work, enabling you to grow as an artist.

The general rule is: the more people who potentially come into contact with your work, the better your chances will be that an interesting gallery will eventually take notice of you.

Word-of-mouth and personal recommendations remain the most powerful marketing tools. They also allow you to learn how people react to your work. Pay attention to this feedback and don't underestimate the power of informal rumors.

You wouldn't be the first artist whose still relatively unknown work is noticed almost in passing by an interested person. This person then tells a friend about it, who knows someone who makes art, and so on and so forth. And at the end of the chain of communication is a gallery owner who picks up the phone and calls your number.

To get to that point, you first need to do your homework and invest energy and time. Start with the first stone.