There’s a first time for everything
My first exhibition of photographs was held at the abandoned Pasqua Coffee Company’s warehouse in SoMa (south of market). We rigged the electricity, built a few walls, and made our own gallery happen.
We didn’t ask permission. We didn’t wait until some gallerist or curator chose us for an exhibition. We chose ourselves. We decided to do the exhibition, which meant finding the space, designing the invite, installing the work, buying the wine, and tending the gallery. We even made up a name for the gallery, pretending it was a thing.
We didn’t know what we were doing, but we did it anyway (reading that letter now, with its ill-advised header picture of a funeral, I got what I had hoped for: exposure, feedback, a commission, and a sale. OK, maybe my Dad did buy one).
As artists, we often wait to get chosen. We apply for competitions, send jpegs and PDF portfolios, hoping someone on the receiving end sees the talent we have and does something about it.
And that’s all good. But sometimes, we need to make it happen ourselves, under our own power. Being in my bewitching in-between world of artist AND gallerist, I would side with letting a gallery take care of my professional career rather than do it all myself. I need the time to make things, to think of things. That’s something the gallery cannot do for you. But in the meantime, there are ways to represent yourself.
First thing, if you don’t have an easy and inviting way for people to buy work directly from you, set one up. This can be a click-and-buy page on your website or setting up something on Etsy, Big Cartel, or Square Space that enables people to buy your work directly from you. The one on Square Space is something my artist Wyatt Gallery set up, which turned out to be incredibly successful, user-friendly, and easy to manage.
Another more immersive way is to represent yourself at an art fair. An artist that I recently worked with had a great experience at The Other Art Fair in Brooklyn. She set up her modest booth, attended the opening, and worked that booth all weekend. She met other artists and collectors, gained great experience in talking about her work, and sold, sold, sold.
Sure, you may feel you are past some of these experiences, already engaged with several galleries showing your work. But teaming up with fellow artists, making your work available to buy 24/7, and putting yourself in the mix where you have contact with potential buyers, are active strategies to have as an artist.
You have to start somewhere. And you have to continue to find ways to engage your audience. If you are represented by a gallery, great! If you’re not, it’s time to represent yourself.
Michael Foley opened his gallery in the fall of 2004 after fourteen years of working with notable photography galleries, including Fraenkel Gallery, Howard Greenberg Gallery, and Yancey Richardson Gallery.
In 2002, Foley continued his interest in educating and working with artists by serving on the School of Visual Arts and International Center of Photography faculty. He currently teaches and lectures on contemporary photography issues at the undergraduate and graduate levels.
In 2020, he founded The Photo Community, which offers classes and commentary on contemporary photography.
Foley lives and works on the Lower East Side of Manhattan.
I've heard of gallery representation, just not sure exactly what it is. Ah, the path not taken. Enjoyed your story. ;-)