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"Starving" to Successful | The Fine Artist's Guide to Getting Into Galleries and Selling More Art Kindle Edition
|Length: 205 pages|
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More About the Author
In 1991, at the age of 17, Horejs began working for Legacy Gallery in Scottsdale, AZ, where he learned the gallery business from the ground up. Horejs handled logistics, shipping and installation, eventually working into a sales position at the western art gallery. Horejs worked in the gallery's Scottsdale and Jackson Hole, WY, locations.
In 2001, Jason and his wife, Carrie, opened Xanadu Gallery in Scottsdale. In spite of opening on September 11th into a completely changed art world, Horejs built the gallery into a successful venture, showing dozens of artists and selling to collectors from around the world, including major municipal and private collections.
In 2008, Horejs developed a series of art marketing workshops designed to help artists better understand the gallery business and better prepare themselves to approach galleries. This series of workshops has helped hundreds of artists get organized to show and sell their work through galleries.
"I discovered," says Horejs, "there was very little information out there for the aspiring professional artist regarding the business side of art, especially in terms of the crucial relationship between the artists and the fine art gallery. Even artists who have graduated with master's degrees leave school having never heard a word about how to approach galleries."
Horejs observes that artists approaching his gallery are making many of the same mistakes, not because their work isn't gallery-ready, but simply because they don't have a clear idea of how to proceed. Horejs designed his workshops working closely with his parents and other artists who have learned the ropes of working with galleries by trial and error. The clear-headed advice the gallery owner gives is designed to give the artists concrete steps they can take to prepare their work, research galleries and approach galleries for representation.
His book on the subject was published in August of 2009.
In addition to his ongoing work with artists and collectors through Xanadu, Horejs has dedicated himself to disseminating his knowledge of the gallery business to artists.
Top Customer Reviews
The major difference between the successful and the starving is not just the quality of their work. It is the basic approach to their work. The commercially successful treat art as a business. One of the principles of any successful business is constant improvement of their product.
"Starving" to Successful is a guide to treating art as a business. The book is written by Jason Horejs, a gallery owner in the Phoenix area. The book gives a lot of good basic advice about becoming a commercially successful artist. Even thought Jason does not specifically say it, it is implied throughout the book that if you want to be successful, you must treat your art as a business. People are not going to find you, beat down your door and buy your art.
There are two separate but crucial parts to being commercially successful. You must produce good, high quality art. You will not be able to make a good living if all you produce is poor quality art or work that is difficult to distinguish from any other artist. But even with a high quality product, you still need to market your art.
The marketing is where most artists miss the boat. They often feel that they do not need to engage in marketing or selling. Nothing sells without some very determined marketing effort.
This is not a complex book. It is written in very conversational style, easy to understand. It is written as a starter or basic guide to marketing your art. Jason is a gallery owner and therefore it is written from the perspective of a gallery owner.Read more ›
The single most useful bit of information I got out of both, and I learned this indirectly, is that until your work is selling at something in the vicinity of $1/sq in (and if you're going to argue about square-inch pricing, find another combatant), your work won't be attractive to a gallery owner in a major market. There's simply not enough money in the gallery's cut to make it worth their time to carry you. (The number of galleries I have seen close in minor markets who did not follow this rule of thumb is a form of proof, too.)
(Sculptors have a similar equation but as I'm not one right now, I didn't think theirs through.)
The rest of the book is useful and true art marketing stuff.
I can't speak to whether I could get a viewing by walking in with a portfolio. Given what I know today, I'm not going to try. Jason saved me a whole lotta misplaced planning and thinking by getting clear about the economics of gallery representation. There's a big wide world of art sales outside the gallery network, and I'm better off attending to that market than chasing galleries who can't afford to show my work.
I will be re-reading the sales concepts before every upcoming show. Just for those few pages, this book was totally worth it!
Most Recent Customer Reviews
Can't wait to get started on some of these ideas... Simple clear professional advice for artists looking for gallery representationPublished 1 month ago by Emma
The best book I have read on breaking into the art business, clearly outlining practical steps to become successful as an artist!Published 2 months ago by Russell RIcks
Good information, this is a very nice book about approaching galleries, it is all an owners opinion. I hope other owners have the same mind.Published 3 months ago by Masoud
This was a great book, which is why I gave it five stars.
However I have a bone to pick with this authors attitude toward artists, because of something he wrote in this... Read more
Finally! A book written for artists by an art dealer who obviously believes in "the power of partnering" as a generative means to success. Read morePublished 3 months ago by MMK
I keep reading this book over & over, a great guide for starting into the art business and gallery realm.Published 3 months ago by Anna Kincaid
For someone looking at selling art, this book was "inside information" from the gallery owner as to how to be successful in marketing your art. Read morePublished 3 months ago by John
That is, I don't like reading books too often.
When I do, it is to aid in some goal. And it generally takes me weeks to finish it. Read more