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"Starving" to Successful | The Fine Artist's Guide to Getting Into Galleries and Selling More Art [Kindle Edition]

J. Jason Horejs
4.7 out of 5 stars  See all reviews (69 customer reviews)

Print List Price: $24.95
Kindle Price: $9.99
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Book Description

Have you ever wondered if you have what it takes to show your work in galleries? Have you felt frustrated because you are unsure how to best approach galleries for representation? Do you know what you need to do to prepare your work, your portfolio, and yourself to make an effective approach?

Starving to Successful | The Fine Artist's Guide to Getting into Galleries and Selling More Art will answer these questions and many more as you prepare to increase your presence in the gallery market. Written by J. Jason Horejs, owner of Xanadu Gallery in Scottsdale, AZ, Starving to Successful will give you pragmatic advice and concrete, actionable steps you can begin implementing immediately to become more successful in marketing your work to galleries.

Gain insight into what a gallery owner is thinking as he or she reviews your portfolio. Understand why the most common approaches artists make to galleries are largely ineffective. Learn what most artists fail to do in preparing their work for sale.

Starving to Successful will change the way you look at the artist/gallery relationship, and will set your art career on a new path.

About the Author

Art flows through Xanadu Gallery owner J. Jason Horejs veins. Second generation in the art business, (Horejs father is a nationally recognized oil painter John Horejs) Horejs life has always been filled with art. Though not interested in pursuing a life as an artist, Horejs fell in love with the business side of art at an early age. At age 12, the future gallery owner was employed by his father building custom canvas stretchers.

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.


Editorial Reviews

About the Author

Art flows through Xanadu Gallery owner J. Jason Horejs veins. Second generation in the art business, (Horejs father is a nationally recognized oil painter John Horejs) Horejs life has always been filled with art. Though not interested in pursuing a life as an artist, Horejs fell in love with the business side of art at an early age. At age 12, the future gallery owner was employed by his father building custom canvas stretchers. 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.

Product Details

  • File Size: 229 KB
  • Print Length: 205 pages
  • Page Numbers Source ISBN: 0615568327
  • Publisher: RedDot Press; 1st edition (August 25, 2009)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B004UVQPMC
  • Text-to-Speech: Enabled
  • X-Ray:
  • Lending: Enabled
  • Amazon Best Sellers Rank: #43,039 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
52 of 53 people found the following review helpful
4.0 out of 5 stars A guide for commercial success February 7, 2010
Format:Paperback
Having spent a life time working with small businesses in the New Orleans area, I have worked with a number of "starving" artist. I have also worked with a few very successful artists.

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.
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23 of 23 people found the following review helpful
3.0 out of 5 stars For artists whose work will sell in galleries June 11, 2012
Format:Paperback
I bought this book after attending a live seminar delivered by Jason. Loved the class; wall-to-wall information, well-organized, well managed, excellent value overall. And the book is good, too, as far as I can tell.

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.
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14 of 14 people found the following review helpful
4.0 out of 5 stars changed my way of thinking July 1, 2010
Format:Paperback|Verified Purchase
While it is a very quick read, and follows almost verbatum the webinar/seminar content Jason did during the 2010smARTist teleconference, it really helps to "see" the print. I found the short section on selling your artwork to be very helpful. Yes, the concept is the same as I've read elsewhere, but the presentation manner was completely unique. I read the sales section the night before the last day of an art show that was not going well, and sold 2 pieces that day implementing the sales techniques Jason described. For me, it was eye-opening to hear about the sales experience from the perspective of a buyer - it's all bout what they want not what you want.
I will be re-reading the sales concepts before every upcoming show. Just for those few pages, this book was totally worth it!
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21 of 25 people found the following review helpful
5.0 out of 5 stars Finally, an Honest art marketing book! January 30, 2010
Format:Paperback|Verified Purchase
This is a very good book and should be read by anyone who aspires to sell their art through galleries. What makes this book superior to other 'art marketing' books is it is written from the perspective of the gallery. I'm a working professional artist (30+ years) and I've read all kinds of marketing books. Most of the information in 'general' marketing books does not apply because of the uniqueness of the art business. Furthermore, 'art marketing' books written by artists generally deal with what worked for them. "Starving to Successful" finally provides some insight and advice on what it's like from the gallery's perspective. If you wish to sell your art through galleries it's very important to know how the galleries think and what influences their decision-making process --this book provides that information. Contrary to the negative review posted, I have walked into galleries cold, gotten my portfolio reviewed, and got a show. What I appreciate most about this book is the author's honesty. The art world is brimming with B.S. but you won't find any in "Starving to Successful." Highly recommended!
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8 of 8 people found the following review helpful
5.0 out of 5 stars What they don't teach you in art classes. June 7, 2013
Format:Paperback|Verified Purchase
I have a BFA from a University. They NEVER discussed what is required to market and sell my art. I've taken private art lessons from several established artists, they NEVER discussed what is required to market and sell my art. The further I take my art career the more I have discovered that I need to spend more time considering how to market my work. This book is very well thought out and has given me a new perspective on the gallery side of selling my work. Thanks, Jason for the helpful book.
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Most Recent Customer Reviews
5.0 out of 5 stars invaluable
Written by a gallery owner, the information in this book is invaluable to any artist serious about their work. A quick read as well...I read it in a few hours.
Published 2 days ago by jill white
5.0 out of 5 stars Five Stars
Lots of good information from someone who knows what he is talking about.
Published 2 days ago by Pat R.
5.0 out of 5 stars EXCELLENT!!
The book is fantastic!! if you are trying to break into the art scene as an artist this is EXCELLENT!!
Published 5 days ago by Debora A. Yager
5.0 out of 5 stars A Helping Hand for Artists
I have bought two other books on marketing art and "Starving to Successful" has surpassed them in providing helpful information. Read more
Published 6 days ago by Enola M.
5.0 out of 5 stars they're amazing, too
THIS BOOK IS A MUST READ FOR EVERY ARTIST! It's chock full of information and oft overlooked possibilities in the art world. Read more
Published 12 days ago by Sallie Benton
5.0 out of 5 stars The Time is Now
Jason Horejs is cheering us on and making himself accessible as a gallery
owner and art enthusiast. Read more
Published 13 days ago by Cheyenne MacMasters
5.0 out of 5 stars How to become a professional artist...it's all right here
I have to say this book is helping me to become a better artist...very useful ideas that have the extensive experience of the author behind them.
Published 22 days ago by L. Phillips
5.0 out of 5 stars Great book of ideas!
Enjoyable read with lots of ideas on improving your art career. I highly recommend this book.
Published 23 days ago by Janet Knight
5.0 out of 5 stars excellent book!
Everything an aspiring artist needs to know to successfully obtain gallery representation.
Well organized and well written.
I highly recommend this book.
Published 27 days ago by Marcella Brennan
5.0 out of 5 stars Great info
Lots of great information in this book. It is an easy read and will be good to keep to review from time to time.
Published 1 month ago by Watercolor Lover
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More About the Author

Art flows through Xanadu Gallery owner J. Jason Horejs' veins. Second generation in the art business, (Horejs' father is a nationally recognized oil painter John Horejs) Horejs' life has always been filled with art. Though not interested in pursuing a life as an artist, Horejs fell in love with the business side of art at an early age. At age 12, the future gallery owner was employed by his father building custom canvas stretchers.

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.

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