Art critic Paddy Johnson addresses the common dilemma faced by unrepresented artists regarding the necessity of attending major art fairs. While acknowledging that fairs can be physically exhausting and prohibitively expensive, Johnson argues that their true value lies in strategic information gathering and long-term career planning rather than immediate sales or representation.
Art Problems: How Do I Get Gallery Representation?
Paddy Johnson, in a Hyperallergic advice column, demystifies the process for artists seeking gallery representation. She explains that galleries primarily seek artists with proven sales records to mitigate their own high financial risks, such as exorbitant rent and operational costs. Johnson advises artists to build this track record independently by selling work themselves or securing spots in low-pressure group shows, then aggressively promoting those exhibitions to demonstrate market potential to dealers.