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"Starving" to Successful: The Fine Artist's Guide to Getting Into Galleries and Selling More Art, by J. Jason Horejs
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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.
- Sales Rank: #238806 in Books
- Published on: 2009-08-15
- Original language: English
- Number of items: 1
- Dimensions: 8.50" h x .46" w x 5.50" l, .53 pounds
- Binding: Paperback
- 204 pages
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.
Most helpful customer reviews
71 of 73 people found the following review helpful.
A guide for commercial success
By John Chancellor
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.
From the successful artists I have worked with, gallery representation is imperative. It gives you credibility.
There are no well guarded secrets to getting represented by a gallery. The lessons are very fundamental marketing. You must find a gallery that suits your product - subject matter, medium, price and clientele.
The value of this book is not in learning some new secret. It is in having a step by step method to follow. You will not make one more sale or get one more gallery to represent you by reading this book. Only by implementing the actions laid out in the book can you expect to gain the benefits.
It is easy to say there is nothing new or different in this book. Or that the advice in the book will not work for your city/market/style. Where is the profit in taking that attitude? Jason is giving some very good, solid tips. The key is to adapt them to your city/market/style.
If you are not currently making the money you want and/or think you deserve from your art, you owe it to yourself to read and take action on the points outlined in this book.
As Jason mentions, you will probably not find instant success. It takes time and work. You must have persistence if you wish to be successful. Read and implement, find what works for you, adjust, keep trying. If you stick with these suggestions, you will dramatically improve your results.
42 of 42 people found the following review helpful.
For artists whose work will sell in galleries
By Karen Tiede
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.
12 of 12 people found the following review helpful.
What they don't teach you in art classes.
By inkboyjr
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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