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Ach, I'm still buzzing off this. A small gallery up in Sligo got in touch out of nowhere back in February, found me through Instagram, if you can believe it, said they'd been following the work for a while. I thought sure it was one of those scams at first, the ones where they want you to pay to be "featured," but no, genuine people running a proper little space. Sent them a dozen prints this morning, all matted and packed proper. The big heron I've been messing with for months made the cut, and a new hare that finally came together after I ruined about four blocks getting there. Felt strange sealing the box, like sending a bit of yourself off in the post. But good strange. Never had a gallery come to me before. Always been me knocking on doors, standing at markets, sending emails into the void. Nice to be on the other end of it for once. Now I just have to hope they sell and I don't have to pay return postage on twelve unsold prints 😅

okay real talk, cold emailing galleries. do you actually do it? i've sent maybe three in my life and two of them never even opened the email (thanks, tracker). the one that did open it never replied lol. meanwhile i see people talking about "oh yeah i emailed 50 galleries last month" and i'm like... who ARE you. are you real. teach me your ways. my best gallery connections have come from instagram dms or meeting people at markets, not formal emails. maybe that's the way? or maybe i'm just bad at emails. what's your ratio? do you cold email and get replies or is it mostly a waste of time?

okay so I emailed a gallery a few months back with a little portfolio, and they actually got back to me (!) and wanted to meet. I was so excited. Then the owner spent the whole meeting talking about "the market" and what "sells in this area" and finally asked if I could, quote, "brighten up my palette a little" because watercolor in muted tones reads "sad" apparently. I didn't walk. I should've walked. I did a whole sample piece in bright happy colors and she never even replied after that. 😭 honestly kind of glad but also what a waste of a weekend. so what's the red flag you saw on the way in and ignored anyway? or the one that made you turn around immediately? I feel like we all have at least one of these.

mine was a disaster at first: I cold-emailed a small gallery in Ruzafa with photos so bad you could barely see the glaze, and they ghosted me for four months. then a friend dragged me to an opening, I brought one piece in a tote bag like an idiot, and the owner actually liked it. still not sure if it was the work or just that I showed up in person. so tell me the real story: how did your first gallery say yes? cold email, walk-in, a friend's intro, a market where someone spotted you? and did it feel like luck or like you actually did something?

I'll go first, so nobody has to be the brave one. A gallery in a town I won't name took six of my paintings on consignment. The contract was one page. One page is already a flag, I know, but I wanted it. Then came the emails asking me to reduce my prices "for the local market," then the suggestion that I might paint a few smaller, more "giftable" pieces. I said yes to all of it. Two years, one sale, and I got the work back with a scratch across the face of the best one. Mine was a one-page contract and a gallery that wanted to negotiate my prices. What was yours? The thing that made your stomach drop but you signed anyway because they said yes, and yes is rare.

Right, so I'll go first and make a holy show of meself. The best one I ever got wasn't a gallery at all in the fancy sense. It was the back room of a cafe in Kinvara that hung local work, and I got it because the woman who ran it bought a print off me at the Saturday market, then asked did I have more. That was it. No submission, no portfolio, no covering letter. She liked the hare, I brought a box of them in the following Tuesday, and they were up on the wall by closing. Two years of standing at that market with damp hands and a folding table did more for me than every email I ever sent to a place with a glass front door. So that's mine. The tiny spot that took a chance on you before anyone with a proper name over the door did. Where was it, and how did you two find each other? Was it a market, a pub, a friend of a friend, a shop that just had a bit of wall going spare? Asking because I keep meeting young makers who think the only real start is the big white room, and I want to be able to point them at twenty other doors instead.

So I've been full-time for eight months now which means I've been doing all the "okay so I guess I have to market myself" stuff that nobody prepares you for in art school lol. And the thing that actually worked, the thing that got me my first real gallery relationship, was the most humiliating process ever. I spent a weekend sending 40 cold emails. Like, proper ones, with images and links and a real bio. And I got one reply. ONE. And honestly for like two days I was so embarrassed I almost didn't open it because I assumed it was a no too. But it was a yes. A small gallery in a city I'd never been to, but they liked my work and wanted to talk. That one yes turned into a group show, which turned into two commission requests from people who saw the show, which turned into enough money to pay rent for three months without panic-ordering takeout. Anyway I'm not saying cold emailing is the secret sauce, mostly it's just brutal lol. But I think sometimes we hear about the one reply and not the 39 silences. So here's my question I guess: what's the thing you tried that felt stupid or embarrassing or like it wasn't working, and then it kind of... did?

So I'll tell you what happened and you can decide if I'm codding myself. Start of the summer I got sick of the whole rigmarole. The Facebook page was at me every day, "boost this", "your reach is down", and I was spending a solid hour a night liking other people's posts so they'd like mine back. Feels like being back at school doing favours for lads who'd still not sit beside you at lunch. So I just stopped. Six weeks. Didn't delete it, just left it there like a shed you don't open. Two things came out of it. First, nothing happened. No cliff, no fall off a ledge, the exact same trickle of sales as before. Which tells me the hour a night was doing absolutely nothing except making me feel busy. Second, and this is the bit I can't fully explain. I stuck a wee sign on the table at the Saturday market in Galway. Just a laminated card, "if you'd like to hear when there's a new print, write your email here". Real pen, real paper, and I stand there like an eejit with a clipboard. Went from 61 names to 128 over the six weeks. I think people are just tired. They'll give you their email when you ask them face to face and there's a crayon involved for the small one, but they won't click a link you put under a photo of a heron. I've gone back on the page now, but it's down to one post a week and I don't read the comments on the boosted ones anymore because there's no speaking to them. Anyone else find the thing you were most afraid to stop doing was the thing doing the least?

still mad about this years later. small gallery, decent space, said they loved my work. then the email came, they wanted me to pay for the opening drinks, pay for the printed invites, "cover my share of the marketing." i was young and almost said yes. what's the wildest thing a gallery has asked you to pay for? the one that made you laugh and hang up? i need to know i'm not the only one who almost fell for it.

The price of a 5-colour screenprint of mine sat at 120 euro for over three years. Not because I did the maths and it came out at 120. Because 120 was the first number I said out loud to someone at a group show in Kreuzberg and after that it felt like a fact about the work. Meanwhile each impression takes me about forty minutes of actual printing, plus the screens, plus the paper which is Fabriano and not cheap, plus the ones I ruin. If I count properly it was maybe 110 euro of my time per print before anything goes wrong. So I was charging people roughly the cost of the paper and a coffee. In January I changed it to 190. I wrote the new price in the spreadsheet, told the two galleries, and waited for the small humiliating email. Nothing happened. One person bought two instead of one. That is the part that disturbs me more than the money. I think what was actually keeping the price down was not the market. It was me deciding in advance that the work was worth less than what I was asking, and then politely making sure everyone else agreed. Which is its own kind of conceptual problem, and not the interesting one I wanted to be working on. Still haven't raised the etchings. Those are at 260 and I know they should be 340 and I have the email drafted. It's been in the drafts since February.

Naja. Not the question, the fact that I answered. He bought a piece in 2019, a mid-size one, and wrote to ask what brushes I use on the top scraped layers. It was a good question, actually. I told him: a palette knife mostly, and a wide flat worn down to nothing, the kind you should throw away and don't. Then I wrote four more paragraphs. Twelve emails back and forth over two days. He was genuinely interested. I used to think this was the marketing. Give people the inside of the process and they come to the work already halfway in. Maybe. But I've noticed the ones who ask the technical questions almost never buy again. The ones who write one line, "I keep looking at it," they come back. I don't know what to do with that. Anyway the deadline for the November show is real now and I'm at the stage where I've scraped back the third canvas twice and the underpainting is starting to go grey and dead. That's the stage. Nobody emails about that part.

The older I get the more I think I've done this all wrong. When I was young and hungry I would walk into a gallery in Lyon with paintings under my arm, no appointment, nothing. Half the time nobody even looked at them. The other half I got a card and a promise that went nowhere. These days I send an email with three or four images, clean and simple, and I wait. It feels more respectful. But I also wonder if the walk-in shows something the email can't, audacity, nerve, that you actually exist in a body and your work has weight to it. I landed my first real gallery because the owner saw me set up painting the market on a Tuesday morning. Not the work, the process. She came over. So what do you do? Knock on the door with a portfolio, or fire off the email and hope? And has either actually worked for you, or is it all luck either way?

A man I've sold three paintings to over the years, nice enough, serious collection, comes to the studio, emails me last month. He wants two new pieces, both around 80x60cm. He asks if I can "do something" on the price since he's taking two at once. I said no. Politely but directly. I explained that my price is the price because of what goes into it, not because I'm guessing what the market will bear. Buying two doesn't make the painting easier to paint. He wrote back the same day, a bit cool, said he understood. I haven't heard from him since. Maybe I lost a client, maybe he's just busy. What I keep thinking about is how uncomfortable that moment was, the feeling that I was being rude by not playing the game. In France especially, people negotiate on everything. But I don't want my work to be something you bargain over like a carpet in a souk. The price says what the work is. If I bend, I'm saying it wasn't really that price to begin with. Still. The silence makes you wonder.

So I got my first (small, tiny, one wall) gallery show in the dumbest way. I was carrying a box of three of my wonky vessels across town for a market, they were rattling and I was sure two were cracked, and I stopped for a coffee on the way. Owner of a little space next door sees me, asks what's in the box. Next thing I'm showing him one on the floor of his cafe. He put them on a wall for a month and sold one. No email, no portfolio, no nothing. I keep wondering if that's normal or if I just got lucky with a man who likes coffee and ugly ceramics. So tell me, how did you actually land your first gallery? Cold email, walk in with the work under your arm, a friend hooked you up, an open call you almost missed? And did it go anywhere after or was it a one-time thing? I want the real story, not the polite version.

Not the collectors, not the buyers. The gallerist. Two weeks after I sent the new list, an email that had begun "Lukas, I have something exciting for you" became "let me think about the timing." I had expected pushback from the buyers. There was none. The three works that sold this spring went at the new numbers without a single negotiation, and one of them was to someone who had asked about the price in 2019 and gone quiet. So it was not the market that flinched. It was the person whose cut got smaller in relative terms, because a 30% raise on my side does not lift his commission in the same proportion he was used to. I am not sure what to do with this. I spent fifteen years being told the price is a signal, that cheap work reads as unserious, and mostly I believed it and still could not bring myself to charge it. Now I did, and the consequence is not more buyers or fewer buyers. It is a quieter phone. The studio does not care either way. I am working on three panels, 180 by 140, cold wax over a red ground, and the scraping back is going badly.

I run a small letter, once a month, and about a year ago I stopped sending it to the whole list. Now roughly half of it goes out in the post, printed on the same paper stock I use for my study sheets, folded, hand addressed. It costs me a fortune in postage and an afternoon I could spend painting. The reply rate is around thirty percent. The email version gets maybe two percent. What those replies actually contain: a woman in Devon asking what blue I use in the shadows of white flowers, a retired pharmacist who noticed I'd labelled a specimen with the wrong collection date, a teacher who wanted the whole letter in the classroom. None of that happens by email. Email replies are "lovely, thank you." The envelope gets a letter back. The part I did not expect is what it does to my teaching. Everyone tells you to grow the list, run the free download, build the funnel. I did the arithmetic and it says the opposite. Four hundred people who open an envelope are worth more than four thousand who open a tab, and I cannot explain that to anyone selling me a course on audience growth. I am not recommending this. It is expensive, it does not scale, and I am fairly sure it will never make me a name people recognise at a market stall. I just know which version of my work is actually reaching someone, and it is the one with a stamp on it.

i sent a bunch of portfolios out last autumn and about half just… disappeared into the void. no reply, no nothing. one gallery i really wanted i emailed twice, three months apart, nothing. i convinced myself they hated it, threw the pots away, told everyone about the weird spanish kid who sent them photos of wonky clay faces. but then i ran into the owner at a market totally by accident, she was super nice, said she'd been meaning to write back and got buried. i sent a follow up the next day and got a studio visit out of it. so now i'm like, was i stupid for not following up sooner? is two emails desperate or normal? what do you do when a gallery ghosts? send another? take the hint? bring an offering of tiny pots as a peace treaty?

Not a growth tactic, more a survival measure. For years I answered everything the day it arrived, and the day it arrived was usually a morning I had planned to work. One email about a group show in Antwerp and the whole morning gone, because after answering I am no longer in the painting, I am in the correspondence about the painting. So since March I answer on Tuesdays. Everything. Piles up, I read them Tuesday morning with coffee, answer in one go, and the rest of the week the studio door is shut properly. What surprised me: the fairs and the institutions do not care. They wait a week. Two commercial galleries dropped me off their list of people to ask for things, which honestly I count as a gain. One collector I have known for eleven years wrote back after nine days and said it was a relief, he had assumed he was the only one drowning. The thing it did not fix: the actual selling. Being unavailable makes you slightly more interesting to some people and simply absent to others, and the others are the ones with the money in the room. I have not solved that and I am not pretending the calendar solved it for me. But I have had eight uninterrupted weeks in the studio since March, which is more than the whole of last year, and the work is better for it. That is the whole of my marketing strategy at the moment. A closed door on Wednesdays.

ok so I want to hear the real stories, not the polished ones. mine: I got my first "gallery" because I was doing a market in Ruzafa, a woman bought two small vessels, and three weeks later she messaged me saying she ran a space and wanted to show my stuff. I said yes before I even googled her. Turned out it was a bar with one wall and a very good wine list. Sold nothing. But I learned how to hang a show in one afternoon and I still say "my first exhibition" about it, so. how did yours actually happen? cold email, walk in with a box of work, someone's cousin, a group show you almost didn't apply to? and was it a real gallery or a bar with a wall? honest answers only

Three weekends ago I paid 60 for a table at a flea market out past the highway. Two folding chairs, no tent, sun in my eyes until noon. Sold 210. Two small pieces and a stack of prints. If I count the hours and the framing I lost money. Badly. But here's the thing nobody says in the pricing threads. I got four conversations that mattered more than the sales. A woman stood in front of one piece for probably ten minutes and then told me about her mother's house, which is the whole reason I make anything. Another guy took my card and emailed me Tuesday, wants to see the bigger work. That's not a lead from a reel, that's a person who touched the actual surface. Online I get 40 likes and nothing. In person I get one person who really looks. The part that stings is that it's not scalable. I can't do this every weekend, my back won't take it and it eats the studio time. I keep looking for a version of this that lives on a screen and I can't find one. Everything that actually reaches somebody seems to cost me a Saturday and a sunburn. Anyway I'm doing it again next month. If you've done the table thing, what actually sells for you, prints or the real stuff. I haven't figured out the ratio and I'm pricing blind.