There are thousands of artists practising in the UK, all vying for opportunities to show in the same exhibition spaces and applying to the same funding sources. This page suggests some ways to differentiate yourself from the rest.
For more information about creating your own portfolio, see the Art Support website at www.art-support.com/portfolio.htm and the Artquest listings for portfolio presentation.
If you are a filmmaker looking for help on distributing your own films, see the LUX website's Distribution Guide.
Generally speaking, if you supply galleries with good documentation (usually slides) and a well thought out CV and information pack, your success rate in finding exhibitions could be as high as 1 in 10. The most important thing when approaching galleries is to presents your work professionally. Galleries have come to expect a high standard of submissions: don't expect results by simply sending out an envelope full of slides anymore. It's easy to forget that you aren't talking to another artists when you go to a gallery, you are talking to a businessperson.
Most galleries have a definite house style or policy regarding what type of artwork they are interested in, and it is a good idea to research this carefully to save time and money and avoid cutting off avenues of future opportunity.
If you send work or slides, it is a good idea to have a form prepared which lists the work that is being left with the gallery and make two copies - one for yourself and the other for their records.
Some artists find it beneficial to use a visitors' signing-in book to build up a mailing list, and also to get their email addresses for a far cheaper way of mass mailing. Remember, that under the new Data Protection Act, businesses have to let people know what they intend to use contact details for. See their website for more information at www.informationcommissioner.gov.uk.
It is possible to get local or national sponsorship for private views and other events where catering or entertaining might otherwise be expensive. Local businesses (e.g. wine merchants or suppliers, cafes, restaurants etc) might supply wine or food in return for a mention on your invites, posters and press releases. Be sure to always tell the gallery what you are planning to do in terms of marketing, carefully checking your contract, as this may be compulsory.
You might find it useful to find good Internet representation and to join a studio group. Most studio groups have a notice board of opportunities, and member artists could pool their resources and put on group shows, taking advantage of each others contacts and networks. Studio groups often have lead artists that motivate others to take part in shows and generate press and buyer interest. It is also important to apply for just about everything going - certainly everything you are eligible for. Consider every opportunity that is given to you and keep on applying even if you are persistently turned down.
One of the most effective ways to let people know about an exhibition can be to send out press releases to local and national press (mainstream and arts specific) with an image/images. Many national and local arts magazines include listings for free and you can invariably get a larger piece written about the work if you approach them professionally and really sell yourself. If you are doing a large mail out and can't afford to get loads of slides made then choose your best piece in the exhibition, photograph it and get good colour photocopies. Include one after each biography to make a three-page information release and always follow up with a phone call.
There can be some good opportunities for artists to sell or rent their work to corporations. Although the security concerns of many companies mean the audience will be limited in size, work in a corporate collection gives an artist exposure to a fair cross-section of society. This exposure and awareness may be enhanced where there are opportunities for artists to go in and talk about their work to staff, and may even result in more sales. As a first step, it does no harm to contact the corporate affairs and human resources departments of companies as well as the facilities managers. Architects and designers often influence the choice of art, and for many companies art consultants play a key role in the selection of art and development of an art programme. Artists should therefore ensure that their work is represented in art consultants' visual information systems, as well as in the national Axis art register (see www.axisweb.org). Works should always be well photographed and made available in digital format too for email, CD and website usage, since more and more companies are using digital visual sources to make initial selections of works of art and artists to commission. There is a strong move towards the integration of art into the design of new buildings, and this can often lead to opportunities for site-specific commissions, even if the company concerned is not going to build up a more extensive art collection.