Being a working artist, the money is uncertain, hard to come by and for a lot of creatives, nonexistent. “Starving artist’ is a understood phrase for this very reason.
Whitespace is a contemporary gallery off of Edgewood Avenue that seeks to foster an immersive environment of free expression and dialogue. One of the most coveted goals for a struggling artist is to get their work up in a gallery. Susan Bridges, the director and owner of Atlanta’s Whitespace art gallery, offers guidance and a reality check.
According to their mission statement, “Whitespace and the artists it houses continue to inspire all who attend through thoughtful examinations of the world around us, allowing viewers a new mode of seeing beyond meaning.”
If the artist strokes luck with their paintings, photography, art installations or sculptures being allowed into a gallery exhibition, than the profits depend. Gallery representation usually is a copasetic process, with earnings being shared amongst the artist and the gallery.
Choosing a life as an artist is a difficult one. With galleries saying no and fighting for a yes, making your work as an important as any other career is difficult.
While money can be made, it’s still not enough for most. “First the artist has to have passion for their work, it needs to be as important as eating,” Bridges said. “Secondly, he had better think about a day job that will not suck the life out of him so that he can continue to make work. Many artists lose their desire to work after three or four years.”
Some artists, no matter how much they love their art, are not built for the life of uncertainty. Some drift into more of a structured field, like design. “Design takes an educated eye so even if you aren’t making work then you are doing something creative,” Bridges said. “Maybe art will become a hobby not a vocation. Not everyone is going to MOMA.”
APPROACHING AN ART GALLERY (sidebar)
The way an artist is allowed into Whitespace isn’t as complicated as it is a moment of serendipity.
1 Test the waters with previous work –
Before you start with a well established gallery, begin in smaller circles and build up a presence. “An artist is either recommended to me or I have seen previous work during a group show, etc. Sometimes, an artist will approach me by cold calling. This is usually not good,” Bridges said. “I respond to art on an emotional level which is not always best if you are trying to make a living in the dog eat dog art world. I cannot consider work that I don’t respond to in a visceral way.”
2 Don’t let that dissuade you from trying –
Just because something is hard doesn’t mean it won’t have a pay off in the end. “If I see work that I like and I think the artist is credible then I will give them a chance,” Bridges said. “I have a project room for other artists as well. It’s a good mechanism for testing the audience.”
3 Have a relationship with the community –
Instead of focusing solely on your work, establish a presence in the art community. Go to art galleries, introduce yourself to fellow artists, the director and feel inspired by the collective. “If I think we can work together beneficially, I will schedule an exhibition in the gallery,” Bridges said.
FIGHT PESSIMISM (sidebar)
You are working, you are looking for stability and you have no idea what to do. Bridges has tips to better your quality of life and mind.
1 Share work for free –
Pride may keep you from giving away art for free, but that’s the best way to get peoples attention. “After graduation, I would advise young artists to find as many group shows as possible,” Bridges said. “Just get out there and put the work up. Someone will see it and maybe that someone will buy it.”
2 Stay motivated
Even if you are feeling down about your direction, the best thing an artist can do is continue to make. “It’s hard to make work when no one is standing over you to do so,” Bridges said.
3 Still try getting work accepted –
“For the dedicated artist, just stay the course,” Bridges said. “It’s best if you can find a gallery who can take on the work. Galleries are important as we have contacts, working relationships with collectors and many people in many locations.”
4 Advertise online
For artists who are internet savvy, share artwork on Tumblr, social media or offer it for a price on sites such as Etsy. It’s a different and effective avenue to get your work noticed.
