How To Get Art From Painting For Sale In London?

By Author: Hannah
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To get your paintings for sale in London, you’ll need to approach the process strategically, combining art creation with business tactics to navigate the city’s competitive art market. Here’s a comprehensive guide on how to successfully get your artwork from your studio into the hands of buyers in London:

1. Develop Your Artistic Style

Before you start selling, it's essential to have a distinct and recognizable style. Buyers and galleries look for unique, high-quality work that sets you apart from others. This could be the subject matter, technique, or use of materials. Ensure your portfolio reflects your artistic identity, which makes it easier for collectors and art enthusiasts to associate you with a particular niche in the market.

• Tip: Consistency is key. Focus on a cohesive body of work that demonstrates your evolution as an artist and showcases your skills.

2. Research the London Art Scene

London is a global hub for art, from high-end galleries in Mayfair to emerging spaces in East London. Understanding the landscape can help you identify where your work might fit.

• High-end ...
... galleries: If your work is geared toward high-end collectors, explore traditional galleries in areas like Mayfair, home to some of the world’s most prestigious art galleries.
• Emerging artist spaces: East London, particularly Shoreditch and Hackney, are known for more experimental and edgy art. These areas feature galleries that focus on up-and-coming talent.
• Art fairs and markets: Regular art fairs, such as the Affordable Art Fair, or local markets like Brick Lane Market, can offer exposure for artists starting out.

Take time to visit galleries, exhibitions, and art fairs in London. Understand what sells, who the buyers are, and which galleries might be a good match for your style.

3. Build an Online Presence

In today’s art world, having an online presence is critical. A well-designed website or portfolio is your virtual gallery and should showcase your best work, provide information about you as an artist, and offer buyers a way to purchase your art.

• Website: Create a professional website where potential buyers can view your portfolio, read your artist statement, and learn about your background and process. Platforms like Wix, Squarespace, or WordPress can be used to build an attractive website.
• Social media: Use Instagram, Pinterest, and Facebook to regularly showcase your work. Instagram, in particular, is a vital platform for artists to reach new audiences. Be consistent in posting and engaging with your followers by sharing updates, stories, and behind-the-scenes content.
• Tip: Engage with the online art community by interacting with galleries, artists, and potential buyers. Comment, like, and follow accounts that align with your artistic vision. Networking through social media can lead to real-life opportunities.

4. Participate in Art Competitions and Open Calls

London offers numerous art competitions and open calls that provide an opportunity for exposure and validation from established art institutions.

• Notable competitions:
o BP Portrait Award at the National Portrait Gallery, which offers significant exposure and a large prize for portrait painters.
o Royal Academy Summer Exhibition, one of the world’s largest open submission exhibitions.
o Ashurst Emerging Artist Prize, which promotes emerging artists and gives winners an opportunity to exhibit in London.

Participating in these can not only provide a platform for your work but also help build your credentials as an artist. Even if you don’t win, being selected for an exhibition or shortlist can boost your profile.

5. Connect with London Galleries

Once you’ve honed your style and built a solid portfolio, it’s time to approach galleries. Keep in mind that London galleries are inundated with artist submissions, so you’ll need to stand out.

• Research and target specific galleries: Avoid sending blanket emails to all galleries. Instead, research galleries that align with your artistic vision. Look at their previous exhibitions, the type of artists they represent, and their reputation.
• Prepare a professional submission: Most galleries will ask for a portfolio (typically 8-10 images), a CV, and an artist statement. Tailor your submission to the gallery, emphasizing why your work fits their profile.
• Attend gallery events: Networking at gallery openings and events can be more effective than cold submissions. Building relationships with gallery directors and curators is crucial to getting your foot in the door. When attending events, make sure to follow up with the contacts you meet.

6. Sell Through Art Fairs and Exhibitions

Art fairs and exhibitions provide artists with the opportunity to meet buyers and collectors face-to-face. London has several art fairs tailored to different audiences:

• Affordable Art Fair: Held annually in Battersea and Hampstead, the Affordable Art Fair focuses on work priced under £6,000. It’s a great platform for emerging and mid-career artists to reach new buyers.
• The Other Art Fair: This fair is known for showcasing work by independent artists. It’s an excellent opportunity for those not yet represented by galleries to exhibit and sell their work.
• London Art Fair: A more high-end fair, this one attracts serious collectors. It can be a great platform if your work is more established.
Exhibiting at art fairs requires an upfront investment, as you’ll typically need to rent a booth. However, it offers direct access to buyers, gallery owners, and curators, and the potential for media coverage.

7. Collaborate with Local Businesses and Spaces

If you’re struggling to get your work into traditional galleries, consider alternative spaces. London is filled with cafes, restaurants, and shops that display and sell local artwork. This can be a great way to gain exposure and start selling your work.

• Pop-up exhibitions: Collaborate with other artists or local businesses to organize pop-up exhibitions. Pop-ups are becoming increasingly popular, especially in trendy areas like Shoreditch and Camden.
• Corporate collaborations: Corporate offices and coworking spaces like WeWork often seek artwork for their walls. These can be profitable partnerships, as businesses might be looking for rotating collections.

8. Leverage Online Art Marketplaces

In addition to physical sales, online platforms can help you reach a global audience. Some popular platforms for selling artwork include:

• Saatchi Art: One of the largest online art galleries that allows artists to create profiles and sell directly to buyers worldwide.
• Etsy: Known for handmade goods, Etsy also has a large community of artists selling original works, prints, and other art-related products.
• Artfinder: A curated platform where artists can sell original artwork to buyers globally.

These platforms offer an easy way to start selling without the overhead costs of gallery representation. However, competition can be stiff, so it’s important to continuously market yourself.

9. Network with Art Collectors

Building relationships with collectors is crucial to your long-term success. Many artists find patrons who support them throughout their careers, offering a reliable stream of sales and commissions.

• Join art collector groups: London has many collector clubs and organizations, such as The Arts Club or Artangel, that host events and provide opportunities for artists to connect with potential buyers.
• Host studio visits: Invite collectors, curators, and critics to your studio for private viewings of your work. This personal interaction can help forge deeper connections and lead to sales.
• Tip: Follow up with potential buyers after exhibitions or fairs. Even if they didn’t purchase at the time, staying in touch might lead to a future sale.

10. Consider Art Representation
Eventually, you might want to seek gallery representation or an art agent. Having representation can help you focus on creating while leaving the sales and promotion to professionals.

• Gallery representation: Galleries offer visibility and can help manage the business side of art, including pricing and contracts. However, they typically take a commission (often 40%-50% of the sale price). Be selective when choosing a gallery to ensure it’s the right fit.
• Art consultants or agents: If you’re more comfortable handling your own sales, an art consultant or agent can offer advice on pricing, selling, and marketing your work. They usually work on a commission basis but may offer more flexibility than galleries.

11. Create Limited Editions or Prints
To make your art more accessible, consider creating limited editions or prints. This strategy allows collectors with varying budgets to purchase your work, increasing your audience.

• Giclée prints: High-quality fine art prints can be sold at a fraction of the price of an original work, making your art more affordable to a broader audience.
• Limited edition runs: Creating a limited number of prints increases exclusivity, making them more attractive to collectors.

12. Price Your Artwork Effectively

One of the trickiest parts of selling art is setting the right price. Pricing too high can alienate buyers, while pricing too low can devalue your work. Consider factors such as:

• Your experience level: Emerging artists should price their work lower to attract buyers, while established artists can command higher prices.
• Size and materials: Larger works or those created with expensive materials can be priced higher.
• Market comparison: Research the pricing of similar artists in London’s market to ensure your prices are competitive.

Conclusion

Getting your paintings for sale in London requires a blend of talent, strategy, and persistence. By developing your unique artistic style, building your network, and utilizing both physical and online platforms, you can position yourself for success in London’s competitive art market. Keep in mind that success doesn’t happen overnight, but with a consistent effort and a proactive approach, you’ll increase your chances of making your mark in this vibrant city.

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