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DO THIS: ASK A LOT OF QUESTIONS (OPPORTUNITY OR TIME WASTER?)

from the Do This! e-newsletter
January 6, 2003

How do you know when an opportunity is too good to pass up or is something that you should let pass you by? Of course, there are no guarantees, but you have to ask a lot of questions without allowing yourself to be intimidated by the person presenting the opportunity. Empower yourself by finding answers. 

For the sake of brevity, I am going to use one example: the juried exhibition. How do you know whether or not it is worth your effort to enter a juried exhibition? Here are some questions you can ask (add/delete for situations other than a juried exhibition): 

Ask yourself:

What do you expect to gain from being accepted into this exhibit? What is the best possible outcome? What is acceptable? And what is the worst possible outcome? Do you have a “hole” in your resume that might be filled by this exhibit—such as showing in another city, state or region? Do you have friends or family in the area that you could invite?  

How much of your time will it take to enter? How much of your time will it take if your work is accepted? And what are the costs? Can you afford the cost (entry fee, shipping, framing, etc.)? Is it in your budget? Would your time and money be better spent if devoted to another opportunity, even if you have to make one of your own? 

Does your work fit in with the curator’s or juror’s aesthetic (or guidelines for the show)? Have you outgrown this exhibit? (Are you better established than most of the others who will enter?) 

Ask others: 

What is the reputation of the originator? Are they buying advertisements? Will they put out press releases? Can they show you press clippings that have been generated from this exhibit in the past? Will they produce a catalogue or brochure to document the show? Realize that sometimes exhibitions are organized just to fill empty space. 

Is there someone on site to facilitate sales? Are there trained sales people? Or would it be difficult for a potential buyer to purchase? Are prices posted or are they available at a desk? An accredited museum should not post prices, but most art centers and other gallery spaces have prices in clear sight. (Just because prices aren’t posted doesn’t mean it isn’t worth your effort. The prestige of showing at a certain location may be more valuable at a certain point in your career.) 

How much money has come from sales in the past (from this or comparable exhibitions)? What is the percentage of accepted entries (a high number isn’t always good!). 

Is there adequate security? Do they cover insurance? Who will pack/unpack the artwork? Is the personnel trained to handle art? 

Who is the juror or curator? Are there awards and prize money? What is the attendance for this exhibit? What are the figures for the space for the rest of the year? 

I realize you may not be able to get answers to all of these questions and, indeed, you might be considered an irritant if you ask every one of them. Pick the questions that you are most concerned about and ask away!

You aren’t entitled to answers until you ask the questions. You owe it to yourself to invest your time and money where it will do you the most good.

Print out the above questions and keep them in your calendar or in a “task” folder. Before you commit to anything, decide what answers are most crucial and ask the right questions. Come up with your own criteria for submitting to exhibitions and galleries; paying for space on an online or commercial gallery; committing to coffee houses or fundraising auctions; applying for a grant; teaching a class, doing a demonstration, or lecturing; writing an article . . .

Look at these two classes for more information: 
Choosing the Right Career Path
Setting Up Your Art Business

Read the current issue of the Do This! e-newsletter.