Tag: selling paintings

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Gallery representation

Inception, Casey Cheuvront, 24X48, courtesy of the artist.

Arizona artist Casey Cheuvront has no flies on her when it comes to selling her work. She kindly agreed to answer some questions:

How long have you had gallery representation?

If you are counting co-ops or vanity galleries, about 6 years. This has been a game of musical chairs for me, with some being seasonal and some going out of business. Others I left because I did not like the fit. Currently I am in the Sedona Arts Center Fine Art Gallery and Legends of the West, Santa Fe. I hope to be in both for some time to come. I was in a local co-op but the service commitment, the gallery rules, the lack of traffic and other factors made me feel it was not a good fit for me.

Desert Skies, Casey Cheuvront, 18 x 12, courtesy of the artist.

How have you sought gallery representation? Have they approached you? Cold calling on your part? Through an event?

Yes, yes, and yes. One gallery responded to a congratulations I sent by inviting me to submit. Another invited me after a couple of plein air events; they’ve been a strong seller for me since. A third solicited me. I cold-called a fourth on the recommendation of another artist friend showing there; so far, no dice.

What do you think makes for a good gallerist?

A combination of open-mindedness, discretion, strong curation skills, sales skills, marketing skills, professionalism (that is crucial) and knowing her market.

What do you look for in your own paintings when you pitch them?

First, is it a good painting? Would I hang it in my home? Is it my best effort? Could it be better? Is it nicely presented (framing etc.)? Is it priced reasonably? (I don’t mean cheap; I mean, is the pricing in keeping with my other works and what’s currently showing there.) Is it in keeping with the overall style already in the gallery? Does it ‘fit’? e.g. I would not offer seascapes in Sedona or Santa Fe; and I probably wouldn’t try to sell cactus landscapes in Maine!

The Great Escape, Casey Cheuvront, 10X10, courtesy of the artist.

What does your presentation packet look like?

Everything I have is digital. I used to have a folder full of expensively-photographed, 4×6 or 5×7 prints, but that ship has sailed. I have a website which I work hard to keep current, a decent bio, a list of accomplishments (shows, awards, judging, workshops, demos, etc.) and of course I keep a file of recent available works which I can send out or put on a thumb drive quickly. “Go digital or go home” is the thing these days. I also always keep business cards with me (you never know) even when painting in the field.

How do you massage your social-media presence to support your galleries?

I have a strong following on Facebook, a lesser one on Instagram. If I have, say, a featured-artist showing or something I of course promote that through social media. When I send a piece to a gallery, I’ll share that. I keep my gallery list current on the website and send newsletter announcements periodically.

Almost Home, Casey Cheuvront, 6X12, courtesy of the artist.

Do you ever pull the plug on galleries? If so, why?

I have done that four times. In one case it was bad communication on the owners’ part, and being treated as a second-class citizen by her store personnel. In another case a co-op owner simply could not deliver the goods; the gallery was mismanaged from day one, promises were not kept, and though I admired her presentation I found the execution sorely lacking. A local art league had a gallery and while I sold OK there, one artist treated the establishment as her personal gallery. No one else was allowed to work or demo while she was there, which made the mandatory work days a real drag. The last co-op I left because I felt it was just not a good fit; while a couple of artists had pricing like mine, I noticed big, inexpensive, bright/splashy pieces selling (including one I pulled when I left) and thought they would do better with another artist in that space. I’m happy to report they are doing ok, have expanded their space, and have a huge roster of artists there.

Co-op/vanity galleries make rent on selling wall space, so they tend to be really crowded, and often there’s no real oversight on who’s in and who’s not as long as they have a checkbook. Certainly, that’s not true everywhere, and there are some great co-ops around. I have a friend who’s been in one in Northern California for many years and sells a bundle; she’s shared some of the work there and it’s all top notch.

I’d rather be the new kid in a great gallery and hang with people who are really good, than the best in town in a gallery showing moderate-to-mediocre work.

My 2024 workshops:

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Monday Morning Art School: What sells?

Hall’s Market, 16×20 oil on linen, Björn Runquist

I have a tome somewhere that ‘proves’ that blue landscapes are the buying public’s favorite. Apparently, they weren’t the only social scientists who addressed the question. “Some Russian consortium declared after ‘much study’ that a 12×16 with a water view, a dog and something red will outsell all others,” Björn Runquist told me. “How’s that for precision?”

Natalia Andreeva read the exact opposite thing. “When I was a student and read way more books, one of them said that people do not like blue paintings; green or red are the colors to go with. Most importantly the work should carry a positive cheerful message. Any grim or highly-edgy subject is good for being noticed but not for selling.”

In Light, 14X18, oil on linen, Natalia Andreeva

I asked ChatGPT, which told me that neutrals and earth tones are popular. That’s so last year. So, I moved on and asked a group of professional artists what, in their experience, sells. I’ve edited their responses for length.

Day’s End in a New Season, 24×36, oil on canvas, Colin Page

Colin Page: Some galleries tell me rules for what subjects they think don’t sell: snow scenes, boats out of the water, paintings with too much yellow. I suppose landscapes/seascapes have the broadest appeal, but I don’t find it matters for sales potential if the painting is good enough.

Churchy, 6X6, oil on canvas, Bobbi Heath

Bobbi Heath: It must have meaning for them. Thus, the popularity of pet portraits. Since I mostly sell landscapes, and usually the sun shines in my paintings, I buy the hypothesis about blue. But maybe it’s really about sky and water. My most popular paintings are of boats. But boats are close to my heart, so perhaps I paint them with more feeling.

Sage, 12X16, multimedia, Ryan Kohler

Ryan Kohler: I have subjects to paint that are in my wheelhouse, almost like bread-and-butter images: boots, boats, NYC, landscape, architecture, and critters. But then there are my ‘fun’ categories too that don’t really sell well (or at all) but I still love doing.

On top of trying to navigate those murky waters, I also have the added non-benefit of switching mediums regularly. I’ve sold plenty of paintings throughout all phases. I don’t think that many folks walk into a gallery looking for an acrylic painting, or a watercolor, or a linocut print. I think they head into a gallery looking for work that speaks to them. It’s probably more about wonder and excitement than boring stuff like media and price.

New Developments, 12X9, oil on cradled birch, Casey Cheuvront

Casey Cheuvront: Out here in AZ, paintings of cactus will outsell sailboats. A painting of an iconic Prescott bar will sell in Prescott. Paintings of the yuppie barrio buildings will sell in Tucson. My friend Jan, who lives in northern CA, sells mostly seascapes.

In the past year I have sold landscapes, animal and still life, many plein air pieces, several studio works, a number of small paintings, and large paintings. Most of these were oil paintings, some were watercolor/ink. They’ve been various size ratios.

I find myself constantly surprised by what sells and what doesn’t. But good work sells, eventually. Of course, price has something to do with it. Another painter once told me “The perfect price is the intersection of what your collectors are willing to pay and what you are willing to take to let it go.”

Adjusting the Lines, 12X16, oil on panel, Poppy Balser

Poppy Balser: Looking through my paintings that have sold over the last year, they’ve been mostly boats, beach scenes, harbour scenes and a few landscapes.  But that is also what I paint the most of, because these are the subjects I most enjoy painting.

In Camden, boats sell well. In the gallery in our main agricultural region (the Annapolis valley in Nova Scotia) landscapes, farming scenes, and Bay of Fundy coastal scenes do well. In Florida beach scenes do well.

Often the ones that sell quickly and directly are often the ones I have best managed to tell a bit of a story about. And a lot of mine that sell are predominantly blue, because, well, ocean.

Natalia Andreeva: People buy what speaks to them. They may see something in your work that you did not even intend, so painting what speaks to me makes more sense than chasing mirages. There is no point to guessing; just keep working and keep looking for new venues (easier to say then do, but it’s the right way to do it).

The Storm #1, 2X8, oil on multimedia board, Mary Byrom

Mary Byrom: My big rule of thumb is I sell everything I show that is $600 and under. I sell all the small paintings that I show. All of them are landscapes, seascapes, or townscapes. Any and all landscape subjects. Oil, gouache, acrylic and watercolor.  Plein air, memory, imagination, all types.

I sell some large paintings directly to collectors. I used to sell them in one gallery that closed due to health problems. I have not found another relationship like that gallery.  I was in 13 galleries. I cut back steadily to two galleries and my studio.

My 2024 workshops:

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Artisan in an age of mass-production

In Control (Grace and her Unicorn), 24X30, $3,478, oil on canvas.

A student told me that he knocked a painting off a high shelf onto another one that he’d just sold, putting a wicked gash in the blue sky.

“Can you pass it off as a contrail?” I asked.

No such luck. He’ll have to repair it, which means matching the blue, which raises the possibility of not quite hitting the color and having to repaint the whole sky. This is opening Pandora’s box, because once the brush is in your hand, it’s too easy to end up repainting the whole darn picture.

“Oh, well,” he told me, and quoted me back to myself: “If you can paint it once, you can paint it 1000 times.”

That isn’t exactly what I meant, of course.

Sometimes students see something breathtakingly wonderful in their work. “I did that?” they marvel, and protect that passage at all costs. That’s great, unless it’s in the wrong place, or it’s the wrong color. It’s good to remember that this passage wasn’t a happy accident. It came from their competence and experience. If it’s not strengthening the painting, they need the courage to wipe it out.

The Logging Truck, oil on linen, 16X20, $2029

What is the dumbest thing you’ve ever done?

One time I sold a painting online that I couldn’t find. In retrospect, I should have confessed all to my collector and refunded her money, but I didn’t want to disappoint.

That meant I had to forge a copy of my own work. Sounds easy, right? It was anything but—I worked harder on that small painting than I’ve done on any other. I blew the image up on my studio monitor, and laboriously, painstakingly matched it, brush stroke to brush stroke, color to color.

All I can say is, forgers earn their money.

All flesh is as grass, 30X40, oil on linen, $6231 framed.

The customer is always right doesn’t mean you can always make everyone happy

Until recently, American consumers could get anything we wanted at any time. Then in 2020 we started to see longer and longer wait times for retail goods.

Those wait times are not obvious when you’re ordering from a big-box store. You flash your credit card and your garage doors appear magically 11 months later, just when you’ve forgotten you ever ordered them. Mass marketing creates an illusion of efficiency. These stores have powerful websites, but they’re subject to the same shortages.

If you’re trying to source locally, the labor shortage is obvious from the very beginning. Contractors don’t even have the time to come by and quote jobs, let alone do them.

They, like us, are human beings, not cogs in a huge wheel. My kitchen is being renovated by David Ernst. Yesterday he took a few hours out of his already-overloaded schedule to chase down my countertop suppliers. Knowing why they’re slow doesn’t solve my problem, but it helps me to be patient.

Vineyard, 30X40, oil on canvas, $5072 framed.

Perfect is the enemy of good

Our retail expectations were formed in pre-2020 culture—we believe that purchases should be delivered promptly and cheaply, and they should be perfect. These are great goals but they have never been possible in a one-man, artisan operation. Stuff gets dinged and nicked, paintings get lost, and we sometimes don’t get them shipped on time or packaged properly.

Paintings are not garage doors, built in a factory on a jig and knocked out one after another. Paintings are the individual work of a person’s hands. They won’t always be perfect, and that’s part of their charm. Focusing on mistakes prevents us from seeing that, overall, we’re doing a great job.

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What sells?

Sea Fog, Castine, 9X12, $869 framed.

“Interesting that you say ‘I have come to recognize that there are certain subjects that will languish, and I no longer seek them out.’  You mentioned gray days. What other subjects do you find difficult to move?” a reader wrote in response to Wednesday’s post.

For the record, it was Ken DeWaard who doesn’t like gray days. I love fog, especially Maine fog, which seems to have an intelligence of its own. I don’t have a particular problem selling fog paintings, especially when there are boats involved.

Snow at Higher Elevations, 11X14, available, $1087 framed

On the other hand, I have never had much success selling snow paintings, although they can be very interesting as they invert typical light relationships. I’m from Buffalo and live in New England, so I know snow. I’ve painted enough of it. But I only go out in winter to keep Ken and Eric Jacobsen company. Just as Ken has a closet full of grey days, I have a closet full of snow paintings.

Perhaps my audience is sick of shoveling it. However, the late, great Aldro Hibbard lived and worked in Rockport, Massachusetts. He made a fine business of painting snowy Vermont landscapes.

Buyers tend to associate certain painters with certain subjects. Colin Page paints boats, children, and complex still-lives. Charles Fenner Ball paints pastorals and trains. Mary Byrom paints the marshland along the southern Maine shore. Whether or not it’s fair for the marketplace to pigeonhole artists, it happens.

Île d’OrlĂ©ans waterfront farm, Saint-François-de-l'Île-d'OrlĂ©ans, Quebec, 8X10, available unframed, $522

I will occasionally paint an old tractor or historic old farm. These, too, sit on my shelves, but Kari Ganoung Ruiz and Jay Brooks are able to move them along just fine. They both capture the mystery of lost time in these paintings, whereas I am just painting objects.

On the other hand, I sell a lot of boat paintings. A lobster boat is just a tractor of the sea, so why does my audience find them romantic and a Massey-Ferguson prosaic? Perhaps because nobody comes to Maine to look at old tractors, but they do go to central New York for them.

Glaciar Cagliero from Rio Electrico, 12X16, $1159 unframed, available.

I love rocks. They tell the story of a place, they’re fascinating to observe and classify, and I find rock outcroppings easy enough to sell.

However, I also appreciate farm animals, orchards, and hayfields. However, I find it harder to shift these subjects. The farther I get from the farm country of my youth, the less it compels me. Somehow that’s transmitted to my audience, although I can’t tell you how.

What sells depends on the obsessions of the artist. If you love, say, butterflies, your passion will be transmitted to the canvas and buyers will respond. If you are indifferent to rain, it will show, and your rain paintings will languish. If you spend lots of time painting boats and very little time painting classic cars, your boat paintings will be fresher and livelier.

I frequently marvel over this real estate listing, which features large paintings of meat on the wall. Why anyone would paint them, and why anyone would buy them, escapes me. But truly there’s a market for anything, if you’re passionate about it.