Artist Knowledge

[Joel Cohen]

My name is Joel Cohen.

Way back in the 2nd grade my teacher told my mother that I could draw so that started 10 years of art lessons. One day while doing a charcoal drawing of fruit in a bowl, I said to the instructor "how can I make money doing this" and she said one word to me "ADVERTISING". brings back fond memories of, The Graduate!!!

At the age of 12 I got my first (box) camera, a Star Flash and I was hooked for eternity.

I spent the next many years as an art director and creative director in various NY ad agencies. That's where the art lessons came in handy. At the same time, I got involved with the Soho Photo Gallery in Tribeca and spent many years as a member of the admissions review committee determining who would be accepted for membership. Soho Photo Gallery was, and still is, the only exclusively photography co-op gallery in NYC. The committee reviewed thousands of photographer's portfolios over the years.

I moved to the West Palm Beach area 10 years ago and opened an art gallery first in downtown West Palm and then, for 8 years, on the very ritzy island of Palm Beach. The gallery showed a combination of established and emerging artists. Included was painting, photography, sculpture, glass, ceramics and occasionally art jewelry. We also ventured into the publishing business with some of our artists and exhibited at a few major art shows in Atlanta and North Carolina.

My own photo career has included many shows in New York and Florida where I now live. Thanks to the economy and Bernie Madoff who hit Palm Beach really hard, the gallery is now closed and I am currently a full time artist doing everything I can to get my work out there, just like all of you!

Due to the experience I've had in the art business, I'll be happy to answer any questions you folks may have.

Thanks,

Joel

[Jay Zerbe]

just a comment on the photographs you posted for this discussion - really beautiful! i love how formal they are, and how perfectly crafted. i especially love the ellis island photo. thanks! j

[Joel Cohen]

Thanks Jay. I was lucky enough to obtain private access to Ellis Island before the restoration many years ago. It was quite an eerie experience. I had a show in NY of the images. They were enlarged to 40" x 40" prints.

[Coleen Ryan-Rivera]

Hi Joel,
I've got a question for you, since you owned a gallery, How does one approach a galley ? Just walk in ? I have done that this past week and it worked. I had attended an opening there last summer and the owner remembered me.I live on Long Island and I've have my eye on a gallery in Southampton . I feel my work would fit in there. But I don't know how to go about approaching them.
Coleen Ryan Rivera

[Coleen Ryan-Rivera]

WTC Great composition !
SOBE Powerful ! love the colors
Ellis Is Room Haunting !

[Joel Cohen]

Ryan...most, not all, galleries will not accept walk-ins. During business hours it is very inconvenient to be reviewing portfolios, and I think its better for the artists to get the full attention of the gallery director when presenting their work during a meeting that has been set up in advance.

We never reviewed portfolios without an appointment and prior review of the artist's work, so as not to waste anyone's time if it was a type of work we were not interested in to begin with.

My suggestion is, call and ask if they would review your work and set up an appointment. I think it is a much more professional approach.

Thanks for the nice comments on my work!

[Coleen Ryan-Rivera]

Thanks Joel

[Barbara Kirby]

Thanks Joel and Ryan for discussing the 'gallery approach'. I've wanted to present my works to galleries but I find it's difficult to determine what gallery would be suitable. There needs to be a proper 'fit'. My works go all over the place in content and they are pen and ink which is often not considered as 'permanent' art where paintings are. I may have that wrong that's what I've heard.

You said: "We never reviewed portfolios without an appointment and prior review of the artist's work, so as not to waste anyone's time if it was a type of work we were not interested in to begin with."

My question is: How would you know if your type of work is their type? What do you say?

You said: "My suggestion is, call and ask if they would review your work and set up an appointment."

My question is: If I have a website, would it be appropriate to leave them a business card so they could view my works or is it better to be face to face with them? Also, would you bring originals or a portfolio or even slides? I've got them all. I've also heard of artists sending galleries post cards with a photo(s) samples of their work on them. Is that a worthwhile endeavor?

I'm gonna hit you with one more question. If, no... When I get that appointment(thinking positive) and my works are accepted, is there anything else I, as an artist, should do or be aware of?

I have 8 pieces in a gallery now but the owner has been a friend for years so he invited me to show there. I have no experience with 'cold calling' another gallery.

You also mentioned, ADVERTISING! I've got a website, like I said, but not many visitors. What is the biggest bang for your buck in advertising?

Looking forward to your words of wisdom. ;-}

[Joel Cohen]

Okay, first of all the type of work is determined by the market you are in. Our gallery was in Palm Beach. There are basically 2 types of buyers there, wealthy locals and tourists. The styles of art we carried had to appeal to those folks. Our biggest challenge was to learn what they want. In that market, watercolors did not sell neither did photography. Glass was not a big seller but sculpture was. Original paintings sold, prints or Giclees were not as big a seller. We reviewed works based on the selling power to this demographic...it is a business ya know.

When we first moved to Fl we took all of our New York artist friends work with us to sell and couldn't give it away. This market wanted colorful, tropical decorative art. We still showed the cutting edge art we loved but, most of our shows were geared towards the market we served.

When approaching a gallery do your due dilligence. I wouldn't try to get into an LA gallery that shows street art, so I look for galleries online that show work that is compatible with what I do before contacting them. You can tailor your submissions to the gallery's style individually. Almost all gallery sites that are interested in seeing new work give you submission guidelines to follow. Some want a CD of your work, some will accept a website link...it varies. I personally believe that if you can possibly get a face to face it is better for all parties. It is no secret that there are some sleazy galleries out there and it is better to meet them if possible and get a feel for the way they operate.

I always preferred to see the original art, assuming size is not an issue. One time we looked at slides, accepted the work, and when it showed up it didn't look anywhere near as good as the slides implied, two days before our opening...it was very embarrasing.

Always, always, always...get it in writing. Forget the "paperless society", if your agreement with a gallery is not on paper. it doesn't exist!.

As far as advertising goes I find that, at least locally, the best thing I do is networking. I go everywhere, I'll go to the opening of a can of tuna to meet people! Join the local Chamber, the Rotary etc. Ask clients for referrals and testimonials to put on your site. If you are having a show, get the gallery to give you extra postcards to mail to your database etc.

Hope I answered your questions and thanks for participating!!

Joel

[Barbara Kirby]

Thanks for the reply, Joel. It's nice to hear it from one who's experianced. I have yet one more question, it involves competitions. I've heard that one of the best things an artist can do to promote their work is to enter all the competitions they can. That is where galleries and collectors look for new and 'good' art. They don't want nor have the time to look through the tons of art to find something worthwhile. The competitions weed out the best. Now that's what I've heard. Do you or anybody else feel the same and if so, are there any sites you would recommend?
Barb

[Cyndy Carstens]

Hello Joel,

I just joined the group a few minutes ago. My name is Cyndy Carstens and I am a full time artist (painter). Like you I started doing art at a young age. I spent almost 20 years in the advertising business before getting just too worn out. I started painting murals and had a successful second career doing them for 15 years before closing the business to take care of my ill mother and to focus on my fine art. It has been a struggle, both financially and emotionally, but I believe I have turned the corner and am handling things better. Time management is always a challenge, not to mention trying to recreate another new career.

Your photographs are incredible, but you already know that. I have several friends who are photographers and I am always amazed by what can be captured on film - so much heart-felt emotion in a small space.

Congratulations on all you have accomplished. I will look forward to seeing more of your awesome work.

Cyndy
www.cyndycarstens.com

P.S. If you don't mind, when I have more time, I would like to ask you some questions. Thanks.

[Joel Cohen]

Cyndy,

Thanks for the nice comments. I'm only doing this Artist Knowledge thing thru tomorrow, then someone else takes over for a week. you can always contact me thru the A2A site or email me at [e-mail] and I'll be happy to answer any questions you might have.

Joel

[Slone Fries]

Great photos Joel!

I guess the most couple basic question I can ask you right now is, for an artist who is just beginning to "enter" into the world of galleries, would you advise them/me to get under someones wing (like Aletta) or is being naive not going to"hurt" me in this business. Secondly, I do all types of oil painting sine up until now it has essential been "commissioned". Should I try to work on prices that fit with the type of galleries I see popping up or figure out myfavoriteand then find galleries?