The best way to promote art depends on the specific goals of the artist.
The majority of artists will predominantly want to showcase their work in order to attract an audience and, ultimately, build a brand around their work.
More established artists promote art as a means of explaining a particular style of painting by introducing their existing audience to the techniques and materials used to accomplish their niche style.
Art promotion through the ages
Traditionally, artists would promote art in public spaces that were dedicated to selling paintings. Artists would initially use word-of-mouth to invite interested parties into their home.
Universities would invite people to view the work of accredited students and often promote paintings internally, as a way to boost the university’s status as a prestigious platform, or at an external event or gallery.
Although art galleries are considered a thing of Renaissance Europe, private collecting has existed for a millennium and the development of art galleries, as a way to promote art, goes way back.
In ancient Egypt, artists would promote art in public buildings and the homes of wealthy individuals who were probably acting in the same way as an agent does. These wealthy members of the community would perhaps offer up their homes in exchange for a cut of the proceeds.
Likewise, Romans and ancient Greeks would showcase worthy examples in temples and notable locations. However, during the Middle Ages, the best art was primarily commissioned by the church or royalty and not available for public viewings.
During the 14th century, wealthy families in Italy would assemble private art collections for select members. Although these were not open to the general public, these ‘cabinets of curiosities’ were said to be one of the very first art galleries.
Art Galleries
However, it wasn’t until 1765 that the Italians opened the Uffizi Gallery in Florence to the public. From around this time, public and commercial galleries started to emerge, evolving rapidly in the modern era.
In August 1793, the Louvre – originally a royal palace (https://en.wikipedia.org/wiki/Louvre_Palace) – gave public access to 537 paintings. Over 200 years later, the Louvre in Paris is now the most famous and most visited museum in the world, allowing over 8 million visitors to grace its splendour.
Going into the 18th century, particularly in Paris and London, commercial galleries emerged and art was exhibited, observed and then sold in huge quantities.
Today, things have changed, and the digital landscape means that artists find new, technological methods to promote art. Of course, galleries still play a huge role in selling art and promoting artists’ careers.
Galleries range from large organisations such as Gagosian – https://gagosian.com/ – Hauser & Wirth – https://www.hauserwirth.com/locations/10056-hauser-wirth-london/ – and Gladwell Patterson – https://www.gladwellpatterson.com/ – to small independent or pop-up spaces.
The latter of those galleries, Gladwell Patterson, has an interesting and proud history that can be traced back over 275 years. They are experts and specialist art dealers in fine oil paintings, watercolours and sculpture.
The Gladwell Patterson gallery encapsulates the true purpose of an art gallery, showing a commitment to delivering wholesome and enjoyable experiences to those who wish to browse beautiful art for sale – https://en.wikipedia.org/wiki/List_of_most-visited_art_museums
To promote art at a gallery
When deciding how to promote art, a gallery needs to determine the key goals of the artist who wishes to exhibit their work.
Whether the showing is public, private or commercial, the gallery is a platform for both established and emerging artists who wish to showcase their work for viewing and appreciation.
Galleries support and promote artists whilst assisting in the goal of reaching a broader audience. The commercial galleries not only sell the artwork but also promote art to build artists’ careers.
Besides the commercial aspect, galleries can help promote art to share knowledge and educate audiences on particular styles and historical context by offering tours and educational dialogue.
Local galleries, art fairs and pop-ups are also a great way to meet those who appreciate your work and displaying art in local places such as coffee shops or boutiques can always attract new fans of your work.
Whatever the motivation to promote art within a gallery, the displays encourage dialogue and public interaction, stimulating thought and emotional response through community involvement.
This way, the gallery acts as an intermediary and facilitates sales that contribute to the art economy.
To promote art online
The 21st-century artist looking to promote art for the very first time on a smaller budget tends to look for sales through social media website traffic.
Although a significant proportion of sales is done offline, one cannot ignore the cost-effectiveness of selling online.
Although retail reports that only 30% of sales are conducted online, this figure is increasing all the time as consumers look for the convenience of shopping on the internet from the comfort of their own home.
An online presence
A personal website is relatively cheap, builds credibility for the artist, and showcases a portfolio whilst acting as a store where a purchase is just a click away – https://washdigital.co.uk/
A website can also update readers with a press release about where an artist’s work is being showcased.
The content on a website is recyclable and can be used on a host of social media platforms such as Instagram, Facebook, TikTok, X (formerly Twitter), YouTube and Pinterest. These are ideal for artists as they offer the element of visual content and short links.
Videos and reels are used to maximise reach, providing a story about the artist whilst incorporating the added benefit of showing behind-the-scenes footage to detail creations from start to finish.
Ad campaigns can make up a large part of social media, and this cost-effective mix of engagement and being part of a wider, creative online community sounds like the perfect blend of colours for any artist looking to grow their brand.
Both Instagram and Facebook Ads can be used to promote work on a small budget. Retargeting customers who have already purchased via particular sites will help to provide repeat business.
Online Marketplaces
A website with a commercial aspect allows artists to sell on marketplaces with an established niche.
The likes of Etsy, Saatchi Art, Redbubble and Society6 help to reach buyers looking for art or prints, and Shopify and Big Cartel offer more control and branding over a website’s built-in store.
Look to promote art through engagement.
To promote art through the art community, artists can leverage any offline activities through a website. Exhibits and communities such DeviantArt and ArtStation can be advertised through social media and then linked back to the website where the main message should exist, either as a blog or a press release.
As well as promoting work on a website blog, artists can submit work to magazines and ask them to include the work on their blogs if possible and ask if they will include the all-important link back to our website.
Finally, contact art journalists and influencers to promote art through their avenues. They will have the potential of a huge following that trusts their tastes in artwork.
Let me know if you would be interested in promoting my work at your event or local establishment – https://katefletcherpaintings.co.uk/contact-me/