Guide for Artists: Advancing Your Career Without Gallery Representation
We can all acknowledge that 2024 was a difficult year for many artists, marked by financial challenges, political turmoil, and market uncertainty. As we approach 2025, it’s clear that artists can no longer rely on a single approach to marketing and achieving sales. Diversification is key to thriving in an ever-changing landscape.
Some of these suggestions may seem like common knowledge, but we want to stress the importance of presenting yourself in the best possible light as an artist. Whether you’re connecting with collectors, applying for grants, or leveraging social media, your professionalism and authenticity can set you apart.
We spoke with a few of our artist directory members to learn how they’ve handled the challenges of 2024 and built sustainable strategies for their careers. Here’s what they shared:
1. Nurture Existing Relationships
Justin Winkel shared how important it is to build and nurture relationships you already have:
“This year I focused on nurturing the relationships that I’ve already built. I share a monthly newsletter to keep my subscribers engaged because I cannot rely solely on social media. Emails are a little more personal and direct, and I can typically reach those that are deeply interested in my work. I also partnered with some of my collectors and asked if they would host an art event in their home and invite their friends. These events have been super successful for me.”
Emails allow you to stay in touch with your most loyal supporters in a way that feels personal and professional. Similarly, hosting private art events in collaboration with trusted collectors creates opportunities to meet new buyers through introductions from people who already believe in your work.
Pro Tip: Whether you use a tablet or a notepad, always have a signup list available in your studio or at any event you host. This helps you capture new email addresses from guests and continue building your community. And even though we live in a digital age, don't underestimate the power and first impression of a well-designed business card featuring your artwork.
2. Build Community Through Events
Ainsley Burrows found success by fostering a sense of community.
"When I lived in Brooklyn, New York, I created a monthly event called the Art Soirée, where I encouraged guests to bring friends. These events, which focus on visual, performing, and literary arts, became a space for people to connect and celebrate creativity. When I moved to Baltimore, I didn’t know anyone or where to meet artists, so I launched the Art Soirée here to help build and nurture an art community in my new city. The Soirée has gradually grown over the years to become a wonderful space for artists to celebrate and be celebrated "
Ainsley has been hosting these events in Baltimore for a few years now, and they’ve led to his recognition by local art organizations and two highly successful exhibitions.
Hosting events—whether in your studio, at a gallery, or in partnership with a local venue—can help you engage with your audience while expanding your network.
Collaborate with Local Artists: Consider gathering a group of fellow local artists to create a shared event. By pooling resources and sharing costs, you can host an exhibition or art market at a venue with less financial strain on each artist.
Cross-Promotion: Partnering with other artists allows you to tap into each other’s networks, increasing exposure and bringing in larger crowds. Shared promotion through social media, newsletters, and word of mouth can maximize turnout and amplify your reach.
Contact Local Organizations: Reach out to your local government or art organizations in your area, such as those in an Arts District or historic main street. Inquire about the possibility of them sponsoring, hosting, or promoting an art event.
Attend Art Fairs and Events: Participating in or attending art fairs and other creative events can help you meet collectors, curators, and other artists. Some fairs, like The Other Art Fair and Superfine Art Fair, focus on self-representing artists, providing a more accessible entry point.
Community-driven events not only support individual artists but also foster meaningful relationships within the local art scene.
Henri Matisse, Dance I, 1909 (Museum of Modern Art)
3. Get Creative with Promotion
Sometimes, thinking outside the box can set you apart from the crowd and leave a lasting impression on potential collaborators, clients, or buyers. Creativity doesn’t only apply to your art—it can be a powerful tool in how you market yourself as well. Creativity isn’t just for the studio; it’s essential for marketing as well. One artist we randomly met exemplified this perfectly by walking down the street wearing QR codes taped to his shirt. When asked about them, he simply replied, “Scan one.”
Scanning the QR code took us to his portfolio website, showcasing a video he had recently created and edited. That interaction was so memorable and engaging that we hired him for three future events.
This highlights the importance of thinking outside the box. Whether it’s leveraging QR codes, creating unique business cards, or using unconventional networking tactics, creative promotion can set you apart and lead to new opportunities. This artist’s creative approach to self-promotion was simple but highly effective. It not only sparked a conversation but also demonstrated his ability to think creatively and use technology to his advantage. Here are some ways you can follow his example:
Interactive Marketing: Use QR codes on your business cards, merchandise, or even your clothing to direct people to your online portfolio, social media, or upcoming exhibitions. Leave marketing materials at your local cafes
Pop-Up Performances or Art Demonstrations: If you’re a performance artist or work in live mediums, consider impromptu demonstrations in public spaces to engage with audiences directly. Even if you’re a painter, showing your process live can captivate people’s attention.
Custom Art Installations: Use public spaces creatively to display your work or leave a mark. Murals, temporary installations, or interactive pieces can serve as both an artwork and a marketing tool, encouraging people to seek out your other work.
Pitch Your Story: Reach out to art publications, blogs, and local media with your story. If you’ve had an interesting path, are working on a unique project, or have an upcoming solo show, these outlets may be interested in covering you. Many publications, including smaller art blogs, are always looking for fresh voices and unique stories.
Write and Publish Content: Consider writing about your process, creative journey, or insights into the art world. Publishing articles or blog posts can establish you as a thought leader in your niche and bring attention to your work.
The key is to think about how you can stand out and create memorable interactions that leave a lasting impact. In an industry where visibility is everything, these unconventional strategies can sometimes do more for your career than a gallery could.
4. Strengthen Your Online Presence
Your digital presence is often your first impression. Ensure your website is professional, up-to-date, and easy to navigate. Keeping your website current is critical: as you reach new milestones in your career, your bio, artist statement, and portfolio should reflect those achievements.
Keep Your Website Up to Date: Your website should include high-quality images of your work, an updated artist statement, bio, and contact information. Ensure your portfolio showcases at least 10 current works that best represent you. As your career evolves, update your portfolio to reflect your growth and achievements.
Shareable Portfolios: If you do not have a website, it’s important to maintain a professional, shareable portfolio. While Instagram can be a helpful tool for visibility, it should not be your primary portfolio. Social media is limited in professionalism and organization, and it doesn’t always show your work in the best light. Instead, create a PDF portfolio that is always up to date and available to send whenever requested. This portfolio should include:
High-quality images of 10 or more recent works.
Titles, dimensions, materials, and brief descriptions of each piece.
Your artist statement and a short, updated bio.
Strategic Use of Social Media: While we’re all familiar with the benefits and challenges of social media—along with the occasional frustration it can bring—it’s still an essential tool to incorporate into your practice. Use social media to build a community by sharing your creative process, upcoming events, and completed works. However, always direct interested followers to your website or PDF portfolio for a more polished and professional presentation.
Consider Online Marketplaces: Platforms like Saatchi, Cohart, Peggy, and even Etsy, allow you to sell your work directly to buyers without the need for gallery representation. Although these sites often come with high commissions, they open you up to a larger, more global audience, which can help you reach potential collectors. Make sure to keep your prices consistent amongst all of the different platforms. Remember the goal is to start achieving consistent sales.
We understand there are costs associated with maintaining a website, and not every artist has one. However, having an up-to-date PDF portfolio ensures you always have a professional, ready-to-send representation of your work that follows your career as it evolves.
5. Build Strong Collector Relationships
Cultivating strong relationships with collectors is essential for long-term success in the art world. Not only do these relationships help you build a dedicated following, but they also establish a network of support that can significantly elevate your career. Maintaining professionalism in all your interactions with collectors—whether they are purchasing your work or simply admiring it—is crucial. Showing genuine appreciation through small, thoughtful gestures, such as thank-you cards, holiday greetings, or personalized notes, helps reinforce the emotional connection and fosters a sense of loyalty and trust. These simple actions can make collectors feel valued and respected, ensuring they remain invested in your success.
In addition to direct sales, strong relationships with collectors can lead to valuable word-of-mouth referrals. Even if collectors no longer have space for new pieces, they may recommend your work to friends, family, or fellow collectors. These personal endorsements are one of the most powerful ways to attract new opportunities and expand your reach. Collectors who feel emotionally connected to your work are more likely to advocate for you, share your story, and champion your art within their networks.
As your art career progresses, maintaining these connections can provide long-term stability. It's not just about securing sales—it's about creating a community that supports and believes in your work. By cultivating meaningful relationships with your collectors, you are building a network of loyal advocates who will continue to open doors for new opportunities, collaborations, and exhibitions. Nurturing these connections ensures that your career remains vibrant, even during times when your artwork may not be actively in demand. Ultimately, these relationships will be the foundation for a lasting and sustainable career in the art world.
Pro Tip: Thoughtful gestures, such as personal thank you notes, holiday cards or special greetings, can turn collectors into advocates who continue to support your work by sharing it with others.
6. Apply for Grants, Competitions, and Open Calls
Grants, residencies, and art competitions provide financial support, visibility, and credibility.
Seek Out Opportunities: Many organizations offer grants for independent artists, especially those working on innovative or community-focused projects. Platforms like Submittable and Hello Alice regularly post grant opportunities for artists across various disciplines.
Explore Public Art Opportunities: Websites like PublicArtist.org list open calls specifically for public art projects, giving artists a chance to create large-scale, impactful works for public spaces.
Pay Attention to Open Calls for Exhibitions: Keep an eye out for open calls for exhibitions on The Art Districts, our self-hosted platform. These opportunities allow artists to showcase their work to a wide audience while benefiting from our promotional reach and platform visibility.
Check Local and State Organizations: Many city and state arts councils offer grants, residencies, and public art opportunities. These often fly under the radar, so regularly checking their websites or newsletters can give you an edge.
Explore Art Platforms: Websites like Artconnect.com post global open calls for exhibitions, residencies, and collaborative opportunities. Staying connected to platforms like these ensures you never miss new opportunities.
By actively engaging with these resources, you can expand your network, gain funding, and access broader platforms for visibility and success.
7. Join Our New Artist Directory
This year here at the Art Districts, as part of our effort to help artists diversify their approach, we launched our new artist directory—a low-cost, high-reward tool designed to give artists worldwide visibility without the burden of commissions. Unlike other platforms, we do not process sales or take a cut. Instead, our sole purpose is to showcase your work and profile to our website visitors and social media audience, providing artists with access to our worldwide following and promotional benefits through social media, newsletters, and our website. This helps you gain exposure, build your brand, and connect with new opportunities without breaking the bank.
Success as an artist doesn’t come from one path—it comes from embracing multiple approaches, nurturing relationships, and staying proactive. By diversifying your efforts and staying true to your vision, you can navigate the challenges of 2024 and build a thriving art career in 2025 and beyond.
Screenshot of our art directory
Final Thoughts
Advancing your career without gallery representation requires creativity, resourcefulness, and determination. By nurturing relationships, building community, staying professional, and taking advantage of available tools and opportunities, you can thrive as an independent artist. As 2025 approaches, diversify your strategies, think outside the box, and remain consistent—the results will follow.