Fifth in a Series on the Solo Show: The WHO (It's not WHAT you know, but...)

By Sandi Parker

Many of us have done it, most of us have considered it, some of us have just dreamt about it: mounting a solo show. This is the fifth in a series of posts about the nuts, bolts, dos, don'ts, lessons learned, opportunities missed, psychological trauma and euphoria of mounting a solo show; the why, where, when, what, who and how.

THE WHO

You're getting close. You know why you are mounting this solo show, you know what gallery or venue is hosting it, you know when it's being installed, you have a killer concept, and you're rapidly finishing up the last of the works. The finish line is in sight. But now you're waking up in a cold sweat: "What if NO ONE comes to my opening?" The opening reception is the single most important aspect of your show. It is when a (hopefully large) group of people will show up to support you. Many of these will be friends, family and co-workers. If your first thought is that those are NOT your ideal buyers - think again. They are your TARGET AUDIENCE.

Those who know you - and like you - best will be the most familiar with what you are working on. They will have seen your Facebook posts with photos of works in progress (more on marketing in the next blog post). They will have gotten a breathless "solo show" response every time they've small-talked with you at a party and asked "Hey, what's new in your life?" They will heed your call to PLEASE save this date. Because they like you, respect you, admire your work and - this is KEY - they WANT TO SUPPORT YOU. They will be your most prolific buyers.

This brings up an uncomfortable reality to the introverted among us. Ugh, I have to talk about/promote/advertise myself to my friends, family and co-workers? Yes. Yes, you do. Many artists balk at this, believing they are somehow taking advantage of their close contacts. However, let me say it again: your friends, family and coworkers like you, respect you, admire your work and want to support you. And they WILL buy from you. An art purchase, much like the purchase of a house, is an emotional purchase. People buy art that speaks to them, that they can imagine looking at every day on the wall of their home - but they also like knowing that they supported a talented artist that they have a connection to. Many art collectors form close relationships with artists they have never met, and as this relationship develops, they buy from them again and again. It is this personal connection to the artist, as well as their love of the artist's work, that brings them back for more.

You may not realize it, but there are probably many people in your circle of friends, family and coworkers who have seen your work here and there on social media, in your home, or at the occasional art show - they liked the art, they like you, and they are thinking, some day I'm going to see the perfect piece from this artist and buy it. Suddenly they are standing at your reception, in a venue with 20 or so of your works on the wall. The pieces all go together and make a statement. And remember, this is your solo show, and it is your best work. Pieces you have been working on for a year or more, that you feel great about. Those friends and family who have been wanting one of your pieces are very likely to see that piece that they love in this show and purchase it.

If you have a range of prices and sizes on your work (and I highly recommend this), there may be those who buy a small, less-expensive piece solely because they do want to support you; they are not willing to shell out a lot for a large piece, but they will purchase a small piece as a tribute to you and your show. And that's ok. You need not feel guilty that "oh, they felt they HAD to buy something." There is nothing wrong with loved ones showing - well, their love for you by supporting your work. BUT - there will also be those in your circle of friends and family who purchase major works. And, make no mistake - no one is going to drop a LOT of money on a LARGE piece just to support you. They are doing it because they LOVE you and the work. They are thrilled to be getting this major piece of art, and thrilled that they are supporting you at the same time. It's a win-win for them. And for you.

So as far as "the who" in the equation of who you want to invite (and badger, remind, beg) to come to your reception, it's those you are closest to first. Rounding out your invitation list will be anyone (and everyone) who has ever purchased a work from you. Mail them a postcard, email them, call them - whatever contact info you have for them. This is a ready-made audience of people who you know already love your work, because they already own it (see: buyers forming a personal connection to artists, above). In addition, invite strangers. Take a stack of your postcards and put them everywhere you can think of. Ask the people at your daily coffee spot stop if they'll put some out; ask your gym; your spouse's coworkers; your kids' teachers; stick postcards in the mailboxes of all your neighbors (even the ones 8 streets over who don't know you - put a note on it telling them you're a neighbor). The sky's the limit. You have an advantage here - you're not selling vacuum cleaners or knives. You're hosting a cultural event - one with free wine (did I mention how important the wine is? See an upcoming blog post on receptions). Remember, you are hosting a cool party that just happens to - oh by the way - feature beautiful art - and everyone loves art!

But you knew that. 

For more information about having a solo show at Gallery Underground, please visit our website: http://www.galleryunderground.org/about/show-opportunities/. 

Next in the series: THE HOW, Part 1 - Killing it on Social Media

Sandi Parker is an artist who works in both traditional oils and abstract acrylics. She is the Co-Director of Gallery Underground and has mounted 3 successful solo shows: in 2007, 2010 and 2016.