Each exhibiting opportunity has its own particular circumstances.
Only the would-be exhibitor can assess the opportunities
and risks involved.
Although every situation differs, some to be wary of are:
1. When the curator or venue is disorganized or unprofessional. This may seem
obvious, but sometimes it is diffi cult to recognize when a gallery will fail to take
good care of its artists. Things to check include whether the gallery is properly
insured and staffed so the work itself is not at risk of being damaged or stolen; that
the gallery is offering a decent fi nancial return on work sold; that the gallery looks
good and can display the work well and it will do so for the whole period of the
exhibition. It is worth visiting a gallery mid-exhibition; I have done this and discovered
the gallery, which had been immaculate for the opening night, was dirty and
untidy and the staff unwelcoming three weeks after the opening. Most important of
all is to check the gallery’s reputation with other photographers. A gallery that consistently
fails to support its artists will soon gain a bad reputation among artists.
2. When the work is not ready or it is the wrong time for the artist. This can be diffi cult
to judge. It could simply be that the deadline is too close and the work incomplete.
Or the work may not be ready in a way that is harder to defi ne but means that the
artist needs time to continue to think about it. These sorts of decisions have a great
deal to do with the way an artist works, and only the prospective exhibitors can
decide what is right for them. Some people, of course, thrive on pressure, so a tight
deadline means they produce great work while others fl ounder and fail. Exhibiting
is a creative process which can engage the exhibitor as fully as making the work
did and can leave the artist exhausted and drained if he or she is too busy to give
the exhibition the level of thought it demands.
3. When the showing situation cannot be negotiated and work could be shown unsympathetically.
If the work is hung when the exhibitor is not there, the photographer
needs to know that it will be shown well. No exhibitor wants his or her work to be
shown in a poorly lit corridor next to the lavatories or juxtaposed with work by much
stronger or weaker photographers. Exhibitors also need to be aware of the way
other artists’ work impacts on theirs—it might seem attractive to be the strongest
When Not to Exhibit 11
12 Background
artist in a show, but the context will refl ect badly on the work if the other work is
not of a professional caliber.
4. When the exhibition venue is in an organization that does not respect or understand
the exhibition process. I have, for example, booked an exhibition into the exhibiting
space of a central London college where I taught. Although I booked this well in
advance and the booking was approved by my line manager, it was canceled three
days before my last class by the department head who had decided to show work
from a different class in that slot. I had the option of leaving my students in the
lurch or challenging the decision and, after some diffi cult negotiation and a great
deal of additional work, the exhibition was shown later in the year. It was a tough
lesson on the perils of exhibiting for fi rst-time exhibitors.
5. When the fi nancial burden of showing could be too great. Exhibiting has become
increasingly expensive over the years as standards of presentation rise and rise.
Transport, printing, mounting, and framing work, as well as the time involved, can
make it uneconomic for the artist if the exhibition is unlikely to sell, be widely seen,
or reviewed. For instance, if an exhibition period is very short, it may well not be
worth the costs incurred. If the work can go on to be shown elsewhere, using the
same mounts and frames, then the investment is more likely to be rewarded.
6. When the work has already been shown a number of times. It is possible to show
work too often. Although it can be diffi cult to recognize when your work has been
overexposed, and though it may be tempting to accept yet another invitation to
show, sometimes the artist is the only person who can see that it is time to disengage
with this piece of work and move on.
MAKING AN EXHIBITION PLAN
For most photographers who are just starting out, the most
diffi cult period is usually the few years just after leaving
college. This can be when no one seems interested in looking
at or showing the work, and the practical, emotional, and
technical support systems provided by the college are no
longer there to keep the photographer focused on his or her
work.
This is the time for the photographer to think about fi ve
things:
1. making a short-term exhibiting plan
2. what sort of priority to give to exhibiting in the future
3. ways of promoting work to support and back up exhibiting
4. how to fi nd or create good support systems
5. learning how the exhibition system works
MAKING A SHORT-TERM EXHIBITION PLAN
O
Each exhibiting opportunity has its own particular circumstances.Only the would-be exhibitor can assess the opportunitiesand risks involved.Although every situation differs, some to be wary of are:1. When the curator or venue is disorganized or unprofessional. This may seemobvious, but sometimes it is diffi cult to recognize when a gallery will fail to takegood care of its artists. Things to check include whether the gallery is properlyinsured and staffed so the work itself is not at risk of being damaged or stolen; thatthe gallery is offering a decent fi nancial return on work sold; that the gallery looksgood and can display the work well and it will do so for the whole period of theexhibition. It is worth visiting a gallery mid-exhibition; I have done this and discoveredthe gallery, which had been immaculate for the opening night, was dirty anduntidy and the staff unwelcoming three weeks after the opening. Most important ofall is to check the gallery’s reputation with other photographers. A gallery that consistentlyfails to support its artists will soon gain a bad reputation among artists.2. When the work is not ready or it is the wrong time for the artist. This can be diffi cultto judge. It could simply be that the deadline is too close and the work incomplete.Or the work may not be ready in a way that is harder to defi ne but means that theartist needs time to continue to think about it. These sorts of decisions have a greatdeal to do with the way an artist works, and only the prospective exhibitors candecide what is right for them. Some people, of course, thrive on pressure, so a tightdeadline means they produce great work while others fl ounder and fail. Exhibitingis a creative process which can engage the exhibitor as fully as making the workdid and can leave the artist exhausted and drained if he or she is too busy to givethe exhibition the level of thought it demands.3. When the showing situation cannot be negotiated and work could be shown unsympathetically.If the work is hung when the exhibitor is not there, the photographerneeds to know that it will be shown well. No exhibitor wants his or her work to beshown in a poorly lit corridor next to the lavatories or juxtaposed with work by muchstronger or weaker photographers. Exhibitors also need to be aware of the wayother artists’ work impacts on theirs—it might seem attractive to be the strongestWhen Not to Exhibit 1112 Backgroundartist in a show, but the context will refl ect badly on the work if the other work isnot of a professional caliber.4. When the exhibition venue is in an organization that does not respect or understandthe exhibition process. I have, for example, booked an exhibition into the exhibitingspace of a central London college where I taught. Although I booked this well inadvance and the booking was approved by my line manager, it was canceled threedays before my last class by the department head who had decided to show workfrom a different class in that slot. I had the option of leaving my students in thelurch or challenging the decision and, after some diffi cult negotiation and a greatdeal of additional work, the exhibition was shown later in the year. It was a toughlesson on the perils of exhibiting for fi rst-time exhibitors.5. When the fi nancial burden of showing could be too great. Exhibiting has becomeincreasingly expensive over the years as standards of presentation rise and rise.Transport, printing, mounting, and framing work, as well as the time involved, canmake it uneconomic for the artist if the exhibition is unlikely to sell, be widely seen,or reviewed. For instance, if an exhibition period is very short, it may well not beworth the costs incurred. If the work can go on to be shown elsewhere, using thesame mounts and frames, then the investment is more likely to be rewarded.6. When the work has already been shown a number of times. It is possible to showwork too often. Although it can be diffi cult to recognize when your work has beenoverexposed, and though it may be tempting to accept yet another invitation toshow, sometimes the artist is the only person who can see that it is time to disengagewith this piece of work and move on.MAKING AN EXHIBITION PLANFor most photographers who are just starting out, the mostdiffi cult period is usually the few years just after leavingcollege. This can be when no one seems interested in lookingat or showing the work, and the practical, emotional, andtechnical support systems provided by the college are nolonger there to keep the photographer focused on his or herwork.This is the time for the photographer to think about fi vethings:1. making a short-term exhibiting plan2. what sort of priority to give to exhibiting in the future3. ways of promoting work to support and back up exhibiting4. how to fi nd or create good support systems5. learning how the exhibition system worksMAKING A SHORT-TERM EXHIBITION PLANO
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