September 21, 2017, 10 am – 1 pm
Many thanks to the curator, editor and writer Louisa Elderton for her lecture “UNRAVELLING THE ART MARKET MYSTERY: COMMERCIAL GALLERIES” and discussing the works of our participants.
“This lecture will give artists an insight into how the commercial gallery world functions. Are you interested in working with a commercial gallery but don’t know how to tackle this process? What should you expect when working with a commercial gallery? If you’re not interested in engaging with the art market, how can you make a living as an artist without being represented by a commercial gallery?
Having worked with a number of commercial galleries over the past ten years including Blain|Southern (London and Berlin) and Supportico Lopez (Berlin), Louisa Elderton’s lecture will help to guide artists who are interested in working with commercial galleries.
While every gallery is slightly different, there are general approaches that most galleries adhere to. Louisa Elderton will provide insight into how to connect with commercial galleries; the difference between primary and secondary market galleries; how commercial galleries are internally structured; exhibition planning processes; how active or pushy you should be with your gallery; how to work with curators/artist liaisons/sales directors; how gallery’s court collectors; how you as an artist can court collectors; how gallery’s work with museums; how galleries work with art advisors; arranging studio visits; commercial galleries and art fairs; gallery contracts and percentage splits; shipping and storage costs; whether galleries cover fabrication costs; and whether you can subvert the gallery system to ‘go it alone’.” (Louisa Elderton)
Louisa Elderton is a contemporary art curator, writer and editor. She received a First-Class Bachelor’s degree in Art History and English from The University of Sussex (2006) and a Master’s degree from the Courtauld Institute of Art in Curating the Art Museum (2010), presenting an exhibition about Christian iconography in historical and contemporary art. From 2009–11 she worked for public institutions including Tate and The Whitechapel Gallery and was Writer in Residence at Jerwood Visual Arts. From 2012–15 she curated exhibitions for museums and commercial galleries by artists including Lawrence Weiner, Francesco Clemente, Douglas Gordon, Yinka Shonibare MBE, Nasan Tur and Rachel Howard, and relocated from London to Berlin in September 2015 to curate Time Capsules. By the side of the road. Wim Wenders’ recent photographs for Blain|Southern Berlin, in collaboration with Wenders Images.
She is a regular contributor to magazines including Artforum, Art Review, Frieze, Flash Art, Art Monthly, Elephant Magazine, Apollo, Modern Painters, artnet News, Metropolis M, Monopol, The Burlington Magazine, Vogue China, Harper’s Bazaar, Berlin Art Link, Artsy, House & Garden and The White Review. As an author, she has contributed to numerous exhibition catalogues and features in Phaidon’s books Vitamin P3: New Perspectives in Painting (2016) and Universe(upcoming, 2017). As an Editor, she has produced monographs on Rachel Howard, Tim Noble & Sue Webster, Francesco Clemente and Jonas Burgert. She is Project Editor of Phaidon’s book Vitamin C: Clay & Ceramics in Contemporary Art (upcoming, 2017), and is currently producing the next in the Vitamin series (due for publication in 2018).
More information on the LOUISA ELDERTON Website.
