Getting Your Artwork Seen on a Global Scale

28-APR-2015

Griffin Gallery Young Gods Exhibition
As artistic output gets increasingly widespread, the need for art fairs to pull everything together has grown exponentially – as we highlighted in our 2015 Art Predictions. Collaborating with London’s Griffin Gallery, we pulled together an overview of why and how to get global exposure for your artwork through art fairs.

April 15th marks the fifth World Art Day, established by the International Association of Art to spread artistic awareness across the globe. On this day, the creation, reach and effects of art come to the fore, and its very existence illustrates that the art market is operating on an ever more global scale. 

Art fairs are one of many ways this expansion is exemplified. Not only are they the perfect place for galleries and independent artists to sell their artwork, but they feature a diverse cross-section of art aficionados, allowing artists to gather a following of fans and collectors of their work. 

In 2014 alone, over 1,000,000 people went to the top 20 art fairs around the world. Buyers, gallerists and curators flock to art fairs to buy art and get an insight into the latest trends. In the end, the styles and movements of the art world are driven by individual artists, so these platforms of influence only exist through their exhibitors.  

As an artist, how can you get involved? Art fairs split into two general types: ones that exhibit galleries only, and others that host individual artists

 
 A scene from the Frieze Art Fair

Art fairs for gallery-represented artists

The best-attended art fair in 2014 was ARCO Madrid with 92,000 visitors, but even the smaller shows boast massive crowds. The London Art Fair, for instance, was attended by almost 24,000 people this January. 

If you want your work to be seen at London Art Fair you’ll need to be represented by one of the 100 galleries exhibiting at the fair or be selected by a gallery for an exhibition in the Art Projects section, but there are opportunities for artists to exhibit at an art fair in their own right. 

 
 Griffin Art Prize winners Elizabeth Rose and Luke George

Art fairs for independent artists

The Other Art Fair, which opens later this month at Victoria House in central London, allows artists to exhibit work themselves, in recognition of the fact that commercial galleries only represent a very small percentage of practising artists. 

The application process is very easy, even though you have to get past the selection committee, which has in the past included famous faces such as Tracey Emin, Yinka Shonibare, Edward Lucie-Smith and Anita Zabludowicz. 
The results speak volumes, and thanks to The Other Art Fair, ‘many artists are now working with galleries in London, LA and New York…artists have sold to collectors, first time buyers and art dealers not to mention numerous commissions with advertising and design companies.’

There so many opportunities out there for ambitious artists, so get involved. Where else could you get tens of thousands of chances to take your artwork to the next level in just a few short days?

Looking for more artistic inspiration? Go behind-the-scenes with Winsor & Newton Art Star Jaime Gili, whose work has been featured the world over, by watching this video profile

And for Tips & Techniques to evolve your own artistic practice, browse our selection of helpful articles online.
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