Paddy Johnson, in a Hyperallergic advice column, demystifies the process for artists seeking gallery representation. She explains that galleries primarily seek artists with proven sales records to mitigate their own high financial risks, such as exorbitant rent and operational costs. Johnson advises artists to build this track record independently by selling work themselves or securing spots in low-pressure group shows, then aggressively promoting those exhibitions to demonstrate market potential to dealers.
This guidance matters because it reframes the artist-gallery relationship as a strategic partnership rather than a passive rescue. Johnson underscores that representation is a significant trade-off, where artists gain access to venues, market-building, and institutional connections but must cede 50% of sales and actively function as a promoter for both themselves and their gallery's roster. The column provides a pragmatic, business-oriented roadmap for career advancement, challenging the romantic notion that artistic merit alone secures representation.