5 Things to Say in Your Artist Pitch to a Gallery

By Alicia Puig, contributing writer since 2017.

Finding the right gallery to represent your work can be a crucial step in building your career as an artist. Whether you’re following up after introducing yourself at an event or reaching out via a cold email, even the most stunning portfolio can fall flat if your pitch isn’t carefully crafted. Art galleries can receive hundreds of submissions each year, so it’s essential to make a strong impression right from the start. Communicate your value, establish a connection, and make it easy for the gallery to learn more about your work. In this article, we'll explore five key components to include in your pitch email to an art gallery, ensuring your message is both professional and persuasive.

Opening of “WILD” and the “Art Queens Member Exhibition” curated by Create! Magazine & PxP Contemporary, Photo by Emily Grace Photography

1. Connection to the Gallery

This sounds obvious, but please start your message with a greeting like “Hi ___” or “Dear ____” and use the person’s name when you know it. It’s a simple show of respect and professionalism, which is far more appreciated that diving right into ‘I’m an emerging artist seeking representation. Here’s a link to look at my work’.

Then, at the very beginning of your email, establish how you know of the gallery. If you’ve previously met, remind them of when and where so they can place you. If you happen to have a mutual contact, mention that person (but only do so if you have the permission of this third party). For those who have never met anyone from the gallery before, you can talk about how you found out about them.

Example: "Hi [Gallery Director],

I’ve known of your gallery since you exhibited at the Affordable Art Fair in New York a few years ago. You presented such a unique booth and I especially enjoyed the work of X and X. I wanted to reach out and connect…”

2. Personalized Reason for Approaching the Gallery

The top thing that sets a compelling pitch apart is a personalized reason for reaching out. Generic, mass-sent emails are easy to spot and often get ignored. Take the time to research the gallery and express why you believe your work is a good fit for their program. Maybe the gallery has a focus on contemporary, abstract art that aligns with your style, or perhaps you were inspired by a recent show they organized. Mentioning specific aspects of their curatorial expertise, artist roster, or previous exhibitions not only shows that you’ve done your homework but also allows you to explain how your work would complement their current collection. Doing this one simple thing doesn’t take much additional effort on your part and will put your pitch ahead of 99% of other artist pitches out there!

Example: "I have long admired [Gallery Name] for its dedication to showcasing emerging artists, and specifically expressive, abstract painters. After attending the recent exhibition 'Forms of Color,' I felt a deep resonance with the gallery’s focus on bold, vibrant works that challenge the viewer’s perception. I believe my own exploration of color and form aligns with your curatorial vision, and I would love to be considered for future exhibitions or other opportunities with your gallery."

3. Description of the Art You Make

After establishing why you are reaching out, provide a succinct yet evocative description of the art you create. This is your opportunity to articulate the themes, techniques, and inspirations behind what you do. Think of this as a mini artist statement—concise yet impactful, giving the gallery a glimpse into your creative process and the unique qualities that make your art stand out. The goal is to intrigue the reader and make them want to learn more about your work. Aim for between 1-3 sentences.

Opening of “Chroma” curated by Create! Magazine & PxP Contemporary, Photo by Emily Grace Photography

4. Brief Summary of Your Career and Accomplishments

Next, if applicable, give the gallery a brief overview of your career and notable achievements. This should not be an exhaustive list; instead, focus on a few highlights that demonstrate your credibility and experience as an artist. A few ideas of what to include are: your most important or recent solo and group exhibitions, awards, residencies, or publications that have recognized your work. If you’re a newer artist or have been creating for years without exhibiting, feel free to omit this section and focus more on providing evidence that you’re a match for the gallery.

Example: "I am a contemporary sculptor based in [City], and my work has most recently been featured in my solo exhibition ‘Hidden Cities’ at [Institution/Location] and in the group exhibition ‘Convergence’ at [Institution/Location]. In [Year], I was honored to receive the [Award Name] from [Institution]. My work has also been highlighted in publications such as [Magazine] and [Blog Name], and I have participated in residencies at [Institution/Location]."

5. Where to Find Examples of Your Art

Your final step is to actually show off your work! In addition to your website link (or social media profile if that’s all you have right now), I recommend attaching a few examples to the email itself so the recipient can see a preview of your art right away. You could send a portfolio of images in PDF format or even embed several images within the message, but make sure to check that the file sizes aren’t too big to download easily.

Ensure that any platform you’re directing them to is up-to-date, easy to navigate, and professionally presented. You want to make the process as smooth as possible for the gallery curator so they can quickly get a sense of your style without needing to search around for it. The information about each artwork should be easily accessible as well: title, dimensions, medium, year, and price.

Example: "You can find a selection of my recent works on my website at [Website URL]. For your convenience, I have also attached a PDF with images and details of my latest series, 'Reflections of Light’, which is the body of work I’d be interested to debut with your gallery. If needed, I can provide additional images or information upon request."

Crafting a pitch email to an art gallery is about more than just presenting your work; it’s about building a connection. By taking the time to personalize your email, make it easy for the gallery to view your art, and provide a compelling description of your work, you are demonstrating why you would be an excellent addition to their roster. Remember, galleries are looking for artists whose work aligns with their vision and audience, so make sure every element of your pitch conveys why you are the right match!

If this article was helpful, join the new course How to Pitch Your Art to Galleries that covers this topic in more detail including where and how to research galleries that would be a fit for your art.