Katherine T. Carter’s Anthology of Art Advice

“An artist needs a strong history of sales and a solid collector base in order to gain gallery representation in a major American city.”

Katherine T. Carter’s Anthology of Art Advice
Mary Hrbacek

Ms. Carter recently published “Accelerating on the Curves: The Artist’s Roadmap to Success,” designed to assist artists with career management through practical information on effective marketing strategies tailored to individual levels of accomplishment and lifestyle.

Mary Hrbacek: How did your background influence your desire to manage a company that promotes art?
Katherine T. Carter: My Florida orange-growing grandfather instilled an independent spirit during my formative years; by his example, I ultimately learned to trust my unique entrepreneurial approach to my business. By working with institutions, galleries, and critics, I strive to create synergistic and interdependent solutions for success in today’s contemporary art world.

MH: What is your background as an artist?
KTC: As a practicing artist I have had over 20 one-woman exhibitions in museums, and leading college and university art galleries nationwide. I have received five reviews in The New York Times alone, one with noted critic John Russell.

MH: Please talk more about what your business does for artists.
KTC: Our programs teach artists to become strategists and tacticians, who guide their own careers. Rather than waiting to be ”discovered,” I suggest exhibiting in not-for-profit institutions (museums, art centers, college and university galleries), before pursuing commercial galleries in major cities. I’ve found that dealers want to “go into business” with mature artists who have the support of collectors, curators, and critics.

MH: What simple tips would you give artists to help them succeed?
KTC: An artist needs a strong history of sales and a solid collector base in order to gain gallery representation in a major American city. With a proven track record, this goal may be achieved in less than a decade; for others it may take two or three times longer, depending on the quality of his or her accomplishments.

Attention to each strategic area of your career development is vital. Establish a balance between exhibitions, sales, awards, honors, and reviews, a crucial component to name recognition. Following your best instincts on your own behalf is clear productive thinking, and a strategy to follow—without apology. Artists must invest in themselves through promotion, marketing, and public relations, to garner reviews for professional recognition. This leads to thematic curatorial attention that may generate prestigious exhibitions in the nonprofit sector. Sales to art patrons–or to friends and family provide a base of collectors and loyal following, along with performance credentials that make affiliation with a recognized commercial gallery a possibility.

MH: Should an artist focus first on making great work, then on promoting/showing etc?
KTC: A cohesive body of work that reflects the investigation of a particular concept, forms the basis for introductions to curators, gallerists, critics and collectors. If unprepared, it may be years before an art professional would seriously re-consider your work.

MH: How important is it to get out and about to openings?
KTC: Going to openings is fine, as long as you focus on a desired result. If you believe a gallery is appropriate for you, support the artists in the gallery by attending the openings. This may lead to studio visits and crucial introductions.

Upcoming projects…
Upcoming in December 2010 is the conclusion of a 15 venue tour for the artist John Kingerelee at the University of Texas at Austin’s new Visual Art Center. In 2012-2013 over thirty solo exhibitions are scheduled nationwide for our artists/clients. (www.ktcassoc.com)