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FEATURED CONTRIBUTORSFine Art
We talk to Susan Mumford, founder of the Association of Women Art Dealers and director of the forthcoming Be Smart About Art Academy, and find out the top tips for artists seeking representation.
What did you study?
I attained a B.A. in Fine Art at Hendrix College of Liberal Arts in Conway, Arkansas, in 2000. Then in 2004 (having relocated to London in Summer 2000), I completed an M.A. in Arts Policy & Management at Birkbeck College, University of London.
What was your first job?
It depends on the definition of first job! The very first job that comes to mind is raking leaves for residents in my local neighbourhood – this must have been around 1988/9 when I was 10/11 years old as I recall listening to the soundtrack for the film Cocktail whilst working. This is in addition to operating a Kool-Aid drink stand on an annual basis each Summer, starting around the same age.
In terms of proper jobs, my first job was as Newspaper Photographer for my university’s weekly publication, The Profile. This required that I attend practically every event that took place at the university and also involved a lot of time spent in a small darkroom that was squeezed into a small cupboard. That was my first and certainly last newspaper job!
Have you ever practiced art yourself?
Yes, I have a strong creative streak. I am a trained photographer and in occasional free moments I paint fabrics. I am developing a new photography series that involves commuters on mass public transport. In regards to fabric painting, I have three key influences: Pollock, Rothko and Constructivist art movements.
What art works do you have in your collection?
Photographs by my partner Chris, contemporary pieces by artists fellow art dealers represent, works by artists with whom I work and have worked, and several pieces by myself. My dream piece to own is an archival silver gelatin photograph by the late great Ansel Adams.
As founder of the AWAD, who are the London based female gallerists and dealers that you most admire?
The late Annely Juda is the first name that comes to mind. She was known as having a fantastic eye, being formidable as a business person and was also highly respected amongst artists, peers, collectors and critics. She built up her reputation for over 40 years and passed away at the age of 91 in 2006.
Secondly, Angela Flowers, owner of Flowers Gallery (Flowers East, Flowers West and Flowers New York) since 1970, is a recognised force in the art world. Much like Juda was in her time, she is both feared and esteemed, represents some of the best art talent of the 20th and 21st Centuries and unquestionably garners respect from all around her.
2012 is going to be a significant year for cultural events, how do you think the London art world will respond this year?
Many art dealers are still expressing uncertainty as to what to do. Whilst there is great potential for staging events and exhibitions, a number of colleagues feel there is also a lot of competition for the limelight. It is true that artists have been commissioned to produce pieces that relate to the Olympics, and art dealers, consultants and curators are organizing special events with Olympics themes. Others are preparing outstanding shows, with the hopes that at least a small number of the well-heeled masses will attend. It will undoubtedly be spectacular, and many will reap the benefits of the major international event. Of course we won’t be able to assess the impacts (both short-term and long-term) until after the occasion – so best to enjoy it, and make the most of it while we can.
5 Top Tips for artists attaining representation:
1. Make a concerted effort to build a network of art professionals, as the top three ways that artists attain gallery / art dealer/consultant representation do not include artists directly approaching a gallery* but instead rely on a network of artist and art world contacts.
2. Be professionally presented i.e. website, business cards, twitter account, Facebook business page.
3. Attain as much exhibition experience as you can on your own eg: local open studios, group exhibitions, juried exhibitions/competitions, residencies.
4. Keep regular paid work outside of your art career as long as you need to, in order to support your career as an artist - as otherwise you can’t afford even basic studio costs, let alone website or business cards.
5. Maintain a positive attitude and keep your goal in focus.
*According to a survey conducted in London in February 2012, the top three ways that artists attain representation are:
1. Art dealers are recommended to an artist by another artist (presumably the introducer is an artist with whom the dealer already works);
2. Art dealers are recommended to an artist by a fellow art dealer/consultant;
3. Art dealers discover an artist at an exhibition attended.
Click here to view the Be Smart About Art course programme and forthcoming workshops such as: The secrets for a successful Artist - Gallery partnership - 19th March 6.45pm at Fiumano Fine Art, London – £15, Early Bird tickets £5

