A question I often hear from artists is whether galleries focus exclusively on local talent. This isn’t just a common question among artists; even some collectors assume that a gallery’s roster will primarily feature artists from its immediate area. While this might seem logical on the surface, it’s far from the reality for most commercial galleries.

At Xanadu Gallery, we represent a diverse array of artists from across North America. While about a quarter of our artists hail from the Southwest or local region, the majority are from locations spanning the continent. This approach allows us to provide a variety of styles and perspectives, catering to the preferences of our collectors.

Why, then, does this misconception persist? It may stem from several factors. Many artists have encountered galleries that prominently feature local artists, or they themselves may have participated in cooperative galleries, which often focus on local talent due to logistical reasons. In cooperative galleries, artists need to be nearby to manage the space. However, commercial galleries—those run by professional gallery owners—are focused on curating a collection of art that resonates most with their clientele, regardless of where the artist lives. A gallery’s goal is to connect collectors with exceptional art, and that requires casting a wide net.

For artists, understanding this dynamic is crucial. If most galleries sought only local artists, your opportunities for representation would be limited to those near your studio. For some, this could mean very few options or a mismatch in artistic focus. Instead, the reality is that galleries are looking for a broad mix of talent, which means your target list of galleries can extend far beyond your immediate area—to other cities, states, or even countries.

This wider perspective opens up incredible opportunities. For example, if your work has a modern, urban feel, you might focus on galleries in bustling metropolitan areas. Conversely, if your style leans toward traditional landscapes or rustic themes, galleries in more pastoral settings might be a better fit—even if you’re based in a big city.

To make the most of this broader horizon, I encourage artists to become market researchers. Dive into gallery websites, study the artists they represent, and look at where those artists are based. Check out artist biographies and note which galleries seem to favor styles or themes similar to yours. This kind of research will help you build a strong, tailored list of target galleries.

As you compile your list, remember that a gallery’s location doesn’t define its focus. Instead, what matters is whether your work aligns with the gallery’s vision and clientele. By focusing on fit rather than proximity, you’re far more likely to find a gallery that will champion your art.

I’d love to hear your thoughts: Have you experienced this local artist misconception? How have you approached researching and targeting galleries? Share your experiences in the comments below. And if you’d like more insights on gallery representation, make sure you’re subscribed to the blog to stay updated with tips and strategies.