When an artist lands gallery representation, it’s easy to think the next step is to hand everything over and step aside. But one of the most powerful ways to build momentum—and deepen the relationship with your gallery—is by continuing to actively promote your work alongside them. Cross-promotion isn’t just good etiquette; it’s smart business.

In fact, one of the best things you can do for your career is to make it easy for collectors—whether they discover your work through your website or your gallery’s—to take the next step with clarity and confidence. Here’s how to do it well.

Keep Your Gallery-Represented Work Visible on Your Website

A common misstep is to remove any piece that’s committed to a gallery from your personal website. But doing that means you’re hiding some of your best work from potential collectors—and missing opportunities for connection and sales.

Instead, leave those pieces up, clearly labeled as available through the gallery. Include a direct link or contact information to help the collector inquire or purchase. When you do this, you’re not only promoting your own work but also reinforcing the value of the gallery representing you.

This small act of transparency builds trust with both parties. Your collector knows exactly where to go. Your gallery sees you as a team player.

Use Your Platform to Drive Engagement

Your website is just one part of your platform. Social media, newsletters, and even in-person conversations can reinforce the connection between your work and your gallery representation.

If a gallery is preparing for a show, share that news. If a piece has sold through the gallery, celebrate it publicly and tag them. These simple efforts signal to collectors—and to your gallery—that you’re invested in the partnership and grateful for their support.

And yes, these touches are noticed. The artists who regularly mention their gallery shows, share links to gallery pages, and promote upcoming exhibitions are often the ones who get more attention, more shows, and ultimately more sales.

Maintain Clear Boundaries Around Sales

Cross-promotion doesn’t mean circumventing your gallery. It means being intentional about where and how your collectors find your work. If a collector contacts you directly about a piece that’s with a gallery, the right move is to send them to the gallery to complete the sale.

It might feel tempting to handle it yourself, especially if it seems more efficient or financially beneficial in the short term—but over time, cutting your gallery out erodes trust and undermines the partnership. If you’ve been around the art business long enough, you’ve likely seen how quickly a solid relationship can be damaged when that line gets blurred.

Think Long-Term, Not Just Transactional

Ultimately, galleries want to work with artists who are committed to building something over time. When you share their efforts, promote joint success, and refer business back to them, you’re reinforcing that you’re in it for the long haul.

That kind of alignment doesn’t just feel good—it produces results. Galleries are far more likely to go the extra mile for artists who promote professionally and generously.

In Summary

Cross-promotion isn’t about obligation—it’s about opportunity. When you represent your gallery well, you’re representing yourself well, too. Show your collectors that you’re proud of the partnership, and you’ll see it become even more fruitful over time.

If you’ve already been doing this, you know how powerful it can be. And if you haven’t yet, this is a great time to start.