RedDot Podcast | Episode 007 | Approaching Galleries, Art Sale Scammers, Artist/Gallery Relationships and More

Red Dot readers direct the discussion in this week’s podcast by asking questions about the art business. In the session, Jason answers questions about approaching galleries, Nigerian scammers targeting artists, galleries that don’t operate as well as an artist wishes they would, and much more.



Xanadu Gallery’s 2017-18 Mentorship is now open for reservations. Learn about the art and gallery business from the inside! Learn more and apply today – click to¬†

About the Author: Jason Horejs

Jason Horejs is the Owner of Xanadu Gallery, author of best selling books "Starving" to Successful & How to Sell Art , publisher of, and founder of the Art Business Academy. Jason has helped thousands of artists prepare themselves to more effectively market their work, build relationships with galleries and collectors, and turn their artistic passion into a viable business.


  1. Regarding prices on your website… is this recommended? I have a ‘store’ and was told by a gallery that they don’t represent any artists that have prices on their website. Help.

  2. Just listen to the pod cast. Thanks for sharing your thoughts as a gallery owner. I especially liked your comment on how an artist can “die from exposure.” One of the best things I’ve learned is recognizing that only the right kind of exposure is worth it.

    A few quick questions for you…
    1. How do you feel about your gallery artists having Open Studios? Do you take a commission on any sales they have?

    2. Can you send out a link to the artists who have done your mentor program in the past? I would be curious to see what kind of work they do and to check out how they present themselves now that they have gone through your program.


  3. Hi Jason, thanks for your thoughtful response to my question about using a PR company. As yet I still haven’t had a quote from them (though on their website they say ‘we love communication in all its forms’)!
    Anyway, I think you make very good points – firstly – I much prefer to build a relationship with a gallery owner, and when this happens it’s hugely rewarding, and not just financially. As artists we work alone with the painting part of it and I know it’s not uncommon for artists to feel a bit invisible, certainly for the early years of their career, so it feels good to build a positive working relationship.

    I think where I’ve felt disappointed in this is when the gallery owner doesn’t remember you, or get back in touch, even when they’ve easily sold all your work and made a profit! Thinking about it though, there are many reasons that happens; in my case it was when the gallery was struggling or about to shut down, or was changing ownership (i.e. said economic climate I mentioned) so there was understandably an element of chaos.

    I really enjoyed your insights into the scammers, you were being very polite about it but I had to laugh as I’ve seen a few of these and find the language they use hilarious. When you’ve seen one you recognise them better the next time at least!

    Lastly, I think I’ve said this before, but it’s great to see a gallery owner (i,e, yourself and the Xanadu Gallery) taking such an interest in artists and the world of art as a whole. One of my best experiences with an independent commercial gallery is with the Limetree Gallery in Bristol – they’re reliable, take things slowly, build up a working relationship and take an interest in the arts world generally. I just wish there were more like that!

    All best and I’ll definitely tune in next time

  4. I enjoyed your podcast so much and it brought a lot of my past experiences with galleries and co-op galleries to mind. Also, I almost laughed out loud when you brought up the out of country scammers. Almost word for word as many of the emails I have received. At one point I took one of their checks for $1100 to the bank before doing anything else. Of course it was bogus as I expected so I emailed the guy and said “Why don’t you get a real job like the rest of us!” That wasn’t very nice, I know, but I haven’t heard from a scammer since! Thank you, Jason, for taking the time to keep artists everywhere informed and educated, not just the artists you represent. It is appreciated more than you’ll probably ever know.

    1. I had one scammer give a similar intro wanting to buy my “merchandise,” then, “condition appears fine …” Huh? I’m not selling chairs. Surely, folks are sophisticated enough these days they can recognize nonsense.

  5. Great information as usual Jason! I agree with a comment made above about your comment “You can die of exposure” I am an emerging artist & have had huge exposure in the local press. Although I have made sales I don’t think my sales are sufficient for the amount of exposure I’ve had… I love getting the exposure but making sales are usually about building relationships with buyers & collectors.

  6. Thanks Jason for the podcast. I really enjoy listening to them and get great and useful information about the business side of art. Digital portfolios I believe are here and are replacing the standard paper printed binder. The digital version is much easier to keep updated. The question is if the gallery owner asked for a portfolio emailed to them what file format would be best. Would it be a pdf or some other file format?

  7. Thanks Jason,
    Good information. I have the same question as Kevin Doberstein. What file format would be best to use when emailing a portfolio?

  8. Another very informative podcast Jason. Thank you.
    While the general principles you espouse know no geographical boundaries, those of us on the other side of the world must make some adjustments.
    I recognise (see, we use an “s” rather than a “z”) that the USA represents a very large art market, particularly for online sales. I accept that the digital world complements the physical presence of bricks-and-mortar galleries as you point out when discussing portfolios.
    However, when you talk about getting to know the artist in person, all of a sudden we have a major geographical challenge. As we do when considering shipping artworks between hemispheres.
    When considering art scams, I agree with everything you say, except perhaps with some American grammar, spelling and abbreviations. I must receive hundreds of spam emails everyday and, while they are not art scams per se, they are all directed at an American audience. This is quite obvious when I do not recognise names, places or television personalities.
    In summary, while your digital presence provides excellent advice on an international level (at least for those who speak some form of English), your physical business in Scottsdale, Arizona is a world away from antipodeans.

  9. Thanks Jason for sharing such valuable advice. Your podcast just helped me to handle a situation with a potential scammer professionally & with grace.

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