Marketing Mondays: Stayin’ Alive

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With the “For Lease” and “For Rent” signs popping up in Chelsea and SoHo, the smug schadenfreuders are told-you-so-ing even as the ground gives way beneath their feet. Of galleries that have not closed, many are letting staff go—reportedly, even Pace and Gagosian. Red dots are everywhere less in evidence.

But the will to survive is strong. Whether the soundtrack is the BeeGees—oh, oh, oh, oh, stayin’ alive, stayin’ alive—or Gloria Gaynor’s evergreen anthem to perseverance (or Celia’s Cruz’s inspired version in Spanish), we are all, as Celia sings, sopraviviendo. Surviving. Or trying to.

Galleries
At least Five galleries in New York have come up with novel ideas to keep going strong:
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. Winkleman and Schroeder Romero, those side-by-side dynamos over by the Hudson on 27th Street, have come up with Compound Editions, a project that offers limited-edition prints, sculptures or cards at acquisition-friendly prices (so far, in the 100-$150 range). The series are selling out, such as All Your Eggs, by Andy Yoder, shown left, an edition of 100. (Disclaimer: I bought one.)
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. Invisible Exports, down on Orchard Street, offers its Artist of the Month Club; pay $2400 for a year's subscription and you'll get a limited-edition print from a curator-selected artist each month. The collectors will know who the curators are but not the work they will select, says Benjamin Tischer, a director of the gallery. The website describes the process as introducing "Duchampian chance into the act of collecting."

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. In Williamsburg, Jack the Pelican Presents has installed Old School, a salon-style show of work by gallery artists and others. The paintings, works on papers and sculptures--all small--are priced to sell. Everything is under $2000, and many works are in the modest three figures. Cash and carry is the operative mode, with new work installed as sales are made. The gallery features work primarily of emerging artists, and in this economic climate it's a chance for the work to be seen as well as sold. The show runs through April 26.
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. Metaphor Contemporary, the gallery run by painters Rene Lynch and Julian Jackson, also in Brooklyn, has invited artists to donate a piece that will be part of a group exhibition and silent auction at the gallery in May (and an auction component that will take place on line). The show is titled Stayin' Alive. They've given artists the option of receiving the usual percentage of the sale, or something less, which would put more money into gallery programs. It's unusual, but artists who have shown there--I'm one of them-- are pitching in. (And thanks to the gallery for the title to this post; I unconsciously plagiarized it from them. ).
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Artists
Artists have their own ways of keepin' on keepin' on. Some are holed up in the studio painting more than ever. Some are focusing more on works on paper than on painting, or small paintings rather than large. Some are participating in group shows rather than committing to solos, or taking the opportunity to show at venues they might not have considered before: open studios, art centers, private dealers, even some non-profit venues where everyone kicks in a couple hundred to cover expenses (but not vanity galleries).
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I haven’t painted for a couple of months. Instead, I’m working with my network of galleries to place work that has already been made. For some time I’ve been trying to get off the treadmill of “What do you have that’s new?”—as if work from two years ago isn't as good or important as the new piece whose paint is not yet dry—and this downturn has given me that opportunity. I’m pleased with the sales, and I think my collectors are pleased with the work they've acquired. I’m also catching up on a ton of administrative work (and, if you haven’t noticed, blogging a little more than usual). I’m seeing more art, making more studio visits. When I get back in the studio—which will be soon, soon—I’ll do so with energy, enthusiasm and optimism.
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So here’s what I want to know from you, artists, gallerists and others: What are you doing to stay alive?
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