The Application
Read the
application guidelines
Read them carefully. Make sure you note the exact requirements
given in the guideline notes. Most
craft, design and trade events have very similar requirements - name, contact,
background, CV, artist statement and images.
But to complete the information
appropriately you need to do exactly as they request. Complete all the questions. Send only the
requested number of images. Make sure
you have sent them in the exact format they ask for.
You need to read between the lines of
the application guidelines to understand best what the event is looking
for. They may be looking for production
work, designer or lifestyle items, etc.
Reading between the lines will give you an indication of how to steer
your application to attract the selectors attention. This will help you present the written parts
of your application in the light of the organiser’s objectives. This will apply particularly to the CV. It is here that your story of what, how and
why you make glass will distinguish you from other applicants. Importantly, it
will also apply to the selection of your images. If your images fit the objectives of the
event, you are more likely to be selected.
Show your best pictures
The most important
part of your application is the images you send. This, more than anything else, will count in
your favour during the selection. Of
course, the written material still counts, but the first element is the images.
They need to be of professional
standard, ideally taken by a professional photographer. When you are selected,
these images will be used in promotional materials, for the press and for the
exhibition catalogue. So, great photographs are more likely to get your work
into the press for the event.
Conversely, if the images are not of press quality, they are unlikely to
be selected.
The images should
represent in detail the things you will be showing at the event. They need to show an overview, with some
variety, of what you do. They should
show your skills and quality of production.
Some idea of scale is essential.
This is where props can help. You
can use lifestyle settings which allows more items to be shown, but make sure
your work is the focus of the photograph.
Often it is best to
photograph each work as a single item on a white background. Well-lit studio photographs work well, but
daylight settings on an overcast day can provide really good images with
indirect light, as any harsh shadows are eliminated.
The images need to
be labelled – often in the file name – with your business name, title and short
description.
When preparing your
application and images, make sure you update the website, because the selectors
will be looking there for more information and images, especially of any
previous shows you have been to and show there.
The freshness of the site’s appearance will have an influence on your
selection.
Return your
application on time
This is obvious,
but not always done. Take note of the
application deadlines, and make notes in your diary as to when things need to
be done to get the application to the organisers on time, or even early.
If the event is not
a selective one, you need to get in early as applications are often reviewed as
they come. Juried events will have all
the applications looked at on the same day, but give the organisers enough time
to get the images loaded and co-ordinated with your application. Remember that organisers get many
applications, so you need to make it easy for them to like your work.
Get feedback
If you are not
selected, you can review your application to see what you might do better next
time. The rejection letter may give you
some information, if it is not a generic one.
It may be that there were just too many applicants, or too many with
glass as their medium. Did your work fit
with the ethos of the event – e.g. traditional vs contemporary.
You can contact the
organisers - politely – indicating theirs is a show you really want to get into
because of its quality or other element that is complimentary to the event. Your questions should be polite and ask for
feedback on specific things, so it is easy for them to respond. Many of these questions will be centred
around what you could do differently to have a better chance of selection next
time.
It is just possible
a polite professional approach to getting feedback may take you off a waiting
list and into the event. In any case, visit the show, if you can, to see how it
looks and feels.
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The Organisers’ Views
Research
Show the event has
been researched by indicating how your glass work will fit with the organiser’s
objectives. How does your quality of
work fit with the other exhibitors? Give
evidence of stands and participation at other shows, especially on your website
and social media.
Application
It is most
important that the application guidelines have been read and adhered to. You should include relevant personal
information on what inspires you, where you work, the materials and techniques
you employ – in short, your story.
Images
Present images showing a confident,
original group of work rather than showing all your variety. The pictures must be in focus, well lit, with
clean backgrounds and with detail shots only were necessary. Many organisers get four or more applications
for each available stand, so the photography is essential to show the potential
of your glass.
Have good, up to date images of
current work on your up to date and professional website and social media. Often your website will be considered for
more information, especially their previous stands at other events. It is often good to see images of previous
stands at previous shows.
Review
Don’t
take any rejection personally. Don’t give up.
Review why you were not successful – right fit to the event? Too many of
your medium/style applied? Does your glass stand out from others? Perhaps you
need more confidence in your work.
Finally
“Fit the criteria of
quality, innovation, skill and dedication” [in your application]. Samme Charlesworth, Director of Breeze Art and Makers Fair in
Cornwall.
Selectors Views
The administration
The selectors and
the organisers work together to create a focused event with originality and
quality of work with a combination of established and emerging makers. They also want diversity of media and styles
with a variety of price. Applications
which have not met the application guidelines will have been eliminated by the
organisers before the selection process begins.
Often the organiser
will give the selectors the number of applications and the number of stands
available, with an indication of how many per category. Then the selection begins. Sometimes a quick pass through the images
will be the first stage, followed by a slower showing at which the selectors
vote for inclusion, exclusion or possible (waiting list). The waiting list (of around 20%) provides the
organiser with some flexibility to fill gaps where selected people do not take
up their place, review the balance between established and emerging makers, the
balance of media represented, etc.
This administrative
process shows how important images are in the selection process. Only the people on the waiting list are ever
likely to have the other parts of their application viewed by the
selectors. The text you provide in the
application gets you to the selection or eliminates you at the first stage.
The Selection
The selectors need
to be able to distinguish what the images show.
If you show only detail, it will be difficult to determine what it or
its function is. Too many other items in the image make it difficult to
determine which are the items for the show. Dark images do not show the glass
at it best. Extreme contrast makes for uncomfortable viewing. Material of
composition should be apparent in the images. Whether the glass is production
or handmade needs to be obvious. A
combination of these failings will be likely to get your work rejected.
Your images should
show a coherent group of work. Diverse styles and materials make it difficult
for selectors to see a style or brand. A unity of theme for the group of images
is needed.
Technically good
images are essential. Focus is
absolutely essential. Any camera shake
or unfocused images will not be viewed favourably. Use the same level of resolution
and format for all your images so that all you work appears on the same scale
to enable the selectors to judge the size of the pieces in the images.
Images must be professional
in appearance. If your work is selected,
the images may be used in promotion and the catalogue.
So, it must be of a quality for reproduction in the news and design
press. Busy backgrounds are distracting and not normally suitable for the press. Lifestyle images must be clearly focused on
the glass. The surroundings cannot
intrude on or dominate the piece of glass being shown.
Using models to
display your work requires professional photographer to be effective. Amateur photographs of pieces on models will
not get selected.
Show your work at
its best. Close ups will show quality
but only a small proportion. Present a few items to focus attention on the
group of items you intend to present at the show.
One of the images you
present to the selectors might be of you working on one of the glass pieces, or
your packaging or branding in the context of a stand.
Emerging makers are
more likely to have their website and additional information looked at. So, it is vitally important that these are up
to date with current work, and older work put into a subordinate section.
