Our guest on this episode of the Art Dealer Show is not an art dealer, gallery owner or even an art broker but she is, without a doubt, a notable player in the world of art sales.
Allison Zucker-Perelman is a publicist who has set the standard for promotion in the art business for the past decade. Along the way she has worked with a list of artists, galleries and publishers which amounts to a who’s who in the biz. Jane Seymour, Dr. Seuss (Chase Art), Peter Max, Tom Everhart, Beanie Taupin, and Dali to name just few. All benchmarks of success stories of art marketing.
The challenges of promoting an artist, gallery or art event are unique and deceptively challenging. All of which makes finding an effective publicist one of the most stressful tasks any art dealer take on. Despite the fact that there is always a long list of publicists who are happy to take you on as client, very few understand that promotion in the art world is unlike any other. Even less will prove to be good at it. And next to none have done what Zucker-Perelman has in turning this specialty into an art of her own.
In our conversation we went far beyond the basics of discussing the basic best practices in using a publicist and explored the deeper underpinnings of what makes for a great art promotion. We got at the fundamental truths that are often missed: that this is showbiz at the end of the day, our job is to create events, and PR can be about 1,000 little things vs. one big hit.
If you’ve ever had the feeling that you’ve been throwing money at your PR and they’ve just been throwing darts into the media void, you’ll want to listen to this one from start to finish.
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