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NAVIGATING THE GALLERY LANDSCAPE
with Svea Lin Soll
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This is a masterclass designed to empower artists with a clear understanding of gallery relationships. I'll guide you through the different types of galleries—commercial, nonprofit, artist-run, and alternative—and demystify what you can expect in terms of contracts, sales, and professional standards. You'll learn how to identify red flags, negotiate with confidence, establish sustainable gallery partnerships that honor your artistic practice, and be a reliable gallery partner.
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đź“… Saturday, November 15
đź•š 11am PT / 2pm ET
🎟 Early Bird! $65 until Oct 31
($75 after Nov 1)
Who This Class Is For
This masterclass is created for artists who are ready to expand their professional toolkit and step into gallery relationships with clarity.
This masterclass is especially for you if you:
- Are considering approaching galleries and want to make informed, confident decisions
- Â Want to learn to read, interpret, and negotiate gallery contracts
- Value building sustainable, mutually beneficial gallery relationships
- Have some exhibition experience and are ready to expand your understanding of professional standards
- Want to feel more confident about where you fit in the gallery world
What you’ll walk away with
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- Clarity on what galleries are focusing on today
Gain a big-picture understanding of the current gallery landscape—what’s shifting, what’s stable, and what it means for your career. - Confidence approaching galleries
Learn exactly what galleries look for in artists, how to make strong first impressions, and how to present your work professionally.
- Knowledge of representation models
Understand the spectrum of gallery relationships (one-off shows, consignment, full representation), what each offers, and how to decide what’s right for you. - Red flags and best practices
Spot warning signs early and learn strategies to protect yourself, while also identifying healthy, mutually beneficial gallery partnerships.
 - Tools to navigate contracts
Get clear on typical terms (exclusivity vs non-exclusivity, term duration, commission percentages, payment schedules, etc.), so you know what’s fair and where you can negotiate.
Stronger professional positioning
Walk away with strategies to talk about your work, manage your inventory, and build trust with curators, gallerists, and collectors.
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BONUS! The Gallery Playbook
Leave with a concrete takeaway: a PDF companion guide for this class that you can revisit to keep this knowledge at your fingertips (a $27 value!)
Meet
SVEA LIN SOLL
Svea brings over 25 years of experience in the art world to her work as a career strategist for artists. She has worn many hats in the industry—gallery owner, exhibition and sales director, curator, and art consultant—giving her a comprehensive understanding of how opportunities are created and sustained.
As the founder of Swarm Gallery, an experimental Oakland space that supported emerging and mid-career artists through exhibitions, studios, and public events, Svea built a reputation for championing artists at pivotal points in their careers. She has also advised private, corporate, and hospitality clients on acquisitions and curated large-scale projects that highlight regional artists and cultural narratives.
Her coaching practice grew organically out of these experiences. Svea works with artists to navigate the complexities of the art world, offering practical strategies on topics such as gallery relationships, pricing, visibility, and long-term career planning. Grounded in trust, empathy, and collaboration, her approach empowers artists to not only advance their careers but to build them in sustainable, values-aligned ways.
"Svea helped me believe in myself as an actually viable, legit, artist. I didn't really see my dream of being an artist as truly worthy or real until I worked with her. Now I'm busy! I'm selling work! I'm so proud to be a working artist. I quit my old job. I have a studio now. She helped me to take the leap I didn't realize I was so scared to take.
"Svea cares deeply about artists. She is kind, wise and efficient. Her career path includes working as a gallerist, curator, art advisor, and non-profit arts worker. This provides her with a rich range of experiences to pull from as she gives artists rock solid advice. As an emerging/mid-career artist without a gallery, working with Svea saves me an incredible amount of time as I move through the logistics of different opportunities and creates more time and headspace for the studio. I feel very lucky to have Svea in my corner, and I highly recommend working with her."
"Svea’s skillful and empathetic coaching approach inspired me. Much of my artist identity can be stagnated by comparison yet Svea was able to help me surpass this, giving me the reflection necessary for my authenticity to emerge. She’s a powerhouse of knowledge, ready to meet you wherever you are on your journey."
"Working with Svea is like having a best friend in the art world. The one who believes in you, gets you, and always pushes you back on stage in the best way."
"Svea's guidance is gold. She cuts through jargon and fuzz. She's so precise in her understanding of where an artist is at. Where they want to go. What might be holding them back, and how to push past it."
"I've been to loads of creativity workshops, artist talks. Listened to all the podcasts and read the books. But Svea's the best."