Navigating the Art Critique Process with Shana Nys Dambrot: How Artists Can Gain Valuable Coverage
At Dot Red, our mission is to empower artists by equipping them with essential tools to thrive in the art world. Recently, we sat down with esteemed art critic Shana Nys Dambrot to discuss the nuances of securing media coverage, building relationships with critics, and understanding the evolving role of art criticism in an increasingly digital world. Shana has a 25+ year career and has written for LAWeekly, Artillery, ArtandCake, among others. She is also the writer of the weekly LA art guide 13ThingsLA.
With a wealth of experience and insight, Dambrot’s approach offers invaluable guidance for artists looking to gain meaningful exposure and leverage media to advance their careers. Here are some key takeaways from our conversation with Dambrot, designed to help artists understand and navigate the art critique process.
Understanding the Role of an Art Critic: From Evaluation to Storytelling
For Dambrot, the role of the art critic extends far beyond traditional reviews. She views her position as one of both educator and interpreter, helping readers connect with and understand art. Rather than simply giving a thumbs-up or thumbs-down, her writing provides crucial context and perspective, engaging both seasoned art enthusiasts and newcomers alike. Dambrot highlights the critic’s role as a storyteller in the art world, explaining that well-crafted reviews go beyond analysis to create narratives that resonate with a broader audience, helping to make art more accessible and inviting. This storytelling approach allows her to connect with readers on a personal level, breaking down barriers that might otherwise keep people away from art.
Art critics have historically been seen as the “gatekeepers” of art opinion, shaping public perception with every word they write. Dambrot, however, emphasizes that her role is more of a guide. She works to make art understandable and relevant to readers rather than simply passing judgment. For artists, this shift is essential to recognize when reaching out to critics; knowing that critics like Dambrot see their work as part of a broader conversation within the art world can help artists approach media relationships with confidence and clarity.
The Evolution of Art Criticism in a Digital World
The art criticism field has evolved dramatically in recent years, largely due to changes in technology and media consumption habits. In the past, critics had a more straightforward role: they attended shows, wrote reviews, and influenced public perception largely through a binary system of positive or negative feedback. But today’s art criticism has broadened in scope. Dambrot explains that today’s critics often blend academic insight with personal reflection, using narrative elements to provide an accessible interpretation of complex works.
This evolution means that art criticism now includes various formats, from online blogs and digital magazines to social media platforms like Instagram. Dambrot explains that critics must now address a much wider range of formats and styles, which adds nuance to their coverage. For artists, understanding this shift is vital when engaging with critics. While critics still write traditional reviews, their expanded role in the art world opens doors to alternative media that can showcase an artist’s work in new, interactive ways.
Building Relationships with Art Critics: The Dos and Don’ts
Engaging art critics can feel daunting, but Dambrot offers practical advice for artists looking to establish productive relationships with media professionals. Here are some tips based on her approach to communication and networking.
- Make a Polite, Respectful Introduction
When reaching out to a critic, Dambrot stresses the importance of being concise and polite. Artists should introduce themselves in a friendly manner, keeping their initial message brief and to the point. For example, if connecting via Instagram or email, Dambrot recommends sending a simple message introducing yourself as an artist or curator, sharing a brief description of your work, and asking for the best contact information. She discourages sending lengthy DMs or attachments right off the bat, as this can come across as overwhelming. - Use the Rule of Threes for Show Invitations
Once the relationship is established, Dambrot suggests following a “rule of threes” for event invitations. Start with a “save the date” notification about three months before the show, followed by a formal press release and supporting images about three weeks before, and a final reminder three days in advance. This structured approach allows critics to plan their schedules while ensuring that artists stay on their radar. - Include All Essential Details
When sending materials, artists should include critical information such as dates, location, and a clean high-resolution image of the work. Dambrot explains that many critics receive vague or incomplete messages, making it difficult to move forward with coverage. Providing a polished, professional presentation makes it easier for critics to get a sense of the show and increases the chances of securing coverage. This simple yet powerful approach demonstrates professionalism and respect for the critic’s time.
The Pitfalls to Avoid When Engaging Critics
While staying in touch is crucial, some approaches can hurt an artist’s chances of getting reviewed. Dambrot warns against sending lengthy, unstructured DMs, excessive attachments, or repeated reminders. These actions can make artists appear disorganized or pushy, which can deter critics from covering their work. Dambrot also advises against last-minute invitations, as critics need time to prepare and plan. Instead, she encourages thoughtful, well-timed communication to create a positive, lasting impression.
Another pitfall is the tendency to request a review outright. Dambrot notes that critics are keenly aware of the desire for coverage and suggests that artists avoid explicitly asking for it in their initial interactions. Instead, artists should focus on sharing their work and expressing enthusiasm about upcoming shows. Trusting the critic to follow up if they’re interested shows respect and can foster a more genuine connection over time.
The Challenge of Gaining Coverage: Why Not Every Show Gets Reviewed
While building relationships with critics is vital, it’s important for artists to manage their expectations around coverage. Dambrot explains that the sheer volume of exhibitions in cities like Los Angeles makes it impossible for critics to attend or review every show. She estimates that while there may be hundreds of quality exhibitions each year, only a fraction can realistically be covered due to limited editorial space and time constraints.
For artists, this means that coverage is not always guaranteed, even if they have a strong relationship with a critic. Dambrot assures artists that every interaction, however small, contributes to potential future coverage. Keeping critics informed, even when coverage isn’t forthcoming, can build familiarity over time. When critics are familiar with an artist’s work and reputation, they may be more likely to write about it when an opportunity arises.
Similarly to what is discussed in this section, not everybody’s work gets selected to be in shows or galleries. To read some tips on how to submit your work to a gallery, read our article with Terrell Tilford.
Making the Most of Limited Resources: DIY PR Strategies
Hiring a publicist can be a considerable expense, particularly for emerging artists, and is not always necessary. Dambrot encourages artists to explore other options, such as seeking help from within their communities. Artists may have friends or acquaintances who are skilled writers, journalists, or public relations professionals who can help draft press releases, statements, or promotional materials. This community-based approach allows artists to create professional press materials without a large financial outlay.
Additionally, Dambrot acknowledges that AI tools like ChatGPT or Grammarly can help artists improve their language and grammar in press materials. However, she cautions against relying entirely on AI for writing, as it can lack the personal authenticity that is essential to art. Using AI for editing or refining text can be helpful, but Dambrot recommends that artists ensure their voice and vision are evident in all communications.
The Power and Challenges of Group Shows
Group shows are common in the art world and offer a platform for many artists to gain exposure, but they present unique challenges when it comes to reviews. Dambrot notes that because group shows typically feature multiple artists, they are often harder to cover in-depth. Word count limits in print and online media mean that critics can rarely give each artist or work the attention it deserves.
Nevertheless, group shows can still be valuable for calendar listings, mentions, and brief descriptions, which can serve as a form of exposure. Dambrot encourages artists in group shows to make sure that their individual works are presented with clear images and captions to maximize the chances of being highlighted. Even if a full review isn’t possible, group shows can still provide meaningful visibility for artists, particularly if they have their details well-organized and accessible.
Preparing Effective Press Kits and Show Announcements
Dambrot’s advice on press kits and show announcements is straightforward: keep them professional, concise, and visually clear. Here’s a checklist based on her recommendations for crafting effective press materials:
- Subject Line: Start with the artist’s name, exhibition title, and dates. Avoid generic phrases like “Art Show” or “Gallery Opening.”
- Introduction: In a few sentences, explain the show, its theme, and the significance of the work.
- Show Details: Clearly state the opening and closing dates, location, and any special events like artist talks or performances.
- High-Quality Images: Include at least one high-resolution, captioned image of the work. This gives critics a sense of what to expect and can be used in coverage.
- Social Media and Website Links: Include links to the artist’s website, gallery page, or social media profiles to make it easy for critics to find more information.
- Optional Events: If there are additional events tied to the show, list these as well to provide critics with multiple attendance options.
These steps provide critics with a streamlined, professional overview that demonstrates the artist’s professionalism and attention to detail. Dambrot notes that well-organized press kits allow critics to quickly understand the show, increasing the chances of coverage.
Final Thoughts: Building a Sustainable Art Career with Community Support
For Dambrot, the journey to becoming a recognized artist involves more than individual talent; it requires strategic communication, thoughtful presentation, and authentic relationship-building. She emphasizes the power of community and collaboration in the art world, encouraging artists to seek support from peers, writers, and critics alike. By connecting with art critics and engaging in these professional practices, artists can create a supportive network that helps them navigate the complexities of art criticism.
At Dot Red, we’re committed to supporting emerging and mid-career artists by offering resources, tools, and guidance tailored to their career growth. Whether through workshops, boot camps, or access to industry professionals, we’re here to empower artists at every stage. Dambrot’s insights provide a valuable roadmap for any artist hoping to engage with the media, gain meaningful exposure, and build a career that resonates within and beyond the art world.
