{"id":2649,"date":"2019-05-09T17:02:11","date_gmt":"2019-05-09T23:02:11","guid":{"rendered":"https:\/\/blog.zapplication.org\/?p=2649"},"modified":"2024-03-13T13:40:47","modified_gmt":"2024-03-13T19:40:47","slug":"creative-conversations-juror-jennifer-perlow","status":"publish","type":"post","link":"https:\/\/blog.zapplication.org\/?p=2649","title":{"rendered":"Creative Conversations: Juror Jennifer Perlow"},"content":{"rendered":"\r\n<h4 class=\"wp-block-heading\">\u201cIf I was going to sell something, I wanted to sell art.\u201d<\/h4>\r\n\r\n\r\n\r\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img fetchpriority=\"high\" decoding=\"async\" style=\"height:auto; width:100%;\" src=\"https:\/\/blog.zapplication.org\/wp-content\/uploads\/2019\/05\/Jennifer-Perlow-1.jpeg\" alt=\"An image of Jennifer Perlow\" class=\"wp-image-2653\" width=\"322\" height=\"322\" srcset=\"https:\/\/blog.zapplication.org\/wp-content\/uploads\/2019\/05\/Jennifer-Perlow-1.jpeg 300w, https:\/\/blog.zapplication.org\/wp-content\/uploads\/2019\/05\/Jennifer-Perlow-1-150x150.jpeg 150w\" sizes=\"(max-width: 322px) 100vw, 322px\" \/><figcaption><em>Jennifer Perlow, co-founder and principal of PS Art Consulting. <\/em><br \/><em>Courtesy of PS Art Consulting<\/em><\/figcaption><\/figure><\/div>\r\n\r\n\r\n\r\n<p>Jennifer Perlow has been working in the arts for more than a decade. Co-founder and principal of <a href=\"https:\/\/www.psartconsulting.com\">PS Art Consulting<\/a>\u2014a firm that sources and installs art for hospitals, hotels, and law firms \u2014she spends the majority of her time working with organizations to find art that is perfect for their space. However, she was not always working in the arts. Perlow started her career as a salesperson. After selling pharmaceuticals for a short time, Perlow realized her heart wasn\u2019t in it. \u201cIf I was going to sell something, I wanted to sell art,\u201d she said. And, as a curator of arts, she finds being a festival juror to be an essential function of her job. <\/p>\r\n\r\n\r\n\r\n<p>\u201cThe jury process is a little like sharpening my knives. You know, looking at a large group of artists for a particular purpose\u2014with the anticipation of culling that\u2014it\u2019s strengthening your critical thinking skills\u201d said Perlow.<br \/><\/p>\r\n\r\n\r\n\r\n<p>To reach her goal of jurying one show a year, Perlow sends out resumes and credentials to festival directors with whom she wants to work. Word of mouth definitely helps, but often times she has to put herself out there. For the <a href=\"https:\/\/www.desmoinesartsfestival.org\/\">Des Moines Arts Festival<\/a> jury, she sent her resume to the director, Stephen King, years before he invited her to jury. Perlow was a juror for the festival in February 2019. <br \/><\/p>\r\n\r\n\r\n\r\n<p>Perlow has juried more than 15 shows, including Cherry Creek Arts Festival in Denver, Colo., Saint Louis Art Fair, in St. Louis, Mo., Sausalito Arts Festival, in Sausalito, Calif., and most recently, the Des Moines Arts Festival in Des Moines, Iowa. <br \/><\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img decoding=\"async\" style=\"height:auto; width:100%;\" src=\"https:\/\/blog.zapplication.org\/wp-content\/uploads\/2019\/05\/5zeWzwsT1ydhI1E8a8A_thumb_c3b9-1024x1014.jpg\" alt=\"An image of Des Moines Arts Festival's jurors, executive director, and production and program manager.\" class=\"wp-image-2652\" width=\"512\" height=\"507\" srcset=\"https:\/\/blog.zapplication.org\/wp-content\/uploads\/2019\/05\/5zeWzwsT1ydhI1E8a8A_thumb_c3b9.jpg 1024w, https:\/\/blog.zapplication.org\/wp-content\/uploads\/2019\/05\/5zeWzwsT1ydhI1E8a8A_thumb_c3b9-150x150.jpg 150w, https:\/\/blog.zapplication.org\/wp-content\/uploads\/2019\/05\/5zeWzwsT1ydhI1E8a8A_thumb_c3b9-300x297.jpg 300w, https:\/\/blog.zapplication.org\/wp-content\/uploads\/2019\/05\/5zeWzwsT1ydhI1E8a8A_thumb_c3b9-768x761.jpg 768w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption><em>Left to right: Jennifer Perlow, Don Short, Cheryl Mackey Smith, Stephen King (Executive Director), Amanda Outcalt, Brent Holland, Daphne Dickens (Production &amp; Program Manager). <\/em><br \/><em>Courtesy of Des Moines Arts Festival.<\/em><br \/><\/figcaption><\/figure><\/div>\r\n\r\n\r\n\r\n<p>Des Moines Arts Festival is unique in that artists do not select a medium category when submitting their applications. During the jury, all of the artwork is shown together in random order, rather than being sub-sorted by media the way many shows jury. Jurying a whole show at once like this is a long process. To Perlow, it\u2019s an interesting way to approach scoring a festival and she believes that it\u2019s probably more fair. \u201cYou\u2019re taking the entire lot as a whole and you\u2019re judging solely on the merit of the work\u201d she said.<br \/><\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img style=\"height:auto; width:100%;\"src=\"https:\/\/blog.zapplication.org\/wp-content\/uploads\/2019\/05\/UNADJUSTEDNONRAW_thumb_c3b2-1024x768.jpg\" alt=\"An image of Des Moines Arts Festival's projected jury.\" class=\"wp-image-2654\" width=\"512\" height=\"384\" srcset=\"https:\/\/blog.zapplication.org\/wp-content\/uploads\/2019\/05\/UNADJUSTEDNONRAW_thumb_c3b2.jpg 1024w, https:\/\/blog.zapplication.org\/wp-content\/uploads\/2019\/05\/UNADJUSTEDNONRAW_thumb_c3b2-300x225.jpg 300w, https:\/\/blog.zapplication.org\/wp-content\/uploads\/2019\/05\/UNADJUSTEDNONRAW_thumb_c3b2-768x576.jpg 768w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption><em>Jurors for Des Moines Arts Festival\u2019s 2019 projected jury score an applicant\u2019s artwork. <\/em><br \/><em>Photo courtesy of Des Moines Arts Festival.<\/em><br \/><\/figcaption><\/figure><\/div>\r\n\r\n\r\n\r\n<p>While jury processes do change slightly across fairs and festivals, for Perlow, every event\u2019s jury has a common goal: selecting the best art for their community. This parallels how she approaches consulting projects. Each festival, hospital, law firm, or hotel has a story they want to tell. Part of Perlow\u2019s job is to discover what a client wants to say and how they want to say it. <br \/><\/p>\r\n\r\n\r\n\r\n<p>When we spoke to Perlow about artist\u2019s applications, there were three major components she covered: the artwork images, the booth shot, and the artist statement. Of these elements, one part is consistently overlooked: <br \/><\/p>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading\">\u201c<strong>The artist statement is very important.\u201d<\/strong> &#8211; Put that in bold letters, Perlow requested.<\/h4>\r\n\r\n\r\n\r\n<p>Artists excel at the visual aspect of their jobs and the same care and attention should be given to the artist statement. The best of the best tend to talk solely about the work and why it was made, and they provide insight into the artistic process. An artist statement is not a make-or-break factor in all juries, but in some juries it can mean the difference between an invitation and being put on the waitlist\u2014particularly if competition is fierce.  <\/p>\r\n\r\n\r\n\r\n<p>Vet your own artist statement by following Perlow\u2019s advice:<\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" style=\"height:auto; width:100%;\"src=\"https:\/\/blog.zapplication.org\/wp-content\/uploads\/2019\/05\/Screen-Shot-2019-05-09-at-5.07.10-PM.png\" alt=\"Image Reading:\r\nDo not write in the third person.\r\nDo not speak about your studio or about your work being unique.\r\nThe majority of in-person juries read artist statements aloud. Make sure yours is ready to go by having a friend read it aloud to you. \r\nThink about how you feel after hearing your artist statement. Does it represent you and your work well? \" class=\"wp-image-2685\" width=\"457\" height=\"266\" srcset=\"https:\/\/blog.zapplication.org\/wp-content\/uploads\/2019\/05\/Screen-Shot-2019-05-09-at-5.07.10-PM.png 630w, https:\/\/blog.zapplication.org\/wp-content\/uploads\/2019\/05\/Screen-Shot-2019-05-09-at-5.07.10-PM-300x175.png 300w\" sizes=\"(max-width: 457px) 100vw, 457px\" \/><\/figure><\/div>\r\n\r\n\r\n\r\n<p>The next part of the application is the booth shot. Most often, jurors look for an updated and professional shot of the booth\u2014particularly one that doesn\u2019t have festival attendees wandering through the frame. \u201cIf you do not have a booth shot, borrow somebody\u2019s tent, set up a booth, and take a shot. Nobody has to know it\u2019s not at a festival,\u201d Perlow suggested. <br \/><\/p>\r\n\r\n\r\n\r\n<p>The artwork is the focal piece of an artist\u2019s application, so these images help artists put their best foot forward. While images that are taken with a phone may work for local markets, Perlow noted that those who want to succeed as professional artists invest in professional images of their artwork. \u201cIt is not easy to take images of artwork. It is not something most people can do. We don\u2019t have the right setup, we don\u2019t have the right lighting. So having somebody who can do that for you is important,\u201d Perlow explained.<br \/><\/p>\r\n\r\n\r\n\r\n<p>In today\u2019s society, being an artist is, unfortunately, not always treated like a real job. However, Perlow said, \u201cit <em>is<\/em> a real job and people should treat it as a real job.\u201d This expands beyond the time and resources spent in a studio. Being an artist also means you have to spend time marketing your art, maintaining a database of contacts, and working on your business, she said. <br \/><\/p>\r\n\r\n\r\n\r\n<p>The application you submit to a festival is a visual resume. \u201cDoes this represent you well? Does this tell your story\u2014and really think about that,\u201d Perlow elaborated. That includes the whole picture\u2014professional images of your artwork, a clean booth shot, and a thoughtful artist statement. <br \/><\/p>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading\">\u201cNot every opportunity is a good opportunity.\u201d<br \/><\/h4>\r\n\r\n\r\n\r\n<p>Perlow found her niche by focusing on work that she thinks helps healing. She believes that art in healthcare is vital, and accordingly focuses most of her consulting business on hospitals. For artists, it\u2019s important to find a niche where you can best attract <em>your<\/em> target audience. While Perlow gave a lot of advice pertaining to festival juries, she also noted that there are many routes an artist can take to make a living. \u201cNot every opportunity is a good opportunity,\u201d she said. \u201cIf you hate talking to people, don\u2019t do festivals.\u201d From galleries to studios to art fairs and festivals, there are always new opportunities popping up for visual artists, and artists should consider their strengths and weaknesses when choosing an ideal route and venue for showing his or her work.<br \/><\/p>\r\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>\u201cIf I was going to sell something, I wanted to sell art.\u201d Jennifer Perlow has been working in the arts for more than a decade. Co-founder and principal of PS Art Consulting\u2014a firm that sources and installs art for hospitals, hotels, and law firms \u2014she spends the majority of her time working with organizations to [&hellip;]<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[76],"tags":[],"class_list":["post-2649","post","type-post","status-publish","format-standard","hentry","category-creative-conversations"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.5 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Creative Conversations: Juror Jennifer Perlow - ZAPP\u00ae Blog<\/title>\n<meta name=\"description\" content=\"We sat down with Jennifer Perlow, a juror and art consultant, to talk all about artist&#039;s applications.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.zapplication.org\/?p=2649\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Creative Conversations: Juror Jennifer Perlow\" \/>\n<meta property=\"og:description\" content=\"&quot;If I was going to sell something, I wanted to sell art.&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.zapplication.org\/?p=2649\" \/>\n<meta property=\"og:site_name\" content=\"ZAPP\u00ae Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/zapplication\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-05-09T23:02:11+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-03-13T19:40:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.zapplication.org\/wp-content\/uploads\/2019\/05\/Jennifer-Perlow-1.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"300\" \/>\n\t<meta property=\"og:image:height\" content=\"300\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"ZAPPteam\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/blog.zapplication.org\/wp-content\/uploads\/2019\/05\/5zeWzwsT1ydhI1E8a8A_thumb_c3b9.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@ZAPPlication\" \/>\n<meta name=\"twitter:site\" content=\"@ZAPPlication\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"ZAPPteam\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/blog.zapplication.org\/?p=2649#article\",\"isPartOf\":{\"@id\":\"https:\/\/blog.zapplication.org\/?p=2649\"},\"author\":{\"name\":\"ZAPPteam\",\"@id\":\"https:\/\/blog.zapplication.org\/#\/schema\/person\/403dd8a51404be019e28755f298e70d4\"},\"headline\":\"Creative Conversations: Juror Jennifer Perlow\",\"datePublished\":\"2019-05-09T23:02:11+00:00\",\"dateModified\":\"2024-03-13T19:40:47+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/blog.zapplication.org\/?p=2649\"},\"wordCount\":1075,\"publisher\":{\"@id\":\"https:\/\/blog.zapplication.org\/#organization\"},\"image\":{\"@id\":\"https:\/\/blog.zapplication.org\/?p=2649#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.zapplication.org\/wp-content\/uploads\/2019\/05\/Jennifer-Perlow-1.jpeg\",\"articleSection\":[\"Creative Conversations\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blog.zapplication.org\/?p=2649\",\"url\":\"https:\/\/blog.zapplication.org\/?p=2649\",\"name\":\"Creative Conversations: Juror Jennifer Perlow - 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