How Open Calls for Artists Actually Work (And How to Spot the Real Ones)
Every week thousands of artists search for open calls, and every week most of them hesitate at the same two questions. How does this actually work? And how do I know it's real?
Fair questions. Here are straight answers, from a gallery that has run 400+ exhibitions across 20+ cities.
The Holy Art Gallery - London July 2026
What an open call actually is
An open call is a gallery inviting artists to submit work for an upcoming exhibition. No gallery representation needed, no degree, no connections. You submit, a curatorial team reviews, and if selected you exhibit.
Open calls exist because the traditional gallery model leaves most artists outside. Representation is offered to a tiny number of artists, usually ones who already have visibility. Open calls flip that: the door is open, and the work decides.
What happens after you apply
At The Holy Art the process looks like this. You submit your work for free through the application form, choosing the city you want: London, New York, Tokyo, Paris, Milan, Athens or Amsterdam.
The curatorial team reviews every submission. If selected, you receive confirmation, and an exhibition fee secures your spot in the show. Then your work is exhibited physically on the gallery wall, digitally on screen, and printed in the exhibition catalogue.
Are exhibition fees normal?
Yes, and it's worth understanding why. In the traditional model, galleries fund shows by taking 50% commission on sales, which is why they only represent artists with existing collector bases. The open call model replaces that commission with a transparent exhibition fee that covers the venue, curation, installation, marketing and events. The trade: you keep your sales, and the wall is open to artists at every stage.
The rule for judging any fee: it should be stated clearly before you apply, and applying itself should be free. Walk away from anyone charging you just to be looked at.
How to spot a legitimate open call
Check the track record. Real galleries have a visible history: past exhibitions with photos, named artists, real venues you can find on a map. The Holy Art has exhibited 25,000+ artists, welcomed over 500,000 guests, and built a community of more than 250,000 artists and collectors. All of it is documented at theholyart.com and on Instagram at @theholyartgallery.
Check the reviews. Google and Trustpilot, not just testimonials on the gallery's own site.
Check the communication. Legitimate galleries answer questions before you pay, not after.
Ready to apply?
Open calls are live now for our autumn season: Paris, Athens, Tokyo, London, Milan, Amsterdam and New York, plus the Times Square billboard. Free to apply, all mediums, open theme.
Apply at theholyart.com/open-calls
Where art meets the world.
