The b-uncut blog

Graphic Art: Blotters, Posters and Teapots In the Belly of the Underdog

// March 9th, 2010 // b-hind the scenes // Lawrence

Sammy Forway, 34 years old, started Underdog Art Company as an online gallery in early 2007 and opened the Underdog art gallery in London SE1 in mid 2008. Sammy discusses his gallery life, art he loves and the exhibitions held at this multi-media gallery on the Old Kent Road.

Why did you want to open a gallery?
I have always been interested in art since I was a small kid I always made art paintings drawings and was generally creative when I got older I realised I wanted to start my own business but didn’t know what yet, I only realised what it was when I started to see how difficult it was for new artists to get work seen and promoted and came up with the idea of the online gallery, since then its just progressed. We now have regular exhibitions and live events here at Underdog.

How would you describe the art and artists you represent?

The type of art and artists we represent are very diverse but I do tend to go for art that is quite edgy and urban also counter culture style work, I love graphic poster art and we have recently had an exhibition with LSD blotter art. We basically filled the whole gallery with sheets of Acid.

What kind of work do you love?

See the above, graphic art I have always had a soft spot for but I love any art work that has genuinely something to say. Can’t stand pretentiousness in anything.

Do you think there is anything missing from the art scene at the moment?

I do think that art and artists are not doing enough to open people’s eyes to the corrupt bullshit. War and terror that is being waged over the world and not always by the “Terrorists” as we know them. It seems like we are all too smug to stand up and rock the boat. I hope this is changing though.

How do you source your artists?

I just look around find work I like and try to persuade the artist that they’d love to work with me.

What are you currently exhibiting?

My Current show is called Rock around the Crockery! It’s a show of graphic art screen prints, stencil and digital work, oh and not to forget the Graffed up defaced and debouched Crockery! Tea sets, trays, coffee pots etc. Art should be fun too eh.

How do you vary your exhibitions?

Ha ha erm sometimes get pissed and come up with silly concepts like the Crockery show, but mostly just finding a good mix of artists. I could put on a show every month in the same genre of art but as long as you have original artists it’ll never get boring.

What do you do to promote a show and do you do anything special for a preview?

We always do something special for an opening of a show, we usually always have live bands playing and sometimes movies visuals etc down in the belly of the Underdog. We try to make an event as memorable as possible. As for promoting, the web is great but we still design cool posters and post all over London and I have found this very successful. If you have really nice designs that people want to nick and have on there wall chances are they’ll come check out the show/gallery.

Have you found it successful to have live music when you launch a new exhibition?

Very successful, I am a musician myself and know lots of bands so we have really good live music at our shows.

What’s been your best and worst exhibition?

One of the best is the show on now but the most successful was probably the gig poster show, Underdog Rock n Roll Poster Riot! Last May it was awesome. We had about 100 people turn up on the opening day from all over the UK and we sold a lot of work. We are doing a Poster Riot 2 this month on Saturday the 20th. It’ll be excellent again with top gig poster artists exhibiting limited edition screen printed posters, LSD Blotter Art and of course some excellent bands. It’s an all day event starting at 2pm. The worst was when I tried to do two openings in one week, terrible idea.

What’s the most expensive piece of work you’ve ever sold?

The most expensive individual piece I have sold was £2500/£3000 we are more on the affordable art side here at Underdog so that would be our higher end work.

What’s the hardest part of your job?

Selling work for 3 grand.

If you could represent any artist, who would they be and why?

Raphael, he was the most productive of the old masters and he died at 37… Quids in! Only joking, I love Franz Ackermann’s work I would love to represent him. His work is very psychedelic, cerebral and visceral but still with something to say. I’d also like to have represented Von Dutch and Ed (Big Daddy) Roth. Because they were pioneers of graphic art and sure loved rock n roll.

Have you got any exciting ideas for future exhibitions/events?

Always have, just keep your eye on the Underdog.

Are you an artist as well?

Yes I suppose so, I do make stuff whether that makes me an artist is up to anyone else.

Do you think it’s harder to be a gallery owner or artist?

Its harder to be a gallery owner and an artist.

How do you make sure you have enough money to pay the bills?

Now that’s a good question, basically budget yourself. If you sell a big piece don’t go wild n think you can spend it. We also do fine art printing canvas etc at the gallery so that helps with bills. But no one said it was gonna be easy!

What advice would you offer to (a) an artist?
Keep on doing what you love, but be realistic 90% of artists do not make a living from art. If you can get a job that is at least creative to help you live, pay bills eat etc that’s great. But keep on making art if you don’t believe in yourself no one else will.

(b) someone who wants their own gallery?
Go do it, but try not to borrow too much money, if any. and really think about all decisions before you jump in at the deep end. Find the best artists you possibly can as this is your gallery. Good luck!