DM = Direct Mail
“DM” is the abbreviation for direct mail — the medium used to announce exhibitions.
As I visit and build relationships with various galleries, I receive many DM postcards each year. Since DMs are a huge factor in prompting me to go see a solo exhibition, they are enormously appreciated.
Receiving multiple copies or picking up spares from the gallery, the numbers add up quickly. But because each of these many DMs seems to carry a spark of the artist and the work, they are hard to throw away, and before long I found myself collecting the DMs themselves. As I encountered more and more DMs, I began to run into examples that transcend mere announcement tools — pieces that shine like works of art in their own right.
With that in mind, in this article I would like to present a feature: introducing the wonderful DMs I encountered in 2018.
You often see “Top 10 Exhibitions” lists on various blogs, but “Top 10 DMs” might just be a first in Japan — perhaps even a world first (?).
For DM submissions to our site, please contact us here.
DM Best 10
DMs created for gallery exhibitions — especially for solo shows — often heavily reflect the artist’s own intent, and many exist as works of art in themselves. Museum exhibitions tend to have uniform A4-size flyers, but the DMs I’ve gathered here shine with individuality. Please take a look.
Below are 10 distinctive DMs I picked up from exhibitions held in 2018 (in no particular order).
Note that in this feature I considered the exhibition itself — the primary purpose of the DM — in my evaluation. Also, this list reflects my personal subjective judgment, so please bear with me.
[1] Atsushi Kaga (Maho Kubota Gallery)
Printed on solid, heavy card stock in a die-cut, custom shape that matched the artwork.
Maho Kubota Gallery seems to produce many DMs in this shape.
This DM is one I ended up framing without a second thought.
Kaga works internationally and is represented by a prominent Irish gallery, so the prices of his works are quite high — hence I ended up framing the DM as a stand-in for the artwork itself.
[2] Kohei Nawa (Scai the Bathhouse)
Kohei Nawa’s DM, which I also included in my 2018 Top 10 Exhibitions, was a magnificent DM with the gravitas of a major artist and an air of distinction.
Thick card stock, embossed finish, and oversized format — a triple-threat DM.
[3] YUMA YOSHIMURA (Taku Sometani Gallery)
Just look at this packaging!
The DM I received for the YUMA YOSHIMURA exhibition at the new gallery “TAKU SOMETANI” is of extraordinary quality — you have to ask, how much are they spending on this?
The DM, slightly larger than standard, is sealed as-is inside plastic packaging. Between printing, packaging, and mailing costs, they seem to be spending hundreds of yen per piece — it’s a DM that clearly reflects real dedication.
The gallery owner is a person of strong convictions and a well-developed philosophy.
They primarily curate solo exhibitions centered on emerging artists.
They have exciting emerging artists lined up for exhibitions in 2019 as well — a gallery worth watching.
[4] Toshinao Yoshioka (Gallery Out of Place Tokio)
This is Toshinao Yoshioka’s DM — one where you can tell they ran the color proofs properly.
Faithfully reproducing the colors of the work is a point some artists demand quite strongly.
Occasionally I receive DMs where the colors are clearly off, but this one reproduces the exact colors of the work as I saw them at the exhibition — a superb piece of work.
You often see DMs where the color proofs went wrong and the tones came out oddly. And there are plenty of DMs that never went through a color-proofing stage at all.
Having how the work looks change on you is an unfortunate outcome.
Choose a solid, reliable printer.
[5] Oscar Oiwa
Oscar Oiwa, whose signature is large-scale work, produces DMs that are “just as huge”.
When it comes to conveying a sense of the artist’s world to the recipient, size is a major factor.
[6] Atsuko Yamashita & Moe Hayashi (Makii Masaru Fine Arts)
Two simultaneous solo exhibitions held at the Asakusabashi gallery “Makii Masaru Fine Arts.” The two solo shows occupied the 1st and 2nd floors, respectively.
It’s a DM with a shared tone and manner, as if the two artists inhabit the same world. This DM functions as an “invitation you’ll actually want to accept.”
Two independent artists collaborated to complete this DM.
[7] Ai Yamaguchi (Mizuma Art Gallery)
“Wait — this is just a postcard!” That’s the DM for Ai Yamaguchi’s solo exhibition.
Not a single character is printed on the design side, so I promptly slipped it into a protective film sleeve and displayed it in my home. The finish is so good it could easily be sold as a product.
[8] Ayaka Tadano (Tokyo University of the Arts)
Printed with a sparkling coating, this DM was made for Ayaka Tadano’s graduation exhibition at Tokyo University of the Arts.
A student, yet producing prints with such attention to detail. The refined aesthetic sensibility leaves a great impression. It must have cost a fair amount… In recognition of that effort, this DM makes the ranking.
[9] Yuki Matsueda (Shinseido)
The embossed DM had a finish very much in character for Yuki Matsueda, a sculptor.
Warm reddish tones and design elements resembling underdrawings are arranged across the surface, lending it a stylish feel.
A DM that shines with individuality and attention to detail — wonderful, in my view.
[10] Narumi Hosokawa (Okuno Building Room 306)
Last is Narumi Hosokawa. Strictly speaking, this isn’t a DM but a New Year’s card. The sender is Narumi Hosokawa, and the address is Okuno Building Room 306.
The artist’s handwritten signature and message are added by hand — receiving such a New Year’s card is a real delight. It undeniably shifts one’s motivation and feelings toward the artist.
She clearly has a great relationship with the gallery too.
Emerging women artists likely don’t want to expose their home address, so using the gallery’s address wisely is a smart move.
Bonus: Honorable Mention
A solo exhibition by Suzume Uchida that I visited recently was a great success.
Amid the crowd, as I was leaving the gallery after viewing the show, I was given a single postcard.
It seems this was a gift from Suzume Uchida — one per visitor — printed on solid, high-quality card stock.
Even though I had been treated to wonderful works, receiving an additional card was double the joy for a viewer — though it was awkward that I had nothing to give in return.
This kind of thoughtfulness from an artist really wins fans over. It makes you want to come back, and eventually to collect the work. I didn’t win the drawing this time, but I plan to keep supporting the artist going forward.
Collecting DMs
That’s it for the Best 10 and honorable mention.
Now, the important part of this article starts here.
Since these DMs are so precious, store them properly — and consider displaying some in your home. As soon as you receive a DM, cover it with a protective film. Long-term storage lets you revisit those moments later — this too is one of the joys of art.
In Closing — Advice for Artists
A DM is just an announcement medium, but it’s also an important communication tool with viewers and collectors.
You don’t need to produce unusual, elaborate DMs like the ones featured here, or spend a lot of money — but if you can present your work well with a DM that fits your work and philosophy, it will function both to draw people to your solo show and as personal branding for you as an artist.
The DMs featured here are only a fraction of the ones I’ve received, and I’d be delighted to see many more varied DMs going forward.
If you’d like to send DMs to our site, please contact us here.
We also produce feature articles on our site on a case-by-case basis, within reason.
Please feel free to get in touch.
For the 2019 edition, please see the link below.
