The trickiest part of running a gallery is keeping the visitors and potential patrons coming. In this day and age it takes more than just simply the galleries effort alone, to get an artist's name out in the art world. That is where the artist comes in to promote himself in anyway possible, as such the case of the U.K artist Tomas Georgeson, who stashed a blank check somewhere around the gallery worth $12,600, and wants everyone and anyone to know, in order to bring in more visitors.
http://www.huffingtonpost.com/2013/01/30/tomas-georgeson-blank-check-milton-keynes-gallery_n_2581569.html?utm_hp_ref=arts
Despite the risks the longer it takes for anyone to find the check the more exposure the artist will get, and like they say any exposure is good exposure.
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