Aside from this blog I field dozens of emails each month from artists seeking advice. I don't know if I'm a "one trick pony" or if there is a pattern to the same advice needed to lots of artists. So here is the advice I find myself offering frequently. I will say that most of the people receiving this advice are just starting out.
1. Quality Sells: Its a fact. The better the work, the better it should sell. Most of the artists I hear from are not yet ready to sell, but are too close to their work to understand this. We all think our work is pretty good. My advice: Study under living masters who will give you objective advice and growth.
2. Quality Is Not Always Required: Contrary to item #1 we all know there are painters and sculptors, whose work we do not respect, which sells. Not everyone has taste, even people with money. And, who is to say that "our" taste is right. Advice: There is a market and a gallery for almost everyone. Find it.
3. Your C.V. or Resume' is Important: Enter and win lots of shows, do lots of events, try to show as much as possible. Try to win awards. It helps. It validates a potential buyer that she or he is buying someone others think is good.
4. Your C.V. or Resume Does Not Always Matter: Contrary to #3, its not always true. Some people don't care. Don't stop marketing just because you don't have a full C.V. and awards. Your work will still sell.
5. You're Too Close to Your Work: Find someone objective whose work sells, and whose work you respect to give you opinions and advice. Give them permission to be frank. Friends and family don't want to hurt your feelings and often don't know what advice to give. It's important to have someone who can tell you how to make something better, to let you know if you're ready for prime time.
6. Rarely Does Success Happen Overnight: A friend of mine quit his job, was independent for 6 months and then had to go back to work. Rarely does a career launch that quickly. Its ok to quit your job BUT if you don't have ample runway (2 years+) than I suggest establishing your career before you quit... and even then have ample living expenses to get you thru lean times.
7. Focus on What You Know and Allow the Help of Experts: If you're selling art, you're in business. As a business owner I'm good at some things and not good at others. I employ CPAs, Designers, and specialists in areas where I am weak. You need to find people to help you in areas where you are weak. Most (not all) artists are good at art but not good at business, marketing, sales, etc. You may need help. A gallery is an excellent partner and worth the 50% you give up because they can do selling for you.
8. You Are a Brand... or Should Be: You may or may not understand branding but the bottom line is some artists are a brand. That brand stands for something and a good brand helps sell art (a bad brand prevents it). Most artists don't know branding and need to understand how critical it is to market yourself as a brand. Read books on branding! Most important is to get your name out there, keep it visible, increase awareness. Most people do a little and think its enough. You need hundreds of impressions over years to become an established brand. Richard Schmid is an established brand. It did not happen overnight but once it happened he was allowed to command high prices. Jacob Collins is rapidly becoming a top tier brand. His active marketing, press strategy, and awards make a difference and he is commanding high prices today. Build your name, keep it visible, get lots of press. Repeat this process constantly. Its the second most important thing you can do. The first is creation of work.
9. You Are in Sales: Most don't want to hear this. But you are always selling. If you accept this and improve these skills, you'll sell more. If you don't you probably won't. I know great artists who never sell any work. Advice: Learn sales, accept that it is part of your life, and find someone to sell for you if you absolutely must. Even then you have to sell yourself.
10. Belief is Power. You have to believe your way to success. It sounds silly to some but if you have negative thoughts, they will prevail. Almost everything I've accomplished in my life was something I envisioned or dreamed first. Define what you want your results to be, believe, dream and then work toward it. A dream without effort is of no value. A dream with effort is unstoppable.
Best,
Eric Rhoads
Great advice. I have many friends who are artist, who regularly struggle to market their work. Often times, their difficulty comes from their own level of confidence to do the things you list, rather than external forces.
Posted by: mjc@beardedroman.com | December 23, 2008 at 07:43 AM