What do you do when you’ve reached the peak of the mountain that you set out to climb?
When I started The Abundant Artist in 2009, I had no idea what it would become. It was just a blog. When it started to turn into a business where I was helping my artist friends make money, I set a goal to quit my job. That happened in 2013. Since then I’ve hit a number of personal and professional goals.
Last year was a year of tremendous growth for TAA. I published a book, How to Sell Your Art Online, we held our first conference (which we’ve since transitioned into regional workshops), and had hundreds of artists come through our online courses.
We also did some stuff that didn’t work too well. We tried to start a marketing agency for artists, which did not take off. The conference lost a bunch of money, mostly due to my own mistakes and not listening to our readers and students.
I’ve spent a lot of time over the last year thinking about this question: how can The Abundant Artist achieve 10 times as much impact, while I exert the same amount of effort? After all, I can only do so much.
We don’t have the answer yet. Some of our experiments have been to test some of the answers to those questions. We’re still looking for that home run. I’ll be forthcoming and say that there have been times when I’ve been a little bit frustrated by that. Our mission is to help 1,000 artists quit their day job – and so far we’re just at a few dozen. We need to get the ball rolling!
Part of the answer is building a team. We have a small team so far. Me, my wife, and our Communications Specialist. Of course, in order to build a larger team, you need the revenue to pay those people.
At the beginning of this year, I started exploring some alternative ideas. Some of those ideas were simple ideas like reviving TAA’s podcast, writing more content, or spending a ton more money on ads. But these are incremental improvements. To reach the kind of impact that we want to have, we would need to enroll five times as many artists as we currently have into courses. That would lower the quality of the course experience, or we would have to hire a bunch of teachers to help with the courses. So, a possibility, but not terribly attractive and probably won’t move the needle in the way that we want.
What if we radically altered TAA’s business model in some way?
One example of that is starting a professional artist association. This organization could provide training, networking, lobbying and advocacy, and perhaps even access to group health care coverage. Its a unique need and for some weird reason, doesn’t exist in the USA while it does in several France, UK, Canada, and Australia.
This is getting closer. We’re exploring this idea to see if we can bring in a team to make it happen, and find out if there are enough artists who would be willing to contribute to an association to make it worthwhile.
Another idea: leverage technology. According to my software engineer friends, building a recommendation engine for visual art isn’t an insurmountable technology problem. In fact, there’s a company that already does it, but they’ve intentionally limited the use of their technology to only represent the artists who are currently represented by the big blue chip art galleries. So there’s an opportunity to build a recommendation engine. I’ve talked to a couple of engineers about it and we might even have some investors interested.
In order to make some of these bigger ideas happen, I’m acknowledging that the limitations of my available time core skill set. In making that acknowledgement, I’ve realized that one of the big things we need to do this year is find a partner to help out. I’ve written up a long description that I’ve shared with a handful of my close friends.
So, to answer my own question about mountaintops, the answer for me is: look around for the next mountain to climb. I’m glad you’re on this journey me, and I hope you’ll continue to feel like you’re part of something special as we move forward.
And if you know someone who is looking for their own next mountain to climb, send them my way.
Just given up my PA admin job to concentrate on my art and yoga. I love yoga but I also love creating images; flowers, birds. I am happy to speak in public and good at sales. It’s much easier to sell someone else’s art than your own. Customers like to hear about the background of the artist, the techniques, the inspiration etc.
Perhaps a YouTube video to go with the images. Find a suitable speaker, get a short fun presentation to go with the work, maybe a short frame with the artist at work. It personalises the image bought. Just an idea. Trying to think of ways to use the skills I’m good at.
Go well
Rosemary
Keep it focused Rosemary. Grow one business at one time through a single marketing channel until you start to get some traction.
I want to be just like you when I grow up! Thank you for your transparency… and your vision! I will be looking for more information on the Association.
Thanks Kitina!
One issue with forming any kind of association or group is that professional artists tend to be loners, like working alone, being alone, and don’t like to be a part of some group. Having said that, we DO like to spend time with other artists and talk shop. I think many artists groups are primarily for the non-professional artists, those who have other jobs or don’t need a steady income.
How do you help an artist who wants to succeed on his own terms and not be a member of some group? A network of mentors might be one way. De-emphasis the “group-mind” and pay close attention to the individual.
Yup, the emphasis would have to be on the services and offerings, not the group itself.
Hi Cory, so far I am intrigued by your original idea (starving artist myth) and your whole journey. I appreciate when you say you are frustrated or don’t know something. That makes you human and I’m more inclined to trust what you say.
(Nobody knows everything) I would be interested in a professional artist organization. At this point on my own journey, I have finished my website, put my stuff on pinterest, started a business Facebook page, made only one sale, to my sister! I did a survey on Facebook and got good comments from strangers! I am now making more work and planning to attend some local craft/art shows. (check out my website!) So I’m following you on this journey…lead the way!!! 🙂
Keep it up Cheryl!
Cory,
I suspect my own journey is not terribly atypical:
Trained as an illustrator and photographer, I listened with doe-eyes to a fine art professor urge me and others into “commercial art” rather than be “starving artists.” That was 32 years ago…
After becoming a Creative Director for a number of agencies, I have never, ever stopped longing for my original essence to bloom: to make a living telling visual stories as a fine artist.
In November of 2015, my last full-time gig came to an end as a result of a merger. I started my own communications agency, but also began exploring fine art photography as a genuine career. As a result of ::not:: being a new business developer (and probably also a result of having a split focus between marketing communications and photography) I am writing this comment from a desk at an agency where I’ve become an on-site contractor; in other words, I’ve dipped my toe back into the “vortex” of full-time work, NOT doing what I adore — creative journalism and fine art photography.
It feels like a kind of defeat to be sitting here typing this. Suffice it to say, I’m following the journey you’re on, and seeking parallels in the pattern.
Sam
It’s only defeat if you allow it to be Sam. 5 Late Bloomers That Changed the Art World.
Hi Cory,
Congrats on all the accomplishments so far! You are providing a real service to the artists who are all trying (individually) to make it work so a professional organization seems like the next logical step. I’d join.
Ronnie
Thanks Ronnie!
I’ve been following this with interest, whilst finding my way. I’ve been taking your advice and that of others and now have a website, Facebook fan page, pinterest and instagram (still don’t get instagram, but it’s only been a week) accounts. I’m still building up a portfolio of work and in the last 6 months have found my ‘voice’. I’ve sold a number of pieces, all to people I don’t know and all at art fairs. I’m not entirely sure my work looks well online as it’s very textural, which is difficult to convey and I really don’t want to fork out large sums in professional photography for every work.
Cory, While I’m a signature member of the CPSA (Colored Pencil Society of America) and a local chapter, I’m also a juried member of local art associations. I REALLY long for a Professional Art Association that does not cater to any one media, or genre. One that yes could advocate for health insurance discounts, one that can show art of all media without prejudice to that hierarchy. One that nurtures artists of all levels. Helping us to bring art making back to the foreground of a respectable profession. The wearing of so many hats is tiring but having a group to look to lifting one up through that journey and keeping us motivated would be appreciated!
We’re working on it. 😉 Stay tuned!