image by Jack the Ripper
There’s this fantasy of overnight success. We hear about artists who were painting away in their studio, then someone somehow magically found them and now they’re famous and they just live off of the sales that they magically get.
One artist told me that he just posts his work on eBay and he makes a living wage from that, and that artists should spend more time on improving their art and less time on marketing. Good for him. Another artist told me that art doesn’t have to be better than mediocre to sell. Which is it? Art dealers will tell you that they will do all of the work for you and you can just paint. Marketing consultants will tell you that if you just purchase their system, your art will fly out of your garage.
Good Art Sells Itself
One would think that this is just obviously not true, but the idea persists. Besides that, what does ‘good art’ mean anyway? What if you are an artist that lives in the middle of nowhere Montana? What if your style isn’t ‘commercial?’ What if you make doilies with dirty words on them? If a tree falls in the woods and no one’s around, does it make a sound?
These are not just existential questions. What good is art if you don’t tell anyone about it? You want people to see your work right? You need to tell them about it in the most effective, efficient way possible – that’s all marketing is at its base level. The artists who are the best at this actually know their collectors and have great friendships with them as well as business relationships.
Just Put Your Work on Ebay
Or Etsy or Fine Art America or Artfire or … well, you get the idea. Each of these sites give you the impression that all you need to do is post your work on their site and their millions of customers will find you. Of course, you’re also competing against millions of sellers, many of whose art is…well, probably about as good as yours, right?
As if it weren’t enough that millions of others are also selling on those sites, their work is frequently shown to a shopper right on your page! You don’t even have control of your own real estate. In order to succeed, you need to spend time and effort driving traffic to your store. All the while you are building their brand, while doing little to raise awareness of who you are as an artist. You might not even get the customer’s contact info when you make the sale. That’s rough stuff.
The best thing you can do is use these art malls as distribution tools to let people know you exist. Sell a few items there, but keep your full inventory on your own site.
Galleries Are the Key to Success
I’m not sure where some artists get the idea that a gallery owner or art dealer can enable the artist to do nothing but luxuriate in their studio all day, painting and looking artsy – but even gallery owner Laureen Marchand told me that artists still need to do some work. You need to show up at the gallery for openings (painful, I know). You need to communicate with the gallery owner. You need to let your own contacts know about the shows. You need to be available for consultations. There’s work to do, folks!
Also, not every artist is going to be a great fit for galleries. There are only so many quality galleries, and you might need to find a way to make a living until you get into a high quality gallery.
You Should Accept Every Commission
Seasoned artists know that there comes a point in your career when you have to stop working for chicken scratch and actually start making a living. Some money is too expensive – it costs you more in materials and lost opportunities than it does to take the commission. Melissa Dinwiddie has written several great pieces about pricing lessons that she’s learned. The upshot is that if you are feeling resentful and unhappy about doing something for the price you’re at, you need to figure out a way to charge more!
If you continue to do commission after commission for less than what you are worth, you will eventually dry up creatively and begin to resent your collectors and your art itself. Your art business will implode. Don’t make that mistake.
What other myths do artists believe about working in the field? Leave the best ones in the comments below.
It can be hard to draw a large enough audience to find your niche market as an artist. Marketing is great help with that. For example, if I market myself well, I can draw a couple hundred people to one of my music performances.
But getting people to the concert is not even half the battle. They’ll leave within 20 minutes if the music isn’t any good. Even if the music is good enough to keep them until the end of the show, most of them won’t buy an album or book a future gig. You need a REALLY, REALLY good product to achieve that kind of success.
So marketing plays a role for sure, but there’s no substitute for a great product.
I always cringe at artists who say – and more importantly believe – in their excuses:
– People don’t buy art in this town
– It’s not what you know but who you know
– Success means having to sell out
and my personal fav…
– You need to ‘get your name out there’.
All of these are myths, but like all myths, they contain a shred of truth…of sorts.
But there’s SO much evidence to contradict each of these Psychological Positions…
Eg: “You have to get your name out there.”
Well of course that can be important; the problem is that if one accepts it as pure gospel, they may find themselves in the crappy position of being famous and broke!
The fix? Focus on the transactions, not on namedropping, FB friends, or ‘buzz’.
A write up in the New York Times is great, but if it doesn’t segue into some business…well, let’s just say you can’t pay your mortgage with a newspaper clipping.
Just a few weeks ago I was approached by an artist that many people would recognize for some help. He’s been in the Times and his work’s been on the cover of several prominent publications – but he’s living hand to mouth.
There is definitely that other piece of the business – knowing when and how to ask for the sale.
Cory — Believe it or not, some of the ‘best’ drawings I’ve seen were created by a homeless guy in Chicago. He has lived on the streets for nearly two decades… claims he dropped out of art school. You can find him often near Union Station… he spends most of his day drawing — and has a huge art portfolio strapped to his back. If the suggestion that ‘good art sells itself’ were true… he would not be living on the streets! That myth needs to go out the window.
It’s worth remembering that many homeless people are not homeless due to poverty, but rather to schizophrenia. They live on the streets because their minds aren’t built for the “traditional” way of life, holding a job and paying rent, etc.. While I don’t know that this is the case with this man, it certainly wouldn’t surprise me. There are many talented, fascinating homeless people out there.
That’s a pretty bold statement to make, that many homeless are in their positions, not through poverty but to schizophrenia! To add “It’s worth remembering” as a prefix to that statement as well! Care to back that up with evidence? You won’t be able to. As someone who works with homeless people and charities that statement is not only false but an insult.
Andy…,read between the lines…, Ryan is simply pointing to the fact that there is a delineation between being homeless and mental health. He is trying to show empathy for their situation- that homelessness isn’t aways what people stigmatize as the ‘lazy ones’. RELAX and take a moment to see that this person is probably similar to you but just didn’t write the comment the EXACT SAME WAY you would have…
Cory — There are so many myths surrounding the NY art scene. Such as, ‘You will make it if you exhibit at a NY gallery’. Really? I know hundreds of artists who have exhibited in NY — and they are still fighting to survive.
My old professor often noted that he had over 40 exhibits in NYC — and he stressed that it did not make him rich or famous. He railed against the myths surrounding the NY art / gallery scene… and reminded his students to think twice before ‘biting into the lure’.
As I’ve been saying for years… the big art scenes don’t need you — and chances are, they don’t want you. Don’t worry about ‘fitting’ into those scenes. Focus on what you are doing… you can find success on your own terms — without being another broke artist in a major city.
Like
I’ve been an artist a long time but did nothing to start it as a career. In 2009 I entered a competition with two abstracts and took 1 & 3 places. Number 2 went to a really good local artist. I met with a consultant about going pro. She told me I knew a lot about art but nothing about business and referred me to our local community. They have one of the best Entrepreneurship programs in the country! They’ve turned me into an Entrepreneur! Thank God! You know what? Those same creative genes 🙂 that produce good art can find an outlet creating good marketing. It can be FUN!
Carol Springer-Witfoth
Artist, Author, Entrepreneur
I totally agree. Marketing can be a fun, creative exercise!
Another good one from a reader, Sean:
A couple more:
Art is relative
I like to draw an analogy between (visual)art and music. So many people believe they “dont know art”.that their opinion is irrelevant because they have been told this by arrogant stuffy dealers or wanna be collectors. Truth is everybody has an eye for art. We all can tell good from bad. But the big reason most people dont realize, and this goes for anything people collect… Is what makes art “famous or ” collectable” is the story behind it. And how many people know the story.
Example: Do you know why the mona lisa is considered the “most famous” painting in the world? This small little painting done by Leonardo is revered around he world to mythical proportions. Its a countries national identity. But most don’t know why? Is it because of DaVnci’s craftsmanship? Is it because it holds secrets? No. There were countless portraits like this made during his time. Leonardo wasnt even as famous as he is today when he painted it. And the story of why he painted it isn’t even exciting. Leonardo is famous for saying ” he never even finished it”. On his death the painting was inherited, among other works, by his pupil and assistant Salaì.[7]
No, the mona Lisa is the most famous paintingin the world becuase it was stolen. Stolen in 1911 by an employee of the Luvre. Stolen during the the early years of newspapers. Most people around the world never even knew what the Mona lisa was until this crime. The papers didnt have many tabloids at the time and this story was perfect to increase sales. France was in such uproar over the loss that it ended up being featured on news papers around the world. And how the story played out only sensationalized the painting even more.
Ask yourself what is art history? It the culmination of stories behind works of art. So, the next time you are in baffled by some crazy, (often ugly) work of art that is fetching millions of dollars, ask what the story is.. And I promise your appreciation for the work will increase.
Thanks so much for sharing this story. I didn’t know that the Mona Lisa had been stolen and I absolutely agree that stories are can be a major influence on sales.
Thanks for the great story about the Mona Lisa. Art world skullduggery is always fun.
One very successful artist told me not to think of art as a money making thing. He said you’ll be hungry some nights. He did say it was worth it, though, to do something original.
I respectfully disagree with him. Its true that an artist should be cautious of painting solely for money – but then again, what’s a commission but art for hire?
The danger is of getting lured into a gig or style or subject matter that the artist doesn’t resonate or connect with; it’s not very fulfilling to either the artist or the viewing public.
But this chap’s statement to you, while obviously trying to be helpful, implies that art and commerce are mutually exclusive…and it needn’t be at all!!!
Yes: focus on making great art, but also create art that connects with people. Just as there are innumerable styles of art, there are also innumerable people attracted TO that art.
All marketing is is connecting and communicating with people who are most likely to resonate with you and your art.
A famous writer once told me that “if you’re going to be professional, there needs to be some accommodation of the people you’re speaking to; you can’t be completely self absorbed or self indulgent and expect anyone to “get you”. Or care. People want to learn from artists, and they’re willing to pay for it, but they don’t want to see a childlike acting out for attention.”
I wrote that down! 🙂
I needed to hear this tonight, Im sitting here so drained of posting my art on Facebook and trying to figure out how to continue so that I can eat every day lol. I put stories on all my art pieces. Never thought about it the “people want to learn from artists” though
I like that 🙂
Hi Melissa.
This is interesting input and I know exactly where you’re coming from! I have been in business designing, manufacturing and selling acrylic point-of-sale for years, and my honesty, concern with the quality of my work and anxiety to make a sale, always put me at a disadvantage at the negotiation point, especially dealing with savvy commercial sales managers; my skills were always design orientated rather than in sales which I still find uncomfortable. Now close to retirement, my new painting ‘career’ resurrected from the 1970’s when I was in full time employment is largely hobby orientated, so I’m not so worried whether I get a sale or not, though the money would be very useful! I guess what I’m saying is the biggest disadvantage to getting a worthwhile commission, is being desperate for it, as it’s difficult for most honest non-sales people to fake nonchalance convincingly! I agree with every word you say on this issue, and if one is an artist who REALLY cares about the quality of their work, as all artists worthy of the name do, feeling cheated by a poor deal is truly disheartening. PS. hope you like my work. Kind regards, Mike Burns, Lincoln UK
Big Myth 1: Build it (a web site) and they will come. NOT. You must actively pursue them and show them the way. Often.
Big Myth 2: Large multi-galleries are the way to go. While they will display your work handsomely, see Big Myth 1.
Greg — Having worked for online artist networks and companies that provide website services… I know that what you say is true. Artist should take note of this.
You have to promote the website or profile on a regular basis — and build a following. If you just make a website or profile and ignore it… it is nothing more than a digital tombstone. You have to be active. Spread those links.
Everyone knows that an Artist has to die before he or she can become truly famous.
There is some truth to that, but what about artists like Warhol or Damien Hirst?
There are so many exceptions to this that it doesn’t feel true to me. What about DeKooning Richter Keifer Picasso Mitchell Newman Rauchenberg Frankenthaler O’Keefe Diebenkorn Wei Wei – etc. I could type forever.
Peter may be correct. I’m not dead yet and no one has heard of me.
well – of course – first of all – there is the question – what is good art?
that question by itself may take up an entire lifetime and many argumentative or illusory discussions that may end nowhere –
and then there is the question – what does sell itself mean? –
does that statement imply that when a viewer sees a particular images that they are instantly compelled to purchase it?
I think not – there are many different images that I have been compelled to visit in the different museums in Manhattan that I am perfectly happy leaving there on the walls of the museums and that I thoroughly enjoy seeing over and over and over again when I visit them – along with new exhibits that are put on periodically but that I would never even consider purchasing let alone live with hanging on my own walls for any length of time if at all –
so the real question might be – what if anything might compel anyone who is a collector or a member of the general public to want to purchase your original or even an inexpensive poster of your work and to actually hang it on their walls – or if they do not go that far – to maintain that image in whatever form that they purchase it – in a collection that they own –
begin to think about these questions and you may just come up with some interesting and extremely diverse answers as well – and then you may just begin to see how (in some respects) too much conversation on this matter may become futile without the impetus to simply go out amongst the individuals in the market and perform the magic (online or offline) of actually showing and selling your work – 🙂