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... Still a Business
Stephen J. Price
If an artist wishes to make a living based off their works then they must treat it as a business as well as an expression of self. If you get red faced when someone criticizes your art or technique then you won't be in business long. To sell something you have to provide a product or service to someone else, at a price they feel is acceptable. That's pretty much it. There are many artists out there, however who, haven't had a background in business, sales, or marketing and they catch themselves in a financial rut not because they have a poor business strategy, but because they don't have a strategy. Let me be plain, there is no great virtue to being the "starving artist". Starving doesn't imply anything other than one's inability to adapt.
If an artist is having difficulties selling their work then there are three basic issues that can be inhibiting this.
1. The "vision" is one that is either not marketable, or has such a niche market it isn't profitable
2. The technique in relaying the vision is poor and needs work, or
3. The artist (or broker for the artist) hasn't developed the skill set to properly market the work.
Many artists reading this will probably jump to reason # 3 as his or her sole reason for stagnation, but all three are incredibly important and deserve equal attention. The first two are much more sensitive to discussion since any criticism can seem like an attack on the core of who the artist is, but you should address all three if you wish to be successful (both financially and in your craft). I offer the following suggestions:
Come to terms with your vision.- Not just your inspiration or your ideas, but what is your vision of yourself, your friends, your future? If you want to make a living on your art not only do you need to dedicate the time and energy to doing the art, but time and energy into the business aspect to support it. One doesn't need to run the business themselves (you can outsource it), but understand that there is an overlap (and potential for creative conflict) between what the business is expected to sell,what the artist is expected to produce, and the schedule that you're expected to follow. If you are happy, to paint, or sculpt, or write whenever the mood strikes you then that is fine, it just means you are a hobbyist.
Practice your craft, and learn from others.- When was the last time you dedicated energy to learning more about your craft? Taken instruction from someone else, as a class or a community group project? Surround yourself with people that are driven and more talented than you. On that note, don't restrict yourself to formalized training or gatherings. Approach artists at gallery openings and discuss their works and their approach. If they have a website, e-mail them (and be polite) to continue your discussion. Travel; go to new locales and meet new people. This can improve both your technique and your inspiration as you broaden your horizons. The point is there is always someone you can learn from, and you should consistently be taking active steps to learn.
Identify the market.- Who is supposed to buy the piece? What are their buying patterns? What price structure will the market support? If you are creating art for anything other than your own self-enrichment (i.e., you want to sell it) these are items that should be addressed before you start your work. Art, is a luxury item. These purchases gets put off or greatly reduced during downturns in the economy or anytime the wallet gets increasingly empty. Art (or any product) is only worth what someone is willing to pay for it. Some of the best works may simply be sitting due to the asking price being above what the market will support.
To be financially successful, an artist needs to produce a product that someone wants to buy, at a price that's inline with what the market will bear. This doesn't mean they can't produce something for their own gratification, but on a consistent basis an artist needs to align their needs as an artist with the needs of the market.
In general, artists that have difficulties selling their works continually ask how they can get their work into the market, when they should be asking how does their work fit into the market. There is nothing wrong with doing "Art for Art's sake", however doing things as you like them (while being personally gratifying) are not reliable means of paying the bills. There will always be a market for creative and talented people to prosper in, they simply need to identify the best avenue to funnel their energies.
If an artist is having difficulties selling their work then there are three basic issues that can be inhibiting this.
1. The "vision" is one that is either not marketable, or has such a niche market it isn't profitable
2. The technique in relaying the vision is poor and needs work, or
3. The artist (or broker for the artist) hasn't developed the skill set to properly market the work.
Many artists reading this will probably jump to reason # 3 as his or her sole reason for stagnation, but all three are incredibly important and deserve equal attention. The first two are much more sensitive to discussion since any criticism can seem like an attack on the core of who the artist is, but you should address all three if you wish to be successful (both financially and in your craft). I offer the following suggestions:
Come to terms with your vision.- Not just your inspiration or your ideas, but what is your vision of yourself, your friends, your future? If you want to make a living on your art not only do you need to dedicate the time and energy to doing the art, but time and energy into the business aspect to support it. One doesn't need to run the business themselves (you can outsource it), but understand that there is an overlap (and potential for creative conflict) between what the business is expected to sell,what the artist is expected to produce, and the schedule that you're expected to follow. If you are happy, to paint, or sculpt, or write whenever the mood strikes you then that is fine, it just means you are a hobbyist.
Practice your craft, and learn from others.- When was the last time you dedicated energy to learning more about your craft? Taken instruction from someone else, as a class or a community group project? Surround yourself with people that are driven and more talented than you. On that note, don't restrict yourself to formalized training or gatherings. Approach artists at gallery openings and discuss their works and their approach. If they have a website, e-mail them (and be polite) to continue your discussion. Travel; go to new locales and meet new people. This can improve both your technique and your inspiration as you broaden your horizons. The point is there is always someone you can learn from, and you should consistently be taking active steps to learn.
Identify the market.- Who is supposed to buy the piece? What are their buying patterns? What price structure will the market support? If you are creating art for anything other than your own self-enrichment (i.e., you want to sell it) these are items that should be addressed before you start your work. Art, is a luxury item. These purchases gets put off or greatly reduced during downturns in the economy or anytime the wallet gets increasingly empty. Art (or any product) is only worth what someone is willing to pay for it. Some of the best works may simply be sitting due to the asking price being above what the market will support.
To be financially successful, an artist needs to produce a product that someone wants to buy, at a price that's inline with what the market will bear. This doesn't mean they can't produce something for their own gratification, but on a consistent basis an artist needs to align their needs as an artist with the needs of the market.
In general, artists that have difficulties selling their works continually ask how they can get their work into the market, when they should be asking how does their work fit into the market. There is nothing wrong with doing "Art for Art's sake", however doing things as you like them (while being personally gratifying) are not reliable means of paying the bills. There will always be a market for creative and talented people to prosper in, they simply need to identify the best avenue to funnel their energies.