There are a few different ways to look at art in the post-internet age. In simplest terms it is art that was created after the 1990s. That’s easy enough.
There is also art that was created for featured only (or primarily) online bypassing galleries or museums. There are those that say this trend has been unsuccessful since it has not been embraced by the mainstream art world, meaning the gallery and museum gatekeepers. Others would argue that is precisely the point and that this art is bypassing and therefore not seeking the approval of the art world’s powers-that-be.
Then there is art that is directly influenced by the changes the internet has made in our lives and/or reflects those changes. There is some interesting work being done on that front, but in a way, it’s somewhat surprising that so few have embraced the changes.
Whatever your take on the influence the net has had (or is having) on art and how it’s influencing your particular work, there is one unavoidable fact, the internet needs to be an intrinsic part of how you market, showcase and brand not only your art, but you as an artist.
Whether you love it or hate it, the internet is now a major part of all facets of our lives. As an artist you can try to ignore that it it exists, as many seem to do, or you can work it to your advantage. The various social media platforms offer you an amazing opportunity to reach out to people you otherwise would never know, expose your work to hundreds, thousands or, in rare cases, more, and connect you and your art with the public aka your market, your buyers.
So, how can you utilize the net to your advantage?
Consider regularly recording your work post photos or short videos of you working, researching, interacting with others, etc.
Create a narrative of a work from start to finish.
Come up with a compelling, storyline, it can be serious, controversial, amusing… you get the point.
Consider Facebook, YouTube, Twitter, Instagram, Pinterest and other platforms, but don’t try to work all of them simultaneously, particularly if you’re starting off solo on this venture. Pick three at the most, study them and learn how to maximize each site.
Instagram is especially well suited for artists since it is an image oriented site. Your business is to create images, so make the sharing of your work on Instagram a natural extension of your process. I know that’s easier for some than others. For many it’s like pulling teeth. If that’s the case, see if you can get someone to help you with your social media. If putting yourself out there is tough for you, remember, this isn’t about you, it’s about your art, and it’s about establishing your art thought this very powerful medium.
That said, building a following isn’t you endgame here. You want to sell your work as well as interest galleries, museums, collectors, influencers. You want this to be this outreach to build your brand and your business. On Instagram you can highlight pieces that are for sale and send viewers to your official website, or a site where they can purchase your work.
If you can launch a public relations campaign, do it. With some PR help, you won’t only be sharing images of yourself and your work, you’ll be posting links to articles and interviews about you and your art. That will immediately separate you from the competition and offer you the validation and credibility of being – the news.
Regardless what steps you take, the important point here is that you take action. The internet is not only changing the very nature of the culture and therefore of art, it is also changing how artists can reach the public, market and sell their art.
It offers you as an artist an amazing opportunity. Find an approach that works best for you, use it, refine it and grow your business as an artist.
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Fine Art Marketing