I was talking to a prospective client the other day. He was telling me about a friend of his who went to law school and how she had been given guidance in how to create her resume, reach out to possible employers, present herself at interviews, create a target list of possible employers, etc.
I asked him what steps his art school had taken to prepare him to market his art. His answer was immediate and concise.
His reply was: “nothing.”
He explained that, particularly when his time at art school was winding down, he began to ask various instructors for tips on marketing and selling his work. He was met with blank stares, or was told that he was there to learn art, not marketing. He ended up feeling embarrassed he’d even asked such a banal question as how could he support himself though his art. He quickly added that the art instruction he learned at school was invaluable, but that when he finished his schooling, he went out into the world with no hint as to how to market or promote his work.
He now knew he had the talent, skill and expertise needed to create fine art, but he had no clue as to what steps to take once he had finished a piece.
“My gameplan was never to create art work for myself,” he explained, “My goal is to support myself through my art. I create my art for others, but if I don’t properly market myself, only a handful of people will know my art exists. I understand that to be a success I have to view my art as a business, but I was never taught the business of art.”
Having worked with fine artists for years, I can attest to the fact that he is hardly alone. Many artists leave school and find themselves in this very same dilemma.
Art schools may expose students to gallery owners, critics, curators, collectors and other notable members of the art community, but, just as film schools often expose students to name directors, that in and of itself seldom does much for a career.
Most self-taught artists are also at a loss when it comes to marketing their work, but, somewhat ironically, from my experience, it is generally the art school graduates that have the most trouble with it comes to dealing with the business of art.
The good news.
That is a problem that can be rectified.
We have worked with clients for years to help them:
Develop their brand
Define their target market
Outline a marketing strategy
Create and launch a targeted public relations campaign
Discover and create their stories with a unique narrative
It is never too late to learn and implement the business of art. An effective PR campaign can build the bridge between you and your market. It helps build your brand through the media and offers the validation and credibility of being featured as a news story.
Copyright © 2014 Mora Communications
Fine Art Marketing