You can’t have your art seen if no one knows where to see it. That sounds obvious, but it’s one of the major pitfalls most artists encounter. It makes sense, most artists try to focus their time on creating their art. If they have the luxury of being full time artists, they want to spend as much time in their studio working on their art. If they need to hold down a “day job” they are even more jealous of their time and want to use the time they have left creating.
What often gets lost is the very real and very important need of getting their art seen by the public, gallery owners, collectors, and the media. Artists often view this as not being their job, but believe me, it is. Displaying, promoting and marketing their art are definitely part of any successful artist’s job description.
But, if you’re an artist looking to get your art the exposure it needs, particularly if you nothing about marketing, public relations or promotion, where do you start?
Start in stages. Create a website. Yes, Facebook, Instagram and other social media platforms are extremely important. But, you need your own site. A home for you and your work, which you control.
Now, pick two social media platforms and learn how to utilize them. If handling your own social media is not something you feel comfortable doing, find someone that knows the ins and outs of the platforms that will best serve you. A note of caution, don’t just pick anyone who has social media experience. The fact that they’ve successfully marketed a product or business online, does not insure that they understand how to best present you and your art.
Put together a prospectus. You want something that you can present once you pique someone’s interest. What you don’t want is to interest someone in your work and then nothing to show. It doesn’t have to be perfect and it can be a work in progress, but the sooner you start on it, the sooner you’ll have something to present. Have visually compelling photos taken of your work. Write a short, succinct description of each work including the title, the size, the medium, etc.
Next, write a one-page bio of you, your art and your journey as an artist. Don’t just list a litany of facts, tell a compelling story. Interest the reader in who you are and in the story behind your art.
Finally, launch a public relations campaign. If you can’t hire a PR company, start small. Do your homework and write a press release, create a media list and start reaching out to the media. Remember effective PR is effective storytelling, so don’t talk about how great or wonderful the art is, tell the media a story.
If you have some funds to invest in your marketing, then do it. Don’t go it alone if you don’t have to, bring on a savvy team that is on your side, knows the media, knows how to present you and your work and is prepared to help take you and your art career to the next level.
These definitely aren’t all the ways to market your art and your career as an artist, but they are a good starting point.
So… Start!
Copyright © PR FOR ARTISTS / Anthony Mora / Aubrie Wienholt 2016
Category: How to Market Your Art