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Business of art
Top 10 Articles on Artsy Shark for 2011
Dec 21st
By Carolyn Edlund
This year’s countdown of the ten most read and shared articles on Artsy Shark.
10. Making Art and Making a Living - Do you have to support yourself through your art to be an “artist?” Or does the financial pressure hurt your creative growth and your sanity?
9. “You’ll Never Make a Living as an Artist” - Are you surrounding yourself with supporters, or naysayers? Who is holding you back? Your family, your friends? Or is it you?
8. Matching Artists with Corporate Buyers - Joyce Creighton’s fascinating story of how she is connecting artists whose work is appropriate for corporate settings with clients looking for their work.
7. How to Make Your Customers Fall in Love with You - Want more business and repeat customers? That’s right – spread the love.
6. Do You Want to be a Childrens Book Illustrator? - Cherish Flieder discusses the steps in childrens book illustration, and how to get started in the business.
5. Creative Marketing for Artists - Think outside the box when it comes to promoting your work. Here’s some examples of how other artists did it.
4. 6 Ways to Improve Your Greeting Card Sales - Is your line balanced? Is it big enough? How often should you update? The basics on what you must do to have a successful greeting card business.
3. What’s Wrong with Your Art Website? – Artsy Shark asked the experts for their pet peeves when visiting art websites. Are you guilty of any of these sins?
2. A Guide to Pricing Your Artwork – Professor, TED speaker and entrepreneur Karen Atkinson gives great advice for artists on this perplexing but essential topic.
1. Are Your Prices Unrealistic? – Are your prices too high? Too low? How your competition affects your perspective. Lots of comments and opinions about pricing.
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Scott Price: Writer, Digital Artist, Self-Publisher
Dec 17th
By Carolyn Edlund
As internet resources allow artists and writers to self-publish, they increase their independence and opportunities. Here’s how one author did it.
For the past five years, Scott Price has been working on Power to Awaken: Totality, a book which “explores spiritual human potential and the essence of life through providing personal retreat space for experiences in silence and self-reflection.” His photography is an integral part of this project, which has been published as a pdf, and is being formatted in editions for Kindle and other e-readers.
Born into a family of academics, Scott started writing in his teenage years. His current project has been distilled from an amazing amount of written material – about enough to fill seven volumes. Scott doesn’t describe himself as a writer, or as an artist, but as a “creator,” seeing no separation between the two, as his words paint intentions or feelings, and images express them. They work together seamlessly to share the experience of being present. Although his message is spiritual, it is not written from the point of view of any particular religion. Rather, its neutrality is meant to be inspirational and connective with people of all backgrounds.
The fascinating current technology for digital self-publishing gives artists more ability than ever to move beyond their medium and to interact with their audience. A digital book may contain writing and images, but could also include audio and video, all available at the turn of a virtual page. This gives the artist more options and the opportunity to work on collaborations with writers, poets, filmmakers and others in one easily published format. Or, consider using a pdf on your art website, which allows you to literally speak about each image of your work as the reader views your portfolio.
Scott has done the research himself to learn how to create ebooks. He suggests that others interested in producing them visit websites such as Smashwords or Lightning Source and Create Space, which offer Print on Demand and distribution services. Although self-publishing has allowed all types of books to enter the marketplace (some badly edited or of inferior quality), it opens up huge opportunities for authors who take advantage of this DIY approach, while maintaining a high quality product.
What’s next for Scott Price? His background includes being a professional competitive cyclist, and he feels that his spiritual message has impact on how people approach sport and competition. He is planning a book for the “awakened athlete.” We look forward to it!
Storytelling for Artists
Dec 13th
By Carolyn Edlund
As a tiny kitten, Lorenzo was tossed in a garbage can at birth and left for dead. Joann Biondi rescued him and brought him to her Florida home.
By the time Lorenzo was three months old, he was sitting up on command and jumping through hoops. When he heard her shout, “Hooray Lorenzo,” he preened like a proud lion. Although eager to please, he was also a self-contained spirit with plenty of spunk—he loved to sink his teeth into a bare ankle as it passed him by.
He had another bad habit as well, and that was stealing panties from the dirty laundry basket. One day Biondi got mad at him for this and decided to get even. She put a spandex tank top over his head and onto his body. Lorenzo was unfazed. He adjusted his shoulders, threw out his chest, and looked at her with an expression that said, “You think this bothers me? Well it doesn’t. In fact, I like it.” He walked around wearing that tank top for days.
These days, Lorenzo is an international online sensation, dressed in clothes for every occasion with a rockstar feline attitude. Biondi’s photos of him have become so popular that he has his own Facebook page, Twitter account and website.
That is Joann Biondi’s story. She clearly understands the power of storytelling as part of her photography and how it creates the appeal that Lorenzo has for his many fans. In fact, each photo of Lorenzo has a quirky caption expressing his personality as a proud metrosexual male with a clothes fetish and a very hip character.
Storytelling is crucial to an artist’s work as either an integral part of the piece itself, or as a way to understand the artist’s history, methods or inspiration. The creative process itself imbues each piece with a part of the artist’s creative soul. By sharing stories, artists add greater value to the purchase and ownership of their work. Collectors in turn share these stories with others; they become permanently linked in the mind of the owner along with the physical work, and add to the pleasure of ownership.
Right Brain/Left Brain
The written or oral story appeals to our left brains as explanation or clarification of the artist’s intent, and to define the art. Viewers search for meaning in art – witness how many people at a gallery will look for the title of an abstract painting. What is the artist portraying? The title alone can have a profound effect on the perception of the gallery visitor.
A recent article on the Real Clear Arts blog analyzes a study done by London’s Daily Mail at the Tate Britain, seeking to find out whether classical or contemporary art held the interest of visitors longer. The classics won, hands down. Author Judith H. Dobrzynski explains, “To me it says something about aesthetics and narrative. People are more engaged when they see something that is ‘beautiful’ and something that contains a discernable story. If an art work has both, all the better.”
Does your work tell a story? Or do you have a story to tell about yourself and your art? Think carefully about how you will tell your personal story of becoming an artist and developing your own style. Perhaps you have a fascinating story to tell about the process or materials you use. Does your subject matter have a deep meaning, or is it controversial? Sharing this with your potential collectors enhances the experience and the opportunity to sell your work.
Boost Your Business – Get Some Press!
Dec 5th
By Carolyn Edlund
Courtesy Barbara Jean Lloyd
One of the best ways for artists to gain visibility is to get the media to help promote them. Put together an attention-getting press release, perfect your pitch, and get ready for some great results. Here’s how to get started:
Tell Your Story – People are always interested in fascinating stories, and as an artist, you can give them one. Put lots of thought into writing a well-composed, succinct but compelling story about your work, your background, your inspiration, your philosophy, etc. Use your best images to make the story irresistible. The purpose here is to create a buzz. Keep the story short and to the point (300-500 words at most), making sure there are no grammatical or spelling errors.
Create your press release – Press releases should be written in third-person with an understanding that the reporter needs a hook to write a great headline. Check this article for tips on writing one, plus a press release format you can also use.
Interviews are even better! Although you’ll want to send out press releases, getting interviewed by a reporter or blogger is even better. Do your networking on LinkedIn, Facebook or Google+ to connect with bloggers, writers, reporters and other media people. Make connections both nationally and in your hometown, because you will want to appeal to both. To find local media people, do a city search on Twitter, and follow them. As you communicate and build rapport, you are in a better position to get those interviews.
Become a source – Subscribe to HARO, where you can pitch to any reporter needing a source for your particular expertise. Customize your pitches when you respond for a higher chance of getting some press exposure.
Looking to guest blog? Target popular blogs which cater to the audience you want to reach. It’s best if you break the ice by being a subscriber, commenting on and sharing their blog content on social media. Rather than starting a long conversation to ascertain whether you can submit an article, send the blogger an email with an article which is ready to go. You may be surprised, but many times bloggers need material and are willing to use your story. Just make sure it’s not “me, me, me” but an entertaining, useful or compelling read of real interest to their audience.
Want to get your product featured on national TV? If you are ready to take your story and your product to a national level, check out this article on Preneur.net about pitching your work. You will have to have a very professional website, and be able to deal with a huge traffic surge when your work goes on air. Good luck!
Have you gotten great press? Please share your techniques, and link to the article!
Find out more about Barbara Jean Lloyd's artwork by visiting her website.
Interview with an Art Show Promoter
Dec 1st
Jodie Woodward
Jodie Woodward is the owner and Show Director of the Virginia Beach Surf Art Expo. Each year she promotes the show and its artists by producing a calendar featuring their work. She agreed to give her viewpoint on the current state of retail shows and how artists can better market and sell their work.
AS: What mistakes do you see artists making in marketing themselves?
JW: Here’s a pet peeve of mine. Artists who have unprofessionally made websites are not doing themselves any favors. They should invest in a web designer if they don’t have the knowledge on how to create a website. There are plenty of freelance web designers out there – they are artists of their own trade. This is your electronic showroom – it’s that important!
I go to a lot of art shows to meet and find artists who meet the criteria for my event. If I am following up with an artist at a later date, and directed to their “contact page” from their website, it really bothers me if I have to fill in the blocks and give my info and then they will contact me. That’s defeating the purpose. I am the one trying to make the contact and can’t because they don’t have an email on their website or on their business card. Artists – actually anyone doing business – should be as accessible as possible for potential sales. What if a buyer is interested in purchasing their art? It doesn’t make sense.
AS: As a promoter, what are you doing to create visibility for individual artists, and also educate them on how to sell more work?
JW: To feature an artist, we select one person who designs the poster art and Official T-Shirt of the event. This creates a marketing profile for the individual artist. We continue to use their theme in our print advertising and event signage. We have a huge 15′ high x 35′ wide scaffolding where the artist’s work is transferred to the scrim that covers the scaffolding.
If I’m working with a new artist, I suggest they subscribe to Sunshine Artist Magazine. That trade publication really helped to get me on my feet. It’s a great resource. I still subscribe to this day and enjoy reading it and seeing what other shows are up to. I also recommend that the artist know about Etsy and Facebook. To be prepared for the event, I suggest that the artists have items for sale in every price range. You have to be accommodating for every customer in this economy.
AS: Do you know any success stories of artists who went above and beyond to create a lot of buzz and improve sales of their work?
JW: What comes to mind are the artists who set up demos and paint at my show. People really like that and it motivates sales when they see how art is made. Not everyone can do that, it’s hard to stay focused on creativity and sales. In addition, the artist we select as the Official Poster and T Shirt design gets a lot of buzz as well. Being a surfing event in conjunction with the Virginia Beach Surf Art Expo along the boardwalk, we are capable of really blowing up this artist’s work that is very visible, due to the event signage is on a huge scaffold . It’s a focal point of the event. I love how delighted the artist is when they see their artwork at such a large scale.
AS: In this tough economy, exhibitors are critical of shows in general and concerned about their sales. What is your viewpoint on the current state of shows, and what have you found to be effective in gaining attendees and driving sales?
JW: Event attendance is down and so are sales nationally. We are all working twice as hard for less money. Economies are cyclical – we are just in it deep right now, but I am grateful that I can promote art in a beautiful setting with the Atlantic Ocean as our backdrop.
I’m fortunate that my event is in the heart of a resort town that has a substantial marketing budget and Memorial Day Weekend is one of the most promoted weekends as it launches the beginning of the summer season. The Steel Pier Classic & Surf Art Expo is held on this 3 day holiday weekend at the Virginia Beach Oceanfront, so there is built in tourism traffic. The City of Virginia Beach resort and tourism department loves our event as it gives the tourists more to do. I showcase the local artists who live here – so that tourists can take home something handmade and remember their visit with a beautiful painting or artifact.
We also honor our military on Memorial Day Monday with a Paddle Out Ceremony and a moment of silence. A paddle out is when all surfers – children, parents, anybody who has a surfboard – takes a stemmed flower with them as they paddle out into the water and form a circle. We conduct the ceremony to remember those whom we have lost, and to pray for those who are fighting for our freedom. This is a very special part of our event.
We get a lot of tourists, although our attendance is 80% local. Surfing is a stong family event and there are surrounding neighborhoods that support us. Surfing is an art, several of my artists are surfers…..surfing, surf art…….it’s my passion to put the two together. There is something spiritual about the ocean that I’m drawn to. This is my contribution to the arts.
Featured Artist Leah Jay
