by Carolyn Edlund
Are you spreading your art business too thin? Here’s why strategic focus delivers better results.
I’ve had countless conversations with artists over the years, and noticed a recurring pattern. When I ask about their business vision, they often describe ambitious plans to enter multiple markets. They want to sell through galleries. They would also like to license their art, approach the corporate market, and make online sales. Sounds exciting and full of potential, doesn’t it?
It is true that many successful artists maintain multiple revenue streams. But these forms of income are developed over time, and the artist doesn’t attempt to do everything at once. Although today’s art market is broad and more accessible than ever, planning and developing a small business to earn through suitable market channels takes focused attention and strategic thinking. Step-by-step is the best way, going in one direction at a time.
B2C vs. B2B
There is a fundamental distinction between business-to-consumer (B2C) and business-to-business (B2B) markets. B2C is the most common sales model for artists, especially beginners. It spans traditional venues like art festivals, online sales, and commissions where you are working directly with the end consumer. On the other hand, B2B markets include licensing, wholesaling, and working with the trade who serve commercial clients.
Each of these models has their own sales cycles, and they are dramatically different in some ways. A direct consumer purchase might happen in minutes at an art fair. Meanwhile, a corporate commission could take months of proposals and negotiations. Licensing deals often involve year-long development cycles before generating any royalties. They are also alike, in that as an artist you must understand the needs and wants of your audience, and how to build relationships with them.
Ultimately, what you do must be a good fit for the market you wish to enter. For example, if your artwork is not appropriate for licensing (and most art is not) you would be wise to choose another channel. If you create monumental sculpture, your artwork might be perfect for large spaces and corporate environments rather than private homes.
Focus is Imperative
Success in any art market means you must have a good sense of your audience’s needs, how they make decisions, and how they purchase. Do your research to understand the competitive landscape in that market. Then prepare your portfolio specifically for your chosen audience, and commit to long-term relationship building.
When you attempt to work in different directions at once, it dilutes your efforts and prevents you from having the sustained focus necessary to gain traction. You can’t develop expertise in gallery relationships and master social media algorithms while keeping up with licensing contracts, and pursuing corporate contracts as well. Each income stream requires artist vendors to be professionals with appropriate solutions and products that provide a win/win for all parties. Pick a lane, and enter that market fully and thoughtfully. As your business matures and you develop solid income streams, add others that make sense for you.
The Smart Starting Strategy
Many artists wisely begin with direct-to-consumer sales. The barriers are relatively low, feedback is immediate, and you’ll quickly learn who connects with your work and why. Face-to-face interactions at art fairs or studio visits provide invaluable insights into collector preferences, price sensitivity, and what drives purchasing decisions.
Listen carefully to feedback, both positive and constructive. Are viewers consistently drawn to certain pieces or themes? Do they mention specific emotions or memories your work evokes? This information becomes crucial intelligence for refining your artistic direction and marketing approach.
Online sales platforms offer another accessible entry point. Success in the online space requires that you understand digital marketing and social media engagement. These are skills that take time to develop effectively, and you should plan to use them for the long term.
Once you’ve gained traction in your chosen market, you can thoughtfully expand into complementary areas. The key is building from strength rather than scattering your energy across multiple fronts.
In today’s competitive art market, depth beats breadth. Focus your efforts, get organized around your chosen direction, and maintain persistence through the inevitable challenges.
Speak Your Mind