by Carolyn Edlund
Are you worried about where the business of art is headed in the future? You’re not alone.
It’s not uncommon to be an artist entrepreneur confused about the future of the business. There is a lot of insecurity out there. Social media reach is unpredictable, and online search is morphing into AI-led answers without links to websites. AI-generated images are everywhere, which present a threat to many artists.
You could sell through an online marketplace; there are many to choose from and are often crowded. It seems that buyers have endless options. Thus you might be under the impression that the future for artists is mostly online.
I disagree with that assumption. Business (and life) are multi-faceted. Artists who build successful careers don’t simply master new technology. They combine the use of digital tools with real-life factors that tech can’t replace. By this, I’m talking about genuine relationships, memorable experiences, and a business built on a foundation of the artist’s own assets.
Technology will continue to change, but human nature won’t. This should provide solace, since understanding your customers and collectors isn’t a constantly changing learning experience. It’s intuitive and learned through exposure in sales situations, which build confidence and ability.
The tech problem
For years, artists have been encouraged to build businesses on platforms they didn’t own or control. Instagram can provide exposure, Google delivers traffic and Etsy and other marketplaces make it easy to list and sell, but they all put you at risk. Because even though those channels still have value, none of them belong to you.
Algorithms are constantly changing, and online fees frequently increase. Search traffic is declining. A platform that delivers customers today may deliver very little next year, and yet you are intrinsically bound to them.
That’s the reason your goal should never be to build a business on someone else’s platform. Instead, build your own business assets that you have complete control over.
What are business assets?
Your portfolio, your artist website, your email list and your collector database are visible assets you can use as you wish. Less tangible assets include your reputation, artist story, and the professional relationships you develop over time.
Having that bedrock of assets gives you the footing to ask yourself where your business will be year from today, or in ten years.
And those real-life elements matter immensely. You don’t have to chase down followers, trying to get likes and views. Those numbers might feel important to you, but recognition has far greater value because it represents a relationship where collectors remember your work and refer you to their friends. You are known to gallery owners, interior designers, art publishers or others (depending on the market you pursue) who value your reputation and credibility.
As you move into the future, don’t worry about needing millions of followers. Instead, focus on getting to know the right people. This gives you the space to become known and thrive in the art world.
The recognition you achieve can come from consistently showing your work through exhibitions, being interviewed on podcasts or featured in publications, or pursuing speaking opportunities. It can happen through your participation in local open studios, art fairs, or artist organizations where professional relationships often start. Every step you take helps to add another layer of credibility.
A two-pronged approach
What is technology good at? It helps people discover you. It’s a tool that enhances the live connections that make up most art sales. The art business isn’t all online and it isn’t all in person. Use them together to add dimensionality to your art business.
I sincerely believe that in-person selling will become even more important in the future. Life has moved onto screens, which is often empty and unsatisfying. People value authentic experiences, and meeting and speaking with the artist fills that need. They want to witness the art in person—its texture, scale, craftsmanship, and color. They want to hear the stories behind the work, told by the creator.
That human connection becomes more valuable as AI-generated content becomes more common. It is a bit ironic that technology makes authenticity more important, not less.
A resilient art business is built on several strong foundations rather than just a single source. It isn’t about choosing between online and in-person selling, but using each where it works best. You will want to have digital tools to be discovered, and in-person opportunities to build relationships. As an artist you need a great website and email list to stay connected. You should pursue live exposure as well.
And importantly, since your art is the heart of what you do, you must also continue creating outstanding work. It gives people a reason to love what you do, remember you, purchase your work and build a collection.
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