Being an Artist Entrepreneur

Like any entrepreneur, as an artist you have something to sell. But what you may not realize is that you are not only selling your art, but also the person behind the art (i.e. your brand). While you may not see yourself as business-minded, you must consider the business behind your art and learn some basic skills to help you succeed in building your brand. Continue reading to learn essential tips for promoting both your artwork and yourself. 

1. Create a Plan

A business plan may sound a bit daunting to a visionary such as an artist, but outlining a basic plan of action is an essential roadmap for any ARTrepreneur. This plan should include a description of your artwork or an outline of the brand you are trying to build. It should include a schedule of your goals (e.g., exhibitions, art fairs, classes), an overview of marketing and material costs, and a plan for pricing your artwork. Take it a bit further and ask: Who is your target audience? Who are your potential buyers? Who is your competition? Spend some time doing research and laying out a plan you can revisit to make sure you are staying on track with your business. 

2. Get Out There

When early career artists ask for advice on how to start showing and selling their artwork, the first thing I tell them is to get out there and meet like-minded people. Dare I say it, but you have to NETWORK! Creatives that are visible in arts communities build essential relationships, and it is these networks that help open doors. The more linked an artist is to their community, the more opportunities will arise. 

Other creatives have information that you want! They have done the legwork and already know about arts opportunities. Ask others about art events, classes, galleries, grants, residencies, or simply gain introductions to important players in the art game. Established artists already have the inside scoop about what galleries you should submit your work to or what art fairs are worth trying. Information that other artists can provide is invaluable. Start networking by joining a local art guild, finding a sketch club, taking art classes, attending gallery openings or volunteering at an arts organization like a museum, or arts center. 

3. Be Professional

Artists often get a bad rap for being unprofessional. So, those who present themselves professionally and speak confidently about their artwork stand out above the rest. Having your business materials organized and readily available is key. 

The materials that are essential to presenting your artwork are photographs of your artwork and your biography, resume, and artist statement:

Photographs

Quality images are incredibly important. You want to present your artwork in the best light possible. Have at least 8 high-resolution photographs of your current, available collection. These images need great lighting and a clean background. Make sure they are in focus. Think about details: texture, color, and framing. Invest in good photography. Images are essential to marketing your art. 

Biography

“Doesn’t art just speak for itself?” No! Curators need to learn all about you in order to present your work properly to their audience/collectors. The unseen details of a work help art dealers sell your art and add so much value to it. 

Spend time writing about yourself in a short biography. What is your history? What’s interesting about you? Talk about any experience and personal background in your bio. Use  third person when constructing your biography unless asked otherwise. 

Resume

Just like any profession, an artist needs a resume. The artist’s resume differs from a standard resume but should remain one page. Sections of an artist’s resume can include education, exhibitions, collections, honors and awards, bibliography, lectures and teaching experience, skills, publications, grants and fellowships, professional groups, and affiliations. Some artists link their portfolios to their resumes as well. 

Artist Statement

One of the most important tools for an artist entrepreneur is their artist statement. The statement gives your audience the insight they crave to understand you and your work. Tell your viewers about your artistic process, your goals, and the inspiration behind your work. Discuss the medium or the materials that are essential to your practice. Are there themes incorporated in your collection? Who are your influences? Narratives that can’t be seen by simply viewing your work should be shared in the statement. 

4. Use Social Media

An artist needs an online presence. Social media is the most accessible way to start showing your artwork. Social media accounts are incredible platforms for artists and even allow artists to flex their creative muscles. Artists have instant content with their artwork and can carefully curate the way their artwork is viewed on social media. And best of all, it's free!

Curators and many collectors want to see that you are visible and virtually connected. The more followers an artist has, the better it looks for galleries and collectors who are working with them. Seeing an artist has a strong online network also confirms that the artist is widely accepted and thus validates the curator or collector’s attraction to the artist. A strong online presence means that there are opportunities for a gallery to cross-promote with you as well. 

Use social media as a tool — it is a great way to network with other artists. Following galleries and arts organizations helps you keep up with current trends. Utilize the platforms as selling tools. Show your personality and skill with online artist demonstrations or lessons. The possibilities seem endless with social media, so use it to your advantage. 

Consider building your own website. A professional website is a wonderful way to promote yourself and professionally present your art business. Think about how you might use a website. Is the website purely a marketing tool and/or an e-commerce website where you can sell your artwork? Include tons of images of your work and yourself. Try to make the images cohesive with each other. Photos of a collection installed in a home or an exhibition space are a great addition to a website. Create an ‘about me’ page with your bio and statement. Link your resume and social media pages to your website. Include a space where viewers can join your mailing list as well. 

It’s true creating a website can be expensive and time-consuming. Keeping it up-to-date is challenging. Another option is to consider using one of the numerous online art platforms available for marketing support and visibility. Check out websites such as Fine Art America, ArtPal, UGallery, and Saatchi Art. These platforms could give you the exposure you need to get started.

5. Work with a Gallery

A common goal for an ARTrepreneur is to have their work exhibited in a gallery. When you are new to showing in galleries, it’s best to work with nearby galleries that are committed to their local artists. This is another great way to network within your community. 

Learn what the gallery submission guidelines are. Most galleries will have these guidelines published on their websites. If not, simply email the curator, introduce yourself, and send your images, resume, bio, and statement. 

Whatever you do, DO NOT show up at a gallery hoping to show your work to the curator. Whether you walk in with your actual work or show photographs from your phone, it’s a BIG no-no in the art world. Think of it like showing up to a business with your resume in hand insisting to get a job. You wouldn’t do that! Curators have their own processes for viewing work, and they do not want to be randomly interrupted to see yours. 

If a gallery expresses interest in working with you, obtain a contract. The contract will outline all the policies of the gallery, including the terms of the loan, commission, marketing, and responsibilities of both parties. Ask about shipping, security, and damage. Find out if there is an opening reception or other events to promote the show. Inquire about artist talks and presentations, too. Just like all partnerships, contracts are essential for working together and laying out all expectations.

Final Thoughts

Making a living from your art is possible. You already have the passion to create; you just need the know-how to build a business. Jump in and spend some time planning and exploring what sets you apart from other artists. Begin building your brand through marketing tactics such as establishing an online presence. Do not be afraid to submit your artwork to galleries. Just start! It’s time for you to become an ARTrepreneur!