Face Making

Artist Gwenn Seemel’s bilingual blog about all the faces she makes while painting faces and other things.

How to make a living as an artist

2009 . 06 . 25 - Comments / Commentaires (23)

Art Marketing book


In 2013, I published a book about art marketing.  To read the full book online for free, go here, and, to purchase the PDF version, go here.



Tuesday night, I gave a talk at my local bank about how I make my living as an artist.  I was surprised and delighted by the “at capacity” turn-out—it’s amazing what some good old fashioned publicity like getting the event listed in the Oregonian’s A&E section can do for an event!

What follows are my notes for the talk with links to other articles where relevant…



Oregon artist Gwenn Seemel speaking making a living as an artist

I wish I could say that all you have to do to make a living as an artist is to make exceptional work, but that isn’t the case.  For one thing, making the work is only half of the effort: the other half is getting the work out there.  But, beyond that, work doesn’t have to be better than mediocre in order to sell.  Art’s marketability lies, in large part, in its presentation. 


Presenting your work.

- In the modern world, art is seen mostly in reproduction, so learning to document your art professionally is crucial.

- Business cards and websites among other things are vital to the fine art of presenting your work.

- More than any other aspect of presentation, your confidence level about your work will affect how people perceive it.  I’ve found that clients are attracted to my work but they’re also interested in me and in committing to my career.  Part of buying my work is supporting the arts in general, and, if prospective clients are going to invest in me in that way, I need to make them feel confident in my abilities.

- I’m not affiliated with a commercial gallery, but, when people ask me who represents me, I don’t say “no one.”  I say “I represent myself.”



The presentation of your work and of yourself is integral to making a living as an artist, but, in a sense, it’s a prerequisite.  Once you have that figured out, there are four easy steps for turning that confidence and polish into a living:


1) Make a lot of work.

- Too many artists make too little work and it’s to their detriment.  Making a lot of work means learning more about your medium and developing as an artist. 

- I’ve found that making work in series is a boon, both aesthetically and market-wise.  By working in this way, I more fully explore my interests, helping me to make the best work possible about a given theme.  And, maybe more importantly, making a series of paintings allows me to engage with my audience more fully.  Instead of trying to get lost in just one of my pieces, I provide my viewers with many facets of the same issue to immerse themselves in.


2) Show the best of that work to a lot of people.

If you only make three pieces, you’re going to show all three of them—whether or not they’re the best work you can make.  If you make twenty, you can easily cut three of the weaker ones and still have seventeen strong works to show!  Of course, that means getting good at editing yourself, but it’s worth it because then you can be confident in the work that you’re showing.


3) Be friendly.

This is really the key to selling anything, but, because art is often dismissed as a luxury and a non-essential, friendliness—and avoiding navel-gazing—is especially important for selling work.

- How to get people to see your shows?

- Venues.  There’s nothing better than getting your work seen in person.  The choice of venue will determine who goes to the show—some people will never set foot in a gallery but they love to be surprised by art in their local coffee shop.  Whatever the space, there are a myriad of considerations before you load in a show.

- Advertising.  Early on, I got lucky by connecting with a local theater group.  They gave me full freedom to create publicity images for their 2004-2005 season, which meant that their marketing budget went to plastering the city with my work.  This was infinitely useful for establishing my work locally.  They say it takes three hits before a consumer notices a product consciously.  The theater group helped make the first hit happen for much of Portland.

- Press.  I don’t spend money on advertising: it’s far better to get publicity.  When someone else talks about your work, it’s a stamp of approval.  Press releases should be short but should make clear to the journalist that it will be easy to tell a compelling story about your work.  This is where making work in series is helpful: instead of saying “I paint pretty portraits,” I get to say “I paint portraits of first and second generation Americans combined with US icons and the resulting series is a complex look at our American identity.”  One of those statements is going to be easier to write a story about than the other!

- Résumés. Where to send those press releases?  A good way to answer this question is by raiding the résumés of all your favorite artists.  Chances are that if a journalist writes about one artist, they might write about another.  Résumés are also an excellent resource for potential venues and grant opportunities.

- Openings.  While we’re on the subject of showing the work in the flesh, openings seem to be missed opportunities for too many artists.  On the audience end of things, it’s disappointing to go to an opening and not have the chance to speak with the artist.  Receptions are a great way to reconnect with past clients and to meet new people as well as to learn about how well your work is communicating.  For more about being a friendly artist, go here.

- Another part of being friendly is being a little like the FBI.  I keep detailed notes about my clients.  I write down every subject we connect on and that means that, when I see them again, I’m not starting from zero. 

- Along those lines, it’s important to find reasons to keep in touch with clients.  Most of my work comes from repeat custom and referrals, so reminding my past clients that I’m still around isn’t just nice for them: it’s profitable!  One of the ways I do this is by asking clients if I can borrow the work that I made for them on commission in order to display it in a gallery show.  This also makes it clear to my clients that I’m proud enough of their paintings to want to show them publicly.

- I give away a lot of work—but only to the right people!  It may not seem like the savviest marketing move, but, over the years, I’ve found that my friends and family are my best allies in the marketing world.  More than anyone else, they’ve helped me both by feeding me and by promoting my work.  It only makes sense to give them something more personal to cheer about.

- That said, I have everyone I work with sign a contract—even my friends.  Written agreements are a part of inspiring confidence in friends and clients alike: it lets them know that you value your work and your career.  Since I’d never ask someone to sign a contract full of legalese, I’ve written my own commission agreement and model release.

- Commission work.  My recommendation: either love it and embrace all of its complexities or don’t do it!

- And commission work is a big part of how I tap into the middle class art market.  That particular demographic is looking for something special when it spends its hard-earned money on art.

- Pricing affects who can buy your work, but, maybe more importantly, how your work is viewed.  If your market will sustain it, make your price higher—it’ll earn you more money and, surprisingly, more respect.  For more information about pricing your work, visit this article.

- In the end, being friendly makes the hard sell obsolete.  You should never have to ask prospective clients to buy your work or suggest that it would look great in their homes.  As long as you make sure that people know what you’re up to and who’s written about you, you can leave the buying up to them.


4) Repeat.

- The difference between the people we know as artists today and the people whose work has been forgotten is not talent: it’s hard work and perseverance.  Artists are the ones who didn’t give up

- Rejection is a fact of life if you want to make a living as an artist.  I’m constantly applying to venues, grants, and, in a sense, prospective clients, which means that I’m always making myself vulnerable.  It isn’t fun, and the only way I’ve found for coping with this is the rule of “2 for 1.”



Making money from your art makes you a better artist.  It’s the simple truth and also the reason why I share my theories and experiences.

For a list of all my articles addressing the business of art, visit this section of my blog.


RELATED ARTICLES:
- How to start selling art / Comment commencer à vendre son art
- What artists should blog about
- Defining success as an artist / Définir la réussite en tant qu’artiste


CATEGORIES: - TOP POSTS - Business of art - Events -



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(23) Comments / Commentaires: How to make a living as an artist

-- Natasha Bacca -- 2009 . 06 . 25 --

Hi Gwenn,

I was disappointed not to make your talk, but I am SO happy you posted this!  Such great info! - Thanks for sharing it.

smile ~ Natasha

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-- Happy Hoekenga -- 2009 . 06 . 29 --

What a great blog.
I connected through your last email, and what a “Happy”
surprise!  I have enjoyed following your success and progress ever since you and Christine graduated, and this was a bit like reading your confirmation of those many steps forward—concentrated and revealing and MOST thought provoking from my point of view, another older artist who could never get my head around that “other half” i.e. getting the work out there…..
I look forward to going back through and reading the other links on related topics!
Funny- Visualization has a double meaning for a working artist.
          -Happy

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-- Rebecca Steelman -- 2009 . 06 . 29 --

Such wonderful, helpful advice to help me apply good and smart practice in my emerging art career. I have a 40 hr a week job and need to keep it at this point, so I do as much artwork as I can in my time off. Thank you again, Gwenn, this is invaluable information.

Rebecca smile

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-- claudia olivos -- 2009 . 06 . 29 --

found your article via twitter..so happy I did!
Great information…thank you for sharing!

Claudia Olivos
OlivosARTstudio

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-- Georgie McNeese -- 2009 . 06 . 29 --

I found this via Twitter also. This is great advice and just the sort of information that I’ve been looking for.

Thanks!

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-- Pia f. Walker -- 2009 . 07 . 07 --

Thank you so much for posting these “steps.” While working on one’s artistic ability and level will ensure continued interest by collectors, the other half of the time does need to be spent being “seen,” whether online or offline. These tips are quite useful - so thank you for sharing them!

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-- Shannon Kringen -- 2009 . 08 . 09 --

lovely info and wisdom here. thanks for sharing!
-shannon

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-- Marie Kazalia -- 2010 . 06 . 12 --

I have a blog called the Artist Marketing Salon, and the focus for the past year and a half has been about showing and promoting. I will post a link to you article on art sales in my blog roll
http://ArtistMarketingSalon.wordpress.com

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-- Karen Le Roy Harris -- 2010 . 06 . 15 --

Thank you this was really useful, I was feeling a bit discouraged but this has helped focus me again. So on wards and upwards hopefully.

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-- Maria Anderson -- 2010 . 09 . 01 --

Hi, I just read this and it was extremely helpful, thanks again for posting!, Maria Anderson

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-- Reinaldo Valentin -- 2010 . 09 . 18 --

VERy good article. Thanks for saying it like it is.

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-- Catherine Foster -- 2010 . 12 . 21 --

Thank you so much. I really enjoyed your blog. I love hearing how other artists have made a great living doing what their passion is also.

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-- Richard Mudariki -- 2011 . 02 . 01 --

Thank you Gwen. We connected via linkedin. l was inspired by your ideas and advice.

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-- Mark Bennett -- 2011 . 05 . 09 --

Great post. Some really useful stuff here that I can vouch for too!

http://www.markbennettart.com

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-- Jonatas Chimen -- 2011 . 05 . 24 --

Great, great article! Very refreshing! Thank you!

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-- David Raison -- 2011 . 09 . 02 --

Hi Gwenn,
I found your comments very thought provoking. There’s a lot of useful information and tips tucked away in the article, which I’ll try to put into practice myself.

I work as an IT Business Analyst during the day, so getting agreement from my wife to paint rather than doing housework, DIY etc is always an uphill task. I’ve managed to sell some paintings over the years and, as I near retirement from the day job, I’m hoping to get more time to create works.

I’ve bookmarked your blog, so expect more comments!

Regards,
David

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-- E.M. Morrow Insight Artsitry -- 2011 . 10 . 17 --

Gwenn,

Thank you for posting great advice. Stumbled upon it through a Google search, so glad I did.

Sincerely,

E.M. Morrow
InsightArtistry.com

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-- Charles -- 2012 . 09 . 17 --

This is great! you don’t how much this has inspired me do more with my art. Thank you, very very much.

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-- Maria -- 2012 . 12 . 02 --

Stumbled upon this in a Google search, too and I’m glad I did! It’s just the direction I need to finally kick start my art career. smile I feel like I finally have the right tools to do so! :D

Muchas Gracias! smile

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-- Fran Osborne -- 2013 . 04 . 08 --

Really enjoyed your post and the bilingualism (maybe I made that word up) of your blog. Inspirational ideas and approach without any waffle. Many thanks. Was already following you on twitter so now I can follow your great blog.

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-- Frederick Woodard -- 2013 . 08 . 20 --

Great information as always. Thank you.

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-- Bud Jamison -- 2014 . 03 . 15 --

Thank you, your words were very helpful. Thank you for the knowledge.

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-- Heike -- 2014 . 06 . 19 --

Dear Gwenn, thanks for your words, your ideas and your blog on this topic. It does inspire and motivate me.

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