Introduction
In "Art, Inc.," Lisa Congdon provides a comprehensive guide for artists who want to turn their passion into a successful career. The book challenges the traditional notion of the "starving artist" and offers practical advice on how to build a thriving business around your creative work. Congdon's approach combines artistic authenticity with entrepreneurial savvy, showing artists how to navigate the modern art world while staying true to their vision.
Finding Your Artistic Voice
Authenticity Over Imitation
One of the most crucial aspects of becoming a successful artist is developing your unique voice. Congdon emphasizes that authenticity is far more valuable than trying to imitate the styles or lives of famous artists from the past. The "starving artist myth" – the idea that great art can only come from struggle and suffering – is debunked as an outdated and harmful concept.
Instead of trying to replicate the tortured lifestyle of artists like Vincent van Gogh, Congdon encourages readers to focus on nurturing their passion, talent, and work ethic. She argues that creativity can thrive in supportive environments surrounded by family, friends, and mentors. The key is to tap into your own experiences, history, and unique perspective to create art that is genuinely yours.
Embracing Inspiration
To develop your artistic voice, it's essential to stay open to inspiration from various sources. Congdon suggests keeping a journal to record observations, thoughts, and experiences. This practice can help you capture seemingly insignificant moments that may later become the spark for your next creative project.
The book emphasizes that inspiration is all around us, and by being attentive to our surroundings and inner world, we can cultivate a rich well of ideas to draw from. This approach not only helps in developing a unique artistic style but also ensures that your work remains fresh and evolving.
The Artist as Entrepreneur
Defining Your Artistic Identity
Congdon stresses the importance of viewing yourself not just as an artist, but as an entrepreneur. This shift in perspective is crucial for those who want to make a living from their art. The first step in this process is to define your artistic identity and values.
Ask yourself questions like:
- What type of artist do you want to be?
- What kind of art do you want to create?
- What are your core values as an artist and a business person?
These questions help you create a clear vision for your artistic career and guide your decision-making process. For example, if environmental sustainability is important to you, this might influence the materials you use or the companies you choose to work with.
Setting Goals and Taking Action
Once you have a clear idea of your artistic identity, it's time to set concrete goals and create an action plan. Congdon advises breaking down your long-term aspirations into smaller, manageable steps. For instance, if your goal is to become a freelance illustrator for major companies, your action plan might include:
- Choosing a business name
- Creating a portfolio website
- Finding a high-quality printing lab
- Writing an engaging artist bio
- Researching potential clients and markets
By focusing on these specific tasks, you can make steady progress towards your larger goal without feeling overwhelmed.
Dealing with the Business Side
Many artists find the administrative aspects of running a business daunting, but Congdon emphasizes that these tasks are essential for long-term success. This includes:
- Filing taxes
- Applying for business permits
- Managing inventory
- Keeping financial records
While these tasks may seem unrelated to the creative process, they are vital for maintaining a professional and legal business operation. Congdon encourages artists to view these responsibilities as an integral part of their artistic journey, rather than as burdensome chores.
The Art of Promotion
Leveraging the Internet
In today's digital age, online promotion is crucial for artists. Congdon provides several strategies for effectively showcasing your work online:
Create a professional website: Your website should be easy to navigate, visually appealing, and showcase your best work. Choose a memorable domain name that reflects your artistic brand.
Start a blog: Share your thoughts, inspirations, and artistic process through regular blog posts. This helps potential clients and collectors connect with you on a personal level.
Utilize social media: Platforms like Instagram, Facebook, and Twitter can be powerful tools for sharing your work and connecting with your audience. However, Congdon cautions against spending so much time on social media that it detracts from your actual art-making.
Attracting Media Attention
Getting press coverage can significantly boost your visibility as an artist. Congdon offers tips for approaching the media:
Create a press kit: This should include your contact information, press releases, artist bio, and CV.
Research relevant publications: Make a list of blogs, magazines, and websites that cover art similar to yours.
Personalize your approach: When contacting editors, tailor your message to their specific publication and explain why your work would be of interest to their audience.
Follow up professionally: If you don't hear back, send a polite follow-up email after a reasonable amount of time.
Reproducing and Selling Your Art
Digital Reproduction
Modern technology offers artists numerous ways to reproduce their work, allowing them to reach a wider audience and create multiple income streams. Congdon discusses various reproduction methods and considerations:
Choose your best-selling images: Select pieces that resonate with your target market.
Determine your market: High-end galleries require limited editions on premium materials, while mass-market sales allow for more affordable reproduction methods.
Quality matters: Use archival-quality paper and inks for long-lasting prints, especially for higher-end markets.
Photograph your work professionally: High-quality images are essential for accurately representing your art in reproductions and marketing materials.
Pricing Your Art
Determining the right price for your art can be challenging. Congdon offers guidelines for setting fair and profitable prices:
Cover your costs: Factor in materials, labor, printing costs, and overhead expenses.
Consider your market: Research prices for similar work in your target market.
Value your time and expertise: Don't undervalue your skills and experience.
Be consistent: Maintain similar pricing across different platforms to avoid confusion.
Selling Platforms
Congdon discusses various options for selling your art:
Online marketplaces: Platforms like Etsy, Big Cartel, and Shopify cater to different types of artists and products.
Your own website: Selling directly through your site gives you more control but requires more management.
Galleries and art fairs: These venues can help you reach serious collectors and art enthusiasts.
Commissions: Working directly with clients on custom pieces can be lucrative but requires clear communication and contracts.
Exhibiting Your Work
Gallery Exhibitions
For many visual artists, exhibiting in galleries is a major career goal. Congdon provides advice on how to approach galleries:
Research galleries: Find spaces that align with your artistic style and vision.
Prepare your portfolio: Include your best work, artist statement, and CV.
Make contact: Reach out to galleries through email or in person, following their submission guidelines.
Be patient: Gallery responses can take months, so continue creating and promoting your work in the meantime.
Alternative Exhibition Spaces
If traditional galleries aren't an option, Congdon suggests exploring alternative venues:
Cafes and restaurants: Many eateries feature rotating art displays.
Pop-up shows: Organize temporary exhibitions in unconventional spaces.
Open studios: Invite the public to view your work in your creative space.
Group shows: Collaborate with other artists to create a diverse exhibition.
Organizing Your Own Exhibition
When planning your own show, consider the following:
Find a suitable venue: Choose a space that complements your work and can accommodate your needs.
Plan the layout: Ensure each piece has enough space and is displayed effectively.
Promote the event: Use social media, local press, and your network to spread the word.
Prepare for opening night: Arrange refreshments, create price lists, and be ready to discuss your work with attendees.
Exploring Illustration
Finding Your Niche
Illustration can be a lucrative path for artists. Congdon advises identifying your specific area of interest within the illustration world:
- Wedding invitations and stationery
- Book covers and interior illustrations
- Editorial illustrations for magazines and newspapers
- Advertising and marketing materials
- Product packaging and labels
Landing Illustration Jobs
To break into the illustration market:
Build a targeted portfolio: Showcase work relevant to your chosen niche.
Network: Attend industry events and connect with art directors and other illustrators.
Use online platforms: List your services on freelance websites and creative job boards.
Participate in trade shows: Events like Printsource and Surtex can connect you with potential clients.
Working with Clients
When you secure an illustration job:
Read the brief carefully: Understand the project requirements, deadlines, and usage rights.
Communicate clearly: Ask questions and provide regular updates to the client.
Negotiate contracts: Ensure you retain copyright of your work unless explicitly agreed otherwise.
Deliver high-quality work: Meet deadlines and exceed expectations to encourage repeat business and referrals.
Considering an Agent
For some illustrators, working with an agent can be beneficial:
Pros: Agents can connect you with high-profile clients and handle contract negotiations.
Cons: They take a percentage of your earnings and may not be necessary for all artists.
Finding an agent: Research reputable agencies in your field and submit your portfolio for consideration.
Managing Your Artistic Career
Balancing Productivity and Downtime
Congdon emphasizes the importance of managing both busy periods and slower times in your artistic career:
Use downtime productively: Update your portfolio, start personal projects, or take a residency to refresh your creativity.
Consider teaching: Sharing your skills can be rewarding and provide a steady income stream.
Stay organized: Use to-do lists, calendars, or project management tools to keep track of multiple projects.
Learn to say no: Be selective about the opportunities you take on to avoid burnout.
Maintaining Work-Life Balance
To sustain a long-term career in art, Congdon stresses the importance of self-care:
Set boundaries: Establish clear work hours and stick to them.
Make time for relationships: Nurture connections with family and friends.
Practice self-care: Incorporate exercise, meditation, or other stress-relieving activities into your routine.
Pursue interests outside of art: Engaging in other hobbies can refresh your creativity and prevent burnout.
Final Thoughts
"Art, Inc." challenges the notion that artists must struggle to be successful. By combining artistic integrity with business acumen, Congdon shows that it's possible to build a thriving career around your creative passion. The key takeaways from the book include:
- Embrace your authentic artistic voice rather than imitating others.
- View yourself as both an artist and an entrepreneur.
- Actively promote your work through various channels, especially online.
- Understand the business side of art, including reproduction, pricing, and selling.
- Explore different avenues for showcasing your work, from galleries to alternative spaces.
- Consider diversifying your income streams through illustration or teaching.
- Maintain a balance between productivity and self-care to sustain a long-term career.
By following Congdon's advice, artists can navigate the complexities of the modern art world while staying true to their creative vision. The book empowers artists to take control of their careers, make informed decisions, and build a sustainable business around their passion. With dedication, strategic thinking, and a willingness to adapt, artists can turn their creative pursuits into successful and fulfilling careers.