Art, Inc. Summary

Being an artist is not just about creating; it's about finding your voice and selling your work authentically.

1. Authenticity Over Emulation

To create art that resonates, an artist must express their genuine self rather than mimicking others. While it's tempting to follow the footsteps of celebrated artists like van Gogh, embracing the "starving artist" myth doesn't serve today's world. Art's value lies in its reflection of the artist’s experiences, emotions, and perspectives.

When artists try to replicate the work or life of others, they miss out on innovation and originality. Real art stems from one's own truth, which is why authenticity should guide creative expression. Being genuine not only fuels artistic growth but also allows artists to connect deeply with their audience.

Keeping a journal or logging everyday observations can help cultivate authenticity. These notes can evolve into unexpected sources of inspiration, enabling artists to develop a unique voice that stands apart.

Examples

• Noted artist Frida Kahlo's work drew largely from her personal struggles and physical pain.
• Sketchbooks from Leonardo da Vinci reveal how everyday observations shaped his masterpieces.
• Modern painter Louise Bourgeois used childhood memories to inspire her sculptures.

2. Art as a Business

Successful artistry goes beyond paintbrushes and canvases—it also requires business acumen. Artists must build a well-run business that aligns with their values. This means defining a clear vision for their art style, audience, and ethical principles.

First, artists should decide the image they want to project. This involves clarifying priorities, such as choosing eco-friendly resources or working only with ethical clients. Then, they must approach their art with a business structure: creating a name, preparing marketing tools like bios and portfolios, and building a system for handling administrative tasks.

Setting up business essentials, like applying for licenses or filing taxes, may seem unrelated to creativity but ensures long-term success.

Examples

• Visual artists creating artist statements to articulate their brand versus generic descriptions.
• Painters selling limited prints using archival materials to meet high-end market standards.
• Freelance illustrators forming agreements based on principles that match their goals.

3. Promotion Drives Success

The key to thriving as an artist isn't just creating beautiful art—it’s ensuring the right people see it. Promotion helps artists make a living by expanding their audience. The internet, especially, is a powerful tool for this purpose.

Websites act as virtual galleries where audiences can explore an artist's portfolio. Blogs and social media allow sharing thoughts, inspirations, and connections. However, artists must remain genuine online and focus primarily on their craft rather than succumbing to internet distractions.

Additionally, reaching out to magazines or blogs through press kits increases visibility. Persistence and a solid promotional strategy can open significant opportunities.

Examples

• Claire Desjardins gained wide visibility through a well-designed, intuitive website.
• Artists creating time-lapse videos of painting sessions for Instagram to engage users.
• Collaborations with arts-focused blogs or editorials help artists build credibility.

4. Reproductions Expand Reach

In the digital age, reproducing art has never been easier. Artists can now reach many buyers through high-quality prints while keeping original works exclusive.

Deciding on reproduction methods depends on the target market. Archival-grade paper and ink are ideal for artists catering to high-value collectors, while budget-friendly reproductions help make art accessible to casual buyers. Both strategies have merit but must align with business goals.

Quality also extends to displaying art online. Professional photography ensures that reproductions capture the essence of the originals, inviting buyers to invest.

Examples

• Photographers selling high-quality digital prints of iconic cityscapes.
• Affordable art prints becoming popular at platforms like Etsy or Big Cartel.
• Artists limiting reproductions to create an aura of exclusivity for some pieces.

5. Exhibitions as Showcases

Exhibitions remain a vital way to present art to audiences. While securing gallery representation might take time, opportunities aren’t limited to traditional spaces. Cafes, studios, or group exhibitions are all viable alternatives.

Artists seeking gallery representation should target galleries closely aligned with their values or aesthetic themes. Reaching out with a tailored portfolio and CV increases chances of acceptance, though persistence is key. For independent shows in nontraditional spaces, detailed planning and promotion ensure successful displays.

Exhibiting helps build connections in the art world and increases credibility within audiences.

Examples

• San Francisco's Jessica Silverman scouts ephemeral themes like “image overconsumption.”
• Restaurants doubling as art spaces for emerging painters hoping to gain visibility.
• Artists pooling resources to rent pop-up studios for group shows.

6. Illustration as Opportunity

Illustration offers endless commercial possibilities for artists. Whether designing book covers or creating custom wedding invitations, this branch of art is both creative and profitable.

Getting started involves zeroing in on a niche and linking up with potential clients or companies. Artists can look for local jobs, network through events like trade fairs, or even approach agents to unlock high-profile opportunities. It’s also important to understand licensing agreements, intellectual property rights, and the scope outlined in contracts.

While it’s tempting to assign full rights to clients, artists benefit most when they maintain ownership over their creations.

Examples

• A designer illustrating children’s books and maintaining copyrights for global reprints.
• Artists attending Surtex to present wallpaper designs for licensing.
• Creatives landing commercial gigs for advertising campaigns through agents’ contacts.

7. Rest as Part of Creation

Artists can’t work tirelessly all the time; productive art requires periods of rest. Downtime offers an opportunity to recharge and refocus on personal development. It’s also when artists can hone their organization skills or experiment with new projects.

Taking on smaller tasks such as organizing portfolios, connecting with communities, and teaching workshops keeps downtime meaningful. These activities not only refresh creativity but can lead to unexpected inspiration.

A healthy work-life balance is fundamental, with rest playing an equal role in the overall creative process.

Examples

• Monet created new techniques but often took long breaks between masterpieces.
• Artists teaching online classes to generate income during slow sales periods.
• Dancers taking “movement vacations” to recharge and prevent burnout.

8. Proper Pricing for Prosperity

Assigning the right value to artwork ensures the artist is fairly compensated. Pricing isn’t just about materials or time; it also considers market demand and an artist's reputation.

Selling directly online may suit some creators, while high-value paintings fit gallery or commission sales. Artists should calculate costs per piece carefully, including labor and production expenses.

Proper research ensures artists strike a balance between making work affordable without undervaluing their talent.

Examples

• Sculptors pricing exclusive works for collectors differently from mass-market items.
• Painters working on commissions negotiating prices tailored by project size.
• Crafters on Shopify pricing ceramics above average using high-quality glazes.

9. Confidence Opens Doors

Success depends largely on artists believing in their abilities, even when faced with challenges. When exhibiting, negotiating commissions, or setting prices, artists must project confidence to gain others' trust and interest.

It's also necessary to set boundaries around time and work expectations. Trying to do everything can dilute creativity. Artists who say "no" to unaligned opportunities often find more fulfilling paths later.

Confidence fosters clarity, helping artists navigate both busy and fallow periods.

Examples

• A painter setting higher fees while maintaining sales after demand grew locally.
• Illustrators declining low-paying ad designs, later landing contracts matching their values.
• Emerging artists self-funding solo exhibitions for greater autonomy.

Takeaways

1. Package your art in a way that reflects its value and insure it against risks to preserve its worth.
2. Proactively create opportunities by reaching out to exhibitions, cafes, or unlikely venues to showcase your work.
3. Treat rest as part of the creative process; use downtime for organization, learning, or experimentation.