gallery.
It’s been said that we are all our own companies these days … whether one is an artist or not. If an artist chooses to exhibit privately or has gallery representation, successful marketing is ultimately the responsibility of the artist. The way an artist ap­proaches marketing will also depend on their persona. Does the individual feel comfortable dealing with the public. If not, then hiring/paying an agent is important. Some prefer to employ gal­leries to market their works of art because they’d rather be paint­ing than marketing. That having been said, many artists do their own promotion over-and-above whatever marketing initiatives are undertaken by the galleries who are providing representation. (Note: It’s a good idea to make it a point to stay in very regular touch with these galleries... in keeping with the noisy-wheel-gets-the-oil theory. Such contact helps give artists a sense of what the galleries’ continuing needs might be. Of equal importance, if an artist senses an agent’s not doing the job when being paid significant commission, then it’s up to the artist to speak to that with the hope of improvement. Volatile personalities may pull out too quickly if things are not as good as they could be. Don’t burn bridges… and quite often some eggshell-walking is required to preserve relationships.)
As for the role of galleries… they are the agents that help promote the unknown artist and enhance well-known artists. Several suc­cessful artists diversify and have several galleries representing their work.
At what point does an artist get personally involved in marketing and advertising of their art? While traditional forms of promotion such as flyers and postcards are excellent visual reminders/invita­tions to view an artist’s work; however, working artists have sug­gested a few more ideas given the current aggressive art market. … These days many people look to the web long before travel­ing to a gallery, and, increasing numbers of collectors never see a piece in person before buying… it’s all done through the net. This will only grow as time goes on. The majority of profession­al artists have their works exhibited on personal and/or gallery websites. When creating personal websites remember this: there are websites and then THERE ARE WEBSITES. If creating one, doing a comparative study as to which ones resonate and which don’t should send an artist (in partnership with their webmaster) in the right direction. (Build on good ideas… please don’t steal them!)
…Find unique tools such as posters or billboards to promote in­terest in artwork or to get name recognition. …Volunteer to showcase artwork in a prominent building foyer as an attention-grabber. An added dimension is giving public demonstrations of art creation.
… Have cocktail or dinner parties for friends/collectors creating an informal environment (accompanied by plenty of wine!) that encourages discussions, commissions and potential sales. (An artist colleague explained that when showing his artwork, he like to keep things fun and playful… not taking himself or his artwork too seriously. Parties have become a natural way for people to see some of his artwork within a fun and relaxed atmosphere. He says that it takes pressure away from them and him because it’s just on the walls of his home, in the background, as the party is going on. He sends out a flyer for an upcoming party, with the image of one of his paintings featured. He does not push any artwork during the party, but he finds that a lot of people will no-
tice pieces and will probably ask a few questions along the way. Friends/collectors stop by regularly to watch a game or make a meal, and they in turn are able to see paintings in progress, which seems to create interest in pieces before they are done.) … Enter a juried competition or obtain a grant. … Local newspapers, magazines and television stations love to interview/promote a local artist. Making the call to one or all of these could be a career-altering experience for an artist. Or, YOU write the article and feature your art.
… Sending a friend a gift of art is commonplace, however, what about sending gifts to people of influence accompanied by a per­sonal letter and artist statement?
There are thousands of artists whose art is for sale… therefore selling art today has become a highly competitive business. There are some real advantages to self-promotion, and if it feels right, do it. That’s what it really comes down to. Just like in creating a piece of art, what the artist must do is that which s/he is moved to do from within.
Our level of self-confidence, as we journey through the artworld and beyond, profoundly affects each of us. There’s a power­ful force that comes through the artist who is proactive and is continually morphing/transforming/emerging/ developing. Both children and adults are naturally attracted by positive energy and repelled by or wary of negative energy. Sadly, some people do not possess inner confidence and consequently have a negative way of looking at aspects of life. These folks may confuse an artist’s self-assurance with vanity. Look at it this way: If vanity is equated with confidence in your art then please, dear artist, be as vain as you wish! “Go Public” without feeling that this is a symptom of arrogance… find a way to push through any lassitude in getting your art out there and say “Hey... I haven’t thought of that. Maybe I can give it a try.”
“What distinguishes a great artist from a weak one is first their sensibility and tenderness; second, their imagination, and third, their industry.” (John Ruskin, 1884)
Lynda Pogue is currently represented by Agora Gallery in New York (www.Art-Mine.com/ArtistPage/Lynda_Pogue.aspx) and Covent Garden Fine Art Gallery in Canada (http://www.covent-garden.ca/lynda/lynda.htm)
The following artists/marketing experts were consulted in the de­velopment of this article:
Steven J. Backman (http://landmarksofsf.com/photoindex.html) Jeanne Carbonetti (www.crowhillgallery.com) David Chesterton (http://web.mac.com/davidc30/iWeb ) Deborah Danforth (riseup8@look.ca) Angela Di Bello (www.Agora-Gallery.com) Kathryn Hughes (2katehughes@sympatico.ca) Marty Maehr (http://maehrcreations.net/ )
Claudia McCabe (http://www.societyofcanadianartists.com/gal-lery/cmccabe/default.asp?MID=39) Cliff Smith (teenieacres@sympatico.ca) Rebecca Sudsbury (www.kelbecproductions.ca)