Building a career as an artist takes hard work. Because
the field attracts so many talented people, jobs in
this field remain competitive. If you major in an
art program at the university level, the focus is
not on business, but in studio art, graphic design
or humanities. So it’s wonderful that you learn
about how to perfect your skills in art – you
need these skills. And, if you want to work for someone
else, this education may be all you need to succeed.
But many artists and creative professionals wish to
sell their work independently from home. There maybe
a looming gap in the education you receive in art
class and I believe it is about basic business.
I’ve heard people say that you’re a sell-out
if you are distracted by tasks unrelated to creating
your art. That may be true, but if you want to create
your art, and put food on your table you will quickly
understand that beautiful art does not sell itself.
Turning your hobby into a career takes effort. Being
a paid professional means you must understand and
apply basic business practices.
While I won’t bore you with a crash course
on business, I recommend that you grab some paper
and start by jotting down some general things you
may wish to consider, as they relate to your creative
arts business.
Business Strategy & Objectives – In this
category, let’s focus on your overall goals.
When you’re listing your goals, be very specific.
Don’t just say I want to sell my art, instead
provide the details. Describe your art/product. Will
you try and exhibit your work, or sell it from your
private studio? Do you want to sell it - locally,
regionally, or internationally? Will you focus only
on one medium or will you diversify? Can you exhibit
your art at a gallery, or is it commissioned public
art for everyone to enjoy? What are some obstacles
you face in producing or exhibiting your work? Make
the plan work for your situation and be flexible.
You’ll find as you take action on your plan,
things may change. Be open to that.
Sales & Marketing – Who does your artwork
appeal to? Describe your perfect client. What do they
read? Where do they go in their spare time? How can
you get your art in front of them? At the very least
you will need an artist’s bio, resume and portfolio
of your work. What other materials do you need to
support your artwork – a website, print advertisements?
Add a creative spark to your marketing materials to
make it unique and memorable.
Promotion & Public Relations – This is
a gold mine for an artist. If you don’t have
the budget for paid advertising, you can volunteer
your time, teach classes, give seminars or speeches,
and promote yourself and your work in other, more
subtle ways. The goal here is to get your name out
in front of as many people as possible. When they
see you, they think ART. Produce press releases on
your work, classes, seminars and exhibit schedules.
Make sure you have business cards printed and give
them out frequently.
Finance & Accounting – While this is often
one of the hardest parts of writing a business plan,
it needn’t be too complicated right now. Price
your artwork to reflect your time, materials, any
overhead and your profit. Determine your current budget.
What are your financial targets? How much of your
profits will you reinvest in your materials and supplies?
How do you plan to keep track of the money you make?
Writing down your basic financial goals will make
it clear what you need to do to achieve them.
Production & Operation – How much of your
art can you reasonably produce and where do you make
it? Can you hire someone to help with repetitive tasks?
I’m not suggesting that you crank out art in
the way a candy company produces bubble-gum. Instead,
focus on creating high-quality art, using the best
materials you can afford to use – and by all
means make sure that is reflected in your final price.
I know that thinking about your art as a product
takes all the romance away. But it is rather essential
to do if you want to become a creative professional.
You are your own company, you produce a product that
is full of your creative spark, your imagination,
and your ideas. Marketing your art product simply
becomes the effort it takes to let people see and
gain an understanding of your work. Make an impact
with your gifts!
