It all seemed so simple at art school. You were led to believe that as long as you kept creating great art then success would follow naturally. So perhaps after embarking on your career as an artist you have become a little disillusioned to discover that buyers and dealers are not beating a path to your door.

Whatever your story, you’re now on the right track. The fact that you’re reading this shows that you want to know more about the business side of the art world, and that’s a huge start. Over the coming months you’re going to learn what so many artists never do: the basics of how to successfully market and promote yourself and your art.

As an introduction this month we’re going to debunk a few myths that commonly hold artists back:

Myth 1: Artists should stick to art and leave business to the “suits”

The idea of the artist as a creative genius, free from the constraints of the real world, is a romantic dream. The reality is that in addition to creating great art, the artist also has to be his own promoter, agent and manager. You must therefore dedicate yourself to spending time learning each of these skills if you want to be successful.

This may sound daunting, but that’s why Art eXposed exists. The tools and resources available on our website are designed to increase your visibility and help you market yourself more effectively without having to start from scratch.

Myth 2: People expect artists to be unprofessional

The people who make money buying and selling art are professionals and they expect to deal with professionals. If your eccentricities and artistic temperament cause them hassle, your value to them goes down accordingly. Having a professional manner and being easy to work with are essential to success, but especially so if you have yet to make a name for yourself.

Myth 3: Artists must be solitary

The solitary genius slaving away at his creation is another false legacy of romanticism. Successful artists constantly interact with others in the art world. The ability to create and maintain friendships and working relationships is one of the biggest factors in getting your work out there. Art eXposed works to forge links with your local arts community, as well as allowing artists to interact with each other via the website.

Myth 4: Art dealers and buyers don’t understand art

This is a common mistake and often leads artists to treat dealers with disdain. They forget that these people got into this business because they love art. Perhaps their tastes differ from yours, and certainly they may seem too interested in current trends and market value, but they do love art and most are willing to take a chance on newcomers.

Myth 5: If the work is good enough it will sell itself

If your studio is currently full of unsold work, then you should know that this isn’t true. The art world has always run on the same principle as everything else – you are selling a product. The difference is that in art the value of your product is based upon your reputation and skill, rather than raw materials and cost of production. With this in mind you must learn to maximise the value of your work using techniques we will be discussing over the coming months.

Myth 6: My art is unique and most people don’t understand it

While your art may be different, it is not unique. There are other artists doing similar things and you ignore their success at your peril. You must not stand aloof from the people who can make you a success, and that includes other artists. If you can talk easily about your art without being either shy or boastful, you will not only make new friends but you will sell more art.

Finally, don’t get disheartened

None of this should disillusion you about your dream of expressing yourself through your work. The art itself is still the most important thing. Understanding the business side of art is an addition to your talents, not a substitute for them. Hopefully it is another skill that you want to cultivate, and over the coming months we will be walking you through how to go about doing this.

This is the second part of a 3 part video series around Oil Painting Materials. The first video in the series talked about oil paints. In this video Dean Adams an Art eXposed artists walks you through Oil Paint brushes. Enjoy.

Oil Painting Materials Video 2

For supporting material please go to http://www.deanadamsartist.com

There is a tremendous amount of value that comes out of online conversations in social networking communities. Today, the concept of PR 2.0 focuses on reaching people who are like-minded individuals who share similar interests through meaningful web discussions. And, as you venture into and explore different web communities, whether it’s MySpace or Facebook, you’ll find opportunity to build trust and strong relationships with people. Just by setting up a profile, you open up and make information available about yourself. By taking this first step, you are welcoming the opportunity to talk to people one-on-one and to listen to them. That’s the best kind of relationship building there is!

As an artist, there’s tremendous potential for you to speak directly to someone online who may be interested in your style of art or perhaps they will contact you to help them answer a question pertaining to a period in art history. Either way, you use dialogue to start the interaction and to build the “friendship.” In these social networking forums, you are also able to participate in groups, perhaps with other artists or with people who prefer a particular type of art. On Facebook, when you search under the word “art” about 500 different groups surface that you can peruse and join if you are interested.

Another great opportunity for you to speak with people who share you passion for art is by setting up your own blog and by blogging regularly. You can easily start your own blog through Word Press (www.wordpress.com) or Blogger (www.blogger.com) or you can choose to blog in a social networking community (whether your blog is posted as a part of your profile or within a group that you participate). Blogging is a great way to start conversations and learn about people and have them learn about you. However, whether you are blogging about your favorite artwork, your technique or your passion, it’s really important to make a solid commitment to blogging and to stick with it (however often that may be). Soon you will have people who follow what you say, and look forward to reading your blog, on a regular basis.

In the past, you may have heard that social networking is just a way to collect “friends” rather than a PR strategy, but savvy people are realizing it’s so much more. In fact, it’s one of the best ways to talk to people who are like minded and who are able to share interesting insight. If you listen and listen hard, you will learn, and then you will be able to reciprocate with information that will guide someone else. That’s how to make real friends and possibly gain new followers who end up someday as your best customers.

By Deirdre Breakenridge, Art eXposed President.
Her new book: PR 2.0: New Media, New Tools, New Audiences

The Art eXposed PR Toolkit is an easy set of communication templates that enable you to selectively broadcast recent news and information about your artwork and share it with your public. Let’s discuss what a PR toolkit is, what it does for you in terms of self-promotion and why it will help you to reach groups that want to learn more about your artwork.

What is a PR Toolkit?

It may sound complicated but it’s such a simple concept. A PR Toolkit is a set of PR templates that you are able to customize on your own for personal use. Art eXposed makes these templates available for download as a part of your membership with our community. These templates are assembled in individual Microsoft Word files. Whether it’s a news release template that announces a new piece of art work or an announcement about a recent award, you fill in the details and it’s ready to share with your friends, family, art patrons, prospects, galleries, associations and the media.

What does the PR Toolkit do for you?

A PR Toolkit is an easy way to assemble you best news to make it available to the parties who want to know about and share information on you and your artwork. As an artist, you need to spend time creating your artwork. Promotion is important, so we try to make it easy on you. The PR Toolkit templates are written so it’s easy for intended audiences to digest information use it in a useful way. For example, the news release templates are created for journalists who are looking to take your digital release and incorporate information into their stories or news briefs. These templates are media friendly and use an accepted AP style format that’s accepted by journalists world-wide. In terms of promotion, the more you fill in and use your templates, and send them out to an email database of interested parties, the more you’ll see those parties will take interest in you!

How does the PR Toolkit help you to reach different groups?

The PR Toolkit is designed to appeal to a number of different groups. You can cut and paste a PR Toolkit template into the body of your email message or send it as an attachment (but, only if the intended recipient knows you and is expecting the attachment). These templates are universal and can be used for many different groups. You can brand them with your logo or artwork and send them out as frequently as you feel the information warrants dissemination. With respect to the media, you should always be sending the media news release announcements regarding exhibits, awards and the unveiling of new pieces of art. You may not see a story every time, but the ability to send a customized release, at intervals throughout the year, will keep you and your artwork top of mind.

The PR Toolkit was designed by Art eXposed to make publicity and self-promotion easy. We want you to spend your time creating the ultimate masterpiece. Promotion, we know is very important, but when there’s only so many hours in day, the PR Toolkit is your best way to accomplish many things in a very short period of time.

Public relations is the softest selling tool in the marketing toolkit. It’s a combination of communication and public outreach to build trust and relationships with groups of people. Sometimes PR is best known as communication that changes an opinion, builds a reputation or helps to correct a damaged image. Today, artists can use a mixture of communications through credible third party endorsers or influencers (including the media, art critics, bloggers, etc.) or use direct to consumer PR strategies that reach current customers and potential art patrons. Regardless of the approach, PR leads to great relationships and endorsements from individuals that will help you to improve your personal reputation as an artist and/or to extend the reach of your network to get more exposure for your artwork.

There are so many tools in the PR toolkit. Let’s start with the traditional PR communication outreach strategies:

News Releases:
News releases can range from an announcement regarding the unveiling of your latest artistic creation to a release discussing an art demonstration you are giving for the members of a local association. News release writing begins with a carefully crafted message, formatted in a specific news style template (see the Art eXposed Artists PR Toolkit for examples) and is distributed to targeted media outlets, gallery’s organizations, customers and potential art patrons.

Endorsements:
Third party endorsements are written statements that provide credibility and can be used in a number of communication pieces including news releases, brochures, website content and information that can be sent to your art patrons and prospects.

Speaking Engagements/Demonstrations:
Speaking engagements and/or demonstrations are an excellent way for an artist to deliver expertise and knowledge on a subject to large groups of people, including prospective art patrons and/or current customers. Speaking in a public forum, coordinated by an independent art associations or gallery, can create enormous exposure for an artist and his/her work.

“How To” or Articles to Educate:
Working with the media to get articles placed in art trade publications, consumer magazines or those used as online content are a great way to educate and deliver information as an art expert. Articles that instruct or educate audiences position you as an authority and a likely source when an art enthusiast is interested in your particular artistic style or art genre.

These are all simple strategies to generate awareness so that influencers or third party endorsers will find your material interesting and write or talk about you. As you continually send your influencers credible and newsworthy information, they will look to you as a resource, as an artist that will be able to offer them expert information on a particular topic.

It’s important to follow-up in PR so that you are not just sending communication from your toolkit and then not know what’s being said about you. Always take the time to talk to your influencers or correspond with them regularly. Make sure you also taking the time to do Google or Yahoo! searches on your name or your artwork to see if you’re personal brand is the topic of conversation in print or online.

Most of all, the key to PR is to realize that relationships and building trust take time. If you want to have solid relationships with your influencers or third party endorsers make sure you do your homework. Know who these folks are, what they write about and exactly what they are looking for, so that you can aid them by offering your particular area of expertise. And, remember, when you are looking to build customers relationships or relationships with galleries, associations or members of the media, all of this requires a considerable amount of time and effort.

For every minute you spend building the relationship, the result will be strong connections that lead to favorable endorsements. Overall, PR is an excellent way to create positive communication about you, as an artist and your body of work.

This is the first part of a 3 part video series around Oil Painting Materials. The first video in the series talks about oil paints. Dean Adams an Art eXposed artists walks you through Oil Paints. Enjoy.

Oil Painting Materials Video 1

For supporting material please go to http://www.deanadamsartist.com

The Plein Air Painters of the Jersey Coast spent some time at the Monmouth Park racetrack in NJ to support the Breeders’ Cup coming to the park on October 26th 2007.  The results of there efforts were some awesome paintings of the park.  

Dean Adams an Art eXposed artist and member of the Plein Air Painters group, was selected to have his Thoroughbred paintings displayed at Frederick Gallery in Allenhurst, NJ.  Below are pictures from the October 12th reception at the Gallery.