Art eXposed

This month we look at the basics of how to sell your art, but before getting into details it’s worth thinking about why people buy art in the first place. The serious buyers willing to pay higher prices generally buy art as an investment, so it should be evident that the more future potential you offer, the higher the price you can sell for. The general public will often buy lower priced work just to hang on their walls, but they should not be ignored because of this, since they can keep you going through the tough times.

Agents

The agent will typically take around thirty percent of your profit, but a good agent will work hard for that money. However, artists who display in galleries already lose up to fifty percent of their profit to the gallery, so you can understand their reluctance to give away any more money to an agent.

Consultants

An art consultant is an industry insider who will, for a fee, give you advice on your work and how to take it further. This can be extremely useful if you are not getting the success you think you deserve, but the price can be prohibitive. Talk to your fellow artists and find out if any of them know of a good local consultant.

Places to sell your work

The options of where to sell your work are really limited only by your imagination. Anywhere it can be displayed there is the potential of a sale. Galleries are obviously your first choice and we will be discussing them next month, but for now you shouldn’t be averse to other opportunities even if they don’t seem quite so prestigious.

Open studio

The open studio is becoming more and more popular. It simply involves allowing the public free access to your studio where you have a range of your art on display. Some artists find it a distraction or an invasion of their privacy, but it can work very well. Even if you don’t choose to allow public access, you should still keep a clean and tidy studio with priced work hanging on the walls. If someone important shows an interest in your work it means you can invite them back to your studio to see it first hand.

The internet

The global reach of the internet makes it a tempting option for selling your work, but you should remember that selling art is different to selling goods online. Most people will want to see the art before buying, or at least know the artist’s work well enough to know what they’re getting.

Art eXposed provides an easy means for artists to get exposure on the Internet. Working with the Art eXposed professionals, artists receive different types of promotional packages that suit their needs; from the ability to catalog their artwork in searchable databases on the Internet to a Public Relations Toolkit that provides them with the resources (news releases, media alerts, letters) to reach the media and organizations that can further support/endorse their efforts.

Another option is to simply sell giclee prints of your work. They are easily shippable and relatively low cost, so can be a nice way of supplementing your income. Make sure to use a specialized giclee printer and, as ever, talk to other artists about their experience.

Public buildings

Cafes, restaurants, bars, hotel lobbies and the like are always looking for work to hang on their walls. There are many artists who make their living exclusively from selling in these sorts of places, so there’s no need to feel any shame. What’s important is that the work is on display, not where it is. Try to make sure that the work has your name, a price and telephone number. If not possible then at least make sure the people who work there have your contact details

Maintaining integrity

You will only sell your art if you put time and effort into finding ways to sell it, but don’t become obsessed. Art shouldn’t feel like work, you should always be enjoying it no matter what you’re producing. However, if you find a certain style of painting sells well but you don’t think its worth much artistically, bite your tongue and keep producing them; in the end, you will always be judged by your best work.

However good your art, it is worthless if not on display. If your studio is currently cluttered with unsold works stacked in piles then the time is right to start getting it out there. Where it is on display really matters far less than most artists think. There is no point in holding out to have it displayed in some prestigious gallery when you are losing opportunities elsewhere.

We will be discussing getting your work into galleries in two months time, but because it takes time to achieve this it is worthwhile looking at other immediate actions you can take to get your art out in public.

Places to display your art for free

The options of where to display your art are limited only by the number of empty walls in the country. You should constantly be on the lookout for places where your art would enhance the atmosphere and where it would be exposed to large numbers of people.

Your Studio

Keeping a range of your work hanging in your studio should be mandatory for the artist just starting out. The cost is negligible compared to the opportunities it can bring. It is also an excellent place to sell work from, which we’ll discuss next month. Treat your studio like a gallery, neat and clean with the work well organized and hung on the walls.

Events

Events, shows and exhibitions of all types are often interested in having art on display if they don’t have to pay for it. Keep track of any upcoming events in your area and approach the organizers with your portfolio, explaining why you think your art would enhance their event. Another effective way is to form a combined show with artists from different disciplines. Jazz music and abstract art are a common example, but try to think of a novel combination that your work would harmonize with.

Donating artwork

If you have spare work lying around your studio that is not likely to be sold, consider giving it away to cafes, restaurants, hotels, hospitals and any other public buildings you can think of. This is not the same as selling your work in these places, since many will not allow this. You are giving them the work permanently, and the only thing you ask is that your name and preferably website address are clearly on display. This can be a very effective way of getting your art noticed because of the volume of people who will be exposed to it each day.

Competitions

Art competitions are organized up and down the country by foundations, corporations and individuals. The prestige of a competition is best judged by the prize money being given out, but at first you should try to enter as many as possible whether prestigious or not. It not only gets interest in your art, but is also an excellent way of meeting people, gaining credibility and possibly earning a little money.

Grants and awards

Grants and awards give money and opportunities to promising new talent. They vary greatly in how they are run: some are nothing more than cash in hand, others offer training courses. They can be an excellent addition to your resume, and many also offer promotional opportunities. Always be wary of any grants or awards schemes run through the internet. If they ask for more than thirty dollars to apply then you should consider them a scam.

Promotional video

If you take a particularly novel approach to creating your art that would be of interest to the public then have a short video made of yourself producing it. You can send it off to galleries, put it onto your website and have it on display at your exhibitions. It gives people who know little about art something to talk about in discussing your work. You can even try sending it off to a local television network or newspaper.

Finally

The number of people who see your art is directly proportional to the price you can sell for, so get as much out there as possible especially in the local community. Just remember to make sure your name and contact details are clearly displayed alongside.

Artists have been utilizing the internet in new and creative ways since its inception, but in recent years the advent of broadband, the low cost of computers and increasingly user-friendly software has meant that the professional artist has no excuse not to have a presence on the web.

Why you need a website

For the most part your website will serve as an online portfolio, but it can also have other uses. It can be a backup of your catalog and an updateable blog that lets people know of your artistic activity.

Your Art eXposed site

The first place to start is with your Art eXposed profile. This is the easiest first step to creating a professional presence on the web. It includes a gallery, information about your art, pricing and your own personal blog that are all easily updateable without the need of any technical skill.

Getting a personal site

If you wish to go further and have your own personal website and domain name, your first step is to find a capable and trustworthy web designer. The best solution is going with the recommendation of a fellow artist, but whoever you choose make sure they have already produced at least one artist’s website that you like.

Next, you should search the internet for online portfolios and find a few simple, tasteful designs that your web designer can use as a guide. Ignore anything that uses flash or other fancy visual effects. Visitors need to have quick, easy access to your art, so make this clear to the designer. Talk to him about simple solutions that enable you to easily update both the gallery page and the blog. The rest of the site can stay static, but it’s essential that you can update these two sections on your own.

What the website should contain

Home page

The front page design can utilise a few pieces of your artwork, but don’t let it get cluttered. Keep the information to a minimum. It should have your name, location and discipline as the title, with your brief artistic statement underneath. If you have a blog, there should be three or four titles (no body text) with links to read more. You can also include discreet contact details on the front page if you wish.

Biography page

At the top there should be a short biography written in the first person (we all know you wrote it). Avoid jokes, but keep it friendly. Explain any great influences and key themes in your work. Beneath the writing should be a list of the key milestones in your life that are related to your art, including qualifications, awards, events and shows etc. You can also include a photo of yourself if you wish.

Gallery page

This should be a simple HTML (not Flash) slide show with both thumbnails and high resolution images of your work. Make sure relevant information is included such as the size of each piece and the price. It is essential that you can easily update your gallery yourself with new work or price changes.

A mission statement

All those notes you made while writing your artistic statement come into play here. You should aim for around six hundred words detailing what your art means, where it has come from and where it is going to

Contact details

Self explanatory, but make sure it includes telephone numbers and an address. Do not use a form for emails; a simple email address link is fine.

Blog

The blog is optional, but highly recommended if you are able to keep it updated. It should not be filled with your personal life or general musings, it should be a diary of your activities as an artist. Ideally, it will be as active as possible including any new work you’ve created, where people can see your work, events you’re attending, etc. Remember though, the activity of the blog reflects your real world activity, so if you don’t think you will be able to update it at least once a week then you shouldn’t have one.

What you should pay

Assuming you keep the design to a minimum and steer away from flash and other trickery the website should cost between $400 and $600. If the designer is asking for more than this, try to find out what the additional costs are and decide if you need them.

Hosting

Unless you are technically minded, it is best to let the web designer arrange the hosting of the site. Make sure you have an easy to remember domain name, preferably yourname.com. Finally and most importantly, when you find a good web designer make sure to remain on good terms with them, they will be invaluable in the future.

The solitary artist isolated by his eccentricity and social ineptitude is a myth. Artists have always gathered in groups, and you will gain immeasurably from constant contact with as many other people in the art world as possible.

Making friends with artists

Networking is more than fawning at the feet of dealers and gallery owners, local artists should be first on your list of people to know. From them you will gain invaluable advice, support, inspiration and hopefully lifelong friends.

The best place to start is not by trawling the internet for artist’s discussion groups. Certainly the internet has its place, but it can in no way substitute for real human contact. The more you interact with successful artists in your area, the more you will learn about your local arts scene and the people within it.

Industry people

Every aspiring artist dreams of a chance meeting with an industry bigwig, and you shouldn’t be afraid of approaching them if the opportunity arises. However, there are some important rules of conduct that you should keep in mind:

Never push yourself onto them, however tempting

This is not because these people are unapproachable, but because for the most part if they are interested in you they will find you. If you are able to be introduced to them, do not immediately start talking about yourself and your art.

Be natural

Nervousness of any sort is a sign of the amateur. You should be as natural as possible, even if it’s your own show or gallery opening that they are attending.

Do not lie

A seemingly simple rule, but so many artists make the mistake of trying to enhance their appearance when under pressure. Be assured, you will be found out. It is always better to be honest about your achievements and about what you know. Never get out of your depth by talking about something you have no knowledge of. You will gain far more respect if you simply say you don’t know but you are interested to learn more.

Do not put down their views

Of course you can disagree with them, but don’t do it aggressively. If they like an artist you don’t, ask what they like about them and show a genuine curiosity. The best way to give the appearance of being interested is by actually being interested. Find out why they like certain types of art and always be open to their opinions.

Don’t get drunk or misbehave

We have already stressed many times the importance of appearing professional in order to further your career. Your reputation is everything, so don’t jeopardise it by acting foolishly.

Places to network

The best places to begin networking are local arts events, and ArteXposed members get several services that help you to do this. You should also check out local newspaper listings and ask in libraries and local government offices for upcoming arts events. You should aim to be a regular face at every event you can make it to. Many events have competitions which are also an excellent way of meeting new artists and getting yourself known.

Begin local, then spread wider. Once you have established yourself on the local arts scene, reach out to more distant towns and cities. Visit as many galleries as possible and talk casually with the people there about art. If you have the courage, you can even try creating your own arts event with a few fellow artists you’ve met, and ArteXposed will often sponsor such events if you are a member. If your reputation spreads to the right people, you may even find yourself being invited to join a member’s only arts club, which is another excellent opportunity for meeting new people.

Finally

There are no great secrets to networking. Simply try to meet as many people interested in art as possible, whether they are in the industry or not. Don’t forget there’s always the chance of making a sale or two from anyone, and you never know where it might lead.

This month we take a look at a subject that many artists find the most difficult:  Marketing Yourself. What we’re talking about here is not selling your work; it’s learning to sell yourself. As an artist you are not an anonymous manufacturer; you have put a little of yourself into everything you produce, and it is this that people buy.

Why should you market yourself?

For the most part artists do not have agents unless they are highly successful or they work mostly on commission, so promotion is down to you. But don’t worry about compromising your integrity; marketing yourself is not about tricks and stunts, it is about defining yourself and forming a brand that people can latch onto. It is choosing to label yourself, rather than letting others choose their own less desirable labels. The first and most important task in this process is creating an artistic statement.

The artistic statement

If you still believe that all art should speak for itself then you are probably not doing too well as a professional artist. A terse statement about yourself and your art is an essential marketing tool. It is a slogan for your product. It will be the first thing people read about you on your website or portfolio. It will roll off your tongue when asked about your art and it will be regurgitated in newspaper articles and the mouths of those discussing you.

It should be evident then just how important it is that you get it right. To start with, you should spend time thinking over and writing as much as possible about the following questions: What it is that you do? Why do you do it? What unifies your work? What are you trying to convey? Where do you fit in the art world? What are your core beliefs about art in general?

Write as much as you like, but try to keep it written in plain English. Imagine explaining your art to someone you respect, but who knows nothing about art. Once you have all your thoughts written out, you must then distil them down to a few short sentences. Do not merely cut things out, but think of what principles underlie all the different facets. You should aim for a short, memorable and profound statement that will explain the essence of what you do. If you need inspiration, look at the artist profiles on the ArteXposed website for good examples.

Putting it into action

So, you’ve written your artistic statement and come up with a great individual brand. How do you put it into action? What are the secret marketing tricks to spread your reputation? Sorry, but there are none. Self-promotion gimmicks are tawdry and counterproductive. You shouldn’t be waving banners and blowing trumpets to announce yourself to the world. We will be discussing how to get interest in your art later on, but in terms of promoting your name there are only three things to rely on: word of mouth, the newspapers and time.

Word of mouth

We will be discussing networking in depth next month, but for now you should know that it is through simple conversation that most opportunities will arise. Being able to talk about your art with confidence, fluidity, passion and sincerity to anyone who takes an interest is essential. All the work you put into writing your artistic statement will help you to verbalize your ideas. As for confidence, you must practice talking about yourself without either shame or arrogance.

Newspapers

A photo of you and your art in a newspaper is an excellent promotional tool, so always keep an eye out for opportunities. Think of what might interest the general public about your work. Perhaps you have created something with a local interest, or maybe your work involves novel techniques to create it. If you are holding an exhibition, submit details and a brief profile of yourself to local newspapers. The templates in the Art eXposed PR toolkit enable you do this in the correct form that journalists expect.

Give it time

Your reputation will spread if you put the work in, but it will take time. Understand that gaining notoriety locally must be done before you try to spread yourself further. Be patient, but always be on the lookout for new opportunities to spread your name.

The blank canvas is the bane of artists since the number of options seems limitless, but worse is to come on completing the work. After putting the final touches to your work, you are presented with the equally open ended problem of what price to give it. For the inexperienced artist it can seem impossible to fix a price, so they ending up making wild guesses (almost always too high) and then wonder why their art is not selling.

The first thing to understand is that the price of art is simply the highest amount that someone is willing to pay for it. However, the second thing to understand is that only people who see it can pay for it. The price is circumscribed by the wallets of those who view it, hence the importance of having your work seen by as many people as possible.

Why price at all?

Many artists refuse to put fixed prices on their art, but they lose sales because of it. If you keep an open studio where people can enter and browse your work it is imperative that every piece hanging on the walls has a price tag on it.

People hate to talk about money, especially where art is concerned, so many buyers will choose to walk out rather than face the indignity of asking how much a piece costs. If they do have the courage to ask and the price is not written somewhere, they will assume you are making it up based on how rich they look.

Creating a baseline

So where do you begin in setting a price? The first step is to work out what your minimum monthly income is. Be realistic about this and always estimate high. Keep this figure in mind at all times as it will act as a deterrent for unrealistically low prices.

A preliminary price

Next, add up the cost of producing the art work you’re trying to price, including all expenses. Then add up the total amount of time spent on the work and multiply it by a sensible hourly rate – 20dollars an hour should be a minimum. Simply adding these two figures together will give you a fairly sensible estimate for a price. Dividing your minimum monthly income by the price of this work will tell you how many pieces you should be aiming to produce a month to keep you going.

Better methods

The best way to price work is to base it upon previous sales, hence the importance of keeping the catalogue of your work we discussed last month. The more you sell, the more you will get a feel for what your work is worth. You should compare your prices with those of other local artists and those on the Art eXposed website, but remember to take into account their experience and reputation.

Another method is to talk to art consultants and galleries. Galleries will not display your work at unrealistic prices, but keep in mind that visiting them without any idea as to the value of your work will mark you out as an amateur.

Maintaining and raising prices

Always maintain consistent prices. Inconsistency shows you are unsure of the value of your work. If you cannot bear to part with a work for a low price then keep it hanging in your studio without a price tag, and if anyone asks about it let them make you an offer. On the whole, larger works should be valued higher than smaller ones. This may seem arbitrary, but it is the law of the market.

You should only consider raising the prices of your work: after you have achieved respectable sales in your current price range for at least six months; if a gallery tells you that your prices are too low; or if you have changed your output significantly to justify such a change.

Final tip

Make sure to keep track of your sales in your catalogue, and always keep some cheaper works on hand for any impulse buyers you happen to meet.

This month we take a look at how to keep a catalog of your art work. If you’re wondering why you need to catalog your work, the simple answer is “because every successful artist does,” but if that’s not enough then here are 5 reasons why it is imperative that you keep a catalog.

1. It allows you to price your art accurately

We’ll deal with the specifics of pricing your art next month, so for now you only need to know that the most accurate price can only be obtained by seeing what similar works have sold for.

2. You can spot trends in sales

Many artists starting out in their careers find they have certain works which are easy money makers, and the easiest way to discover this is by keeping a catalog

3. It can be presented to dealers and gallery owners

Anyone serious about buying or selling your art needs to know that it can be expected to sell at the prices you’re asking for. A categorised history of past sales is by far the best way of proving this.

4. Allows you to select your best work

It is always a difficult task deciding which work you wish to put in a portfolio, gallery or competition. The problem becomes a lot easier when you can browse an organized catalog of your work rather than having to sift through endless canvasses.

5. It acts as a positive reminder of your progress

Looking back over a year of work you will feel far more positive about your future if you can clearly see just how far you’ve come.

What the catalog should contain

Exactly how you create and organize your catalog is up to you, but whatever format you choose, it must contain the following:

Title and date

Both of these are essential. If you do not wish to title your work, create a reference number system instead.

Photograph

This is a lot easier to accomplish if your catalog is digital, but if you choose to have a physical catalog then a Polaroid camera will be invaluable.

Cost of production

Take into account all expenses required to create the work. It is always better to over-estimate.

Time taken to produce work

Keep close track of how long it takes you to produce each work. Be honest about it, include breaks from work. Again, it is better to overestimate.

What the work sold for

You should be able to easily reference this alongside the title and date.

Extras

Has the work been on display anywhere? Is it now hanging on someone’s wall? Did it win a prize? Any extra information about the artwork itself should always be kept.

Digital catalogs

Having your catalog on your computer has many advantages. It is easier to maintain, easier to back up, and allows you to transfer work to your website much more easily. It can be as simple as a set of organized directories and text files or as complex as a database that automatically updates to a website, but whichever way you choose make sure it is easy to update and back up.

Photographing your art

Unless you happen to be friends with a professional photographer, the best way to photograph your work is with a good digital camera. You will find excellent resources on the internet with advice on how to photograph art, but just experimenting with the settings on your digital camera will usually suffice. Make sure that you always photograph in good light without a flash and be sure to take multiple shots from different angles if your work is three dimensional

Creating a selection from your catalog

Catalog/gallery/showcase/portfolio? The lines are blurring more and more thanks to digital cameras and the internet. Whatever you call it, you will at some point wish to have a presentable selection of your best work that you can show to others. Many artists are choosing to use their website as their only portfolio, but if possible it is worth investing in getting a selection of your work printed.

Finally

The most important aspect of a catalogue is keeping it up to date, so keep this in mind when designing the system. It should not be too complex, or else you will avoid updating it. Try to have a mental habit that no work is complete until it is photographed and documented in your catalogue.