The Challenges of Being an Artist

It’s easy for Damien Hirst isn’t it.  He doesn’t even need his agent anymore to stage a million dollar auction.  The mere mention of his name, and the punters are queing up to buy his work.  Is it because his work is better than other artists or, is it because he is a ruthless self-promoter?

Not Who You know, But What You Know

In the 1980’s and 1990’s, it was all about who you knew.  The whole YBA thing pretty much pre-dated the internet revolution which meant that knowing the ‘right’ people, attending the ‘right’ parties would get you into the ‘right’ crowd. This meant that artists didn’t have to know anything about marketing, all they had to do was drink and sleep with the ‘right’ people to become known, (or was that notorious?).  

Whose Work Is It Anyway?

The internet and blogging has changed the rules. Today’s up and coming artists cannot rely on a friendly introduction to an agent to build their career and fill their bank account. Artists have to be willing and able to spend some of their time self-marketing.  After all, whose work is it anyway?

In my view this is exactly what has happened in publishing. Writers for the first time have tipped the balance of power into their favour, and in so doing, managed to attract some of the big name publishers to them.  So rather than pushing to find an agent and hawking their book proposals all over town, writers have sat tight and focused on writing and building up a profile online within communities, so they have a considerable audience.  This got the attention of publishers.  So you can have your cake and eat it if you know what the new rules are.

The New Rules For Artists Who Want To Succeed

Artists need to do the same.  Build an audience and don’t be shy about it.  Don’t wait for Charles Saatchi to call because chances are, he won’t.  

Today’s artist (and I include myself in this) needs to develop their entrepreneurial spirit and apply that to connecting with their audience, and if they don’t have one, start creating one!

This probably pushes your nose right up against a skills gap, and the question, ‘how the hell am I going to do this and create my art?’

I won’t pretend that it’s easy to balance both seemingly different things, but they are closer than you think.  

Why You Can’t Ignore Your Thinking

If you sit in your studio bemoaning the fact that no-one buys your art, guess what?  They won’t.

If you think the selection of artists who are successful is random, you are dead wrong.

If you think marketing your art is none of your business, it won’t be.

The good news is that the so-called ‘right people’ are having such a hard time sustaining those Mayfair gallery rents, that new opportunities are opening up for artists to sell their work online and offline through joint ventures.  There has never been a better time to create a business out of art.

If you want to make art your business, and learn the skills to put yourself and your art onto the map, build an audience and start earning an income, visit my community http://thewestprogram.ning.com/ and take a tour around what we are doing to stay ahead of these recessionary times.