|
At the start of each new year, many of us revisit our business plans. For me, this art journey is all about the experience. Marketing and sales of my 2 dimensional visual art always work best when I enjoy what I am doing. But there is constant pressure on artists to notice current trends, and consider following them. Should we?
For me, the answer to that question is no. Here, I explain why.
Let me start with a memory of a day about 5 years ago when I was with artist friends in the National Gallery of Art, Washington, D.C. We were happily talking about how our art careers, while in different stages, were all progressing nicely. We heard the voice of someone who recognized one of us from social media. Fast forward, and we were all in my family room, sketching that artist's friend from life.
Well, "the artist" is a young man from the South Bronx who draws strangers on the NYC subway, because that is what he is passionate about doing. We talked about artists we all admire, and how he would love to earn enough money to move to a better neighborhood. He was considering being a tattoo artist like his dad. He went on to become the MOST followed artist on Tik Tok. He achieved his dream. They gave him an office in their Tik Tok building and he has moved to a better neighborhood. He still draws strangers on the subway, but now $$ and sponsorships are associated with what he is doing.
I'm pretty sure he's forgotten who I am at this point, so I can't ask him if he's happier. But who wouldn't want to do that experiment and see how huge endorsements from a profitable company feels?
The other four of us in the room have continued to grow our art businesses at a much slower pace. And, I venture to say that if any of us were drawing people on the subway, we would not have achieved that same level of success. In other words, we had a front row seat watching what "the artist" did and how his well deserved dreams came true. But it was never in the cards for the rest of us.
So often we want to believe in a recipe. If we follow it, we can expect to see results like those who did well using it. In reality, just like this example, that is rarely true. If I start painting now using the Pantone color for next year in all of my paintings, and the most popular subjects, it's not likely to impact my sales. I've actually tried that in the past.
You probably have a different opinion and I'd love to hear about it.
Today, look at what 20 and 30 year olds are buying. I look to what my children and their friends are doing. Clean lines, nature inspired earth tones, minimalistic, mid century modern style designs are preferred. Young adults lean toward getting rid of excess and focusing on quality and experiences in life.
My first impulse is to ask "How do I fit my art into that description?"
Does this mean I should increase the hours I spend teaching, creating more experiences to become more profitable? I could. But I would be miserable. I would really miss my painting time.
But wait. Art is a luxury item. What distinguishes our fine art from the stuff in big box chain stores who do target the current demographic? People in merchandising often say that all you need is the right product at the right time in the right quantity, and the sales will come. Sadly, there are lots of amazing paintings out there that never see the light of day. So how exactly is fine art different from the best selling stocking stuffers this year?
I propose that it's the art experience my collectors are drawn to today. I've come to feel that my most successful paintings are the ones that evoke emotion. If that is the case, creating a marketing plan around current color and style trends makes no sense.
In my example above, the young man who found success via social media has a look, or brand that appeal to the Tik Tok audiences. You can guess at whether it's his age, ethnicity, his life story or personality that people engage with. Of course, his sketches are masterful. He is really, really good. But, so are a lot of artists. His ace in the hole, in my opinion, is that he genuinely enjoys sketching strangers on the subway, they enjoy being part of his reveal and videos that are posted to the masses, AND he has a brand that people resonate with. Lots of artists have now copied him. Some are very skilled, but their sketches of strangers on mass transit aren't gaining much recognition.
Instead of trying to figure out how to align my art with what is currently selling, as we move into a new year I am looking at what I can do to share my passion and engage viewers more. I want to create a memorable experience for people who see my art.
Here is the list of things I am working on:
1, How can I encourage art lovers to experience more when they view my paintings?
2. What can I create that will invite viewers to lean in and notice my work, contemplate and interpret my stories, and feel emotions while looking at my art?
3. What will encourage folks to spend more time looking at my oil paintings?
4. How can I touch memories in people who see my works?
5. What about my art will make people want to tell someone else about it?
6. Can I create artwork with a timeless story and quality that future generations will relate to?
Hopefully, the more experiential my art becomes, the more time people spend looking at it and thinking about it. These days, I've noticed that's how most of my sales manifest.
You are probably wondering what I am doing that addresses the questions listed above. I'm still figuring that out. But so far, this is what I have done.
I am painting pieces that "pop" with color and contrast, so they are noticed from across the room.I am experimenting with different ways of presenting my paintings in unique frames.I am composing art with more obvious narratives. Many of my past works have been inspired by stories so personal they may not make sense to viewers.Compositions that have a universal appeal, not specific to one location are moving to the top of my list of things to paint.I am trying to produce paintings that make people stop and wonder what I was thinking.
Before writing this article, I did a non-scientific poll of over twenty realist painters who have very long resumes and are some of the most financially successful artists in my circles. Without exception, they all answered that they never base the art they create on a market they are targeting. Rather, they paint the art they feel called to create, and when the collectors find them, they focus on developing relationships with those people as much as they can.
All of this is aligned with the free AMP marketing videos available with a FASO account. Also, there are some very positive takeaways.
We should create art we enjoy bringing into the world.We don't have to spend energy chasing the latest fads. In fact, we probably won't see lasting success if we do.Our work will attract people who want to experience the same art we enjoy making.Sales depend mostly on finding and developing relationships with the people who notice our artwork. We don't have to interact with the people who reject or ignore it.
Will you be incorporating any of these strategies in your next business plan? Or, have you had success creating art that does change with the daily zeitgeist?
Sincerely,
| 