The business of art

Making art that meets their own expectations is often challenging and consuming for artists. Once the tools are laid down, the bigger challenge sets in. How do artists successfully sell their art and make a living? For artists more used to fine-tuning their technique and creativity, marketing and communication are often difficult domains to negotiate. In today’s age, with a plethora of channels, intense competition and shrinking attention spans, standing out from the crowd and connecting with prospective customers is not an easy task.

Every artist has their own style, so the path to selling art is also different for every artist. However, the first step for all artists is to understand what their USP or unique selling proposition is. To develop a USP, artists should ask themselves basic questions: Who are they? What do they do? Whom do they cater to? 

The answers to these questions should help artists position themselves. For example, one artist might answer: I am an experienced mixed media artist exploring body acceptance and female beauty through large works, aimed at discerning galleries and art connoisseurs. Another artist might say he is a watercolour artist specializing in delicate portraits of animals, particularly pets, and is open to commissions. These descriptions are clear and succinct, immediately letting the audience know what the artist would be known for and what the artistic offering is.

In the present age of technology, having a web presence is essential for an artist, allowing a wider reach to target audiences. A professional website that showcases the artist's work through high-resolution images is a must. In addition, social media platforms like Instagram, Facebook or YouTube can be leveraged to share artwork, offer a look into the artistic process and attract new admirers to your work. Direct selling is also an option as many website providers offer easy shopfront solutions.

Participating in art events or collaborating with galleries is a more traditional but effective approach. Artists should do their research to identify with galleries that align with their artistic style and target audience. Reputable galleries are often choosy but worth chasing as they open doors to a discerning clientele. Taking part in juried art competitions is also a great way to increase visibility and make a name for oneself in the art world.

Diversifying art streams is a useful option for artists. Not everyone can afford to pay premiums for original artwork. However, providing affordable options like limited edition prints, art merchandise (posters, cards, apparel or accessories) or art-related services like commissions or workshops allow artists to reach a wider audience.

Consistent messaging is key in all efforts. Cultivating a clear and distinct artistic style that is easily recognizable is one part of this. The other aspect involves maintaining a relationship with buyers and collectors. Social media, email newsletters or in-person events are some ways of ensuring you stay in the mind-space of your audience. By fostering genuine connections and demonstrating value beyond the transactional aspect, an artist can cultivate loyal patrons who eagerly support their artistic journey.

Though this is not an exhaustive list of strategies for artists to sell their art, it is a starting point. The art world is dynamic and ever-changing, requiring artists to stay informed, adaptable and receptive to new opportunities. Creative exploration and experimentation are essential for growth as an artist. Similarly staying abreast of technological changes and shifts in consumer preferences within the art world is necessary to market and sell your art.

By Vikram Niak