Business of Art
For many artists it’s not easy to “toot your own horn.”
You may be talented, hard-working and determined to succeed, but you must also learn to network proficiently.
One thing I’ve observed is that quite often the more outgoing artists are either from a large family or have parents who are business owners. They can chat up strangers with ease and leave them smiling. Others are more reserved and for them, it takes time and practice to get comfortable with the message they want to deliver.
Do you have a successful friend or colleague in the arts that you admire? Ask them to listen to your prepared remarks and give you some feedback. Whatever approach you wind up using, it is important for it to sound natural. And be sure to tell the listener a bit about your education and experience.
A few years ago I presented a workshop about networking at the Asheville Area Arts Council. The artists in the audience were asked, “On a scale of one to five, with one representing those who are very shy and five for those who are very outgoing, what number are you? Oh, and be aware that you cannot use the number three!” Obviously, that limited the choices and the audience was asked to make their decision within ten seconds.
At that point, I asked for a show of hands. “Okay, how many of you are very outgoing? Great! Come on up here and please stand in a row to my right.” Next the somewhat shy (Group 2) lined up facing the first group. And then, to my left, the very shy (Group 1) lined up facing the somewhat outgoing (Group 4). Both groups had the same assignment: “You each have one minute to introduce yourself to one another. Listen carefully, because you will be asked to repeat what you have learned about your partner.” It was surprising how much information each artist retained, when many of them had never met previously. And everyone was smiling when it was all over!
At the end, I reminded the group that their initial chat with a new acquaintance should include the same basic elements that comprise an artist statement: What you do, how you do it, and why you do it. Beyond that, it is always wise to engage the listener further by inviting them to your next exhibit, or encouraging them to visit your studio. And of course, you must remember to exchange business cards. Ready? Go forth and network!
