Business of Art
When an artist wants to sell more work, the first conversation we have is about identifying their target market. By answering a few questions, they begin to hone in on how to direct their energies.
Does your work appeal more to women or men? What age group? What income level? What type of occupation? What geographic locations?
These and several other factors can help an artist focus on the sector that is most profitable. Of course, to some extent, success depends on how and where you market your work. Here in Western North Carolina, artists have several options. There are many commercial galleries, as well as co-op galleries and retail rental establishments that offer a wide array of artwork.
In addition, there are a number of arts organizations that have ongoing exhibit programs that keep the artists’ work in the public eye. If you are fortunate enough to have a working space in the River Arts District, chances are your work is on display most of the time to those that visit your building. But many of the creative folks working there learn that is not enough; you must also be seeking exposure throughout the downtown area and other places as well, if you are serious about increasing your exposure.
Perhaps you’ve already come to some conclusions about your target market. If not, here is my challenge. Talk with people as they are looking at what you’ve produced. Allow them a few moments to take it all in, and then mention that you are doing some market research and would be interested to know what their first thoughts were when they saw your work. Then ask if there is anything in particular that drew their eye or held their interest.
Often the responses are surprising. Once the conversation heads in that direction, you can comfortably inquire about their occupation with a remark such as, “That was an interesting comment…it makes me wonder what kind of work you do.”
By making a few notes after each chat, you will begin to gain a better understanding of what types of folks respond most favorably to your work. The next step is getting your art in places that they frequent.
