The fine art world has always had it's idiosyncracies and it's avoidance of engagement with the business of communication, is largely self-constructed. The false proclamation of creative altruism, provides many artists with the opportunity to avoid critique, the accountability to the audience and the challenges of commercial production, through an establishment-endorsed aloofness. This perceived, moral self-elevation, paradoxically illustrates the lack of esteem amongst many fine-artists, in relation to their cousins in the design and media worlds.
Although commercial success is not a measure of credibility and vice-versa, it can be said, that money and commerce are a useful tool in the assessment of worth of a product/service/idea, to the general population based upon, supply and demand. Fine-Artists sometimes act as if the work they produce is both priceless (i.e. Morally and spiritually above definition by the base tool, that is money) and worthless (Not adequately appreciated by the base collective that is the general population). This is despite many artists not producing work that communicates effectively with the general population or work that is not presented in a form suitable for appreciation by the general public. This view stems form a deep-seated doubt and resentment about their own artistic self-worth and a fear of rejection by the audience.
As always it is a case of horses for courses and the trouble only begins when an artist expects recompense for something they don't do and expects no recompense for what they do - this contradictory approach sets up art and artists to be undervalued, misunderstood and unsuccessful. Bizarrely this is completely enshrined and endorsed by the artists own establishment. Whilst this establishment is not a union, guild or other such over-arching organisation, it is this strata of the art world, that could make a difference. Alas it is this very strata, that is either involved in the collection, sale and promotion of art, or the teaching of art, that serves neither to profit nor gain from any revision of basic art business practice.
So here below are a few 'new' ideas for Artists in the Business of Being Artists. Try them, adapt them, do them well and stroke by stroke, we might just paint a new picture...
- You are professional, capable and creative - Act accordingly, be smart, punctual, pragmatic, decisive and dynamic.
- Art is about communication of ideas/concepts/feelings - Decide who you want to communicate with, how many and to what level?
- Money is the best tool yet devised for valuing apples against oranges - It has widely understood rules, standards and units - Use it.
- People don't value what is free or cheap - Charge realistically and optimistically for all of your services/products, then add 10%.
- Don't Undercut Yourself - Establish a retail price for a product, (this price should be at least 3 x the cost of production and in line with other similar products). Whatever outlet, you sell work through, the price is the price. You receive that price minus the commission (Commission is an agents fee for selling your work), whatever that is? - If you sell the work privately - YOU are the agent, you get the commission! Do not attempt to speculate on the retail price in relation to the demographic of a location, it is not possible.
- In Fine-Art, the 'viewing' experience is the most commonly enjoyed - Charge for it! (Yes that means people paying a small fee to view art - think about it!). The viewing experience does not require the artist to intoxicate the viewers at his/her own expense - Charge for drinks (That is how money is made in the performance world).
- Marketing and Promotion are Creative Opportunities - See these activities as a creative challenge and an opportunity to describe yourself in a way that incoprorates your visual language and your 'personality' as an artist.
- Be Realistic and Modest - Art is a wonderful, beautiful thing, we are privileged to be a part of it - Artists are not inherently better, more spiritual, morally superior, deeper-feeling, smarter, wiser or more altruistic than, plumbers, lawyers, traffic wardens or the unemployed (That is about how good you are at what you do, not what you do).
- Don't Understate/Overstate Yourself - Art is not brain surgery/Art is not junk-mail; Dont make extravagant claims for your work (it does not explain the universe and everything in it) and do not understate it either (You are communicating an idea, not illustrating a catalogue).
- Have a Sense of Humour/Be Robust (Thanks El P!) - As stated earlier, Art isn't brain surgery, it may depict life and death but it isn't life and death. Have a sense of humour about art and about being an artist, it will make it much more enjoyable, make you more fun to deal with and will stop you from dissapearing up-your-own-picasso! Be robust too: Art is personal to the artist but don't take it personally. Critique, criticism and dislike of your work will tell you more about your work than a 1000 compliments, take it on board or not, thats your decision.
This is only a collection of loosely formed ideas at present, it contains most of what I want to say and have said on this subject, to various people at some point or other. As I like to say about words at least, 'Untried Ideas - free to a good home' so take these thoughts and propogate them, let me know how well they grow?
