Academy of Art University of San Francisco – Ending an Artist’s Career Before it Starts?
The Academy of Art University of San Francisco was founded in 1929 and it currently has almost 16,000 students enrolled. The Art Academy is a for-profit (not a dirty word) institution and a Hasbro Monopoly-like landlord of San Francisco.
I’ve hired several eager and capable interns from the Academy of Art and I have to say that I’m concerned that they will, like so many graduates with a fine art degree, never be full time artists.
I’ve got no doubt that they have received capable art instruction or the Academy of Art couldn’t possibly enroll so many students. However, it puzzled me to learn that the Academy of Art has no admission requirements. Prospective art students do not have to have “any art experience.” They don’t even have to show a portfolio of their work.
Can you imagine applying for Julliard and not having to audition? Images of American Idol come to mind. We all know that the arts are a tough business so stacking the odds in your favor with the best education available is a minimal strategy.
It also appears that the Academy of Art University pays little to no attention to teaching the business and marketing aspects of selling one’s art. This is mission critical and this missing piece of education could end an artist’s career before it starts.
Like it or not, art school graduates had better be good at something else besides creativity or they’re not going to make it.
The good news, in my opinion, is that developing a “marketing mindset” is not that difficult nor is it beyond the capability of a reasonably intelligent person. So why not make business and marketing a cornerstone of the standard curriculum? One reason? Because generally professors are academics, not entrepreneurs. And so there’s no need for them to fuss about unique value propositions and target markets, or even respect these basic business concepts. But guess what?! A thriving full time artist is an entrepreneur extraordinaire.
Tags: Academy of Art University of San Francisco, American Idol, art school graduates, thriving full time artist
January 18th, 2010 at 10:43 am
I was doing some research on AAU as I’m interested in pursuing an MFA (Photography), and I came accross your blog post. I must agree that it is striking that they have a open enrollment policy and that portfolios are simply used for placement, not for admission purposes. From the mixed reviews I’ve read around, it seems that students get as much out AAU as they put into their work, so I’m wondering if the negative comments are coming from those who weren’t artists to begin with and thought that just by enrolling they would magically turn into one? I hear that over time, those people are weeded out and classes are left with those who are really serious about their work. AAU also claims that they have excellent connections with those in the industry and that 80-90% of grad students get a job right after graduating, so I’m wondering what your opinion, as an artist, is of what the school says vs. what people say?
Also, about those interns you hired, maybe they just werne’t ready for the “business” aspect of art? I’m confident that my undergrad education at USC and 3+ years of professional work have better prepared me for being more serious about making a living as a professional artist, but I have my concerns about AAU and its bad rap.
thank you.
January 18th, 2010 at 7:11 pm
Your absolutely right – universities and art schools can’t teach what they don’t know. After participating in a college alumni art show, I was asked what benefits came from my having graduated from the university’s program and in what areas could they improve.
The representative slightly smiled and shook her head no when I questioned if there was any kind of marketing or promotional classes available today focused at the art students.
She agreed those were needed classes, but the staff had no experience in any of that and were not likely to
ever consider hiring outside the university system to fill the void.
Shame on them. The system is only giving the art student half an education.
January 19th, 2010 at 7:13 am
One wonders what art schools – if any – are making the business end of art a serious part of their plan?
I think we need to reach back a bit further and ask what kind of business preparation we give our high school students -in art or otherwise. Mine was rudimentary at best thru the whole time as student, incl. art school.
Somehow I’ve managed to make a go of it for 22 years now.
I do remember crossing paths with a young Canadian fellow who was a graduate from a program that divided curriculum into thirds – studio/design/business.
Makes sense – a stool sits well on three legs.
It’s a provocative question Ann. I hope you get some response from the school you mention and others.
January 19th, 2010 at 7:30 am
Hi Ann,
I’m amazed that a portfolio isn’t even required. Have you ever hired interns that you *did* feel would become artists? If so what separated them from the others? Was it the quality of their art or the knowhow about marketing and business sense? I’m really curious.
Like these interns I too went to a University that taught me all the art fundamentals yet only required a one hour seminar class be taken in regards to submitting art to shows, approaching a gallery, applying for a grant and *anything* related to the business side of being an artist.
Thank god for the internet! I’ve been able to self teach myself and learn a lot from my own computer desk.
Still Learning,
Shoshanna Bauer
http://shoshannabauer.com
January 19th, 2010 at 7:32 am
I have to say that you’ve hit a note that resonates with me. I was an adjunct for awhile at Rocky Mountain College of Art and Design in Colorado. (www.rmcad.edu). They too have no admission requirements and do not teach the business side of art. Few students come prepared to learn or are even qualified to be at an art school while most seem to be seeking an alternative high school ambiance in place of a regular liberal arts education. So few of the “graduates” actually even try to make it in the industry. Worse still are the number of students who leave after the first year because RMCAD doesn’t satisfy them and doesn’t acknowledge that they should or even seem to be aware of the issues..
I and many others left after being told that our goal was to send “happy graduates” out into the real world, not qualified or prepared ones. Many of us were actually told that our classes weren’t “about having to know anything.”
I can only hope that the elite art institutions around the country recognize that to live and work in the world of art and design that you have to be prepared in all aspects of it. There is so much talent out there without a hope or an understanding. We truly need a list of the top art schools in order that potential students can judge for themselves.
January 19th, 2010 at 9:18 am
This is interesting! I was a guest speaker at the Academy of Art a few years ago. I spoke to a group of photography students and encouraged them to put down there cameras and pick up a newspaper and understand what’s happening around them – maintain awareness of politics, culture, lifestyle, etc to keep their images relevant. Anyway, I like your point about teaching the business / marketing aspects of art, this definitely seems to be missing and it’s taken me years to get it figured out.
January 19th, 2010 at 4:40 pm
thanks Sean! I really believe that the realities of the business landscape for fine artist should be made clear. This would offer a complete and more valuable fine art education.
January 19th, 2010 at 4:44 pm
Thanks for your contribution Mike. The fact is that those who are not qualified or prepared, will not be“happy graduates” for long.
January 19th, 2010 at 4:46 pm
Hi Shoshanna, The jury is still out on my interns. I will depend upon their talent, drive, and commitment to their career. Ann
January 19th, 2010 at 4:47 pm
thank you Mike! This post has generated more comments on my new blog than any other. I like the Canadian fellow’s educational formula.
January 19th, 2010 at 4:48 pm
you said it!
January 19th, 2010 at 4:54 pm
Isabella,
I do agree that in school, and in life, you get out of it what you put into it.
The school has an agenda to sell admissions; I would not rely on their statistics.
And yes, there are bitter art graduates who may or may not have put in adequate effort. But the art schools are handicapping graduates by not providing them with the basic business skills necessary for them to succeed.
Your best bet would be to conduct information interviews with the most successful photographers that you can access. I did that with Wayne Thiebuad (an American Art icon).
Best,
Ann
February 27th, 2010 at 9:36 am
Hi,
So is it a bad idea entering this university?
They did ask me for my portfolio along submission of application.
ek.
February 27th, 2010 at 11:33 am
not necessarily.
But be aware that they are currently not going to teach you what you need to know about the business of art.
Association of Independent Colleges of Art have a much better reputation but they too lack sufficient focus on business and marketing of art.
http://www.aicad.org/