Artists Who THRIVE

Make art and make money, business planning and strategic marketing for artists

8 REALMS of an Artistic Enterprise

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The notion of starting a business seems way too big and daunting for most people, never mind mosts artists.

I often hear, “I don’t even know where to start or where to focus.”

So I have broken down my business methodology into eight sequential realms based on my practical experience of building a profitable fine art enterprise.

“The 8 Realms of an Artistic Enterprise” is born of  the lessons I have learned from my successes and failures over the past six years and from the lessons learned from artists that I have consulted with, coached, and taught in seminars, including:

  • film makers
  • healing practitioners
  • jewelers
  • mixed media artists
  • musicians
  • painters
  • photographers
  • writers

A clockwise moving sphere graphically represents my business methodology reminding you that each realm must be continually balanced and each phase builds upon the previous one, over time.

It takes time to build a business and it does not start by printing your business cards, making a sign, or launching a website.  That is “Targeting”, the fifth realm. Starting here is putting the cart before the horse.

Starting in the middle of a logical sequence is like rushing to put the cherry on top of the cake before you have preheated the oven, decided how many people the cake will serve, or what flavor cake you are making.  That’s a cake you are going to have to make again.

As a former project management consultant, I am fond of correct sequencing.

Why did I choose 8 REALMS of an Artistic Enterprise?  Here in San Francisco, our Chinese brothers and sisters celebrate eight as lucky.

Eight is a symbol of continuous abundance and prosperity because it is a perfect symmetrical shape. Perfect symmetry lends itself to perfect balance, considered the ideal. Turned on its side, the number eight becomes the symbol of infinity.

Is that why I chose eight?  Well, it is the artistic reason. The practical reason is that these eight realms actually represent how I developed my fine art business.

The big take away is that if you don’t know where to start you are not alone.

But know this.  There is a natural sequence to constructing anything functional like a business and it all starts with your specific vision your artistic enterprise.

THRIVING Artists Interview with Leo Zero

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Tune into another THRIVING Artist interview with Leo Zero, who is a thriving mix of collage artist, musician, and entrepreneur from North London.

Leo’s creative process takes him from visual collages to music remixing. 

He’s been a DJ since age 15 and he emerged from the thick of the house music scene in London.

Leo had a global music hit record, yet he didn’t get paid. In fact, he “Got ripped off around every corner in the music industry.”

Music royalties are complicated business, allowing those with selfish interests to be very cagy and to take advantage of ignorant musicians.

Without Leo knowing, his income streams where ferreted away.

Eventually he realized that fast the talking big egos in the music industry had helped themselves to his intellectual property and sold his young naive pop group down the river.

This musician paid the ultimate price for being a reluctant businessman; the stress of the industry and financial losses tossed him into a deep depression in 2002.

Avoiding Big Pharma he delved into self-help he started a serious meditation practice.

The result of Leo’s mindfulness practice was a big boost in his self confidence and clarity that prompted the turning point of his music business. 

Leo began to follow through on things he had put off for years, including an art show and producing his own album.

Leo learned the hard way how to manage his property of songs but now he owns his own music publishing company.

This artist has become much more instinctive and trusting of his heart over his head. The resulting “strength of will” has made him more his “own man.”

Leo more keenly judges business opportunities presented by people by determining if they are coming from a place or fear or of love.  That’s the way to spot a good deal!

Check out LeoZero.com

THRIVING Artist – Kate Bradley, portrait painter

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Kate Bradley - portrait painter

Kate Bradley – portrait painter

 

Memphis, Tennessee Portrait painter Kate Bradley, age 27, is currently enrolled in the Artist Who THRIVE Crossing the Finish Line coaching program.

Kate is a fairly recent graduate from Auburn University’s Art Department. But because of her dedication to the Artists Who THRIVE program in less than six months she is very likely already earning more than her art professors and living a very satisfying life as a creative.

Artist Kate Bradley shares what she learned in art school and what she didn’t learn, a story all too familiar to struggling artists. 

Success as an artist is not just about talent. 

It’s about:

  • celebrating the values of a certain tribe or target market
  • identifying and connecting to a tribe or target market
  • making art that makes your tribe feel
  • making it easy for your tribe to do business with you

Success as an artist is NOT about:

  • an artist’s statement
  • what materials are used
  • credentials or where you have shown
  • or who you studied with

Although Kate did not consider herself an entrepreneur, she does now. 

It is this new mantel of entrepreneurship that is actually inspiring her creatively and helping her thrive financially.

Tune in and learn how Kate treats her successes and her failures as equally important and valuable.  (Please note, the interview may take some time to load.)

 

Kate Bradley, portrait painter

Artists must Be who you are Say what you Feel

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“Be who you are say what you feel because those who mind don’t matter and those who matter don’t mind.”  Dr. Suess

What does this wisdom have to do with the business of art?  Everything.

Although artists are all inspired by other artists we are only relevant if we give our market, “those who matter” something unique to see or to hear.

Why? To succeed as an artist you have to deliver a unique talent, and a unique value proposition, to a target market.

Yes you could pursue a career as a cover band but that will only take you so far.  And in this case you are just a technician, not an artist.

The only way to be truly unique is to dig deep, to be honest, be brave, and be clear about who you are and what you have to say.

Some will love you, some, not so much.  But you can’t please everyone and who wants to try?

·      What makes you happy?

·      What are your values?

·      What have been the biggest lessons you have learned in life?

·      What pisses you off?

·      How do you spend your free time?

Artists must be brave and passionate.

Who are the first to be celebrated and the first to be executed during a political revolution?  Why?  Because artists are thought leaders.

Be ready to speak your mind and offer the world your perspectives and ideas.

The wise words of Russell Simmons, a hip-hop mogul, “Do You”, is required reading for my coaching clients.

This self made serial entrepreneur, mentor, yogi, and musical talent has boiled the vital message to artists down in the title of his book.  Just Do You.

By doing you, you will find your tribe.  Celebrate your tribe and they will celebrate and reward you.

Your Uniqueness, an Artist’s Foundation for Success

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“When you’re always trying to conform to the norm, you lose your uniqueness, which can be the foundation for your greatness.”
— Dale Archer

Recently an artist booked a Blue Sky Session to determine a Blue Ocean Strategy.

This is where we articulate a unique value proposition to a potential target market.  The key word here is unique.

When I asked her to describe the uniqueness of her art, she struggled.

I dug deeper and asked her to put all thoughts of marketing art aside.

“What do you love?  What is important to you?  Why?  There’s no judgment, just spill it.”

She started off by saying, “I love painting portraits.”

That tells us nothing about her uniqueness.  That’s like saying I live in a house. “Tell me about the neighborhood, describe your décor.”

Artists are thought leaders.  Own it.  Claim it. Be clear. “What do you think?  What do you feel? What do you want to tell the world?” Do you.

Finally she said, “I’m interested in feminist literature.”

Okay.  Now we are getting closer.  There’s a whiff of her uniqueness and this may relate to a potential target market.

It became clear that she is not ready to launch an enterprise.  Her cart is before the horse.

Thinking about marketing her art is premature.

This artist needs to return to the “Research and Development” laboratory to invent something unique.  Then the “Marketing Department” can take over.  This is the right sequence.

She must return to her studio to find her voice, to delve deeply into what she is passionate about.

The result of honest reflection mixed with talent will be a representational body of work reflecting her unique point of view.

Delving deeply into her uniqueness and finding her creative voice is the only way that her voice will be heard above the massive chorus of artists called painters.

Your uniqueness is the only way to compete in the market and for artists to be satisfied creatively.  Which is why we are doing this anyway, right?

THRIVING Artist – Ann Rea, painter

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Ann Rea, Founder of Artists Who THRIVE

Click here to listen to Ann Rea on KZSC radio’s “Artists on Art“.

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Artist, CEO | Ann Rea, Inc. & Founder of the Artists Who THRIVE website was on KZSC 88.1 FM, 3/29/11 AT 8 pm. Ann is a San Francisco based painter and marketing expert. During the show, we talked her art and her upcoming workshop with Cultural Council of Santa Cruz County CCSCC entitled “Art of Marketing.”

With the direct mentorship Ann received from contemporary painter Wayne Thiebaud (an American Art icon), she paints in the timeless tradition of French Impressionists like Monet, plein air (in the open air). Ann  founded Artists Who THRIVE with a mission to empower artists to thrive creatively and financially. By sharing her experience and insight she has guided a diverse number of artists from across the globe. Rea walks her talk. Her oil paintings, and her inspired business approach, have been featured on the “Fine Living” network, in “Fortune” magazine, and profiled in the book “Career Renegade.”
 

Ann will be teaching for Cultural Council of Santa Cruz County the “Art of Marketing” seminar at the Cabrillo College Visual Arts Lecture Hall in Aptos on Saturday, April 16, 2011 10:00 AM – 12:00 PM. To register for this seminar, call (831-475-9600 x 16 or click here. Location: Visual Arts Lecture Hall #1001 6500 Soquel Drive Aptos, CA. Cost: $25.

Ann will help you learn to:

  • Define your unique value proposition
  • Define your market
  • Create an action plan for success
  • Learn a non-traditional approach to successfully marketing art and how you can generate sales even without a gallery

Up to three students will be selected for a mini marketing makeover in class ($500 value).

Other upcoming Seminars  from Cultural Council of Santa Cruz County (go to www.ccscc.org for full description and location):

The Art of Fundraising
Thursday, March 30, 1:30 pm – 4:30 pm
The Arts of Marketing
Saturday, April 16, 2011- 10 a.m. to 12 noon
Grants Writing Essentials, Part I: The Art of Story-Telling
Friday, May 27, 2011- 9:30 am to 12:30 pm.
Grant Writing Essentials, Part II: The Art of Budgeting
Friday, May 27, 2011 – 1:30 p.m. to 4:30 pm.

Ways to Register: Call (831) 475-9600 x 16 to pay by credit card. Stop by the CCSCC office to make a payment by cash, check or credit card. Visit our website to register online.

THRIVING Artist – Mark Monlux, illustrator

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Mark Monlux, Illustrator

Mark Monlux, Illustrator

 

I met Mark Monlux by phone a few years ago.  I was in the middle of dealing with a frustrating case of copyright infringement.

I designed a wine label and licensed my image for the label.  The license clearly defined that the image could only be reproduced on one print run of that label.  That’s it.  But later I discovered my image very poorly presented on a dirty sidewalk sign and on the client’s website.

Two cease and desist letters were simply ignored.

My membership to California Lawyers for the Arts yielded a fairly useless, less than 30 minute, consultation with an intellectual property attorney.

So I called the Graphic Design Guild to see if they could offer some guidance.  I was referred to Mark, an illustrator, and he offered valuable guidance that helped me win my case.

I wanted to learn more about Mark and his success because it was clear to me that not only is he creative and talented, he is also an astute business man.

Listen to the recorded interview.

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Blue Sky Strategy

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When I’m coaching my artist clients we do what is called a blue sky session.   We think of different art marketing strategies to help them sell their art.  Not to be confused with a blue ocean strategy, our ultimate goal.

During this creative session there is one very simple rule. Record every idea and negate none.  Simple?  You’d be surprised.

When artists get out of their own way and pause their self-limited thinking, the sky is the limit, pardon the pun.

We can hatch big ideas during these blue-sky sessions.  Or it can be a time when even seemingly positive artists kill opportunities before they are even born. “That won’t work.” “I hate this or that.” My constant response.  “Just focus on the exercise, pretend, have fun. There’s no right or wrong.”   Self-doubt and lack of confidence become very evident.  Sometimes they play along during the session and then their attitude kills the ideas later.

Artists who really engage in this creative process, kind of like you do when you make art, win.  Because the blue sky strategy is simple and it works.

This is a creative exercise that many marketing strategists use.  The good news is that artists are in a particularly good position to come up with creative and new marketing strategies.  But they have to stop thinking about themselves and think about what value they can create for a target market.  Why?  Because your compensation is in direct proportion to the value you offer.

Most artists have been told to craft artist statements to explain their work as a way to sell it.  These statements are all about them and their process.  Unfortunately I have rarely read an artist’s statement where I didn’t cringe and say “Oh, please.”

If you want to sell your art, ultimately it’s not about you. It has to be about the unique value you offer to a specific target market.

The other good news is that you are free to create this value and assert it any which way you please, kind of like you do when you make art.

Marketing is a creative process like making art.  And that’s why I love it too.

THRIVING Artist – Colleen Attara, mixed media artist

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Colleen Attara, mixed media artist

Colleen Attara, mixed media artist

This is the first installment in The Artists Who THRIVE Profile Series.

As I mention in this recording I’m often wondering what to write about next and I’m often focused on business and marketing challenges facing artists.

So I decided to switch my focus, and my medium, to a recorded interview with a thriving artist who I coached, Colleen Attara. Colleen deserves all the credit for her success.  I was only there for a relatively short time to help her build a road map towards her goal and to teach her ways to avoid some of my very expensive lessons.

Colleen is a full time artist with a new scenic studio that she’s always dreamed of, six galleries represent her, and she regularly receives private commissions.  Colleen’s current focus is a significant large-scale commission for 90 foot wall in an innovative new hospital.

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Listen to Colleen’s focus and confidence.  She’s developed this by taking planned action.

Be Bold Enough to Admit what you Truly Desire

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“Pacific Ocean Deep”, Ann Rea, oil on canvas

 

Although the artist-coaching program helps artists shape their business and marketing strategies we first have to ask why.  “Why” do you want to “be” an artist?  What does that mean to you?  What do you value?  What do you really want?  What would you create if you had a magic wand?

The first assignment that my artist coaching clients receive is to turn on their imagination and to create a dream map.  A dream map is a collage of positive and present-tense words and images that express their vision of the life that they want to create for themselves.  Clearly creating your life’s vision will determine your ultimate happiness and success.  I can attest that it’s worked for me.

These collages are not meant to be a piece of art for show.  This is simply a powerful and personal exercise designed so that each person unearths their passions and expresses what they really want to create in their life, before we get started.

I’m following Michael Gerber’s assertion, author of eMyth. Gerber asserts that you design your business  so it supports your life, and so that you are not spending your life supporting your business.

So the next question is, what do you want that life to look like?

I made a dream map about seven years before it manifested.  I boldly admitted, although I couldn’t really believe it at the time, “I live and have an art studio overlooking the ocean.”  Along with several words and images I tore out a picture of a big poufy bed overlooking the ocean, some random light fixture, because why not?  I can imagine anything.

Then I lost track of this creation until seven years later when I moved into my private live work studio overlooking the ocean.  After my friends helped me move in, and arranged my furniture, I discovered the dream map.  My bed was in the same position as the photo.  The headboard was on the same side of the room and the bed’s position was the same relative to the ocean.  The nautically styled light fixture hangs above my dinning room table today.

I wasn’t quite sure how I was going to make it all happen, live in pricey San Francisco and paint for a living?  Yikes!  But I knew in that instant that I was on the right path.

The first step to living a fulfilled and happy live is to boldly admit what you truly desire.

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