When I was in art school I earned straight As in art history. I was even a student tutor. All the while I wondered why some Artists made it into the art history books and some did not.
It’s simple. Artists are celebrated in history because there is a market for their work. That means that at some point each significant Artist delivered a unique value proposition that served a target market.
How do you define a target market for your art?
I’ve cracked the code. You just need to follow a four-part formula by answering these questions. Is it easy to answer these questions?
No. It demands emotional intelligence and deep honesty, your soul’s truth. Is it worth it? Yes. It’s transforming.
- Why? What is your creative purpose? Why are you here? Hint. It’s not about your art.
- What? What problem do you believe is really worth solving? What are you doing about your why? Hint. It’s not about your art.
- How? How are you solving that problem? What is your unique value proposition UVP?
- Who? Who does your UVP serve, who is your target market? Who is not?
Successful Artists know their creative purpose. They know why they are here and what they are here to do.
Successful Artists dedicate their lives to a mission, to a problem that is really worth solving. They are aiming so much higher than just making art.
How are these Artists fulfilling their mission, solving that problem? By creating value above and beyond their art.
Here’s what they are not doing. They are not just making “art for art’s sake.”
Whatever that means. I’ve never really understood what making “art for art’s sake” means or had much respect for the notion.
It sounds like a personal hobby. Not that there is anything wrong with a hobby. It’s just that no one’s going to pay you just entertain yourself. Your art will only sell if adds value to the market place.
Successful Artists are also abundantly clear about who has the problem that they are solving, and who doesn’t. They know their tribe, they share the same culture, ceremonies, and values. Artists celebrate their tribe and their tribe celebrates them by buying their art.
You might be thinking. Great. That’s nice. I haven’t a clue what my creative purpose is. You can and you must learn. Andy Warhol and Thomas Kindcade provide us with excellent examples of Artists with distinct target markets.
Listen to Kate here. She’s not reciting an artist’s statement. She’s not talking about her “special” creative process. She’s talking about her mission. Just like a taught her.
We have a strong sense of who Kate is and want she stands for, and who she’s not, and what she doesn’t stand for.
Kate’s not selling children’s portraits. She’s on a mission of emotion.
Can you feel it? BAM! Yes you can. You can feel in Kate and in her subject.
Here’s Kate Bradley’s answers to the vital four part formula. Note you must answer these questions in order. Yet artists want to immediately know the answer to #4. So that’s where they start and why the get really frustrated.
- Why? “The purpose of my art is to affirm the inherent value in every person that is not based on what they do or how others see them.”
- What? “The problem is that kids need to know they are loved and valued just they way they are.”
- How? “My UVP is portraits of kids that capture their unique beauty and personality and preserve a specific moment in their lives.”
- Who? The name of Kate’s ideal customer Avatar’s name is Lauren. “She’s an affluent, stay-at-home wife and mom. She goes to church, is a member of a country club, and attends charity functions. Her kids are between the ages of 2 and 6 and attend to private school.”
Bottom line. How can an Artist define a target market for their art? By first defining themselves.
What is your Why? What? How? And Who?
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About Ann Rea
Ann Rea is a San Francisco based Artist and Entrepreneur. Her inspired business approach to selling her paintings have been featured on HGTV and the Good Life Project, in Fortune, and The Wine Enthusiast magazines, profiled in the book Career Renegade. Rea’s artistic talent is commended by American art icon, Wayne Thiebaud, and she has a growing list of collectors across North America and Europe.
Thank you Miriam.
The error page is all fixed.
You would have received the book anyway?
Tried to download the book twice, am told there is no input file ….
Thank you Brian. Excellent points.
“A target market is a group of customers a business has decided to aim its marketing efforts and ultimately its merchandise towards. A well-defined target market is the first element of a marketing strategy.”
If you have more than one line of merchandise, you may have more than one target market.
Artists must first master one target market before you flip flop to another.
You said, “Andy Warhol and Thomas Kindcade provide us with excellent examples of Artists with distinct target markets.”
Kinkade also serves as an example of why it is important to live up to the message expressed in your art if you are targeting a specific audience. It is no secret he targeted Christian art lovers. Sadly, many of his life choices went against the grain of that connection. That is one reason many former fans have removed his prints from their home. If you can’t live the message… why should anyone believe in your work?
Warhol was all over the map. He didn’t really have a distinct target market. In fact, he made that very clear in his autobiography. For example, he targeted the music underground because he knew it would win him fans from those circles. The same can be said for his work in film. Both directions boosted his overall fame — which, I imagine, helped to boost the significance of his art in the eyes of some viewers.
He also made a point to attract ‘the kids’, as he put it. He understood that youth culture would offer his work longevity. Several key figures in his life were 20+ years younger than him. In a sense, they helped to introduce his work to a generation that may have otherwise viewed him as just another ‘old man’ ( a lot of people don’t realize that he was damn near 40 before he started to really make waves). Ha!
A lot of artists make the mistake of ignoring younger fans. I observe it all the time — “They don’t have money.”, “There is no way they can afford my work.” Here’s the thing: They will be the art buyers of tomorrow. The college aged ‘kid’ you put down today may end up being an affluent lawyer or doctor in the not so distant future. Warhol understood. He tried to bring as many people — from all walks of life — into the fold.
Immensely helpful, thank you!
This is all wonderful but you need to identify a very specific problem worth solving.
I hope that is helpful. It’s about as much as I can offer within the space of this small rectangle 😉
Well, in my soul searching, I discovered some things that are always there. These things are inherent in my being since I was little, besides for just art. I always have, and do try to look on the brighter side of things, to think of something positive to say, to cheer people on, motivate and encourage them, so it is only natural that I focus on lifting spirits, encouraging hopefulness, and belonging. I could also say that my why is that I’m driven to succeed. I want to make my mark on the world, making a positive impact on it, by enabling people to have positive art around them.
Good job Vivayne!
Your why is about you, not your art.
What specific change?
Ok, I’ve done this before, narrowing it down a little more each time. Thanks for looking!
Why: the purpose of my art is to lift spirits, encourage hopefulness, and instill a sense of belonging.
What: the problem is that the world can be chaotic and negative, people feel small, unempowered and suppressed. People need optimism and encouragement. They need to be reminded to make the best of life and do good with it.
How: my unique value proposition is to put my positive and optimistic messages on commercial art and to support local charities that help people change for the better, by providing positive art to people who would not otherwise buy it.
Who: manufacturers who wish to push a positive outlook and then other people in desperate situations, druggies, prostitutes, alcoholics, etc. My customer most likely lives on the west coast, values freedom and open spaces. Wants to feel good. Has fallen out of touch with nature, and needs encouragement.