Perception Creates Reality: The Art of Creating Value

I was reading an article that was discussing why the more information, history and context that accompanies a work of art, the more attractive it is to potential buyers or collectors. So, the more you inform potential buyers about your work, the more you increase its perceived value. And in the art world, perhaps more than in any other, perception creates reality. If you increase a work’s perceived significance, chances are you are simultaneously going to increase the price buyers or collectors are going to be willing to pay for that work.

The article went on to discuss what artists can do to add context to their work, which includes, titling your works, numbering, dating, documenting and signing them. Each one of those steps adds more information and history to your art works.

But, if you want to change perception and document your work, why not truly go for it?

Why not take a giant step and instead, simply add context on your own? Why have the media do it for you?

How?

If you really want to create awareness for your art and separate yourself from the competition, why not launch a PR campaign for you and your art?

Now you’re probably reeling, right?

I realize that can be a scary proposition, public relations and marketing are not always in the artist’s lexicon. But if it’s true that the more information and history that accompanies your art, the more valuable your art will become, then doesn’t it simply make sense to use the validation and credibility of being featured in the media to take you and your art to a new level.

Now let’s back up a bit. I’m not saying that PR exposure can turn lead into gold, although I think it’s fair to say that all of us have seen that happen on occasion. But if you’re going to do this start with the basics in place. Create the best art you possibly can. God knows it’s not easy.

Great art takes time, blood, sweat and tears. It also brings joy, ecstasy and wonder.   So why let all of that work, dedication, feeling and commitment go without giving your art the best possible chance for success?

Makes no sense.

So, get out of your comfort zone, and begin to practice a new type of art, an art that will ensure your primary art gets the exposure and attention it deserves.

Practice the art of marketing.

The art of PR.

Whether you start on a large scale and bring on an experienced public relations firm, or on a small scale and write a press release to send out to a handful of local media outlets, you are telling your history, documenting your art and creating a new reality.