I was speaking to an artist who has been steadily working at his art for years. He had a show about four years ago which was well received. But has not exhibited his work since then, nor has he done any type of PR or marketing. His work is powerful. He’s a fine artist. But, at least up to now, only a few in his inner circle know his work. He’s closing in on seventy and during our conversation he laughed saying that once he dies, his art will probably be quite valuable and that maybe then it will find the audience he believes it deserves.
We both laughed, but the sad truth is if he doesn’t take marketing into his own hands, that might be the best chance his art has of being seen. This isn’t an unusual story. Artists from all ages from their twenties to their nineties work under a strange type of “create and wait” mindset.
Some feel that they shouldn’t have to market their art, others are loath to invest in their work. Those are such strange attitudes to hold around something that is so important. When I ask artists what is most important to them, their art is always up there. If it’s not number one on their list, it is assuredly in the top three. Yet when it comes to taking care of or marketing their art, the importance often seems to plummet.
This a strange disconnect. Not that it’s not understandable. We live in a culture where art is generally seen as an avocation or a hobby. We view those artists who have made it as anomalies. We could never be one of those success stories. When young artists tell their peers or families about their dreams, they are generally told to grow up and find a suitable career. Without support, is it any wonder that so many simply give up their art, or do so in secret? What other venture would have people hiding as opposed to promoting their work?
Truth is if you adhere to the “create and wait” philosophy, chances are you will wait and wait and…
You get the picture.
Artists not only need to be bold in their work, they need to be bold in how they show their work. Marketing and PR should be seen as the tools of the trade when it comes to the art of marketing.
To return to my conversation, waiting to die in order for ones art to be discovered does not seem like the best marketing plan for your work. Strike out form the path.
Be bold.
To quote Goethe: “Boldness has genius, power and magic in it.”
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