Very difficult topic. Sometimes we see the same artists appearing in shows and galleries simply because they are really good! Sometimes, however, when you see the list of awards in a national show and one artist has taken 3 of the awards (yes, it happened) you wonder what's going on. Is that artist really better than most every other painter in America?! I would love to hear ideas of how to effectively "change the plan" because in time, with hard work, I would like to be both ready as well as included in this group. Change is good! Persistance might be even better.
Barb Reich

I agree with Kim- exploring other areas that are off the beaten path will sometimes have the "best" art. Even some eclectic galleries that I've discovered are usually not mentioned in the press and are well-hidden on google but are showing amazing work. This is what I've discovered just through travel (not in New Mexico, so obviously it's happening all over).

What is the change in plan? I personally feel that great art is timeless, no generation boundaries. Buying art may have generational boundaries based on opportunity and disposable imcome. We live in a time where we are bombarded with imagery. We no longer need art to tell a story, we love it because it holds an emotion for us...or despise it because it is ludicrous. We need a plan to get Generation X to see the value in BUYING art...but I believe museums and institutions of learning have jaded many art lovers for the amounts of money spent on what they deem art. And its these public institutions that most people go to to see art...most don't think about going to commericial galleries.

Sheila, your comment about the fact that most don't go to commercial galleries... so true!

Most successful commercial galleries in the US are located in arts districts which are really vacation spots and tourist places... Santa Fe, Scottsdale, ski-resorts, Carmel, etc... in the east, it's resort ares along the Maine Coast, near ski slopes in VT, and near Rockport and Cape Cod MA... then in the Southern coastal resorts as well

NY city is a totally different venue.

Anyway, this brought me to another thought that I'd like to share. Many people buy art while on vacation. It's been true of my hubby and me.. we are much more likely to visit galleries, museums, and buy work while on vacation. There's something about being away from home in a beautiful place, relaxing that makes us want to spend money on art... "we've already spent so much on this trip, why not buy something we really love"...

One of the reasons why art sales are low and galleries in tourism areas are suffering is because the whole vacation industry is suffering. I'm not a gen Xer, so I don't know how often they go on vacations to resort areas that have art districts. That's how a lot of folks get introduced to the idea of buying original art, because the shops, restaurants and galleries are all on the same block, and since there's no place to get a parking spot, people walk around and take a look at the gallery.

When tourism and 2nd housing sales pick up, we'll see a huge improvement in art sales. Right now, the collectors who are buying from galleries don't even attend the show... they are avid art collectors (who got started 20 or more years ago) probably while on vacation, and they buy what they want by seeing it online or in a magazine ad. Really, I can substantiate this fact!

I believe the time is still to come when gen Xers will begin to buy original art in droves. Perhaps while on vacation, perhaps they'll buy directly online from artists... or buy from local artists who put on their own shows. It's all so exciting and things are changing so fast. But I do know this! If there comes a time when the vast majority of "30 somethings" have disposable income, they will find ways to spend it, and it's our job as artists to make sure they start spending it on original art.

OK, I'm procrastinating now.. and I need to be writing up my powerpoint presentation for my marketing seminar at Scottsdale Artist School next week (shameful plug)... so long for now.

Thanks for getting me so excited about this topic. I do believe there are great times ahead for art sales, but they'll be done in a far different way than in the past.
Thanks for listening!

Mark,

This is a very telling article indeed. Thank you for your input. As a Baby Boomer myself and the mother of 3 Gen X-ers, I know what you mean. Recently, I went into an antique shop to see if they would be interested in purchasing my mother's Haviland china and Waterford crystal.
And here is what the proprietor (also a Boomer) said:

"Young people these days (meaning you X-ers) aren't interested in purchasing anything from their parents' or grandparents' generation. Only, if it is something from their own generation, like the old Apple computers, are they interested. Antiques like this won't make a comeback unless the 20-somethings find value in it. Only then will it be of value."

As a result, he was not interested in buying my antiques.

I can't help but wonder if the same analogy is true for art.

Nancy

Hey, we baby-boomers aren't dead yet ;)

Nancy, where do you live? Those things still do OK here in New England antique shops... young people are never to be found in antique shops around here, but those shops are doing well in wealthy communities here.

A few friends of mine have started selling their art with a major antique dealer in New Hampshire - and doing quite well with sales for high prices. The buyers are used to paying beacoup dollars for antique works of art and high end antiques, so when they see a price of a few thousand on contemporary art, they think it's no big deal to buy.

One thing about the art market... as soon as you think you've got it figured out, a new sales venue will surprise you. Interesting what Jack White reported about younger buyers. It doesn't surprise me that Mikki's work appeals across the generations.
Yes, I'm still procrastinating, but something else exciting happened for me this morning!!! Can't tell about it yet.. has to do with American Artist.

Lori,

I live in California. LOL. Maybe I need to move to the East Coast! The antique dealer told me he has an entire warehouse of antiques that he can't move at all. Maybe it's just the way things are out here on the Left Coast! :)

Spot on Sue! We artists have amazing tools to promote our work at very little cost! It takes a bit more of our time, but far less $ investment.

I've sold almost all of my work in the past 5 years completely on my own by getting to know people... many who never bought an original piece of art in their life. Some of them have purchased again from my website - without having seen he original.

What artists might not yet realize is that we no longer have to market to gatekeepers. There are many more ways and places to sell artwork and even cultivate newbie collectors. In some cases, I've had to do lay-a-way, but it all worked out and these folks have been attending gallery openings and buying art magazines ever since.

We should not feel sad or broken, but encouraged by the fact that we artists have more control over what happens to our work, who sees it and cultivating long long collectors.

I just don't think the gallery system is necessarily the first way to go anymore. If an artist is not great at writing and sales, they should hire someone who is and give them far less than a 50 percent commission.. ship the painting right from the studio.

When I did portrait commissions, I sold to clients (much younger than I) who were multi-millionaires. These folks knew nothing about original art. They just wanted a painted portrait of their kids to hang alongside of their photographs and posters. Even though they lived in mansions, they had no knowledge of artwork.

I made it my business to educate them about how art could enhance their lives, and more than not, they bought other works from me. All they needed was a bit of education... they're not going to visit art galleries and museums.. they had young children.

We artists who are social need to get out there and open up the world of art collecting to folks who have the means but never considered it.

As a Boomer with a long history in education, I'd venture that what we're seeing is an educational issue. We all tend to respond from what we know, and those of us not brought up with computers, internet, and constant connectivity have a different perspective on these tools. I enjoy going to museums, galleries, and libraries even though I make extensive use of internet information at home and work. Give me the real thing, however, and not a copy or facsimile. The points made about disposable income and choices are reasonable. What seems to be needed is solid market research on what Gen-Xers prefer and good educational programs that clarify the value of original art so that preferences might be influenced.

Kyle,

Our experience has been the young people who grew up with parents that were art buyers continue the trend. We sold several pieces last year to people under 30. I don't think taking an art class means they will become collectors later in life. Most high school art classes are more about crafts than fine art.

Kids who grow up in homes with no original art not apt to become collectors until later in life. They want the fastest phone or the slickest I-pad.

We had a young couple talking about a commission. They finally decided to go on a cruise rather than buy the art. The cruise was over in 7 days, the art could have been passed down to their grand kids.

I agree the arts should be taught, but states simply don't have the money. Texas has a balanced budge mandate. School funding had to be cut several million to reach the required goal.

Jack

Michelle Basic Hendry,

It's true most all artist are a lot younger than me. In fact they all are. I'm as old as the red Oklahoma soil you mentioned.

By the way I just finished a historical novel on Oklahoma. The book is with the publisher.

I'm currently helping Charity, a young artist from Western Canada. She is a excellent painter and an amazing young lady. I bet she would tell you I don't hold her age against her.

The truth is all of us grow old or we die. I don't mind saying I'll be 80 my next birthday.

For your information I am currently coaching several young artist. She is 23. I also coach a 65 year old Michigan artist. I do this for free, asking nothing in return. I've helped a lot of artist in their late 20ies and early 30ies. Two come to mind that I coached to success, West Coast Jennifer and East Coast Jennifer. One named her son after me. One artist I helped to find success was 33 when we started. He named one of his sons after me. Can anyone give a person a greater honor than naming their children after you?

Art marketing has not changed, there are just more opportunities than before. There are also a lot more artists. We still have to make art people will spend money to own. Just because an artist is all over the social media doesn't mean they are earning any money.

I'm chatting this week with an amazing Utah artist who is about 35. He is close to being a master. I think he would tell you I gave him sound career advice.

I might not can see well enough to paint these days, but I stay current with marketing art. Even in this difficult times I have managed Mikki's career where she is still a top selling artist.

Walk in my boots before you begin to being critical what I write.

An Old Broken Cowboy from Texas

Rereading my comment I can see how it might come across as biting, that was not my intention at all. The value in my point is lost and I wish I could rewrite the beginning of that comment! My apologies!

"...When someone from Generation X visits these art cities we are lost..."

I'm not sure what that means-? Do you mean that artists of your generation are absent from the galleries of these areas? Or do you mean that you literally don't know how to begin to navigate an in-person visit to the art sectors of these cities? The Railyard district of Santa Fe shows non-traditional art, but it's located a little bit away from the Plaza and Canyon Road gallery district. As Jack notes, there is a lot of non-traditional art in Santa Fe and to some extent Taos. I'm not sure how social media would affect a person's visit to these art centers, as you still have to pound the pavement and see art in person. Social media may alert you to different things, but it's still something you have to experience the old fashioned way, by just going and looking.

Michelle, I didn't take your comment as a cut against Jack anyway. He probably thinks so too.

Anyway, anyone have advice about how we artists can improve communication about the joys of collecting art to a younger crowd?

I have many 20-something artist friends who are wildly successful and they collect and appreciate art, and although they have all the gadgets, their close friends are interested in art as well.

It's late and my mind is shot... love the discussion! I feel like I've been to a party with ya'll

I am fascinated by all of the comments. There seemed to be two topics. One is whether younger people have the means to buy fine art and if so, how do we bring in this generation.

I really think that there is an affluent demographic of Generation X with disposable income. For a better description check out the press kit http://www.fineartconnoisseur.com/article.asp?ID=25841. It is a new art magazine trying to capture this market and the press kit has a good section about this demographic. I think the challenge is how do you turn someone who is not interested in art into a collector. From my own experience about half of my collectors are Gen X and the work is priced around 2-3K. Most of these collectors have never purchased fine art.

So the question remains on what do you do? How do you open the lines of communication? I am going to write my next blog post on the topic. I have a very detailed marketing plan. The basic idea is you have to bring the younger people in via a series of steps from stranger to admirer to friend to collector. The overall marketing theories are the same, just the tools have changed.

Social media is critical but incomplete on its own. I still believe in traditional marketing tools and in galleries. It is our job to create new tribes and movements and show the relevance. This is done by providing value based content and becoming a movement. I know this sounds very esoteric, but I will try my best to give a better explanation in my blog with a lot of resources and links.

Mark Edward Adams

Nah Michelle, we couldn't have this conversation without you!

I enjoy your contributions.
Time for my bed... goodnight.

Mark, as a sculptor, here's something fresh and exciting for you to look into the next time you plan an art trip to the Southwest. This website is from 2007, but the event is held every other year. There is nothing more exciting than watching sculptors pour molten iron on the spot:

http://nmhu.edu/irontribe/

Jack -- You said, "Just because an artist is all over the social media doesn't mean they are earning any money. "

That is true -- but I'd suggest that having a solid presence online will continue to be a major factor in how well the average artist will do. For better or worse people think in terms of numbers today -- thus an artist with a large following may get a second look over an artist who does not. (Even the big NYC galleries are starting to take online following into account when deciding who to represent).

It is assumed -- again, for better or worse -- that the artist with the large online following must be doing something 'right'... and that their work is 'admired'. Those numbers, as you know, can be deceptive... and I'm sure we can both point to artists who do extremely well without having ever created an online profile.

Nevertheless, the younger generations do tend to assume that 'popularity' online means 'successful'. The next generation of art collectors will likely consider online 'popularity' in their considerations. Again, for better or worse.

I know there is fantastic art out there. I am sure we have all met artists who were brilliant at what they did, but nobody knew about them. And they are still all around us.

The question is how do we connect this great art to the next generation in the midst of the technical age? How do we create the market share and momentum for new art?

In order to do this we must create value. We must show the world why this is important and this is more than a decorative object. Use the new marketing to educate and build a tribe.

Mark - So lets see if I get this straight - all art before Gen X is irrelevant(??)because it doesn't speak to today's youth??? You have it all backwards my friend. First let me say all great work has appealed to generations of young people way before Gen X. But they took an interest in looking at it. Boomers knew more about art because then it was still taught in schools. It was encouraged by parents. It was appreciated and understood. In short, it was there if you wanted it.
Today, X'ers can't get their head out of their Ipods long enough to see anything, much less art. Art isn't there to impose itself on people, people have to take an interest in art for it to succeed or be interesting.
Great art hasn't become passe just because you don't appreciate it and is still relevant even if X'ers don't see it.
I will grant you that subject matter hasn't progressed and isn't talking to the "now" generation. But how would you know present "good" art if you haven't taken the time to understand where it came from?
If no one today is talking to the GenX folks it's because YOU are not saying anything artful.
There are schools, teacher everywhere and the last time I checked, art stores don't discriminate against anyone buying supplies.
Stop waiting for someone (establishment) to talk to you and talk to us. Create something worth seeing the world will listen. Don't blame the past generations' art for your lack of contribution.

Brian, could it be that some art forms are easier to distribute images of on the internet? A conceptual environmental work may not lend itself to electronic media. I am thinking of an artist who freezes the seeds of wild plants in blocks of ice and sends the block down a stream to melt and drop out of the ice (this is just an example, and not mentioned to debate whether it's really 'art.'). What phase of that process is to be shown? How do you convey that electronically? I think it's easier to distribute images of 2-D and 3-D pieces of more traditionally executed art, so that may explain their greater presence online. Who knows.

Diane Olsen-- I think you present a very valid point. I can't say how many young people I have seen who are drawing figures that copy the electronic game styles.
I think we are talking about aquired tastes. Just look at the amount of time young people spend playing electronic games. Even parents play games to be with their kids. How much does the electronic world influence the comming generation is hard to pin down but it must be great.
In that light new tastes can be aquired and influenced.
We who are artist have an oppertunity and responsibility to influence the younger generation by exposing them to good art that will inspire them. I take the oppertunity to expose my grandchildren to the fun of art, giving them pencil and paper, drawing for them and encoouraging them to enjoy art.
Perhaps we can have a greater influence to promote good art than we think. Those of you artists who also have classes are to be commended for taking the time to further the arts.