This article is by Brian Sherwin, regular contributing writer for FineArtViews. Brian Sherwin is an art critic, blogger, curator, artist and writer based near Chicago, Illinois. He has been published in Hi Fructose Magazine, Illinois Times, and other publications, and linked to by publications such as The Huffington Post, The Boston Globe, Juxtapoz Magazine, Deutsche Bank ArtMag, ARTLURKER, Myartspace, Blabbermouth, Milwaukee Journal Sentinel, Conservative Punk, Modern Art Obsession, Citizen LA, Shark Forum, Two Coats of Paint, Vandalog, COMPANY, artnet and Art Fag City. If you want your blog posts listed in the FineArtViews newsletter with the possibility of being republished to our 19,000+ subscribers, consider blogging with FASO Artist Websites. Disclaimer: This author's views are entirely his/her own and may not reflect the views of BoldBrush, Inc.. You should submit an article and share your views as a guest author by clicking here.
I've offered a few articles on FineArtViews that focus on re-defining what it means to be successful within the art world. It is an important topic to address. These articles have spurred lengthy debate about the topic. The varied comments prove that artists (seeking art marketing suggestions) visit the FineArtViews blog for different reasons -- and each artist clearly has individual desires regarding art marketing in general. With this in mind, it is important for you (the artist) to know what you want from the world of art. Part of that means knowing what kind of art collector you want to attract.
There is one fact that we must all acknowledge: That being -- we can't 'lump' all art collectors together any more than we can 'lump' all artists together. Point-blank, I don't care what some $19.95 art marketing book at Barnes & Noble says... there is NO magic art marketing solution for attracting every art collector throughout the world. I'm being realistic -- your art, no matter how great it is, WILL NOT please every art collector. Anyone who suggests otherwise is pitching fairy tales.
With the above in mind, your artwork may be the 'best of the best' within the context of the artistic direction you've embraced (and if you don't know where you 'fit'... you had best find out. 'Listen' to your art -- it chooses you) -- BUT if an art collector does not like that direction... he or she will likely not care to purchase your artwork. That is NOT your loss -- nor is it the loss of the art collector who feels nothing when viewing your art... that is a reality.
You will attract art buyers -- but you will never 'win over' every art buyer within the market today. It is simply not possible... and I'm starting to wonder if many artists burden themselves -- and their careers -- by 'casting a wide net' (when thinking of art collectors) rather than having a more controlled focus. In other words, it may pay off to narrow your scope -- and focus upon it.
It is important to decide, for yourself, the type of art collector you want to focus on... AND to know how that focus 'fits' your art marketing efforts. Adapt your art marketing efforts if needed. You need to think about your artwork in terms of your preferred audience -- and make determined choices from there. If your artwork has a clear direction... you want to focus on collectors who embrace that direction -- cater to your audience instead of trying to 'catch' the attention of everyone else.
For example, if you embrace the aesthetics of Pop Surrealism you should probably focus your art marketing efforts in that direction... find a way to 'tap' into that scene. In this scenario you would want to seek out art blogs and other forms of press (for example, the online edition of Juxtapoz magazine) that focus on that direction of art -- gain their attention. Go where your audience is -- because that is where you will find art collectors who appreciate your work.
The goal is to target a specific audience -- and attract specific art collectors. That kind of focus will serve you better than taking a wild approach when seeking exposure. In a sense, you want to facilitate controlled exposure that is strategic for the direction of your artwork. (Note: If you gain exposure outside of your direction in art -- fine. I'm not downplaying that achievement. Just remember to seek out controlled/focused opportunities that 'mesh' with your direction in art).
In closing, you can't 'reach' every art collector with your artwork -- but you CAN (and should) 'reach out' to art collectors who are just as passionate about your direction in art as you are. In other words, find where you 'fit' and work within those circles -- take part in the 'conversation'. If you can't define your direction -- work on that. With a little focus you will be one step closer toward knowing what kind of art collector you want to attract... and two steps closer toward knowing how to define success for yourself as an artist.
Take care, Stay true,