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PROMOTING ART WITH INTEGRITY 
 Table of Contents   |   Step One   |   Art Galleries 

Step One
The Business of Art
     The first priority of an artist is to create art. Some artists stop at this level, but for many, the next step is to market and sell their artwork. To do this efficiently, artists must realize that their art is a product, and they must learn how to create a promotional package, target geographical areas, and inform the public their product is available for sale. This handbook discusses these business-of-art topics and emphasizes the practical measures linking art to business.

FIVE STEPS OF PROMOTION
   STEP I: ARTISTIC EVALUATION
   STEP II: MARKETING PREPARATION
   STEP III: EXPOSURE MODES
   STEP IV: SELLING TECHNIQUES
   STEP V: OPENING RECEPTION AND SALES

The following questions will be answered in this book.
     What should artists do to market their art?
     What should artists do to promote themselves?

STEP I: ARTISTIC EVALUATION
     Artists communicate through their art and usually have something special to say. An artist's self-expression stems from the subjective matters of taste and personal knowledge and ultimately opens the creative door to original art that will: expand and test the artist's character and abilities; give the viewer a path into the artist's psyche; become the main focus of the promotional process.

Since quality artwork is the product for sale, serious artists should focus on Artistic Creativity and Progress Evaluation, Step One's two objectives.

Artistic Creativity
      The first objective is to develop unique artwork of high quality in composition and technique. Here are three suggestions for achieving this.
Survey colleges and universities
      Seek innovative art departments with contemporary on-campus galleries; take courses from the best art instructors, while developing future contacts.
Be self-motivating
      Work even when you are not inspired; set aside time to be in your studio even if you do not have a plan (just being among your unfinished works will lead you in the right direction); act on the artistic ideas nesting in your brain.
Produce quality art
     Attract the viewer with your artistic statement; have patience while your art matures; refrain from marketing your art strategies until you develop a distinct style.

Progress Evaluation
     The second objective is to evaluate your progress. Introspection is the key. Most people are too busy to take time from their daily routines to think about why they do what they do. The following questions and exercise will help develop the skills you need to find out who you are, where you have been, and where you want to go.
Ask questions
     What are your artistic methods?
     What are your concerns?
     Why did you choose your medium?
     Are you happy with your current palette?
     Can you envision how your art will evolve?
     Are your goals realistic and attainable?
     Can you take rejection?
Make notes
     Thoughts become clearer when you see them on paper. This exercise will help find the purpose of your art and assist you in learning and documenting relevant data about your artistic techniques and career. Keep a pen and pad, index cards, or scrap paper in areas you frequent: various rooms in your living quarters, your car, and your studio.
Devise a sorting system
     Use labeled envelopes; there is no limit to the number of topics you can amass. Jot down your note and then sort it; each thought will be placed in the appropriate envelope heading.
Suggested envelope headings
   Art Process: Themes, Technique, Color, Medium.
   Art Exposure: Solo, Invitational, and Juried Exhibits,
                         Public and Private Collections, Awards.
   Biographical: Education, Professional Experiences, Goals, Volunteerism, Organizational Affiliations.
     This sorting exercise organizes your ideas and gives you a new perspective into your past, present, and future. Use these notes when writing your resume, artist's statement, and preparing to speak about your art to the public.
Be your most severe critic
     Be objective; distinguish between your best and merely average artwork.
     Be unbiased when deciding if your art is worth presenting to the public.
     Consider how each individual piece of art reflects on your total output;
Be patient and systematic
     Be aware of the response generated by your art.
     Choose an art market (geographical area)
Gather many points of view
     Be curious; research all facets of art.
     Visit art galleries and museums.
     Read avidly; study art history.
     Subscribe to art magazines and newsletters.