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Tag: business of art

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Gallery representation

Inception, Casey Cheuvront, 24X48, courtesy of the artist.

Arizona artist Casey Cheuvront has no flies on her when it comes to selling her work. She kindly agreed to answer some questions:

How long have you had gallery representation?

If you are counting co-ops or vanity galleries, about 6 years. This has been a game of musical chairs for me, with some being seasonal and some going out of business. Others I left because I did not like the fit. Currently I am in the Sedona Arts Center Fine Art Gallery and Legends of the West, Santa Fe. I hope to be in both for some time to come. I was in a local co-op but the service commitment, the gallery rules, the lack of traffic and other factors made me feel it was not a good fit for me.

Desert Skies, Casey Cheuvront, 18 x 12, courtesy of the artist.

How have you sought gallery representation? Have they approached you? Cold calling on your part? Through an event?

Yes, yes, and yes. One gallery responded to a congratulations I sent by inviting me to submit. Another invited me after a couple of plein air events; they’ve been a strong seller for me since. A third solicited me. I cold-called a fourth on the recommendation of another artist friend showing there; so far, no dice.

What do you think makes for a good gallerist?

A combination of open-mindedness, discretion, strong curation skills, sales skills, marketing skills, professionalism (that is crucial) and knowing her market.

What do you look for in your own paintings when you pitch them?

First, is it a good painting? Would I hang it in my home? Is it my best effort? Could it be better? Is it nicely presented (framing etc.)? Is it priced reasonably? (I don’t mean cheap; I mean, is the pricing in keeping with my other works and what’s currently showing there.) Is it in keeping with the overall style already in the gallery? Does it ‘fit’? e.g. I would not offer seascapes in Sedona or Santa Fe; and I probably wouldn’t try to sell cactus landscapes in Maine!

The Great Escape, Casey Cheuvront, 10X10, courtesy of the artist.

What does your presentation packet look like?

Everything I have is digital. I used to have a folder full of expensively-photographed, 4×6 or 5×7 prints, but that ship has sailed. I have a website which I work hard to keep current, a decent bio, a list of accomplishments (shows, awards, judging, workshops, demos, etc.) and of course I keep a file of recent available works which I can send out or put on a thumb drive quickly. “Go digital or go home” is the thing these days. I also always keep business cards with me (you never know) even when painting in the field.

How do you massage your social-media presence to support your galleries?

I have a strong following on Facebook, a lesser one on Instagram. If I have, say, a featured-artist showing or something I of course promote that through social media. When I send a piece to a gallery, I’ll share that. I keep my gallery list current on the website and send newsletter announcements periodically.

Almost Home, Casey Cheuvront, 6X12, courtesy of the artist.

Do you ever pull the plug on galleries? If so, why?

I have done that four times. In one case it was bad communication on the owners’ part, and being treated as a second-class citizen by her store personnel. In another case a co-op owner simply could not deliver the goods; the gallery was mismanaged from day one, promises were not kept, and though I admired her presentation I found the execution sorely lacking. A local art league had a gallery and while I sold OK there, one artist treated the establishment as her personal gallery. No one else was allowed to work or demo while she was there, which made the mandatory work days a real drag. The last co-op I left because I felt it was just not a good fit; while a couple of artists had pricing like mine, I noticed big, inexpensive, bright/splashy pieces selling (including one I pulled when I left) and thought they would do better with another artist in that space. I’m happy to report they are doing ok, have expanded their space, and have a huge roster of artists there.

Co-op/vanity galleries make rent on selling wall space, so they tend to be really crowded, and often there’s no real oversight on who’s in and who’s not as long as they have a checkbook. Certainly, that’s not true everywhere, and there are some great co-ops around. I have a friend who’s been in one in Northern California for many years and sells a bundle; she’s shared some of the work there and it’s all top notch.

I’d rather be the new kid in a great gallery and hang with people who are really good, than the best in town in a gallery showing moderate-to-mediocre work.

Reserve your spot now for a workshop in 2025:

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Monday Morning Art School: What sells?

Hall’s Market, 16×20 oil on linen, Björn Runquist

I have a tome somewhere that ‘proves’ that blue landscapes are the buying public’s favorite. Apparently, they weren’t the only social scientists who addressed the question. “Some Russian consortium declared after ‘much study’ that a 12×16 with a water view, a dog and something red will outsell all others,” Björn Runquist told me. “How’s that for precision?”

Natalia Andreeva read the exact opposite thing. “When I was a student and read way more books, one of them said that people do not like blue paintings; green or red are the colors to go with. Most importantly the work should carry a positive cheerful message. Any grim or highly-edgy subject is good for being noticed but not for selling.”

In Light, 14X18, oil on linen, Natalia Andreeva

I asked ChatGPT, which told me that neutrals and earth tones are popular. That’s so last year. So, I moved on and asked a group of professional artists what, in their experience, sells. I’ve edited their responses for length.

Day’s End in a New Season, 24×36, oil on canvas, Colin Page

Colin Page: Some galleries tell me rules for what subjects they think don’t sell: snow scenes, boats out of the water, paintings with too much yellow. I suppose landscapes/seascapes have the broadest appeal, but I don’t find it matters for sales potential if the painting is good enough.

Churchy, 6X6, oil on canvas, Bobbi Heath

Bobbi Heath: It must have meaning for them. Thus, the popularity of pet portraits. Since I mostly sell landscapes, and usually the sun shines in my paintings, I buy the hypothesis about blue. But maybe it’s really about sky and water. My most popular paintings are of boats. But boats are close to my heart, so perhaps I paint them with more feeling.

Sage, 12X16, multimedia, Ryan Kohler

Ryan Kohler: I have subjects to paint that are in my wheelhouse, almost like bread-and-butter images: boots, boats, NYC, landscape, architecture, and critters. But then there are my ‘fun’ categories too that don’t really sell well (or at all) but I still love doing.

On top of trying to navigate those murky waters, I also have the added non-benefit of switching mediums regularly. I’ve sold plenty of paintings throughout all phases. I don’t think that many folks walk into a gallery looking for an acrylic painting, or a watercolor, or a linocut print. I think they head into a gallery looking for work that speaks to them. It’s probably more about wonder and excitement than boring stuff like media and price.

New Developments, 12X9, oil on cradled birch, Casey Cheuvront

Casey Cheuvront: Out here in AZ, paintings of cactus will outsell sailboats. A painting of an iconic Prescott bar will sell in Prescott. Paintings of the yuppie barrio buildings will sell in Tucson. My friend Jan, who lives in northern CA, sells mostly seascapes.

In the past year I have sold landscapes, animal and still life, many plein air pieces, several studio works, a number of small paintings, and large paintings. Most of these were oil paintings, some were watercolor/ink. They’ve been various size ratios.

I find myself constantly surprised by what sells and what doesn’t. But good work sells, eventually. Of course, price has something to do with it. Another painter once told me “The perfect price is the intersection of what your collectors are willing to pay and what you are willing to take to let it go.”

Adjusting the Lines, 12X16, oil on panel, Poppy Balser

Poppy Balser: Looking through my paintings that have sold over the last year, they’ve been mostly boats, beach scenes, harbour scenes and a few landscapes.  But that is also what I paint the most of, because these are the subjects I most enjoy painting.

In Camden, boats sell well. In the gallery in our main agricultural region (the Annapolis valley in Nova Scotia) landscapes, farming scenes, and Bay of Fundy coastal scenes do well. In Florida beach scenes do well.

Often the ones that sell quickly and directly are often the ones I have best managed to tell a bit of a story about. And a lot of mine that sell are predominantly blue, because, well, ocean.

Natalia Andreeva: People buy what speaks to them. They may see something in your work that you did not even intend, so painting what speaks to me makes more sense than chasing mirages. There is no point to guessing; just keep working and keep looking for new venues (easier to say then do, but it’s the right way to do it).

The Storm #1, 2X8, oil on multimedia board, Mary Byrom

Mary Byrom: My big rule of thumb is I sell everything I show that is $600 and under. I sell all the small paintings that I show. All of them are landscapes, seascapes, or townscapes. Any and all landscape subjects. Oil, gouache, acrylic and watercolor.  Plein air, memory, imagination, all types.

I sell some large paintings directly to collectors. I used to sell them in one gallery that closed due to health problems. I have not found another relationship like that gallery.  I was in 13 galleries. I cut back steadily to two galleries and my studio.

Reserve your spot now for a workshop in 2025:

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Why I don’t buy Bob Ross merchandise

Bob Ross Toaster
Image courtesy Amazon.

Bob Ross’ The Joy of Painting first appeared on PBS when I was 24 years old. At one time, his show was PBS’ most popular offering ever, but that was lost on me. We didn’t own a television set during the eleven years he broadcasted.

That is not to say that I didn’t recognize his gentle voice, his fabulous perm, or his Happy Little Trees. The mesmerizing dullness of his show was wildly popular among my stoner friends. I had a Bob Ross contact high, understanding his cultural significance without watching the show.

Bob Ross Happy Little Tree mints
Image courtesy Amazon.

Ross can be forgiven for making 20th century sofa art. His art was secondary to his career in the Air Force, where he rose to the rank of Master Sergeant. He took classes at the Anchorage, Alaska USO at a time when Abstraction reigned. His teachers wanted nothing to do with representational painting. “They’d tell you what makes a tree, but they wouldn’t tell you how to paint a tree,” he recollected. I felt his pain; I was learning to paint at the same time.

After the Air Force, Ross worked for Bill Alexander, a PBS and workshop teacher who claimed to have invented wet-on-wet painting. Through this, Ross met Annette and Walt Kowalski. They were his ardent fans, friends and supporters. They were instrumental in creating both the PBS series and Bob Ross Inc., which sold painting supplies and instructional videos.

Bob Ross slow cooker
Image courtesy Amazon.

The company became wholly-owned by the Kowalskis upon Ross’ untimely death from non-Hodgkin’s lymphoma. He had already signed over his rights to his name and likeness to the firm, a move his son Steve said he regretted and was trying to reverse. The company continues to this day, run by the Kowalskis’ daughter, Joan. She is responsible for the unending stream of Bob Ross dreck on the internet.

Some of it is cute, some is funny, and occasionally someone buys me some of it. I thank them, of course, but Ross’ family didn’t see a penny from the bobble heads, socks and mint tins I’ve been given.

Who’s entitled to that money?

In his will, Ross left the rights to his name and likeness to his son Steve and his half-brother Jimmie Cox. The Kowalskis claimed that Ross’ life work was wholly owned by them, and they prevailed in court. The millions of dollars earned from Bob Ross’ likeness have benefitted the Kowalskis, not Ross’ family.

The Kowalskis maintain that they deserve it. “If not for the efforts of the remaining founders and their dedication to this mission, Bob’s artistic and cultural relevance-and his expressed desire to become the world’s most beloved painting teacher and friend-would have been lost decades ago with his passing,” they wrote.

Is that any more honest than the claim that Bill Alexander invented alla prima painting? Having been around during Ross’ first flush of popularity, I think not.

Bob Ross action figure
Image courtesy Amazon.

Bob Ross’ enduring appeal lies in his character. If he gave the art world nothing else, saying “We don’t make mistakes, just happy little accidents,” is reason enough to remember him.

Theirs isn’t the first or last business partnership that has foundered over money. Mercifully, it doesn’t really tarnish Ross’ reputation, which is as a fine person, not as an artist. But as for me and my house, we will never buy Bob Ross merchandise.

Reserve your spot now for a workshop in 2025:

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Selling art online

Tilt-A-Whirl, oil on canvasboard, $869 framed and shipped.

In the old days, you worked with a gallerist who scheduled regular openings of your work. You spent up to a year prepping for a show, spent a small fortune on frames, and then shipped or trundled them to the place. On that night, you put on your uncomfortable glad rags and put on makeup or shaved (because in those days, those were mutually-exclusive). You braced yourself for an evening eating canapes and maintaining your sobriety in the face of nail-biting nerves and plentiful, terrible wine. A smart artist turned out for his peers’ shows, too, so even the most anti-social of us might be out a few evenings a month, pressing the flesh and fervently longing for home.

Then, despite your effort and prayers, you sold one, or two, or three works. “The market is down.” “Construction on Main Street is killing us.” “We didn’t get the press we’d expected.” “There’s another opening down the street.” Then COVID came along and we forgot how to do anything in person.

The bogus art buyer is a sad function of our times.

Tell me, you really think social media is so onerous?

The overall art market is expected to contract slightly in 2023. As the economy drifts, so do art sales. NFTs are negligible, even moribund, until cryptocurrencies figure themselves out. Meanwhile, the online art market continues to expand. It had a sharp bump at the start of COVID, and has grown steadily since. This year it’s expected to reach nearly $6.5 billion US.

It does not come without its hassles, however. “I actually observed my wife has been viewing your website on my laptop,” starts one well-known scam.

This is a mild example of the countless invitations to porn I get through IG. They’re often obscenely detailed.

Then there are the bots on Instagram, which are my own bête noire. I can almost tolerate the flurry that automatically post in response to my posts, but the ones that send me porn really irritate me. They’re so bad that I’ve let my Instagram feed become almost moribund, even though it’s an excellent tool for selling paintings.

To succeed in selling on the internet, however, you’ll need two things. The first is time, and the second is some familiarity with analytics. Google Analytics, when properly set up, will tell you who is visiting your site, what they look at, where they came from, and how long they stay. (It is migrating to GA4 by July, however, so read up before you sign up.)

Give some thought to how your potential customers are going to pay you. I use Square and I like it very much, but the fees with all online payment systems are almost all the same, so choose the one you’re most familiar with. I only accept checks from people I know, thanks to the aforementioned scammers.

Analytics are an artist’s best friend. They tell you as much about your viewers as a good gallerist could in the old days.

“But I don’t want to do all that,” you say, and it’s true-it will leave you little time for actual painting. Consider a turnkey operation like Art Storefronts, Fine Art America or FASO. But do something; not having a working website in 2023 is like not having business cards was, back in the millenium.

Lastly, don’t rule out bricks-and-mortar galleries entirely. The best-run ones support your online sales. I have my own, of course, and I’m going back into a cooperative gallery this season, the Port Clyde Art Gallery. Susan Lewis Baines is a skilled and smart gallerist, so her involvement was an unqualified recommendation.

I have two seats left in my next online class, Big Shapes and Bravura Brushwork. It is on Monday nights, 6-9 PM ET, and the dates are February 27; March 6 and 13; April 3, 10, and 17. If you’re interested, email me and I’ll give you a link to register. (My classes have so much demand that I can’t have an open link to register, or it’s a free-for-all.)

Reserve your spot now for a workshop in 2025:

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Your daily rejection

In Control (Grace and her Unicorn), 24X30, $3,478, oil on canvas.

Eric Jacobsen sent me a cartoon. A little boy is drawing on the kitchen floor. “Thank you for your submission,” it reads. “We regret to inform you that your work was not selected for the fridge.”

The late great real estate columnist Edith Lank was eulogized in her hometown newspaper yesterday. “She understood that the way to get to 100 newspapers was to write to 500,” said her son, Avrum Lank. “She wrote letters and letters and letters. Her father told her to paper her the walls of her bedroom with her rejection letters.”

We hate rejection, but it’s a fact of life in the arts. The disappointment varies. I don’t have much emotional investment in most national shows (except that the entry fees chip away at my bottom line). But when I was rejected last year from a local event I’ve done many years running, my distress was brutal.

Michelle Reading, oil on linen, 24X30, $3478

Process your emotions

‘It happens to all of us’ or ‘jurying is subjective’ wasn’t that helpful at that moment. What I needed was my utterly loyal pal who said, “They must be total idiots.” We both know that isn’t true, but there was time later for self-analysis.

I once received an incredibly nasty newspaper review. In retrospect, I wish I’d saved it. It is so rare for an individual artist to be trashed in a group show that I must have hit a nerve somehow.

At the time, though, I was in a slough of despair. I called my friend Toby and cried on her shoulder. That’s the normal human reaction to rejection. What’s important is what we do after that.

Rejection is a part of life

Some artists reject the hurly-burly of the marketplace entirely. That may be less scary now, but ultimately it means no growth. We experience rejection when we push limits.

Best Buds, 11X14, oil on canvasboard, $1087 framed

Don’t get wrapped up in your disappointment

We’ve all heard the expression, “Get back on the horse that threw you.” The longer we dwell on a failure, the bigger that failure looms. There’s a national show I coveted. I was rejected the first year, when a friend was the juror. After that, I applied every year, knowing the odds were stacked against me. Imagine my surprise when I was accepted.

Healthy habits help us surf over bad times. After I was done crying at Toby, I took my daily walk, fed the kids and sent them off to school, and went back to my studio. The rhythm of my day had a soothing effect.

Pinkie, pastel, ~6X8, $435 framed.

Rejection doesn’t define you

The art market is huge. There are times I look at work and wonder, “who on earth would buy that?” And yet, almost every idea has a corresponding following. If that show or gallery doesn’t love you, someone else does.

Learn from the experience

I recently kvetched at Colin Page that the last time I painted something I liked was in 1990. This is the season where we’re applying to upcoming shows and suddenly nothing in our portfolio pleases us.

Later, sorting paintings in my studio, I realized this throwaway comment was a red flag to myself. In 1990, I was shooting pictures of my work with an SLR. Today I use my cell phone. What I don’t like now is the bad quality of my photos, not the work itself.

Reserve your spot now for a workshop in 2025:

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Monday Morning Art School: the artist’s website

Drying Sails, 9X12, oil on canvasboard, $869 framed.

Do I need a website?

“Do I need a website? I already have a Facebook page and Instagram.” That’s a common inquiry I get from emerging artists.

I’m the last person to dis the Metaverse—I use it daily. But it has its limits, starting with fact that you don’t own it. If you’ve ever run afoul of FB’s esoteric speech algorithms, you’ll understand its power to shut you down. I once earned a 30-day slowdown with a bit of hyperbole. It had a devastating effect on clicks. It took much longer than my period of detention to recover, because it pushed my blog way down in their display algorithm.

Furthermore, the Metaverse is fleeting. The half-life of a social media post is the amount of time it takes for a post to receive half of its total engagement. FB ranks near the bottom, at 60 minutes, only slightly besting Twitter. That’s fine if you’re advertising t-shirts, but fine art requires intellectual engagement.

Instagram is better, with almost a full day of engagement, but it suffers the limitation of no live links. That means people will buy your painting on IG or not at all. Despite my decent track record of online sales, I’ve never sold a painting through IG, so I use it to create background noise, nothing more.

FB and IG don’t come up on Google search nearly as often as items posted on websites. That means people simply can’t find you if that’s all you’re doing.

Ever-changing Camden Harbor, oil on canvas, $3,188.00

A website today functions almost like a Yellow Pages listing did a generation ago—it not only makes you findable, it denotes a level of reliability to users. Its content is also as static or changeable as you want. We all ‘know’ that we’re supposed to constantly change up content to feed the Google maw, but buyers also want to be able to see your catalogue. Importantly, so too do jurors and gallerists.

Sunset Sail, 14X18, oil on linen, $1594 framed.

What’s the best host for my website?

That’s a much more difficult question for me to answer, because it depends on your skill level and your interest in managing your own marketing. FASO Fine Artist Websites and Fine Art America are good ‘plug and play’ marketing tools. My friend Poppy Balser has had a FASO account for years, and she’s a nimble, accomplished on-line marketer.

I was most surprised to realize I have a free Google Site. These are intended for small groups, like soccer clubs and school classrooms, but it may provide all the functionality you need to get started.

My website is built on WordPress. It’s powerful for online commerce, but I sometimes feel like a three-year-old who’s been given a Lamborghini. Ultimately, I had to hire a developer to help me put the bones of on-line commerce in place. And it has relatively high running costs if you’re not making a lot of online sales.

Camden Harbor, Midsummer, oil on canvas, 24X36 $3,985.00 framed

Keep it simple

However you design your website, it will benefit from constant pruning. Viewers want to see your most recent work, examples from your catalogue, your blog (if you have one), your upcoming shows, and your CV. Nobody wants to wade through acres of verbiage and layers of windows.

What website host do you use? If you’re willing to share your experience, please respond in the comments section below.

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Artisan in an age of mass-production

In Control (Grace and her Unicorn), 24X30, $3,478, oil on canvas.

A student told me that he knocked a painting off a high shelf onto another one that he’d just sold, putting a wicked gash in the blue sky.

“Can you pass it off as a contrail?” I asked.

No such luck. He’ll have to repair it, which means matching the blue, which raises the possibility of not quite hitting the color and having to repaint the whole sky. This is opening Pandora’s box, because once the brush is in your hand, it’s too easy to end up repainting the whole darn picture.

“Oh, well,” he told me, and quoted me back to myself: “If you can paint it once, you can paint it 1000 times.”

That isn’t exactly what I meant, of course.

Sometimes students see something breathtakingly wonderful in their work. “I did that?” they marvel, and protect that passage at all costs. That’s great, unless it’s in the wrong place, or it’s the wrong color. It’s good to remember that this passage wasn’t a happy accident. It came from their competence and experience. If it’s not strengthening the painting, they need the courage to wipe it out.

The Logging Truck, oil on linen, 16X20, $2029

What is the dumbest thing you’ve ever done?

One time I sold a painting online that I couldn’t find. In retrospect, I should have confessed all to my collector and refunded her money, but I didn’t want to disappoint.

That meant I had to forge a copy of my own work. Sounds easy, right? It was anything but—I worked harder on that small painting than I’ve done on any other. I blew the image up on my studio monitor, and laboriously, painstakingly matched it, brush stroke to brush stroke, color to color.

All I can say is, forgers earn their money.

All flesh is as grass, 30X40, oil on linen, $6231 framed.

The customer is always right doesn’t mean you can always make everyone happy

Until recently, American consumers could get anything we wanted at any time. Then in 2020 we started to see longer and longer wait times for retail goods.

Those wait times are not obvious when you’re ordering from a big-box store. You flash your credit card and your garage doors appear magically 11 months later, just when you’ve forgotten you ever ordered them. Mass marketing creates an illusion of efficiency. These stores have powerful websites, but they’re subject to the same shortages.

If you’re trying to source locally, the labor shortage is obvious from the very beginning. Contractors don’t even have the time to come by and quote jobs, let alone do them.

They, like us, are human beings, not cogs in a huge wheel. My kitchen is being renovated by David Ernst. Yesterday he took a few hours out of his already-overloaded schedule to chase down my countertop suppliers. Knowing why they’re slow doesn’t solve my problem, but it helps me to be patient.

Vineyard, 30X40, oil on canvas, $5072 framed.

Perfect is the enemy of good

Our retail expectations were formed in pre-2020 culture—we believe that purchases should be delivered promptly and cheaply, and they should be perfect. These are great goals but they have never been possible in a one-man, artisan operation. Stuff gets dinged and nicked, paintings get lost, and we sometimes don’t get them shipped on time or packaged properly.

Paintings are not garage doors, built in a factory on a jig and knocked out one after another. Paintings are the individual work of a person’s hands. They won’t always be perfect, and that’s part of their charm. Focusing on mistakes prevents us from seeing that, overall, we’re doing a great job.

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Find the right mentor and strive to be their number one student

Sometimes It Rains, oil on canvasboard, 11X14, $869 $695.20

I’ve been listening to The Side Hustle Show, a podcast by Nick Loper. Many of his ideas are universal truths applicable outside business. This one, from episode 541, stopped me cold: Find a coach or mentor and strive to become their number one student. The ‘mentor’ part we’ve all heard; it’s the striving to be number one part that struck me.

It’s been an amazing year for my students. They’re zooming past me on both sides, knocking out successes with solo and group shows and sales. Those in an earlier stage of development are also showing significant growth. Whether they articulate the idea or not, many of them seem to strive to be my number one student. They practice what I preach, and they work hard between sessions.

Main Street, Owls Head, 16X20, oil on gessoboard,  $1,298.40 unframed.

Loper was talking about business, but there’s a better analogy in sports. Yes, superstars are surrounded by coaches, but so too is every player at every level, right down to the four-year-old taking his first swing in t-ball. We’ve all read about how coaching benefits the person at the top of his game. But it’s also critical for the person just starting out.

(In painting, by the way, that model of coaching for top players doesn’t really exist. I leaf through my mental contacts list to try to identify an artist who would be a good mentor and come up blank.)

Coast Guard Inspection, plein air, oil on canvasboard. 6x8,  $348.00 framed.

Thirty years ago, I suffered extreme stage fright. I was a passable musician, but couldn’t play in front of others. I could never have taught a large class or done a large demo, and video cameras made my stomach clench. I tried a lot of remedies, including psychotherapy (where I learned why I was anxious but not how to fix it) and a beta blocker before events. Nothing really helped.

Then I confronted the problem head-on by taking a public speaking class at community college. As you can imagine, writing stemwinders was no problem, but delivering them was excruciating. However, the kind, helpful critiques by the instructor and other students gradually desensitized me. Today I can bore people to tears without turning a hair.

That was when college classes were in-person, live and personal. The remedy to my problem required one-on-one, direct, personal interaction. No amount of video instruction could have dealt with it.

In painting, technical skill is only part of the equation. We all face personal issues that get in the way of our artistic expression. That can take the form of avoiding our easels as we try to work out a difficult knot that we can’t untie. We’ve all been there.

Sometimes it takes a disinterested outside voice to tease those knots out. In my experience, that’s often not the instructor, but the artist’s fellow students. In class, it often pays for me to shut up and let them talk. This is why painting groups like Greater Rochester Plein Air Painters are so important. Friends will keep you working when you have absolutely no heart for it.

Owl's Head Early Morning, 8X16 oil on linenboard,  $722.40 unframed.

I’ve learned a tremendous amount from podcasts, Tik-Tok and YouTube, and I’m currently teaching myself to cook with an app called Sidekick. But I’ve also wasted a lot of time watching bad content, and some of what I’ve seen has been flat-out misleading.

Pre-set content is one-size-fits-all, and that can easily be wrong for the artist’s skill level or irrelevant to his or her goals. What would be optimal is a combination of wide distribution and personal interaction. That’s difficult. The person who came closest was Mary Gilkerson, and she’s sadly passed away.

Do you have a mentor? If not, why? If so, how is he or she helping you?

*Critique runs through December, and there are still a few openings).

I know your in-box is inundated this morning, but 20 Paintings, 20% off runs until Monday. After you’re done looking at 800 tiresome Christmas decorations in the Target email, scootch over to my website and pick out a non-disposable, American-made work of real art.

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What sells?

Sea Fog, Castine, 9X12, $869 framed.

“Interesting that you say ‘I have come to recognize that there are certain subjects that will languish, and I no longer seek them out.’  You mentioned gray days. What other subjects do you find difficult to move?” a reader wrote in response to Wednesday’s post.

For the record, it was Ken DeWaard who doesn’t like gray days. I love fog, especially Maine fog, which seems to have an intelligence of its own. I don’t have a particular problem selling fog paintings, especially when there are boats involved.

Snow at Higher Elevations, 11X14, available, $1087 framed

On the other hand, I have never had much success selling snow paintings, although they can be very interesting as they invert typical light relationships. I’m from Buffalo and live in New England, so I know snow. I’ve painted enough of it. But I only go out in winter to keep Ken and Eric Jacobsen company. Just as Ken has a closet full of grey days, I have a closet full of snow paintings.

Perhaps my audience is sick of shoveling it. However, the late, great Aldro Hibbard lived and worked in Rockport, Massachusetts. He made a fine business of painting snowy Vermont landscapes.

Buyers tend to associate certain painters with certain subjects. Colin Page paints boats, children, and complex still-lives. Charles Fenner Ball paints pastorals and trains. Mary Byrom paints the marshland along the southern Maine shore. Whether or not it’s fair for the marketplace to pigeonhole artists, it happens.

Île d’Orléans waterfront farm, Saint-François-de-l'Île-d'Orléans, Quebec, 8X10, available unframed, $522

I will occasionally paint an old tractor or historic old farm. These, too, sit on my shelves, but Kari Ganoung Ruiz and Jay Brooks are able to move them along just fine. They both capture the mystery of lost time in these paintings, whereas I am just painting objects.

On the other hand, I sell a lot of boat paintings. A lobster boat is just a tractor of the sea, so why does my audience find them romantic and a Massey-Ferguson prosaic? Perhaps because nobody comes to Maine to look at old tractors, but they do go to central New York for them.

Glaciar Cagliero from Rio Electrico, 12X16, $1159 unframed, available.

I love rocks. They tell the story of a place, they’re fascinating to observe and classify, and I find rock outcroppings easy enough to sell.

However, I also appreciate farm animals, orchards, and hayfields. However, I find it harder to shift these subjects. The farther I get from the farm country of my youth, the less it compels me. Somehow that’s transmitted to my audience, although I can’t tell you how.

What sells depends on the obsessions of the artist. If you love, say, butterflies, your passion will be transmitted to the canvas and buyers will respond. If you are indifferent to rain, it will show, and your rain paintings will languish. If you spend lots of time painting boats and very little time painting classic cars, your boat paintings will be fresher and livelier.

I frequently marvel over this real estate listing, which features large paintings of meat on the wall. Why anyone would paint them, and why anyone would buy them, escapes me. But truly there’s a market for anything, if you’re passionate about it.

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Why success matters

Autumn Leaves, 12X16, $1449, available

On Monday, I wrote about how to be a successful artist. Perhaps I should have written about why you should pursue success, because the comments I received through Facebook and emails questioned that assumption.

“I hate the fact that everyone expects us to happily marry art and capitalism. I love art. I hate capitalism. Why can’t I just enjoy the thing I love independent of the other?” wrote Jason Weinberg. “I wish art was simply free to be art, not product.”

In fact, I think that many people are better off as gifted amateurs than trying to make a living at it. Monetizing it can kill the very thing you love, so it's not for everyone.

A Woodlot of Her Own, 9x12, $869, available

For those who spend long hours making art, it helps to have an outlet for it. Let’s start with the fundamental truth that the laborer is worthy of his hire, as Jesus pointed out. All modern societies (capitalist or communist) measure output in terms of money and assign value through currency. To say that art should be free assigns it a value of exactly zero.

I have a friend who’s an excellent printmaker but prefers to keep it purely amateur. She also needs to eat, so she works full-time unloading trucks. That doesn’t leave much time or energy for art, so she doesn’t make a lot of it. She’s happy with that compromise, but I wouldn’t be.

Blueberry barrens, Clary Hill, oil on canvas, 24X36, $3985 framed.

It costs money to make art. My printmaker friend needs to buy ink, paper, and whatever she’s using for plates. A small etching press starts at around a thousand dollars. The archival canvasboards I use are about $15 each; the paints run between $12 and $40 a tube. Then there are frames, which are the bête noire of the working artist; they cost a fortune and get dinged up constantly. All that money either gets recouped through sales or the artist’s day job.

It can cost thousands of dollars to have a foundry cast a sculpture in bronze. Unless you’re wealthy, it makes no sense to cast sculpture without sales in mind, and yet without that last step, the artistic process is incomplete.

I have a gifted student who supports herself working a series of side-hustles while making art seriously and studiously as an avocation. I’m sure she excels at anything she does, but she’s a brilliant painter, she has a unique message in her work, and it deserves to be in the public marketplace. By not putting herself out there in the fray, her work stays relatively unknown. That extends beyond her own circumstances, because she has insight that would benefit us all.

Bunker Hill overlook, watercolor on Yupo, approx. 24X36, $3985 framed.

We don’t just exchange goods in capitalist trade; we exchange ideas. That requires entering the marketplace. Its critiques are harsh, its judgments summary. But it is also the most honest judge of whether we’re getting our point across or not.

“I would love to sell more of my artwork but I still want to be able to do whatever I want, not what someone else expects me to do,” wrote another correspondent. That’s difficult. Although artists are paid to think, they also need to connect with their audience. That requires compromise.

I have come to recognize that there are certain subjects that will languish, and I no longer seek them out. As my friend Ken DeWaard says of grey days, “I have enough of those in my closet at home.”