business of art Archives | Page 4 of 4

September 16, 2022September 16, 2022

What sells?

“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.

September 14, 2022September 15, 2022

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.”

September 12, 2022

Monday Morning Art School: how to be a professional artist.

Today’s blog is being released simultaneously with the YouTube version, above. They’re slightly different, of course.

I wince every time I hear someone say “art is a good hobby but you can’t make a living at it.” Of course you can; I know many people who do. Last year, the global art/antiques market had sales of $65 billion. Of this, the US was by far the biggest player. All that art is, or was, made by someone.

However, a career in art is hard work. If you don’t like that, get a day job and keep your art as a hobby. Successful artists are entrepreneurs, and entrepreneurs generally work harder and longer than anyone else. There’s a lot of drudgery in an art career—bookkeeping, inventory control, making frames, online sales. On top of that, you have to create your own inventory and somehow keep the creative fire alive.

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

It helps to start when you’re young. As soon as you have a mortgage or car payment, you’re locked into a 9-5 job. Keep your expenses down. If your parents can stand you, live in their basement, but use that time wisely. Too many young people just piss time away.

However, sometimes you come to the realization that you should have been an artist much later in life. I was 38 and had four kids and a mortgage when I had that epiphany. It was doable, but juggling all those responsibilities was a lot harder than it would have been had I started as a youngster.

Either way, you might have to work part-time when you’re getting started. A lot of artists have done it, either in the home or away. Child-care definitely counts as one of those jobs. Don’t magically think that the kids will play quietly at your feet while you’re painting. Käthe Kollwitz made child care a condition of her marriage. We can’t all afford that, but caring for a child is real work and must be factored in as such.

“Beautiful Dream (Rockport Harbor),” oil on canvasboard, 12X16 $1,449.00 framed.

Twenty years ago I would never have said this, but don’t bother with art school. The best art schools are private colleges, and they’re too expensive now. Instead, take classes at an atelier or working studio. Copy works by great artists in your field. Watch and learn from artists around you.

Above all, give yourself time to become good at your craft; working every day is the number one key to greatness.

"Skylarking 2", 18x24, unframed $1855, oil on linen.

The most common problem I encounter in artists is a lack of interest or experience in business. I started there myself, and it was a painful learning curve. If I had it to do again, I’d take business classes at community college or through an adult education program. Instead, I learned slowly, on the job.

You’ll be selling a product no different from any other product, and you can’t afford to turn your nose up at marketing. You’ll spend half your days doing it, so learn to love it. Marketing changes constantly. When I started, we stuck labels and stamps to postcards. Today, we focus on the internet. The one constant is how time-consuming it is.

August 31, 2022August 31, 2022

Why pay for it when you can get it for free?

Autumn Farm, Evening Blues, $1449 framed.

In our impecunious youth, bar owners were notorious for offering bands the ‘opportunity’ to play for exposure (and maybe a free beer). According to my bass-player husband, it’s a practice that continues to this day. “All you need is to learn three chords and you can call yourself a blues band,” he said. “And 90% of the people in the audience won’t know the difference.”

Of course, art buyers are not usually as drunk (or rowdy) as a Saturday night crowd in Buffalo. But the basic mechanism is the same. We’re often asked to give away the very thing that is our livelihood. If we don’t, some other artist—hungry for success—will step in to do so. Since the audiences for these events are not art-centered, they often can’t tell the difference between a masterpiece and something that will look good in their bathroom.

Autumn farm, oil on canvasboard, $1449 framed.

General auctions are not to be confused with events where a non-profit organization mounts an exhibition or plein air event, such as Cape Elizabeth Land Trust’s Paint for Preservation. These are generally well-run and pay both the artists and organization.

If the organization can give an artist exposure to the kind of people who will be future art buyers, it’s not a bad business plan to occasionally give away a painting. This introduces the emerging artist to the world of selling art and helps them learn to price their work. But the value to the artist is extremely limited.

You won’t be able to deduct the value of the painting on your taxes. Artists are not entitled to take deductions on charitable donations of artwork. In fact, the IRS limitations on donating art are extremely restrictive.

Beauchamp Point, Autumn Leaves, $1449 framed

Non-profit organizations are perpetually fundraising, and general auctions are a favorite way of doing it. They assign a committee to gin up donations, and one or two people always seem to know artists. When it was my late friend Dean and the organization was Ducks Unlimited, I said sure. I like conservation and I loved Dean.

Believing in the mission of the organization isn’t enough. Often, your artwork is not a good match to the audience, so the work sells for a fraction of its value. A fisheries organization used to ask artists to paint wooden buoys for an annual fundraiser. I believe in their mission, so I participated. It was an interesting challenge, but also a lot of work. The buoys sold at such a discount I would have been far better off just writing them a check.

Colin Page is doing a similar fundraiser for the AIO food pantry in Rockland. It has a much greater chance of success. Artists painted wooden bowls that are available through silent auction at the Page Gallery at 23 Bay View Street in Camden from September 3-10. Colin’s a local celebrity, the cause is critical, and—most importantly—the venue is art-centered. It’s an example of how to do this right.