This post is by Luann Udell, regular contributing author for FineArtViews. She’s blogged since 2002 about the business side–and the spiritual inside–of art. She says, “I share my experiences so you won’t have to make ALL the same mistakes I did….” For ten years, Luann also wrote a column (“Craft Matters”) for The Crafts Report magazine (a monthly business resource for the crafts professional) where she explored the funnier side of her life in craft. She’s a double-juried member of the prestigious League of New Hampshire Craftsmen (fiber & art jewelry). Her work has appeared in books, magazines, and newspapers across the country and she is a published writer.
Let the world see who you are and why you matter!
Awhile back, I attended a seminar on professional development skills for artists. I love to hear from other people on what has proven important for them to get their art into the world. And I almost always learn something, too.
This seminar focused on creating a cohesive body of work; approaching galleries; the pros and cons of framing, and more.
This presenter was articulate and organized, the presentation covered a lot of ground, but the time passed quickly. They mostly focused on 2D artwork, so much of it didn’t apply to me at all. But I appreciated their expertise in their medium, and how clear their presentation was.
When I got home, I visited their website.
And here is where I was totally baffled and frustrated:
There was absolutely nothing there about the “why”.
There was plenty of information, especially around credentials. In fact, the bio/about-the-artist section was nothing but credentials. Degrees, prestigious galleries that represent them, the famous collections their work is in, the other roles they play in their art community, etc.
Their work was varied, across several different media (but almost all 2D, hence the blind spot in the presentation).
But I couldn’t find anything about what the artist wanted to say in the world. I couldn’t find an artist statement. There was nothing about that that said anything about what they wanted to say, nor who they wanted to be in the world, nor why I should even care.
Now, to be fair, maybe it’s on the website somewhere. But I only spent about 15 minutes poking around until I gave up. Since the work wasn’t personally appealing to me, I wasn’t determined to do any more deep digging.
The website may prove this person is WHAT they say they are: An accomplished and successful artists.
It said nothing about WHO they are.
No, I am not a wealthy art collector.
I am not an art expert, concerned about where this person’s place in history will be.
I am not a prestigious client, an art critic, or anyone else who will matter to this person.
I am, however, another human being, who is curious about why their work is appealing to their audience. I am curious about why they create the art they do. I am curious about how they relate to potential collectors. I am puzzled about why the “why” is so unimportant to them.
Now, it’s possible that they create a new “artist statement” for each exhibit proposal, or that their audience and the gallery they co-manage is so well-known, anyone who needs to ask is NOT their ideal client.
But for the rest of us, that might be exactly what a potential buyer needs to know before they invest their hard-earned money in our heart-born work.
Sometimes, WHO an artist is doesn’t matter to me, nor WHY they make the work they do. I have bought work that simply spoke to me (if I can afford it!). And maybe this dynamic is working for you.
But I also know that if our work is unique, if it’s not something people see every day, if our choice of materials is odd or unusual, if our work is outside the box….
Then telling your story is the best, most powerful way to connect your work to potential collectors.
Even as I write this today, I’m realizing this is the gift of being that ‘outside the box” artist. When people saw my earliest work, it took time for them to understand what they were looking at, and why it attracted them. My story helped bridge that gap between “It’s beautiful and I’ve never seen anything like it” to “Oh, WOW, that’s even better!”
There was power in hearing, “I’ve loved your work for years, and wanted to own a piece, and THIS piece just leaped out at me today! I have to have it.”
There was gratitude in me hearing, “I love absolutely love your work, but I can’t afford it” and turning that into, “Your layaway plan is too wonderful to pass up!”
There is humility in learning someone found a piece of my work at a yard sale, fell in love with it, and went to the trouble of tracking me down, through online research, galleries, etc. until they found me so they can let me know how much they enjoy it–and bought another piece. (VERY different than those people who bragged about how nobody else wanted my work, so they got it for a song.) (Phrasing, people! Phrasing.)
When we create our artist statement, or “about the artist”, or even our bios, we naturally look to how other artists (especially hugely successful artists) write theirs. And if yours works for you, don’t change it.
But here’s the thing for me:
I don’t care what school(s) you attended.
I don’t care how many awards you’ve won. (Well. I’ll be a little envious, but I’ll get over it!)
I don’t care about the artists you admire. Especially if you list a dozen. Especially if you only list famous 19th century European men.
I don’t care what your medium is.
I want to know, what did you learn at that school that changed your life.
I want to know why you choose to make the work you do.
I want to know why your medium is the perfect medium for you.
I want to know who you are, and what you want to say to the world.
I’d also love to know if you’re a good person, with good energy, but sometimes that doesn’t matter to me. Unless it’s a situation where I have to deal with you a lot (like an artist in my own community), because if you’re a jerk, eventually every time I look at that piece I bought from you, I’ll be reminded of that. In which case, I will give it away or give it to a charity auction. (Ha! Another solution for last week’s topic!)
You are an artist. You are brimming with creativity, full of passion for how and what you make, with strong preferences for a medium that matches what you want to make.
You are a human being, with a powerful story about how you ended up where you are today, and with a yearning about where you want to go.
You are a person who is like no other person on this planet.
Don’t hide behind your artwork, your website, your credentials.
Tell me your story. I’m listening.
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