How to manage your artistic career?

A professional artist must respond to different artistic constraints, but also extra-artistic ones. He is creative, but he is also an artisan who must know how to manage his artistic career.

If he wants recognition and to make a living from his art , he must perfectly master the rules of the artist's profession.

But to become a renowned artist, or more modestly, to acquire a certain popularity, he must also master many other areas. Promoting his work to a wide audience, extending his fame and visibility, these are the essential issues for the artist to obtain a certain notoriety among the public and professionals.

To achieve his goal, the artist will either have to take all these areas head on or resort to professional services.

In its support of the careers of contemporary artists, Art4You aims to extend its services to artists, in addition to its activity as a gallery owner.

In this section, you will find some advice and ideas for building or developing your career as an artist.

Artistic career: a dirty word

An artist's career is generally built over the medium or long term.

This involves making some good decisions up front.

The artist must define his objectives and the actions to take to achieve them.

Like an entrepreneur, he must monitor his project over time and adjust it if necessary.

Of course, the internet today makes it easy to expose works to a very wide audience. But being present on networks like Instagram or in an online gallery is not enough.

If you are a beginner artist and hope to become a famous artist and sell your works for a good price, in addition to your talent, you will need to demonstrate tenacity.

You will have to go through learning and mastering different fields, often very far from your artistic concerns!

If you are lucky enough to be an artist who already enjoys a certain popularity and if you make a living from the sale of your works, the same levers will have to be implemented in order to:

- Expand your existing popularity;

- Increase the volume of your sales;

- increase the price of your works and your artist rating.

In summary :

- The artist, a “master” of his technique

- The quality of materials and work

- The artist name is a trademark

- The organization

- Artistic production

- How to make yourself known as an artist?

- Should we create with the buyer in mind?

The artist, a “master” of his technique

Mastering your technique is a first point, I would even say a prerequisite, to aim for a career as an artist. I will therefore not dwell on this point.

Of course, this doesn't stop you from experimenting with new techniques. But the experimentation must be done with full knowledge of the facts, while respecting the future buyer. If necessary, use test proofs, which will not be intended for sale.

Mastery of an art and particular techniques are never definitively acquired. You will need to constantly improve in order to become a reference in your field and remain so. Because reaching the inaccessible Star is indeed the goal of every true artist. This is just as true for technique as for pure creation, the idea and the artistic concept.

Achieving excellence must be an obsession.

The quality of materials and work

This will seem obvious to most people, but quality is a primordial element, sometimes unfortunately forgotten in favor of the idea or the artistic concept.

Sustainable and quality art

A work of art must be a quality and durable object. A painting is supposed to last at least a hundred years without problem.

For a buyer, acquiring a painting and seeing its colors or the material deteriorate in a few years is unacceptable.

Choosing quality materials and testing the resistance of certain chemical mixtures is also important.

For example, a metal sculptor will need to know the properties of the metals they work with.

Indeed, certain metals mix very poorly with each other and produce accelerated oxidation, called galvanic oxidation .

The same goes for certain resins, varnishes, glues and many materials.

Remember to take particular care of the finish of your works, do honor to the future buyer!

The frame of a painting must be solid and impeccable, as well as any framing.

The same goes for the sculpture bases and internal frames.

The artist name is a trademark

Choosing an artist name is sometimes obvious and easy, but sometimes this choice can be more delicate and lead to errors that are counterproductive for the artist's fame.

The first question to ask yourself is: is there an artist with the same name as me?

Indeed, it is not uncommon today for several contemporary artists, painters, sculptors or photographers, to use the same name.

Sometimes this is their real name. If your name is Claude Monnet or Camille Claudel, of course, it is not impossible that this name could bring you visibility. Because as Jean-Claude Duss said in Les Bronzés sont du ski, “a misunderstanding can work”!

Generally, research is essential. The Internet provides us with very powerful tools for this.

Sometimes the artist chooses a nickname or artist name. This is an option that has quite a few advantages, but on condition that you do prior research to ensure that there is not a homonym. Especially if the latter practices the same art as you, or even the same style. It is also not impossible, especially in the case of a nickname, that you could be prosecuted, as for the copying of a trademark.

Ideally, your artist name will be unique and easily remembered.
If this is not your official name, preferably choose a name that suits you and fits your artistic style.

It will be preferable to always use the same name, which will also sign your works.

If you had to change your name during your career, this is of course possible, but very risky in terms of notoriety. This change will need to be carefully considered. You will undoubtedly have to increase your communication efforts regarding this name change, as with any change of commercial brand.

Some artists decide to use a different name to carry out specific works: experiments, public commissions or low-cost works. This choice may be of interest, but be careful not to blur your image with the public. Once again, it’s about thinking carefully about a strategy in advance.

Should you register your artist name?

Registering an artist name is not a mandatory formality. However, it is possible to register an artist name with the INPI . The National Institute of Industrial Property also allows you to protect a work or an idea, through the Soleau envelope.

The formality of filing a name or “brand” with the INPI involves a research process.

This allows you to ensure that the name has not already been registered.

The organization

The designer and painter Alex Varenne , who has passed away today, had the habits of an old boy.

For example, he had lunch every lunchtime in the same Parisian restaurant.
He went there very punctually every day and this habit had something of a rigidity for me. One day when we decided to have lunch together, I pointed out to him that this restaurant was nothing extraordinary and that we could go elsewhere for lunch. Alex then explained to me the main reason for this daily routine:

“In my activity,” he told me, “I have no constraints.
» I don't have to get up in the morning like an employee. Sometimes I don't feel like drawing and would stay in bed or on my couch. This is why I impose self-discipline on myself. My working days follow a precise, almost ritual rhythm. Without this method, I would never have been able to produce as I did, and perhaps I would even have developed my drawing and painting technique much less.”

This little conversation had a revealing effect on me. Not only did she help me better understand my friend's behavior, but Alex gave me an important key and a life lesson that day. This event subsequently allowed me a real increase in my productivity.

Organization and self-discipline are major productivity assets.

So, thanks to him, I discovered that imposing constraints on ourselves on a daily basis ultimately led to greater freedom.

Knowing how to manage your time for an artist is therefore an essential point.

Organizing the different tasks allows you to see things more clearly and plan the important steps.

It also allows us to free our minds during our creative practice.

When we are well organized, we are much less polluted by daily hassles, by administrative tasks that drag on for weeks and that we constantly push to the last limits. We are then much more serene to practice our art.

On this subject, I recommend Amylee's article, knowing how to manage your time as an artist , which offers a “professional artist calendar”. This calendar is an example, which you can adapt and personalize according to your needs.

Artistic production

The term artistic production may seem paradoxical. Production is usually associated with industrial objects and manufacturing processes.

Artistic creation, for its part, remains a mystery which is not close to being elucidated.

However, the professional artist must “produce and produce again” works of art.

In doing so, he perfected his technique.

Producing more works also allows you to expand your catalog or artist portfolio.

Thus, the chances of being able to exhibit different works multiply. Sales opportunities also increase.

It can also happen, and this is fortunate, to have to respond to an order, or even an order for several works. In this case, it is preferable to have a certain creation “workflow” that is more or less controlled.

As mentioned in the previous chapter, organization plays a big role in the “productivity” of the artist.

Planning the hours or days where you will devote yourself solely to your creative activity will give you a much clearer vision and allow you, if necessary, to adapt your schedule.

The idea that life is full of surprises is largely false: although there can always be unforeseen events, human activity is essentially made up of repetitive and predictable tasks.

Planning allows you to be more efficient. A clear vision of your activity allows you to respond more effectively to unforeseen events by readjusting your organization.

How to make yourself known as an artist?

Today more than ever, promoting an artist is a job in its own right.

In the field of art, competition is very strong and the future is always uncertain.

If you do not have an agent dedicated to your communication and the promotion of your works, you will have to take this world head on. In the section on becoming known as an artist , you will find detailed articles on all the levers to implement to increase your notoriety.

Internet and social networks

Fortunately, the Internet and social networks now make it easy to communicate, at least in appearance.
Because here again, the competition is tough and the techniques used to be visible are becoming more and more complex and expensive.

The modern artist must know how to master these new tools. If necessary, it may be beneficial to take training or get help in using these media. But be careful, there are quite a few sellers of dreams there.

In any case, keep in mind that communicating on the Internet requires a lot of time and energy to achieve a certain level of popularity.

But above all, it is not enough to communicate all the time.

Thinking about your communication strategy in advance and planning your publications will allow you to be more effective in your “message”. This preparation will also save you time and energy.

The main levers on which you will need to work, whether it is a website or social networks, are:

Content quality: be relevant and interesting. Show empathy for your audience. Talk to him and don't stay too focused on yourself and your work;
The quantity of content: the more, the better. However, a good level of quality must be maintained. If applicable, you can prioritize the quality of your content based on its importance. Don't forget to insert photos, videos, and even audio (podcast), search engines love it!

Freshness of content: regularly feed these tools with new content. Choose the frequency that suits you: daily, weekly or monthly;

Concerning your website, seek to obtain inbound links or backlinks;

Spend time growing your address books and contacts;

Publish about all the exhibitions you participate in, before, during and just after the event;

On social networks, to generate engagement, do not hesitate to comment on other posts in your topic and respond to comments.

Use these tools professionally. Don't mix your work with your home life or side hustles unless it makes sense.

This will all take time, especially at the beginning. Then, the more engagement you have succeeded in generating, the more your network will be driven by your subscribers, and the less you will need to invest your time in it.

The artist rating

The artist rating represents a good way to promote an artist's career.

For the contemporary artist, the rating can be evaluated based on different criteria:

The artist's actual sales;
The artistic journey, training, art schools, etc.
Exhibitions at international fairs, such as Paris Art Fair, FIAC, Art Basel, or even Frieze in London or TEFAF (New York – Maastricht);
And the icing on the cake: sales at the second market or auctions, such as the Hôtel Drouot or even Christie's.

Artist rating sites

Specialized sites, such as I-cac or Artprice, allow you to establish and display the prices of professional painters.

The art gallery

The art gallery also has an important role to play: it advises the artist on the sales prices to be charged. Sales made by the gallery contribute to the development of the artist rating.

By promoting the artist, the gallery gradually makes it possible to increase prices and increase its rating based on demand.

Sales made on an online art gallery, such as that of Art4You, also contribute to the development of the artist's reputation.

Direct sales

Direct sales from the artist's studio are entirely valid for establishing an artist's rating.

Be careful though, some artists, under the pretext that direct sales save the share taken by the gallery, sell off their works. This practice has two major disadvantages:

It depreciates the work of the artist, and consequently his price;

It causes the artist to lose all credit from his partners, but also from his clients.

The sale price, set in agreement with the gallery, corresponds to the artist's notoriety and standing on the contemporary art market. If you sell a painting or sculpture directly, base it on the price agreed with the gallery. You can always grant a discount to your buyer, but please, never sell off your works!

The exhibitions

To build or strengthen your reputation as an artist, the most obvious way is to exhibit your work as much as possible. Your works must be visible in different exhibitions and art fairs.

If you have the opportunity, exhibit in France but also abroad.

Vary the locations and come back regularly to exhibit in the places that suit you best.

During contemporary art fairs and exhibitions, you not only have the opportunity to sell, but also to communicate about these events. And if you can get an article in a newspaper, or even a link to your artist website or to your page in an online gallery, even better.

Exhibiting is also an excellent way to confront your work with a large and diverse audience.

Art legislation: be informed about the administrative and legal aspects of the art market

As with any business, it is essential to keep up to date with the administrative procedures to be completed, as well as the laws that regulate the profession. You can keep yourself informed or get advice. We have created the “ Art market law ” section to try to provide you with as much useful information as possible. This section will be regularly enriched and updated.

If you use the services of an accountant, they can answer a large number of legal and administrative questions. He will also be able to advise you on your business creation and modification procedures.

For tax questions, do not hesitate to also ask your tax service.

Should we create with the buyer in mind?

This question may seem provocative. Of course, it is not a question here of producing works with the obsession of selling. The creative approach of an artist belongs only to him.

However, it never hurts to keep up to date with trends in the art market.

Exchanges with your gallery owner and other artists are often very profitable.

Sometimes a discussion can spark new ideas.

Attending exhibitions and art fairs as a “tourist” is an excellent opportunity to admire the work of other artists and sometimes even to interact with them.

This allows you to refine your style and differentiate yourself. It is also a good way to observe the attitude of buyers.

Do you want to boost your career as an artist? let's talk about it

If you have made the decision to take charge of your career as an artist, it is because you have understood that it is not an easy task.

At Art4You, we are confronted with these issues on a daily basis and we very often have major discussions with Art4You artists. These “artist services” are an integral part of our work as a gallery owner.

If you have any outstanding questions, we would be happy to speak with you.

We can provide you with a wealth of information to strengthen your image, using different channels:

- Conventional channels: exhibitions, trade shows and art fairs

- Digital channels: websites and social networks. Effective visibility channels, provided you build a strategy and understand how the different algorithms work.

Do not hesitate to contact us.

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