How to manage your artistic career?

A professional artist must meet various artistic constraints, but also extra-artistic ones. They are creative, but they are also a craftsman who must know how to manage their 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 gain a certain level of popularity, one must also master many other areas. Promoting one's work to a wide audience, expanding one's reputation and visibility—these are the essential challenges for an artist to achieve recognition among the public and professionals.

To achieve his goal, the artist will either have to tackle all these areas himself, or resort to the services of professionals.

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 tips and ideas to help you build or develop your career as an artist.

An artistic career: a dirty word

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

This involves making some good decisions from the outset.

The artist must define their objectives and the actions to be taken to achieve them.

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

Of course, the internet now makes it easy to showcase artwork to a very wide audience. But simply being present on social networks like Instagram or in an online gallery is not enough.

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

You will need to learn and master different fields, often very far removed from your artistic concerns!

If you are fortunate enough to be an artist who already enjoys a certain level of popularity and if you make a living from selling your artwork, the same strategies will need to be implemented in order to:

- Develop your existing popularity;

- Increase your sales volume;

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

The artist, a "master" of his technique

Mastering one's technique is a first step, I would even say a prerequisite, for aspiring to a career as an artist. I will therefore not elaborate on this point.

Of course, this doesn't preclude experimenting with new techniques. But experimentation must be done with full awareness, respecting the future buyer. If necessary, use test samples that will not be intended for sale.

Mastery of an art and specific techniques is never truly achieved. You will need to constantly improve in order to become and remain a leader in your field. For reaching the unattainable Star is indeed the goal of every true artist. This is as true for technique as it is for pure creation, the idea, and the artistic concept.

Achieving excellence should be an obsession.

The quality of the materials and workmanship

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

Durable and high-quality art

A work of art should be a high-quality and durable object. A painting is supposed to last at least a hundred years without any problems.

For a buyer, acquiring a painting and seeing its colors or materials deteriorate within 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 he works with.

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

The same applies to certain resins, varnishes, glues and many other materials.

Pay particular attention to the finishing of your works, do justice to the future buyer!

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

The same applies to sculpture bases and internal armatures.

An artist's name is a brand

Choosing an artist name is sometimes obvious and easy, but sometimes this choice can prove more delicate and lead to counterproductive mistakes for the artist's reputation.

The first question to ask 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, it's their real name. If your name is Claude Monnet or Camille Claudel, of course, it's not impossible that this name could bring you visibility. Because, as Jean-Claude Duss said in Les Bronzés font du ski, "it can work by mistake!"

Generally speaking, it is essential to do some research. The internet provides us with very powerful tools for this.

Sometimes, an artist chooses a nickname or artist name. This option has several advantages, but only if you do some research beforehand to make sure there isn't already someone with the same name. This is especially important if they practice the same art form as you, or even the same style. Furthermore, it's not impossible, particularly in the case of a nickname, to face legal action, just as with trademark infringement.

Ideally, your artist name will be unique and easy to remember.
If it's not your legal name, choose one that suits you and fits with your artistic style.

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

If you were to change your name mid-career, it's certainly possible, but very risky in terms of reputation. This change should be carefully considered. You will likely need to significantly increase your communication efforts regarding this name change, as with any rebranding.

Some artists choose to use a different name for specific projects: experimental works, public commissions, or low-cost pieces. This can be advantageous, but be careful not to confuse your public image. Again, it's essential to carefully consider your strategy beforehand.

Do you have to register your artist name?

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

The formality of registering a name or "trademark" with the INPI involves a search process.

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

The organization

The illustrator and painter Alex Varenne , who passed away today, had the habits of an old bachelor.

For example, he ate lunch every day at the same Parisian restaurant. He went there very punctually each day, and this habit struck me as somewhat rigid. One day, when we had decided to have lunch together, I pointed out to him that the restaurant was nothing special and that we could go somewhere else.
Alex then explained the main reason for this daily routine:

“In my work,” 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 I’d much rather stay in bed or on my sofa.
That’s why I impose self-discipline on myself. My workdays follow a precise, almost ritualistic rhythm. Without this method, I would never have been able to produce as much as I have, and perhaps I would have developed my drawing and painting technique much less.”

This brief conversation acted as a catalyst for me. Not only did it help me better understand my friend's behavior, but Alex also gave me an important insight and a valuable life lesson that day. This event subsequently led to a significant increase in my productivity.

Organization and self-discipline are major assets for productivity.

Thus, thanks to him, I discovered that imposing constraints on oneself daily ultimately led to greater freedom.

Knowing how to manage one's time is therefore an essential point for an artist.

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

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

When you're well-organized, you're much less bothered by daily hassles, by administrative tasks that have been piling up for weeks and that you keep putting off until the very last minute. You're then much more relaxed to practice your art.

On this subject, I recommend Amylee's article, "Managing Your Time as an Artist ," which offers a "professional artist calendar." This calendar is an example that you can adapt and personalize to suit your needs.

Artistic production

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

Artistic creation, however, remains a mystery that is not likely to be solved anytime soon.

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

In doing so, he perfects his technique.

Producing more works also helps to expand one's catalogue or artist portfolio.

Thus, the chances of exhibiting different works increase. Sales opportunities also increase.

It can also happen, and fortunately so, that you have to fulfill a commission, or even a commission for several works. In this case, it's best to have a more or less controlled creative workflow.

As mentioned in the previous chapter, organization plays a major role in the artist's "productivity".

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

The idea that life is full of surprises is largely false: although unforeseen events can always occur, human activity consists primarily of repetitive and predictable tasks.

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

How to become known as an artist?

Today more than ever, promoting an artist is a full-time job.

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

If you don't have an agent dedicated to your communication and the promotion of your work, you'll need to take matters into your own hands. In the " Getting Known as an Artist" , you'll find detailed articles on all the strategies you can use to increase your visibility.

Internet and social networks

Fortunately, the internet and social media now make communication easy, at least on the surface.
Because here too, the competition is fierce, and the techniques used to gain visibility are becoming increasingly complex and expensive.

Modern artists must master these new tools. If necessary, it can be beneficial to take a course or seek assistance in using these media. But beware, there are plenty of purveyors of false promises out there.

In any case, keep in mind that online communication requires a lot of time and energy to achieve a certain level of popularity.

But above all, it is not enough to communicate indiscriminately.

Planning your communication strategy and publications in advance will allow you to be more effective in your message. This preparation will also save you time and energy.

The main levers you will need to work on, whether it's a website or social media, are:

Content quality: be relevant and interesting. Show empathy for your audience. Speak to them and don't remain too focused on yourself and your work;
The quantity of content: the more, the better. However, it's essential to maintain a good level of quality. If necessary, you can prioritize the quality of your content based on its importance. Don't forget to include photos, videos, and even audio (podcasts) – search engines love them!

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

Regarding your website, aim to obtain inbound links or backlinks;

Spend time developing your address books and contacts;

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

On social media, to generate engagement, don't hesitate to comment on other posts in your area of interest and to reply to comments.

Use these tools professionally. Do not mix your work with your family life or extracurricular activities, unless it makes sense to do so.

All of this will take time, especially at the beginning. Then, the more engagement you generate, the more your network will be driven by your subscribers, and the less time you'll need to invest in it.

Artist rating

An artist's rating represents a good way to enhance the value of an artist's career.

For contemporary artists, their value can be assessed based on various criteria:

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

Artist rating websites

Specialized websites, such as I-cac or Artprice, allow the establishment and display of the rating of professional painters.

The art gallery

The art gallery also plays an important role: it advises the artist on appropriate selling prices. Sales made through the gallery contribute to the artist's market value.

By promoting the artist, the gallery gradually increases prices and raises their value according to demand.

Sales made through an online art gallery, such as Art4You, also contribute to building an artist's reputation.

Direct sales

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

However, be aware that some artists, under the pretext that direct sales save the gallery's commission, sell their works at drastically reduced prices:

It devalues the artist's work, and consequently their reputation;

It causes the artist to lose all credibility with his partners, but also with his clients.

The selling price, set in agreement with the gallery, reflects the artist's reputation and standing in the contemporary art market. If you're selling a painting or sculpture directly, base your price on the one agreed upon with the gallery. You can always offer a discount to your buyer, but please, never undersell your artwork!

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 pieces should be visible in various exhibitions and art fairs.

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

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

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

Exhibiting is also an excellent way to share your work with a wide and diverse audience.

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

As with any business, it's essential to stay informed about the administrative procedures and the laws governing the profession. You can keep yourself informed or seek advice. We've created the " Art Market Law " section to provide you with as much useful information as possible. This section will be regularly updated and expanded.

If you use the services of an accountant, they can answer a wide range of legal and administrative questions. They can also advise you on the procedures for setting up and modifying your business.

For tax-related questions, do not hesitate to also contact your tax office.

Should we design with the buyer in mind?

This question may seem provocative. Of course, this isn't about producing works with the sole aim of selling. An artist's creative process belongs to them alone.

However, it is never a bad idea to keep up with trends in the art market.

Interactions with your gallery owner and other artists are often very beneficial.

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 stand out. It's also a good way to observe buyer behavior.

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

If you have decided to take control of your artistic career, it is because you understand that it is no small matter.

At Art4You, we face these challenges daily and frequently have in-depth discussions with Art4You artists. These "artist services" are an integral part of our work as gallery owners.

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

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

- Conventional channels: exhibitions, trade shows and art fairs

- Digital channels: websites and social networks. Effective visibility channels, provided a strategy is built and the workings of the different algorithms are well understood.

Feel free to contact us.

Currency