by Carolyn Edlund
Why does your art deserve to be seen—or sold? You must be able to articulate the concept behind your work and how it relates to what your audience cares about and values.
A sculptor with years of experience was having trouble arranging a solo show of her work. She had tried for almost a year, submitting proposals to one venue after another. Yet she was rejected by each one. She couldn’t imagine why she was getting nowhere, since she had been involved in a very successful group show two years earlier that traveled throughout the country. What was the matter?
A closer discussion revealed that the earlier show was based on a theme about women and sexuality. That theme drew big crowds to see the exhibit of works by a number of well-known artists. But her current body of work was more abstract, without a clear focus.
What she failed to realize is that she needed a concept—and solid reasons—to convince galleries to display her solo show. When I asked her why a gallery should select her work for a solo show, she didn’t have a clear answer. She said only that her technique was unusual, and her sculptures were “interesting.”
The sexuality theme of her first exhibition was a big draw, and a hot topic of conversation in society. Many people were very interested to see the show and how different artists interpreted the subject. The venues that held the show looked forward to large crowds, entrance fees and publicity. They needed that type of a successful event to reach their own goals, not just to assuage the desires of a particular artist.
The why behind your art
When pursuing a goal such as an opportunity to exhibit, or even a sale, you must know the “why” that will compel the other party to take action. What makes your work so compelling? Why do customers just have to have what you create? It isn’t enough to want it to be so. You must be able to tell others and convince them that your work is a match for what they are interested in, and what they value.
Are you struggling with your own body of work? Looking to sell a collection that isn’t as popular as you thought? Take a look at your own “why” and evaluate whether you have a clear meaningful concept. Then consider how you are communicating your message.
The concept behind your body of work and your own brand as an artist are intrinsically connected. Writing a brand story is a good start toward solidifying a consistent message about yourself and your artwork, why it matters and why it should be collected. When you successfully convey that message, you will gain audience response.
Great article, and one that I continue to revisit.
Thanks, Carolyn, for writing this article. I believe this is the most challenging question for an artist.
The answer might be my love for this or that image, but that alone isn’t sufficient for selling.
My affection for specific images marks the beginning, but it doesn’t lead to the sale of an artwork.
Responding with “I love nature and want to share my passion with you” might be a part of the answer, but I am still grappling with the “right” response… 🙂
Hi Rhia, Thanks for your comment. This subject is difficult for many, and involves a lot of deep thought and sometimes conversations with others to evolve the answer.
I recently worked with an artist who created beautiful portraits of children and we discussed this at length. Her work evokes the innocence, playfulness and imagination of children, in a world where kids are often at risk. The message that we developed spoke to her potential collectors – parents – about preserving the wonder of childhood through art and touched them deeply, because of course their children are all-important in their lives.