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.
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