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January 15, 2009

Art-marketing guru to teach artists how to promote work

TERRE HAUTE — At the invitation of the Swope Art Museum in Terre Haute, art-marketing guru Alyson B. Stanfield, founder of artbizcoach.com, is coming to the Wabash Valley to help teach artists how to promote their work in this economy.

The event titled “I’d Rather be in the Studio: A No-Excuses Art-Marketing Workshop” runs 9:30 a.m. to 3:30 p.m. April 4 in the Swope.

Stanfield recently was interviewed by Swope Director Brian Lee Whisenhunt:

W: Alyson, why should artists attend your workshop in April?

S: Artists should come if they want to sell more art, if they want recognition, and if they want to learn how to promote themselves in this economy. They should come if they don’t like promoting their art and need a hefty dose of motivation (along with the practical tools to get them going).

W: What kind of artists will benefit from the workshop?

S: All kinds of artists! What I teach is applicable to sculptors, painters, photographers, jewelers, ceramic artists, fiber artists … I really could go on and on. I’ve even had musicians, writers and storytellers at my workshops and they told me they got a lot out of it, although the language I used is aimed at visual artists.

W: So what will those who attend learn?

S: My approach to art marketing is all about building relationships —not only because that’s what works, but also because it’s more comfortable for most artists than if I came in and taught them sales strategies like they were used-car dealers. I’m going to spend some time talking about writing an artist statement, not because it’s fun, but because artists have to be able to articulate what their art is about before they can promote it to anyone.They’ll use their statements in almost every aspect of self-promotion.

We’re also going to get into networking, building a mailing list (because I think mailing lists are anyone’s No. 1 asset), and marketing material. I’m a staunch supporter of Internet marketing, so Web sites, blogs and e-mail will all come up.

One caution: Artists who attend will learn far more than they could possibly implement in a year.

I’m coming to give them ideas. It’s up to them to prioritize.

W: We always hear that artists are right-brained and aren’t very good at the left-brained stuff like running a business. Is that true?

S: Not necessarily. I think when we buy into stereotypes that we are co-conspirators in keeping artists at a certain level. Many of today’s artists are quite savvy about business. Look at Jeff Koons and Damien Hirst!

They’re extreme examples, of course, but these are artists whose works fetch millions of dollars at auction. They don’t sit back and wait to be taken care of. They have quite deliberately shaped their widely recognized brands by being keenly aware of how commercialism plays in today’s market.

Millions of artists will never be recognized at that level, but they can still learn some of the business shrewdness that made these blue-chip artists highly desirable and collectable. We need to remind them of this. We can perpetuate the myth that artists aren’t good at business or we can point to all of the successful artists who are great at running a business and look at them as role models. I think the latter is more constructive.

W: What’s up with the title of the workshop?

S: The workshop is called “I’d Rather be in the Studio!” because that’s the excuse I hear most often as to why artists aren’t promoting their work. And it’s usually said in a high, whiny voice that grates like nails on a chalkboard.

Artists are welcome to stay in their studio all they want, but they need to be realistic about their chances of success if they aren’t getting themselves and their art out of the studio. Opportunity doesn’t knock on the studio door! You have to get out there and find it.

I know artists would rather be in the studio. It’s my job to make sure (1) that the studio time comes first, but that (2) artists have the know-how to share their art with the world. We need art and healthy artists more than ever!

The Swope is at 25 S. Seventh St. Museum hours are 10 to 5 p.m. Tuesday through Friday and noon to 5 p.m. Saturday.

Visit www.swope.org or artbizcoach.com.

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