The Anonymous Art Ambassador, a 15-year art-world veteran who has apparently not yet seen it all, works as an art dealer. Her first column offered some blunt advice to art collectors.
Dear Artists,
You may believe art is only for art’s sake, but in reality, art is very much for money’s sake these days, unless you have another job that pays the bills (or a trust fund). It’s been that way since the distinction between fine art and regular art was invented.
How do you think artists that you consider shitty sell work for high prices and manage constantly to be in high demand? Going to a fancy school to get an MFA is only a small (and maybe optional) part of what is required to build a career as an artist. (Read on.)
I think it’s a mistake that art school doesn’t teach much about the business of art. For those who decide to make a living as an artist, know that you have to be your own entrepreneur. The art world is harsh, and hustling is required to make anything happen. You cannot simply hide in your studio making art all day that you think is better than anything else on the market. You need to go out and network.
To be fair, I’m sure many of us didn’t know exactly what we were getting ourselves into as we graduated. We may have had a naive sense of art world glamor, without any of the practical knowledge (or cynicism) everyone who stays in the art industry develops. The saying goes: Do what you love, and you’ll never work a day in your life. But the truth is, you need to make sacrifices and compromises that sometimes end up ruining what you love.
That being said, I’m sure many of us would still choose this life over any other boring profession. So here is a simple list of SHIT YOU NEED TO DO TO.
Adélaïde Labille-Guiard, Self-Portrait with Two Pupils, Marie Gabrielle Capet (1761–1818) and Marie Marguerite Carreaux de Rosemond (died 1788), 1785. Public domain via the Metropolitan Museum of Art
1. BE YOUR OWN BUSINESS. Understand that no one is here to hold your hand and guide you. Your studio is your office, your practice is your business, your art is your product, and you are the CEO. How will you run your business at a profit? That is what you need to figure out. Galleries, museums, nonprofits, etc. are not there to take care of your business. Yes, they can give guidance, but at the end of the day, they are your business partners, and you need to work with them to make your venture as profitable and sustainable as possible. Do not blindly follow advice you are given. Do your own research and if you strongly believe something should be handled in a certain way, then make a valid argument for that. But do NOT simply make frivolous demands without valid justification, because you will be challenged.
2. LEARN TO SPEAK ABOUT YOUR ART. You are not only the CEO. You are also the salesman. And you need to learn how to speak about your art to different audiences, ranging from the intellectual to the mundane. Do not assume that everyone will automatically understand your work right off the bat, or that they’ve done the same research you’ve done to make your work, or—and this can be fatal—that your art speaks for itself. Learn the one-minute-to-five-minute pitch. Why does your art matter? Why should we pay attention to it instead of all the other art in the world? If you can’t explain your art, how do you expect others to explain it? And how do you expect collectors to understand it? They are the ones who will make you money and keep your business from going under!
3. MAKE A PROPER PORTFOLIO. Do not skimp on this. The world has a very short attention span right now. Make your portfolio eye-catching and informative, not a lengthy tome detailing every bit of your career. It is simply a teaser. Trim the fat! If someone wants to learn more, they will reach out, in which case you can whip out the expanded version of your portfolio. Curate your website so it’s easy to navigate, curate your Instagram so it shows all your best works. You are your own brand, so you better make it stand out.
4. WORK HARD AND READ. Overnight successes rarely happen, and very few people have the natural talent to go from zero to hero without working hard. Ed Ruscha has said that he was a “25-year overnight sensation.” Picasso said it took him “four years to paint like Raphael, but a lifetime to paint like a child.” Yes, art is hard work, and it’s never going to be perfect. It’s called a “practice” for a reason! Your career is not going to fall on your lap, and miracles are not going to happen. Read and learn everything about your business and get advice from people you trust. Learn how consignment agreements work, and hire a good accountant (or learn all the necessary tax rules). I hope no one screws you over, but some people can be real jerks! Do not get screwed over by some asshole art-world person because you skimped on learning about the business part of art. There are too many horror stories.
5. NETWORK. Networking is a skill and one that you’ll need to hone because it’s going to be your biggest asset when it comes to getting information about this art world. The right people can make or break you, so be cordial to everyone, even if they’re fuckers. The right people can reveal a lot of information about this world that you wouldn’t get from any book or article and can help you make the connections necessary to further your career. Little tricks of the trade and gossip can go a long when it comes to deciding your next move.
Establishing a career in the arts is not a simple feat, and it can be exhausting to achieve. In the end, you may love the fact that you got famous, but hate the fact that you’re famous only for one style that sells, in which case you’ll be making work in that style over and over again to fund your passion projects (should you even have the time to pursue them), hoping that one day something else you make will click with the market.
Hustling is not easy, and only you can determine whether the hustle is worth it.