The Art Biz

Anyone can open up a gallery—real or virtual—and start selling art. I mean anyone. You don’t have to hold a degree or pass a test. You don’t have to have ethics or morals or know anything at all about art. But I am impressed by what UGallery is doing and the services they have been providing artists and clients since 2006. Everything about them feels different.  On this episode of The Art Biz, I’m joined by Alex Farkas, founder of UGallery.com.  Their business model is different from others in that online space. They know art. They curate the work so there aren’t thousands of random artists competing for eyeballs. UGallery is paid on commission, so they only make money if art sells.They invest in marketing to help sell more art. They are looking for relationships with their artists and nurture their artists to help them sell better online. The focus of UGallery is on painting, but you should listen to their story even if you are not a painter because you need to know that there are people and companies out there who are on your side and doing things the right way.  Highlights The beginnings of the UGallery journey. (2:53)   Storytelling to promote UGallery artists and their work. (4:39) Curating art on the website in non-traditional ways. (7:19) The process of finding and connecting with artists. (11:05) Working with artists to help them succeed. (16:10) What is selling at UGallery? (19:09) Finding and marketing to clients. (20:36) Artist to customer—the order fulfillment process. (23:09) Maintaining ecommerce platforms and client relationships. (28:00) Mistakes that many artists make when applying to UGallery. (33:55) Tips for a better online presentation and ecommerce platform. (36:22) What’s coming next for UGallery. (38:30)   This Week’s Assignment Assess where you show and sell your art. Consider what venues you are (and aren’t) working for and why? How can you find more of the right places? What venues aren’t working for you and why? Make a plan to move on from those.  Mentioned ArtBizAccelerator.com UGallery.com New York Foundation for the Arts (NYFA)  What is Your Art Business Costing You? Are your online art marketplaces profitable for you?  Ensuring a Profitable Art Business (Episode 96) Advocating for Artists in Their Communities with Louise Martorano (Episode 118) Resources Show notes, images, and listener comments How to Price Your Art free report Art Biz Connection artist membership Quotes “It’s important that we find ways to combine the old school aspects of a gallery with the new school aspects of the technology that we use.” — Alex Farkas “We see this as a partnership. We don’t succeed unless the artists succeed.” — Alex Farkas “Part of the relationship is making sure that artists understand if they put the time and money in upfront, it comes back out later.” — Alex Farkas “Think about what you’re trying to accomplish and what your goal is, and then work from there.” — Alex Farkas About My Guest Alex Farkas is the Gallery Director of UGallery. His love of art traces back to his hometown, Jerome, a tiny arts community in northern Arizona. Alex grew up creating sculptures in his uncle's woodworking studio and learning about the art business in his mother's gallery. He co-founded UGallery in 2006 with the goal of helping emerging artists connect with patrons. As one of the first ever online art galleries, UGallery significantly improved the opportunities available for artists. The gallery has been featured in the New York Times, Vogue, and Art in America. He currently lives, and UGallery is based, in San Francisco.

Sarah Lee Hughes, an artist deep into a body of narrative paintings, discusses the importance of personal narrative in art and the power of sharing personal stories. She explores using her own image in her paintings and the significance of connecting with her roots through her father's letters. The podcast also delves into the value of personal narrative in art and how it can resonate with audiences.

There is no denying the importance of video these days. Whether you're chasing the Instagram algorithm for reels, streaming live on YouTube, or pulling together a video bio for your website, it's more valuable than ever to make good videos. My guest on The Art Biz is Zach Wolfson, a filmmaker who has seen all kinds of artists' videos—the good, the bad, and the cringy. He has joined me to discuss four of the most common mistakes he sees artists making with their videos, and he also shares simple tips that will greatly improve your videos with just a little bit of tweaking. It’s definitely worth the effort because, as he says, it is so important to leave behind a legacy that extends beyond your artwork. Highlights Zach’s career in filmmaking led to teaching artists how to make mini art videos. (1:50) Horizontal or vertical filming—which does Zach prefer? (5:50) Mistakes artists make when editing transitions in videos. (7:38) Overproducing filters, text, and other distracting elements. (10:52) Slowing down to capture the perfect shots. (13:53) The best POV in your art films. (17:52) Tips for overcoming your fear of the camera. (20:15) Does Zach recommend time-lapse videos? (23:34) The importance of sharing your story in your videos. (27:31) Leaving the legacy of your art through videos. (32:55)   Mentioned Colorado Creative Industries Beyond the Gallery series Making Mini Art Videos workshop Zach Wolfson on Instagram The Art Biz Connection The Wildly Productive Get Organized Challenge for Your Art Biz Resources Show notes, images, and listener comments How to Price Your Art free report Art Biz Connection artist membership Quotes “Too many elements can be overwhelming for both you when making the video as well as for the people watching it.”— Zach “Just record for longer than you think you should. Your future self will thank you for it.” — Zach “Your videos themselves don’t need to be art because your art is art.” — Zach “If you can find ways to include yourself in your videos, it will attach you more to your art so people can connect with you.” — Zach “Let us into your world and be able to see you in the context of your space.” — Zach “People aren’t following you because of how well crafted your videos are. They’re following you because of your art.” — Zach About My Guest Zach Wolfson is a filmmaker who helps artists make simple art videos to market their art. He is dedicated to empowering artists, and believes everyone can make “mini” art videos that document your journey with ease and joy. Zach’s greatest passion has always been working directly with artists. He has shared the stories of dozens of artists through his video series, Beyond the Gallery, and taught hundreds more through his blog, in-person training, and now inside his membership community, Ready to Record. In addition to his work with artists, Zach has made videos sharing human-centered stories for galleries, museums, and companies that include Adobe, Discovery, and Sony.

Artists crave validation by others. You want your work to be appreciated. Being validated by others helps build confidence and shows us we’re on the right path. But are you looking for validation in the right places? In this solo episode of The Art Biz, I address validation and earning credibility—where you are probably seeking it, where you might want to look for it instead, and what it really means about your art. Ultimately, validation only comes from within, and others are more likely to pay attention knowing that you value your own work. I want to help you realize the various ways it is possible to earn credibility for your art, many of which you will see that you are already doing. Highlights Defining validation, self-validation, and credibility. (2:02) The wrong places to turn for self-validation. (3:40) The ultimate expression of validation for an artist. (5:15) Non-social media examples of validation in the art world. (6:43) The pinnacle of exhibition venues—the art museum. (9:45) The value of writing about speaking about your work. (10:55) Seeking validation from the media on a broader level. (11:45) Achieving a higher level of self validation. (14:08)   Mentioned Episode 123 Qualities Galleries Are Looking For in Their Artists with Jeremy Tessmer Episode 124 Being an Artist with Geoffrey Gorman Episode 118 Advocating for Artists in Their Communities with Louise Martorano Episode 116 How One Curator Works with Artists at a Regional Art Center with Collin Parson Episode 63 Pitching Your Story to My Podcast, or Anyone Else’s Episode 110 An Unusual Path to Finding Art Commissions with Leisa Collins Episode 87 Secrets from Copying a Masterpiece with Liliane Milgrom “Stop Seeking Validation from Others” by Sherry Gaba in Psychology Today Tony Oursler   The Art Biz Connection The Wildly Productive Get Organized Challenge for Your Art Biz   Resources Show notes, images, and listener comments How to Price Your Art free report Art Biz Connection artist membership  

Detour travels to communities all over to paint socially impactful murals, but he also works on canvas, and in music, installation and sculpture. How does he do it all, and do it all by himself? In this episode of The Art Biz, I talked with Detour about his various income streams from prints and murals to corporate sponsorships and grants. He is adamant that he doesn't want to be limited by what he currently knows, so he's always learning how to use new technologies that will help him land complex opportunities. He's not afraid to admit that the best way to approach an artistic problem is probably something he hasn't done before. And Detour is big on collaboration and presenting himself in the most professional light because, as he says, you never know who is watching. Be sure to listen for the questions he asks himself before agreeing to take on new work. This is an inspiring conversation that you won’t want to miss. Highlights Carving out new and alternative paths in the art world. (5:00) Merging your career skills with your creative opportunities. (9:09) How Detour found his artist voice while creating interactive art ‘for the people.’ (11:40) Detour’s active and passive income streams. (17:22) Planning for sporadic paychecks in advance. (22:15) How Detour’s MBA has benefitted his artist endeavors. (25:38) The importance of building relationships with everyone in your artist community. (28:09) Collaborating with other artists to add value to your work. (32:24) Questions to ask when considering—or turning down—opportunities. (34:53) A look at Detour’s typical week. (37:05) Finding fun and balance in the work of every day. (40:18) Why is it important to be an artist who helps other artists? (44:44)   Mentioned Detour’s book, Be The Artist Hiero Veiga IamDetour.com @Detour303 on Instagram I Am Detour on YouTube   The Art Biz Connection The Wildly Productive Get Organized Challenge for Your Art Biz   Resources Show notes, images, and listener comments How to Price Your Art free report Art Biz Connection artist membership   Quotes “I want to make sure when I’m presented with an opportunity to solve an idea creatively, I’m not limited by what I’m used to doing.” — Detour “You never know what will work until you throw something out there and it sticks.” — Detour “When you do art you never know exactly who’s looking at it.” — Detour “Everything I do in life is related to art making and sharing.” — Detour   Guest Bio Thomas Evans, a.k.a. Detour, is an all-around creative specializing in large scale public art, interactive visuals, portraiture, immersive spaces, and creative directing. His focus is to create work where art and innovation meet. A born collaborator and “military brat,” Detour pulls from every conceivable experience that shapes his landscapes and perspectives. Explaining Detour’s work is no easy task, as ongoing experimentations in visual art, music, and interactive technologies have his practice continually expanding. With his ever-evolving approach to art, Detour’s focus is on expanding customary views of creativity and challenging fine-art paradigms by mixing traditional mediums with new approaches—all the while opening up the creative process from that of a singular artist to one that thrives on multi-layered collaboration and viewer participation.

There is no single success formula that works for every artist, but every artist needs some sense of order in their business and life so that they’re ready to respond to opportunities that come along. My guest for this episode is Maria Brito, award-winning New York-based contemporary art advisor, curator and the bestselling author of How Creativity Rules The World. A Harvard graduate, originally from Venezuela, Brito has been selected by Complex Magazine as one of the 20 Power Players in the Art World. She has also been named by ARTnews as one of the visionaries who gets to shape the art world. Maria has worked to demystify the art world for people who might be otherwise intimidated to enter a gallery, and is an advocate for democratizing the art world for artists and collectors who might be interested in buying art but are not ready to spend tens of thousands of dollars. Maria shares how she works with artists, galleries, and collectors and why she thinks there has never been a better time to be an artist. You won’t want to miss her tips about Instagram and why you can’t afford to ignore this valuable platform. Highlights Maria’s career was born from what is missing in the art world. (2:35) Democratizing and demystifying the art world. (6:29) Making your own rules when using the free marketing tools of Instagram. (12:32) There is more than one right way to be an artist. (16:06) Maria’s daily interactions with artists. (19:20) How does Maria decide which artist offerings to pursue? (24:22) The role that a curated Instagram feed plays in discovering artists. (30:24) Additional online details that attract Maria to an artist. (35:27) A look into Maria’s new book How Creativity Rules the World. (40:15) Curiosity and the original artist's mind. (46:36)   Mentioned Alma Woodsey Thomas Art Basel and UBS Global Art Market Report 2022 SPRING/BREAK Art Show MariaBrito.com @MariaBrito_NY on Instagram   The Art Biz Connection The Wildly Productive Get Organized Challenge for Your Art Biz   Resources Show notes, images, and listener comments How to Price Your Art free report Art Biz Connection artist membership   Quotes “One of the things that helped me succeed was that I was so interested in portraying artists in a different light.” — Maria Brito “We have to acknowledge that, for the most part, these buckets of technology have definitely helped us democratize and streamline and find clients and find collectors that otherwise would be impossible.” — Maria Brito “There hasn’t been a better time in history to be an artist.” — Maria Brito Being able to have control over how you present your message is just a gift.” — Maria Brito “Artists have to treat their Instagram account as their own gallery.” — Maria Brito “The point of being curious is to find more opportunities.” — Maria Brito   Guest Bio Maria Brito is an award-winning New York-based contemporary art advisor, curator and the bestselling author of How Creativity Rules The World. A Harvard graduate, originally from Venezuela, Brito has been selected by Complex Magazine as one of the 20 Power Players in the Art World she was named by ARTnews as one of the visionaries who gets to shape the art world. She has written for publications such as Entrepreneur, Huffington Post, Elle, Forbes, Artnet, Cultured Magazine, Departures, and more. In 2019, she launched “Jumpstart”, an online program on creativity that has been taken by over 1000 people ranging from artists to entrepreneurs.  

There’s always plenty to be learned from artists who have been making a go of it for decades. Just think about how much has changed in 30 years! In this episode of The Art Biz, my guest is Willie Cole, a self-described perceptual engineer with an impressive list of collaborations under his belt and even more in the works. Together we talk about the faith he has in his work as a result of being consistent throughout the years. And why he says work is a bad word and prefers to approach his studio in the spirit of play. We discussed his art and why he challenges people to perceive recognizable objects, like shoes and musical instruments, in new ways. You’ll hear how one of his Instagram posts — where he mocked up his art as if to appear on the cover of Vogue — led to collaborations with major fashion brands. Such opportunities continue coming his way, which might be the result of his faith in his practice. Spoiler: Visualizing success plays a role. Highlights Willie calls himself a perceptual engineer, but what exactly does that mean? (3:12) The importance (if any) of showing the materials Willie uses to create his work, including 75 cut-up guitars. (5:35) “Planning makes it feel too much like a job.” How Willie approaches his work instead. (11:02) A peek inside Willie’s studio. (13:58) Work is a bad word, but play can make your business better every day. (15:55) Staying in a playful mindset in every stage of production. (19:15) The value of improvisation and the value of not knowing everything. (21:08) Willie feels like the luckiest business person in America. (23:40) The business-minded people that makeup Willie’s team and insights into his collaborations. (25:36) Propelling yourself forward in spite of your fears. (35:24) The difference between fashion industry collaborations and gallery relationships. (37:51) The music on Willie’s current playlist and what is coming up next in his work. (40:28)   Mentioned Willie’s collaboration with Tod’s Willie’s collaboration with Comme des Garçons Armando Cabral Money Good by Megan Thee Stallion Joan Armatrading concert on YouTube Vogue covers by Black artists   The Art Biz Connection The Wildly Productive Get Organized Challenge for Your Art Biz   Resources Show notes, images, and listener comments How to Price Your Art free report Art Biz Connection artist membership   Quotes “Play is play, and the opposite of play, I guess, would be work.” — Willie Cole “It becomes work rather than play when it becomes a money-making business.” — Willie Cole “Knowing has limitations because once you find something, you only see it as that.” — Willie Cole “I feel like the luckiest business person in America.” — Willie Cole “When passion marries intention and it can be monetized, it’s work but it’s also just joy.” — Willie Cole “To proceed with confidence and fearlessness, I have to believe that opportunities connect.” — Willie Cole “Connections open up so many doors, they keep the fear way behind me.” — Willie Cole   Guest Bio Willie Cole calls himself a perceptual engineer. Whether he is using the symbolism of a steam iron or the shapes of high fashion shoes and recognizable musical instruments, he challenges how we look at things. While he has had solo exhibitions at esteemed institutions such as the Museum of Modern Art, Miami Art Museum, and Montclair Art Museum, Willie embraces nontraditional avenues for his work, such as collaborations with major fashion brands. He is represented by Alexander and Bonin Gallery in New York, Maus Contemporary Gallery (Alabama), Gavlak Gallery (Los Angeles/Florida), and Kavi Gupta Gallery (Chicago). Willie lives and works in New Jersey.

I can’t resist legal cases about art, from thefts and forgeries to copyright infringement to gallery dealers and so-called experts who end up in front of a judge for defrauding collectors. While most artists will never see the inside of a courtroom, you might be concerned with copyright infringement or receive unsettling news that someone is using your creative work without your permission. Every artist (you) should know the basics for protecting their art. In this episode of The Art Biz, I am joined by Kathryn Goldman, an intellectual property and internet law attorney who helps creative professionals protect their work so they can profit from it. She is the founder of The Creative Law Center website and membership program, which offers understandable information, actionable strategies, and easy to use tools for the development of creative businesses. Our conversation focuses around Kathryn’s Four Step Framework to help you identify, protect, monitor, and enforce your creative rights. Highlights Kathryn is an intellectual property attorney who helps creative professionals protect their copyrights, trademarks and brilliant business ideas. (2:45) The four step framework that helps artists know what, when and how to take action. (4:45) Copyright 101- identify the rights that a copyright protects and what is not covered. (7:13) Protect your artwork with a copyright registration. (12:25) Filing in small claims court for infringement can result in $15,000 payout. (15:33) Trademarks are source identifiers that protect against consumer confusion. (18:31) Keith Haring, Banksy, and other famous artist trademarks. (21:00) Does an artist need to register a copyright for every single thing they make? (30:35) Protection is the combination of copyright, trademark, and contract. (33:05) FARE contracts keep the right to control a piece in the hands of the artist. (35:09) Artists with a secondary market stand to benefit greatly from a FARE contract. (39:10) Monitoring your work to determine if it’s been stolen is up to you (and your tribe). (41:30) How I handled copyright infringement of my writing. (46:24) The ladder of enforcement offers options for reaction when someone is stealing your work. (49:55) The recipe for registering your most valuable work is essential. (57:07) Kathryn’s upcoming programs and workshops. (59:05)   Mentioned Copyright Claims Board Google Alerts FARE Contract Kathryn Goldman’s Creative Law Center   The Art Biz Connection Grow Your List   Resources Show notes, images, and listener comments How to Price Your Art free report Art Biz Connection artist membership   Quotes “I like it when artists understand when they need to take action, what action they need to take, and how to do it effectively and efficiently.” — Kathryn Goldman “The right to control those kinds of changes to the art comes from the copyright.” — Kathryn Goldman “A lot of working artists have trademarks, especially those who are building a business on licensing their art.” — Kathryn Goldman “Copyright is not as strong as trademark, and trademark is not as strong as a good contract.” — Kathryn Goldman “With this combination of tools, I think we really are going to start seeing some interesting things happen with contracts in the art world.” — Kathryn Goldman “The best infringement protection is going to be your tribe.” — Kathryn Goldman     Guest Bio Kathryn Goldman is an intellectual property and internet law attorney who helps creative professionals protect their work so they can profit from it. She believes sustainable businesses are built on properly protected creative assets. Kathryn runs the Creative Law Center website and membership program. The Creative Law Center provides innovative creatives with the affordable business and legal resources they need when evolving from artist to entrepreneur. The Creative Law Center offers understandable information, actionable strategies, and easy to use tools for the development of creative businesses. Kathryn practices law in Baltimore, Maryland.  

An artist’s best resource is another artist. And to really know what a real artist’s life looks like on a daily basis, you have to study and talk to those artists. You can read their biographies, watch their videos, and listen to them on podcasts, including this one. In this episode of The Art Biz, I talk with Geoffrey Gorman about what it’s like to be a working artist, an identity he came to later in life and has sustained for nearly two decades. Geoffrey and I discuss his background as a furniture maker, gallery dealer, and artist consultant and how each role has contributed to his life as an artist. He also reveals how he approaches his work, where he finds inspiration, his take on how the art world is changing, and his advice to artists in the rapidly-evolving market. Highlights “You can make something from anything.” The evolution of Geoffrey’s process. (2:35) Journeying back into the arts after a 30-year break. (8:45) Geoffrey’s timeline from furniture maker to gallery dealer, artist coach to full-time artist. (11:08) What does being an artist look like in Geoffrey’s material-driven world? (16:02) Carving a whale and honoring the passing of time. (23:21) Tactics for increasing your credibility as an artist. (28:02) Evolving with the demands of a constantly changing art world. (31:16) Navigating your relationships with dealers. (36:02) Feedback worth soliciting as an artist. (38:55) The importance of connections as a small business owner. (43:00) How can artists utilize social media to find collectors and curators? (48:00) A look at where Geoffrey is putting his efforts next. (50:22)   Mentioned Geoffrey Gorman Geoffrey on Instagram Lewallen Galleries Allan Houser Estate Valley of the Temples in Agrigento, Sicily, Italy   The Art Biz Connection Optimize Your Online Marketing   Resources Show notes, images, and listener comments How to Price Your Art free report Art Biz Connection artist membership   Quotes “I realized I had to create this world that I was producing.” — Geoffrey Gorman “You are the number one expert about your work in the world.” — Geoffrey Gorman “A lot of old benchmarks are now gone for artists.” — Geoffrey Gorman “There are so many opportunities for us as artists out there.” — Geoffrey Gorman “Your best resource is another artist.” — Geoffrey Gorman   Guest Bio Geoffrey Gorman was born in Paris, France, but eventually moved to and grew up on an old horse farm in the countryside near Baltimore, Maryland. The dilapidated architecture and abandoned quarries of his childhood influence and inspire the found material sculptures the artist creates today. Gorman has worked as a contemporary furniture designer, gallery dealer, curator, and art consultant before becoming a full-time professional artist. He has exhibited nationally and internationally, including in China and South Korea. Gorman’s work is in public and private collections, including the Racine Art Museum and the University of Colorado.

If you have ever wanted to shoot the breeze with a gallerist, you will want to pay close attention to this episode of The Art Biz. I’m joined today by Jeremy Tessmer, the gallery director at Sullivan Goss Gallery in Santa Barbara, California. In our conversation, Jeremy shares his views of artist’s professionalism, what he thinks of online platforms, and how he taught himself art history (and why that was important to him). Jeremy describes Sullivan Goss as an on-ramp for collectors and artists—one that connects their roster of local, regional, national, and international artists. You’ll hear him discuss 3 qualities that he looks for in artists, two of which are non-negotiable, and how he views the artists in his gallery as a family. He says that “dealers should have some sense of responsibility for the well-being of their artists,” and, as you listen to our conversation, you’ll understand why that has become so important to him. Highlights The niche that the Sullivan Goss Gallery fills and Jeremy’s role within it. (2:37) Sullivan Goss is an on-ramp gallery with the aim of expanding the art world. (7:49) The different art world need to become more aware of each other. (10:05) Jeremy’s journey from writer and tech specialist to art gallerist. (14:04) Is it important for artists to be steeped in art history? (23:34) Overcoming the anxiety of influence to connect with other artists. (26:21) The 3 qualities Jeremy looks for in the artists he represents. (33:30) The responsibility a gallery has for nurturing its artists’ careers. (36:10) The value of understanding the long game and defining your real interest in an artist’s career. (41:11) Things an artist should never say or do to gain the attention of a gallerist. (46:18)   Mentioned Sullivan Goss Gallery Alfred Stieglitz’s Gallery- An American Place Milton Avery exhibition at The Wadsworth Atheneum David Zwirner’s Platform Harold Bloom’s Anxiety of Influence Susan McDonnell Art Sullivan Goss on Instagram @sullivangoss Jeremy Tessmer Arts on Instagram @jeremyarts   The Art Biz Connection Optimize Your Online Marketing   Resources Show notes, images, and listener comments How to Price Your Art free report Art Biz Connection artist membership   Guest Bio Jeremy Tessmer is the Gallery Director and Curator of vintage American art at Sullivan Goss. He has been with the firm almost 20 years, working in every area of the business, including: curation, sales, marketing, and design of everything from exhibition spaces to internal databases and processes. He has special knowledge of the American Modern movement, especially as it occurred on the West Coast. He has also been heavily involved with the gallery’s publication program, helping to produce nineteen books and numerous catalogs, including those on local artists Ray Strong and Hank Pitcher.