The Art Biz

Your Decision Filter: 8 Considerations for Making Decisions for Your Art Business With host Alyson Stanfield   Read the “almost” full transcript, see featured artists, and leave a comment: https://artbizsuccess.com/marketing-mix   ~ 8 CONSIDERATIONS ~ You understand WHY you are doing it. (3:04) You are willing to devote the time and energy to it. (3:32) You enjoy it or are excited about starting. (7:09) You have the systems in place to support it. (7:40) You are already doing it and are seeing results. (9:15) It plays to your strengths. (10:10) It has potential for the biggest long-term pay-off. (12:07) It has the potential for the biggest immediate pay-off. (13:26)   How Human Design has helped me make decisions. (15:07)   ~ MENTIONED ~ Please join me in the Art Biz Accelerator coaching group and community: https://artbizaccelerator.com  Human Design resource: https://jovianarchive.com   ~ ABOUT ~ Alyson Stanfield is the host of the Art Biz Podcast, founder of Art Biz Success, leader of the Art Biz Connection community of artists, and author of I’d Rather Be in the Studio: The Artist’s No-Excuse Guide to Self-Promotion. https://artbizsuccess.com

There are so many ways you can sell your art and so many different avenues for earning money from your talents. I’ve highlighted a wide variety of options for earning money from your art on The Art Biz podcast, but today’s conversation is a first. I’m joined by Katie Hunt, the founder of Proof to Product, to learn more about wholesaling. She has helped thousands of brands get their products on the shelves of large retailers like Target, Nordstrom, The Container Store, and Starbucks, as well as independent boutiques around the world. In this episode, Katie shares basic basic information about wholesaling your art. What is it? Who is it for? Who is it not for? What’s the difference between wholesaling and retailing? Where does licensing fit in? Katie is a wealth of information, and generously gives four considerations for wholesaling. And stay with me to the end of our conversation, where Katie reveals the four things she takes into account when making business decisions. Highlights Key differences between wholesaling and retailing. (4:20) The importance of selling in larger quantities at a lower price in wholesale. (6:53) How is licensing different than wholesaling? (12:20) What type of artists are a good fit for wholesaling? (13:41) Focusing on one revenue stream at a time — before wholesaling. (17:58) Foundational checkpoint number one — Is your product line strong? (20:20) Are your sales tools in place? (26:20) Outreach and marketing — detailing your artwork and your terms and conditions. (29:18) Step number four — solidifying your operations and systems. (31:07) Handling criticism and rejection when wholesaling. (32:38) Paper Camp and other resources for artists considering wholesale. (35:52) 4 considerations Katie bases every decision on. (40:50) First posted: https://artbizsuccess.com/hunt-wholesaling-podcast This Week’s Assignment This week’s assignment has 2 options. Option 1 is to review Katie’s 4 considerations for wholesaling to decide whether or not it’s a direction you want to go. If you want to see those again in a list, visit this episode at artbizpodcast.com. Katie’s format is so straightforward and she is clear that wholesaling isn’t right for everyone. If you know that wholesaling isn’t for you, go for option 2, which is to write out her list of considerations for making business decisions and keep it nearby. Adjust it to your needs and revisit it often to stay on track. Mentioned ArtBizAccelerator.com Art Biz Podcast Episode 16 with Maria Brophy Proof to Product free class Labs Paper Camp Proof to Product Podcast Katie on Instagram Resources Show notes, images, and listener comments How to Price Your Art free report Art Biz Connection artist membership Quotes “There are so many ways we can sell our art, and each one requires a different foundation.” — Katie Hunt “With wholesale, we’re talking about a very different system of the sales process, the marketing process, even the fulfillment process.” — Katie Hunt “Artists don’t have to wholesale everything they make. They can create a special segment of their product line that is for wholesale.” — Katie Hunt “Before you take the plunge into wholesaling, you need to know you have an audience.” — Katie Hunt “The more we experience with the pitching process and putting ourselves, our art and our talents out there, the stronger we become.” — Katie Hunt About My Guest Katie Hunt is the founder of Proof to Product, the host of a podcast with the same title, and a business strategist who supports product-based business owners. She has helped thousands of brands get their products on the shelves of large retailers like Target, Nordstrom, The Container Store, and Starbucks, as well as independent boutiques around the world. Katie’s work has been featured in Forbes, New York Times, Entrepreneur as well as dozens of business podcasts. She brings experience, education and a love of learning into her programs. Her strengths lie in connecting people & bringing ideas to life – brainstorming, making a plan and implementing.

This episode is a solo episode in which Alyson Stanfield, of Art Biz Success, reveals the details of the new Art Biz Accelerator program. It was recorded during an info session for members of the Art Biz Connection community and includes: 3 Success Workshops during the year Open office hours with Alyson The Salon, a group for discussing art ideas and happenings in the art world  Full membership in the Art Biz Connection community Additional training as needed First posted: https://artbizsuccess.com/podcast-accelerator  A video, complete with slides and the PDF download of all the information is available at artbizaccelerator.com right now. And if you’re listening to this later in the year, chances are good that much will still be applicable.  

Putting Artists First in Curatorial Projects with Melissa Messina Today’s conversation on The Art Biz is packed with tips and insider info. In my conversation with independent curator Melissa Messina, we discuss what an independent curator does, how Melissa finds and works with artists, and what happens during a studio visit to an artist she is (or might be) working with. You won’t want to miss the insights she shares about common mistakes she sees artists making, as well as how to correct them. Above all, Melissa shares the empowering reminder that the artist is at the center of all a curator, a museum, or a gallery does. First posted: https://artbizsuccess.com/curator-messina-podcast Highlights “I think that curator gene has always been in me.” (1:55) Melissa’s work as an independent curator. (5:32) How does a curator find their artists? (9:00) The importance of your network. (14:37) Insights from the details of Melissa’s standard project. (18:46) Scheduling projects and finding funding with fellowships. (23:55) Curating an artist's estate is the joy of Melissa’s life. (26:53) What piquesMelissa’s interest in the artists she encounters? (32:01) The cities, websites, publications, and galleries where Melissa looks for artists. (35:00) Working with galleries as an independent curator. (38:04) The role that studio visits play in a curator-artist relationship. (40:54) What curators are looking for from a studio visit. (48:51) Correcting the mistakes that too many artists make. (50:54) This Week’s Assignment Research my guest Melissa Messina and start following her on social media. Then start researching independent curators in your area and start following them. Consider inviting them into your studio for a low-stress visit—and don’t forget to offer them a drink. Mentioned ArtBizAccelerator.com Brooklyn Museum Art Papers Hyperallergic Valerie Cassel Oliver Tyson Scholars of American Art Program at Crystal Bridges Museum of American Art Melissa Messina Melissa Messina on Instagram Resources Show notes, images, and listener comments How to Price Your Art free report Art Biz Connection artist membership Quotes “I’m constantly making calculations to see where an exhibition or project might percolate out of my experiences and relationships.” — Melissa Messina “Your network is everything.” — Melissa Messina “There are some really good artists with bad attitudes, and I would much rather give the opportunity to someone who is a joy to work with.” — Melissa Messina “I think artists would do better to let go of their expectations in a studio visit.” — Melissa Messina “Without the artist and their work, there wouldn’t be anything for us to do.” — Melissa Messina About My Guest Melissa Messina is a nationally recognized arts professional who has developed thought-provoking exhibitions, dynamic site-responsive projects and engaging educational public programming both independently and in leadership positions at museums and non-profit arts organizations. For 20 years, her work with regional, national, and international artists has been presented in the U.S. in Atlanta, Kansas City, Miami, New York, New Orleans, Richmond, Savannah, and Washington, D.C., as well as in Bermuda, France, and Hong Kong. She has lectured extensively and published widely, and her research has been funded by Creative Time and The Andy Warhol Foundation, as well as by fellowships at Emory University’s Stuart A. Rose Library, Atlanta, GA, and the Crystal Bridges Museum of American Art, Bentonville, AR. In addition to serving select public and private clients, she is the curator of the Mildred Thompson Estate. She has also recently served as guest curator at the Virginia Museum of Contemporary Art, Spelman College Museum of Fine Art, the Visual Arts Center of Richmond, and the New Orleans Museum of Art, and was the co-curator of the 2018 and 2020 Bermuda Biennials. In 2017, she co-created Magnetic Fields: Expanding American Abstraction, 1960s to Today, an intergenerational exhibition highlighting 21 Black female abstract practitioners that traveled from Kemper Museum of Contemporary Art in Kansas City to The National Museum of Women in the Arts, Washington, D.C.

Alyson Stanfield, a savvy expert in personal and artistic growth, shares her insights on the importance of an annual review. She highlights three key reasons to reflect on your year: honoring your life, recognizing achievements, and preparing for the future. Alyson encourages a holistic approach, suggesting that listeners evaluate personal, artistic, learning, and business milestones. Her practical tips, including 51 guiding questions, make it easy to track growth and set intentions for the coming year.

Today’s conversation is a first. In this episode of The Art Biz I talk with Rebecca Welz, an artist who claims she’s not all that interested in the art business. But Rebecca, with her many accomplishments, still had plenty of wisdom to share. Our discussion centers around how she sees her art as part of the continuum, and how she encourages her students at Pratt Institute to think holistically about their careers. We discuss meditation, biomimicry, her projects in Guyana and Guatemala with her students, why she’s uninterested in the art business, and what she thinks artists would benefit from focusing on instead. Highlights “It’s like drawing in space.” Rebecca’s sculpture and gallery representation. (2:44) Teaching art students and exploring the unknown through meditation. (6:22) Thinking is the most important part of the creative process. (11:15) Finding art inspiration in Guyana and Guatemala. (17:04) Biomimicry—innovation inspired by nature. (22:10) The importance of experiencing inspiration from cultures outside your own. (25:35) Taking a holistic approach to your art. (31:13) Rebecca isn’t all that interested in the art business. Here’s why. (36:24) This Week’s Assignment Consider how your work is connected to forces outside itself. How is it connected to art history and to other artists? Think of all the people who make your art possible. Who made your supplies? Not the companies, but the people behind the companies. Who gathered natural pigments or precious metals? Who mixed the paints, spun the yarn, stretched the canvas, stocked the paper, or assembled the camera? Who are the people supporting your efforts? Mentioned ArtBizAccelerator.com June Kelly Gallery Pratt Institute Patricia Johnson, Rhode Island School of Design (RISD) Jay Harman: The Shark’s Paintbrush Biomimicry: AskNature.org Rebecca Welz Rebecca on Instagram Resources Show notes, images, and listener comments How to Price Your Art free report Art Biz Connection artist membership Quotes “Meditation gives me a lot of peace and equanimity and helps me deal with being a human on the planet.” — Rebecca Welz “Good artwork comes from that place of the unknown.” — Rebecca Welz “I can’t just focus on my art career because there are so many other things that I’m interested in.” — Rebecca Welz “How are you tapping into your own continuum and how’s that working for you?” — Rebecca Welz About My Guest Rebecca Welz makes steel sculptures inspired by natural wonders and ecological processes that combine to give us biodiversity. She is represented by June Kelly Gallery in New York City, where she has had numerous solo exhibitions. She has also shown at Grace Borgenicht Gallery and Bernice Steinbaum Gallery, also in New York. Rebecca’s sculptures have been in solo and group exhibitions in venues such as the Oakland Museum of California, the Heckscher Museum of Art (Huntington, NY), Butters Gallery (Portland, OR), the SciArt Center (Easton, PA), the Cherrystone Gallery (Wellfleet, MA), and Sculpturesite Gallery (San Francisco, CA). Her work can also be found in private and corporate collections, including those of Goldman Sachs, Pfizer, Merck, Prudential Life Insurance Corporation, and Sabre Corporation.  

Alexandra Squire, an artist who understands the importance of creating a strong brand, discusses her journey to becoming an artist, the significance of marketing oneself effectively, and the trade-offs that come with creating an artistic brand. She also shares insights on how she shows and sells her work, and how she manages to balance her painting and business while raising three young girls. The podcast highlights the importance of professional photography and branding, as well as the challenges and benefits of working with galleries and commissions.

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.