Your Art Doesn’t Have to Speak to Everybody
Sunday, 9. April 2023 22:33
It’s fairly common knowledge among artists that not everyone will like everything we produce. A piece has to resonate with an audience member to be appreciated, particularly to the point of purchase, and even then it’s a hit-or-miss proposition. Ask any artist who has rented a table at an arts fair and displayed work, or who has tried to get poetry published, or a comic accepted anywhere. In some of those instances there are gatekeepers, while in others, the art is presented directly to the potential audience—either physically or electronically. Still it’s unpredictable who will like what, and even more random when trying to determine who will buy what.
Many of us cannot afford to keep renting art show spaces, or self-publishing with no accompanying marketing effort. But we can’t not show our work; the result of that would be absolutely no sales. So we seem to be caught, and do the best we can—showing our work when opportunities we can afford present themselves, and holding back when we have no affordable alternatives. Given this situation, what are we to do?
Since not everyone is going to like everything we produce, we need to examine the relationship between our work and our potential audience. We need to realize that our work and our audience should match. This realization often leads artists to modify what they do so that what they try to say does appeal to everyone. This, of course, waters down the artist’s voice and, more importantly, the message of the piece.
Rather than modify our art, we would do better to concern ourselves with our potential audience. To increase our chances at finding those who might find our work resonant, we could do one of two things: (1) If we can find an existing potential audience whose members are interested in the sorts of things we have to say, we increase our chances of sales tremendously. (2) Failing that, we might develop an audience whose members are interested in the subject matter of our art.
The first alternative is perhaps a little easier—it means that we don’t enter every art fair we can afford, or show our work in every possible show. Rather, it means that we pick our shows carefully, that we research what sorts of work have been shown in the past and whether there are particular criteria for work that might match our own interests. Show listings are not all that difficult to find on the internet. There are a couple of web sites dedicated to directing artists to shows, and usually the criteria for the shows are clearly stated. This is not something that can be said of most art fairs.
Developing an audience is a more daunting task. However, there are at least a few conferences a year, and a number of books devoted to just that. Admittedly, these are aimed at the live theatre market; however, there is much they can teach artists in all media. Theatre folk are constantly trying to match material that they want to produce with potential audience and determine ways to increase the size of that audience. Some are very successful at it, so there is much they can teach the rest of us.
The point is that once we realize that our art doesn’t have to speak to everyone, the sales/marketing side of our artistic lives become just a little easier. Once we learn to curate and cultivate our audience, we can spend more of our time concentrating on actually making the work that matters to us, and that is the important thing.
Category:Audience, Marketing | Comment (0) | Author: Jay Burton