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It is a frequently heard and repeated comment, and sometimes complaint, that contemporary art is created by artists who dont actually know how to paint. This need not be a negative thing, however; for example at the Royal Swedish Academy of Arts there is no separate department of painting and drawing, not because the artists cannot paint or draw, but because the philosophy of the Academy is that everything is included in design, and therefore that it is appropriate to teach it altogether in a school. The idea behind teaching skills in this way is that contemporary artists should first of all be able to think, not create blindly and thoughtlessly. There is no doubt that technique is important but without thought, an artwork will have no idea and soul, which means in turn that it would not touch modern viewers in a meaningful or lasting way.

Todays high-tech era supplies us with cameras, and day by day they have more and more possibilities. These cameras can capture the landscape even better than a painter, when it comes to simple accuracy, so a real painter must add something from himself (he must express his idea in the work) in order to make his landscape a masterpiece. In other words, contemporary art finds inspiration and importance in the idea that the idea behind art is more important than the physical form it takes.

An authentic piece of artwork has many levels of perception and associations. If different viewers have a different reaction to the artwork it just underlines the artistic quality of the work. The principal goal of most contemporary artists is to push the public to think.

Many people can`t understand contemporary art because it requires some knowledge of what has already been done and what is going on in art now. This can come either from education or from an interest in art. When you are buying a new washing machine, dont you read the instructions before use? The adoption of new technology takes some time and we take that as a matter of course. Contemporary art expects the same, and also demands that we put the effort into understanding the background that informs what is in front of us.

The problem of understanding contemporary art occurs because the majority of people often mix up the definitions of contemporary art and the art business, and they are not the same. Why is it that more often we hear conversations about prices than about the artworks? The answer is that money is a factor that can be understood by everybody. You might not have a clue about the painting (about what it is, what is valuable in it), but you will understand its price very well. But at the same time, cultural value is not always directly proportional to its financial expression. Art that is able to change and influence the world, that is a powerful not only cultural but also political and social force won`t be selling in the supermarkets in the capacity of Christmas presents. It requires knowledge and sensitivity to appreciate its value.

This week’s email question asks, “How can I turn my art hobby into a business?”
Basically, this question could be answered with just one answer…You have to start treating your art hobby as a business!
You have to take your art hobby seriously or not one else will.  It means that once and for all you have to decide to be a serious artist, painter, sculptor, wood carver, photographer or whatever it is you do in your art hobby.

I am presuming you think about your art a good portion of the day and now you must take the steps to do things like building your portfolio, creating an art resume, launching a website, starting a Blog and/or joining a local art group or on line art community and all of these things can be done for free if you know where to look for them.  You may still have a “day job” to keep putting beans on the table, but you must pursue your art passion as if your life depends on it because it does.
It must become one of your most important tasks to put your work in front of the right people so they will remember you when they think of buying a piece of art.  Many artists are uncomfortable with this simple idea of self-promotion, but hear this loud and clear, for whatever reason it is that makes you uncomfortable, without self-promotion there will be no buyers for your arts and crafts.
It is important to be unique with your arts and crafts.  Use promo mailers, your website and think outside the box to make ways for it to stand out.  My motto has always been live locally and think globally.
Be relevant by creating your own style and aim for that style’s specific markets making sure you are promoting yourself to the best of your ability.  Collect emails of the people who like that specific style and send them an email and link to each new work you create making sure that link has a “buy now” free PayPal button on it so they can do some impulse buying, using their credit card even if you are not equipped to take credit cards locally.  The money will go directly into your bank account and you will receive an email notice where to send the purchase.
Create a consistent style of art and stay fresh by inspiring others and doing things that inspire you.  Keep social networks going and when someone invests in one of your works of arts or crafts have a pre-printed testimonial form for them to quickly fill out and then use that form to promote your Blog or website. Make connections and develop relationships in your community so that whenever anyone talks about arts or crafts they think of you.
A common mistake many artists make is sending out an email or a promotional mailer and sitting back waiting for someone to respond.  That rarely happens so you will need to keep your marketing efforts on a regular schedule in order to stay on people’s radar as they see that you are constantly creating new work and growing as an artist.  At the same time you have to try and not overdo it and annoy anyone or they will remember you for all the wrong reasons.
It never hurts to try and grab your prospective buyers by doing something new and exciting.  You might want to ask your local bank, museum or library to allow you to do a public showing.  You might offer them a 20% fee made payable to their favorite charity or local cause should you sell something.  If your library does not allow sales on the premises, then arrange for buyers to pay out in the parking lot. Get creative!
Self promotion does not have to be painful; it just has to be consistent. A simple way is to invest in business cards that have your picture, your name, telephone number, email, website (if applicable) and your studio address on it then give out 10 a day.  I always put directions to our studio on the back of the card since that is a whole wasted space when left unused, plus it makes you stand out since rarely does anyone else do anything like that.  When everyone else is in black and white, always use color. You will find that not many artists do this small simple thing of investing in business cards.  Another way is to turn your car into a mobile “bill board” by having it lettered to say the name of your art studio and telephone number and/or website.
That is how you will be able to turn your art hobby into a business.
May the Creative Force be with you! 

Arlene Wright-Correll

Can I Sell My Artwork?

Is art more than a hobby or a part-time profession for you? Do you wonder if you could turn your love of art into a full-time art career? Is it even possible? It is! According to the Bureau of Labor Statistics, more than half of all artists are self-employed, and earning income from selling their artwork.

Making art for a living can be extremely rewarding but may not be for every artist. In addition to knowing how to create beautiful artwork, you need to know how to assess your work, how much to charge, who to sell it to – and how to market yourself. Selling art for income is like any other business you need to have knowledge of marketing and business administration to become successful. You might be the next Monet but if you don’t know how to get your artwork in front of potential buyers, you wont succeed as a professional artist.

For an artist, there is nothing more rewarding than making your art and sharing those creations with the world except maybe, also earning a living from doing what you love!

What Kind of Artist Are You?

Do you create traditional pieces of art? Are you an abstract artist, or want to get into selling abstract art?

Abstract art is color and form and lines and shapes used in a non-representational manner. Modern painting and sculpture that depart from the idea of art as an imitation of nature are considered abstract. The painting or sculpture might have started out looking like something easily identifiable; but due to distortions and alterations, it is not anymore.

Contrary to those who exclaim “My five-year-old could do that!”, abstract art is not easy to create. In fact, Kandinsky claimed that, “Of all the arts, abstract painting is the most difficult.”

The subject of abstract paintings are the colors, lines, and shapes; not something generally recognizable. According to World Encyclopedia, “There are two main types of non-objective art: expressionist, which is fundamentally emotional, spontaneous and personal; and geometrical, which works from the premise that geometry is the only discipline precise and universal enough to express our intellectual and emotional longings.”

Wassily Kandinsky, often credited with the invention of the abstract art movement, said “Abstraction allows man to see with his mind what he cannot physically see with his eyes… Abstract art enables the artist to perceive beyond the tangible, to extract the infinite out of the finite. It is the emancipation of the mind. It is an explosion into unknown areas.”

If you see yourself (and your art) in these descriptions, and abstract art is already a hobby or a passion, you may want to try making art for a living.

Make a Living Selling Art

Do you have acrylic, oil, or watercolor paintings, abstract artwork, or other contemporary art, that you would like to sell? Once you have a body of work, you will need to figure out how to sell abstract art. To increase your chances of selling your abstract art, you will need to show it to the largest number of people possible.

One way to get started selling abstract art or other artwork is through a website. You can set up a website inexpensively and showcase your work. The hard part is learning how to get your website in front of potential buyers. You may want to start by visiting websites that exist solely for the purpose of helping you sell your art. A few sites that both amateur and professional artists use are Yessy.com, MyArtSpace.com, and Etsy.com.

Also, you should check out the local art scene. Sign up for art shows and exhibitions. Include your own website URL on your business cards and flyers (yes, you need business cards as a professional artist!) Think about bringing your pieces to local galleries for display and exposure. Networking is crucial for artists looking to sell their artwork just as it is for any other self-employed business owner. Getting to know people in the field is just as important as getting the word out about your art.

When I think of all the time and effort I put into a painting and then the joy of selling it or perhaps not selling it, I then wonder on why or why not it sold.

If it sold it is gone and I have to start another one.  If it does not sell then it is because the right buyer has not come along or perhaps my price is not affordable to the viewing art investor.

This is a real problem for most artists and the solution is really simple to sell a sold work of art over and over again or create works that become affordable to those who do not want to invest in an original painting.

 For a painting such as this one the simple solution is in what is called Giclee prints which one can produce in their studio with minimum time and effort and high long-term returns or the artist can have someone else reproduce them at sometimes a slightly higher expensive cost. 

In the beginning I used to do all this myself, but then I still had to spend time marketing them to say nothing of having some pretty good equipment to do it.   However, along the way I have discovered companies on line who will give me an internet gallery for free to display say 4 or 6 paintings or for a very low monthly charge, my own private internet gallery that shows as many paintings as I want to display and they do the advertising on a much larger scale budget than I could ever conceive of spending.  Since I retain all my copyrights and licenses on my art work they have me put in a base price of what I want for different size reproductions of each painting I display and they then add their costs and the profit margin they want and a beautiful "win-win" situation is created for both parties.

These companies have sophisticated websites that allow the prospective art buyer to view each painting in several types of displays such as the painting on canvas in various sizes, framed or unframed, as a print on glossy or matte paper, framed or unframed, as a poster, even as a note card, greeting cards, post cards, mugs, tiles, coasters or whatever I want to sell in my on-line gallery.  The buyer can even view the Giclee reproductions within many different kinds of frames.  The prospective buyer makes a decision, pays by credit card or PayPal, the company creates what the buyer wants with their far more sophisticated equipment, ships it to him or her and sends me my royalty.  In my description that company even lets the buyer that if the original is still available they can contact me to buy it.  It can't get any better than that as far as I am concerned since I have not "touched" any of this.

I now have another income stream, I have more time to create other works of art, I have my Giclee works hanging in other people's homes and offices and I have developed the art of "recreating one's art efforts."

So the next time you are in our neck of the woods, stop in for a visit where "Art Only is Spoken Here©" and if you have an arts and crafts questions, just email me at askarlene@scrtc.com

"Tread the Earth Lightly"

and in the meantime… may your day be filled with…

Peace, Light and Love,

Arlene Wright-Correll

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This week’s “Art Only Spoken Here” question asks, “I would like to know if you have any other tips on how I can market my art on the internet?  I need to do it in very low budget way, but reach buyers beyond my local marketplace.”
Just about anyone and everyone can get a web page very inexpensively on the internet today and that is the good news.  Setting up your on-line gallery is one of the most important things you can do.  Either set up your own through some server or find an existing art gallery where they allow you to set up your own gallery within theirs and make sure they allow you to put up pictures, creates links and put in your web page site in the event you have one. I make sure they have and I make use of their Face Book, twitter and other links.  If you want stuff on the internet, make sure it is the stuff you want on the internet.

There are many of them out there and if you want to know more you can give me a call or stop by the studio to visit and talk about this.  Back in 1982 I had to hire someone for $12,000.00 to get me going and then pay $2500.00 a year to keep my site up.  Now I know how easy it is and the best deal I have found so far is a site called weblogger for only $189.00 per year and for the past 7 years it has allowed me to simply build and edit my site as often as I want adding pictures, links, whatever. It is idiot proof and to my way of thinking the best game in town!  However, there are some things that I do that I feel makes me stand out above the crowd and that is what each artist has to do.  So do some research and developments on how other artists are marketing themselves.
Whenever I finish a work of art I create an artist signed and numbered Certificate of Authenticity, an artist bio and that is incased in a glassine folder along with my business card that has not only my picture on it, but my complete information on the front and complete driving directions to my studio on the back. This is now attached to the back of my work of art.  Also when I advertise my art work I make sure that I tell any potential buyer about the artwork, my inspiration for it, I mention it comes with an artist signed and numbered Certificate of Authenticity and an artist bio. This creates the start of provenance, from the French provenir, "to come from", refers to the chronology of the ownership or location of an historical object including art.  If you research other selling artists work you will rarely see something like this mentioned and I feel it makes me stand out above the crowd.
Whenever I do a commission piece for anyone I take a photo of it and create at least 4 postcards of the painting with the backs of the cards blank except for the standard post card information and include them with the work when I mail it to the buyer along with a note of thanks for their business.  The note also states the post cards are included in the event they want to tell their friends and family about their latest acquisition.  On the front of the post card and under the picture I also put a small text box that states, “Another commission work of art created by award winning International artist, Arlene Wright-Correll and my phone number and email”.  Once those cards are mailed out I have created free advertisement for myself. You will be surprised how this will make your stand out above the crowd.
I like to make cards and post cards and I find that they are easy and inexpensive to do nowadays with home computers and printers.  I also like to do cartoons and sketches using the national holidays other than Christmas.  The front of the cards have my drawing or sketch, the insides are blank and the back of them have a textbox saying what I want to say such as the title, my name, email, telephone number, website, and anything I may want to say here.  They also include an envelope.  These can be used to send to my favorite customers, sold, or included as a gift when I ship something off to a buyer of an internet sale thus creating another free advertisement when used and I find that this makes me stand out above the crowd.
When you sell something on the internet, try giving free shipping or a free gift.  Further investigation of sellers marketing something similar to your artwork may not be doing that and you will stand out among them.  Just add the estimated price of shipping into your sale price.  Make sure you say free shipping within the USAsimply because shipping goes sky high outside the USA.  If you are offering free shipping put a time on it stating free shipping until whatever the end of the month is or during the month of ?????.  What could the free gift be?  Perhaps a dozen post cards, a half dozen note cards with envelopes or even something you may have received free yourself in a buy one get one free deal.  Make sure you put a note in your package saying the free gift is a thank you for being your customer.
Another tip is to put your art into as many on-line galleries as you can. Make sure they allow you to delete your offering the minute it sells either from your own gallery or another. Keep on top of this as they get upset if you cannot deliver when they sell one of your pieces of art.
The important thing to remember here is it takes time to get results especially in a recession economy like we are experiencing right now as art buying is not everyone’s priority.  It is also the time to forge ahead creatively while everyone else is cutting back. The 2nd important thing is patience.  It is a lot of extra work and you may not get results right away.  You also need to be habitual and to do whatever you chose to do to make yourself stand out above the crowd constantly.
May the Creative Force be With You….

Arlene Wright-Correll
If your birthday falls between August 1st, & August 31st stop in for a visit at Avalon Stained Glass School & Creativity Center during our business hours and pick up your free birthday gift. There is nothing to buy and these birthday gifts will range from $10.00 to $150.00 so it might be your lucky day.  Questions?  Just email me at askarlene@scrtc.com

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This week’s question asks:  “What does licensing art mean and how can I do it?”
Answer: The word "license" means the "freedom to do something." So when you give a company a license to use your art, which means you are giving them the freedom or ability to use your art in a certain way, on a certain type of product, for a certain period of time, and with certain restrictions on usage and they pay you an whatever amount you both finally agree upon whether it might be a one time fee or a percentage of everything they sell.

It is important to know the difference between "copyrights" and "reproduction rights." While you own the copyright to your art for 75 or 90 years from the time you created it — whether or not you've registered that copyright with the U.S. Copyright Office — you also own the reproduction rights to your art. That means that no one can reproduce your art without your OK.  However, when you sign a license with a company, you're selling them the right to reproduce your art in a very narrow, specific way and for a very limited period of time, generally several years.
There are some trade secrets that are used by many professional artists and these may be helpful to you.  Though you may enjoy painting long and narrow or round works of art I suggest you paint on flat surfaces in the sizes of 18” x 24” or 9” x 12”.  Once you have a design accepted the company can crop it into circles or rectangles or whatever.  Why flat surfaces?  Most businesses who make their living selling art related products want to license two dimensional images.  This includes acrylics, gouache, watercolor and oils on paper, board or canvases.  Lately they are accepting digital art also.
Make sure the art you want to license includes a full background and that it is painted to the edges.  The company that buys your art will be able to crop out any background should they not want a colored background.
Though you may be an excellent sketch or pen and ink artist you will have to deal with color because buyers of licensed products want color, the more brilliant, richer and higher density the better.  If you are a landscape artist make sure your work has a good focal point that allows the viewer to go into it.
Don’t offer the company you are wooing a whole lot of different selections. Remember they are probably going to reproduce whatever they buy in a series or sets or even for calendars.  Take 4 of your best works and then do different sets of those four images remembering to think only in terms of 4 images that fit together and you will greatly improve your chance at getting these images licensed.  With this tip in mind do not think along the lines of “niche” marketing such as painting only your grandchildren or dogs or any other kind of a certain animal even if you are very good at it.  This limits you very much in the licensing market.  If you lucky enough to be are able to see what that business carries in their licensed line it will give you a very good idea of what they are accepting.  Even though I just gave some advice about the “niche” marketing you may have to stay generic as long as the dogs, children, landscapes and people seem to be any kind or anyone in any place.  In other words if you are an abstract artist there may be little space for your works in the licensing world.
Should you be lucky enough to secure a licensing agreement make sure someone smarter than you i.e. a licensing attorney reads it over for you prior to you getting excited enough to sign it.  Make sure there is a date where the licensing business has to start marketing your product, make sure there is an ending date, usually 2 or 3 years from commencement date and make sure there is an "indemnification clause" which says that the company will protect you from any lawsuits that might arise from any of their business activities which in any way relate to products carrying your art (so that you're protected if, say, a child swallows a product with your art on it and the parents sue).
Never allow them to gain the copyright for any of your pieces of art or gain full and complete reproduction rights to any of your art; or to gain the right to sublicense your art to other companies without your having to approve and sign each specific sublicensing agreement and never allow them to gain ownership of your original works of art as part of the licensing agreement. These are just a few of the many things you will have to make sure are covered.
May the Creative Force be with you!

Arlene Wright-Correll