The successful artists in this world are brands. Like it or not, Jeff Koons is a brand, Elizabeth Gilbert is a brand, U2 is a brand.
Brands are an expression of belief systems. We are drawn to a particular brand when its values aligns with ours. Our purchases are mostly to remind ourselves and the world around us of who we are.
Art also communicates a belief system. First and foremost, it communicates the belief system of the artist. If the artist is successful in the creation of the work, the message is clear.
The artist statement is a written expression of the artist’s belief system, an articulation of the artist’s brand. This is why the artist statement is always requested, yet it is often the most ineffective piece of sales material produced. Yes, your artist statement is a piece of sales material.
Artists often mistake the “sell” to be about them, most often it is not. A fine distinction to make here is the difference between someone buying you vs. buying your brand.
A collector is buying a piece of your work because it confirms, validates, reminds the collector of something about themselves. The work looks the collector in the eye, and says, “I echo something important within you. I am an extension of you.” Art is about the person who buys it.
The artist statement is an opportunity for the artist to clarify their belief system and why the particular work in question matters and has value.
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Johannes
Thanks so much for reading. You should also check out the blog my gallery partner and I write: http://www.baangandburne.com/blog
I am about to switch gears and start writing about travel and being on the road for a while. But on the other blog the art business thoughts continues.
Good food for thought. I have been working with mentoring for visual artists and some of the questions you raise are very valid.
I’m glad to hear such positive feedbacks. Please feel free to RT this post or share it on facebook with your clients if you think it will help them. At my gallery’s blog: http://www.baangandburne.com/blog/ there is also a free ebook availble for artists in how to change their mindset and take everything up a notch. I would love some feedback from you on it when you get a chance.
Thank you for sharing this point. My business is built upon the knowledge that a successful artist is an effective brand. It’s a hard pill for our artist friends to swallow. I just try to council them on the fact that being brand wise doesn’t have to dictate the imagery, it just has to communicate consistency about the imagery.
Hello! I agree with you whole heartedly. I find it sad and challenging that most artists have a hard time in accepting themselves as a brand and seeing their artistic career as a business that needs to be managed and promoted like any other business. They seem to feel that money taints the art somehow. My gallery partners actually got into a twitter argument w/ someone when they insisted that art and money doesn’t mix.
The best part about accepting that you (the artist) are a brand is that you understand that you have the control to shape perceptions. If you don’t want to be corporate, then don’t, and if you do, then do. Staking a claim to who you are and what you stand for, then broadcasting that consistently (through your work, your interactions, etc.) is really all the branding you’ll ever need. That’s why the word “brand” has recently been usurped in favor of “reputation.” If you’re already managing your rep, you’re branding.
Thanks for the well articulated insight! Jeremy has it completely right in Branding = Reputation.
That’s why I rewrote mine. I hope it is more descriptive and serves to help sell my work in a more effective way. Thank you.
Of course. I hope you are getting better responds and traction with your new statement!