Image: Selfie Barber Shop via Tumblr
At lunch recently, I was seated between the two sides of the creative world. On one side sat the crazily inspiring Emilya Colliver from Art Pharmacy, a powerhouse of a woman, who doesn’t identify as an artist herself, yet has a degree in fine arts, presents an arts show on pay TV, guides street art walking tours around Sydney’s inner west and nurtures emerging visual artists through her online platform and involvement in Sydney’s Other Art Fair. On my other side sat the engaging, insightful and charming Kymba Burrows, talented illustrator, creator of beautiful limited edition prints, cards and textiles and a graphic designer and branding specialist to boot.
Both are forging successful careers and businesses in the arts with passion, integrity and creativity. Both are part of a complex ecosystem of creators, advocates and sales people. Both are committed to being a part of an arts industry that is progressive, thriving and profitable.I left reminded that, wherever we fit in the arts ecosystem, we are in this together.
Too often, however, I find myself front row to a litany of complaints from both creatives and those who represent and sell their work, as if they were adversaries rather than part of a powerful symbiotic relationship. A gallery, agent, online shop or retail outlet, is an interface between artist and the public and in most cases if their business is afloat, they are experienced sales people. Over time, they’ve built what is the equivalent of their fan base and they have regular customers who like what they’re doing and respect their taste and recommendations. These people want to see an artist’s creative work reach a market as much as the creator does.
On the flipside no artist means no product! Retailers need professional artists who create work that is high quality, saleable and priced right. They rely on creatives who know their stuff and have developed their craft, usually over many years and with considerable financial investment. The artist is the lifeblood of their business.
Both artist and seller are vital to health of this kind of arts industry relationship and here are some things to bear in mind so both artist and seller can mutually nurture that symbiotic connection.
For artists
If you’re a creative working with a gallery, agent or third party seller, it’s in your interest to make their job as easy as possible.
- Make your stuff really easy for them to sell. It’s a win-win situation. Yes, they take a commission or profit from your creativity, but they’re the ones who are building a business over time doing that icky selly part that you probably don’t want to do, while reaching markets that you probably don’t have access to. So, just like you deserve to be paid for your creative work, they deserve to be paid for their efforts selling your creative work. Make their job easy.
- Have a really great product description or bio that sells the benefits of your creations and the integrity of you as a creator.
- Make sure you have really good, high quality, professional images. Photos can make or break a sale.
- Be available to participate in promotional activities like process videos, compilation CDs, showcases, interviews and Q&As. These kinds of activities have a benefit to both you and the business that is representing you. Work together.
- Make it easy for the gallery or the seller to stock more of your work. Be on time with orders and have a plan to meet unexpected high demand.
- Let them know when you’ve made a new body of work or when you have new products that you think they might be interested in.
- Keep communication lines open and clear and foster gratitude for each other.
For creative businesses
If your business is built on the work of creative professionals here are some ways you can nurture this arrangement.
- If you’re stocking an artist’s work and you sell it you need to pay them for it straight away! (You would be amazed how often this doesn’t happen!) Artists have had to outlay not only their time, but also money on materials, paints, workspace, production, promotional materials, packaging and more and they need to have that cash flow coming in.
- If you’re stocking hand-made products and artwork, then you need to make sure that you are properly insured in order to take good care of these art works in case of a theft, fire, or other unexpected occurrence.
- Make sure you have in place contracts that protect both of you. This might be an expectation of what each party is going to contribute.
- Keep a clear ledger on what’s in stock, what the wholesale price is, and what the retail price is or agreements on commissions. Make sure all these things are in writing. That protects both of you in this arrangement.
- Hand made product takes time so give creatives decent lead time if things are selling well and you know that you would like more in the nearish future!
- Do what you can to actively promote your artists, whether that’s in store, online, through your socials or during your sales pitches, it’s great for both of your businesses.
- Keep communication lines open and clear and foster gratitude for each other.
- Artists and agents, be fair when you’re working with each other! Together, you have the power to create a thriving business which is good news for everyone involved and for the arts in general.
Regardless of where you fit in this symbiotic arts industry relationship, I can help your arts business to thrive. Check out my artist services or stARTup e-course for more on how I can support your best creative life.
