9.3 Market strategies for promoting new talent

Emerging artists face unique challenges in the art market. They must navigate traditional and unconventional promotion tactics to gain visibility and build their careers. From gallery representation to guerrilla marketing, various strategies can help new talent stand out.

Social media and online platforms have revolutionized how artists connect with audiences and sell their work. Leveraging these tools effectively, along with smart pricing strategies and relationship-building, can help emerging artists establish themselves in the competitive art world.

Marketing Strategies for Emerging Artists

Traditional Marketing Channels

Top images from around the web for Traditional Marketing Channels

• 

  Reading: Third-Party Sales | Principles of Marketing View original

  Is this image relevant?

• 

  Creating the Marketing Strategy | Principles of Marketing View original

  Is this image relevant?

• 

  Putting It Together: Marketing Function | Introduction to Marketing View original

  Is this image relevant?

• 

  Reading: Third-Party Sales | Principles of Marketing View original

  Is this image relevant?

• 

  Creating the Marketing Strategy | Principles of Marketing View original

  Is this image relevant?

1 of 3

Top images from around the web for Traditional Marketing Channels

• 

  Reading: Third-Party Sales | Principles of Marketing View original

  Is this image relevant?

• 

  Creating the Marketing Strategy | Principles of Marketing View original

  Is this image relevant?

• 

  Putting It Together: Marketing Function | Introduction to Marketing View original

  Is this image relevant?

• 

  Reading: Third-Party Sales | Principles of Marketing View original

  Is this image relevant?

• 

  Creating the Marketing Strategy | Principles of Marketing View original

  Is this image relevant?

1 of 3

• Gallery representation provides exposure and credibility within the established art market by showcasing an emerging artist's work in a reputable gallery space (Gagosian, David Zwirner)
• Art fairs offer opportunities for emerging artists to present their work to a wide audience of collectors, curators, and art professionals (Art Basel, Frieze)
• Exhibitions, including solo shows and group exhibitions, allow emerging artists to display their work in a curated context and attract attention from potential buyers and art world influencers (Museum of Modern Art, Whitney Biennial)
• Developing a strong and consistent brand identity is crucial for establishing an emerging artist's unique value proposition
  • A professional portfolio showcases an artist's best works and demonstrates their artistic style and evolution
  • An artist statement articulates the artist's creative vision, process, and conceptual underpinnings
  • A distinctive visual style helps an artist stand out and creates a recognizable aesthetic across their body of work (Yayoi Kusama's polka dots, Banksy's stencil art)

Unconventional Promotion Tactics

• Guerrilla marketing tactics generate buzz and attract attention to emerging artists in unconventional ways
  • Pop-up shows create temporary exhibition spaces in unexpected locations, generating a sense of exclusivity and urgency (Banksy's "Gross Domestic Product" store)
  • Street art interventions allow emerging artists to engage with public spaces and reach a broader audience beyond the traditional art world (JR's large-scale photographic installations)
  • Collaborations with brands or influencers can expose an emerging artist's work to new audiences and create cross-promotional opportunities (KAWS x Uniqlo, Takashi Murakami x Louis Vuitton)
• Public relations efforts help build an emerging artist's reputation and narrative
  • Press releases announce significant events, exhibitions, or achievements, generating media interest and coverage
  • Artist interviews provide insights into an artist's background, inspiration, and creative process, humanizing their work and creating a personal connection with audiences
  • Media coverage, including features in art publications, newspapers, and online platforms, can raise an artist's profile and attract the attention of collectors and art world professionals (Artforum, Juxtapoz, Hi-Fructose)
• Networking and building relationships with art world professionals can lead to valuable opportunities and support for emerging artists
  • Curators can include an emerging artist's work in exhibitions and help contextualize their practice within contemporary art discourse
  • Critics can provide insightful analysis and generate critical acclaim for an emerging artist's work
  • Collectors can become patrons and advocates, providing financial support and exposure for an artist's career development
• Participating in artist residencies, grants, and awards programs provides emerging artists with recognition, resources, and exposure to new audiences
  • Artist residencies offer dedicated time and space for creative exploration, experimentation, and production (Skowhegan School of Painting and Sculpture, Headlands Center for the Arts)
  • Grants provide financial support for project development, materials, and living expenses, enabling artists to focus on their practice (Pollock-Krasner Foundation, Creative Capital)
  • Awards and prizes recognize exceptional talent and achievements, validating an emerging artist's work and increasing their visibility within the art world (Turner Prize, MacArthur Fellowship)

Social Media for New Talent

Leveraging Social Media Platforms

• Instagram is a visually-driven platform that allows emerging artists to showcase their work, engage with followers, and build a digital presence through images, videos, and Instagram Stories (Petra Collins, Shantell Martin)
• Twitter enables artists to share thoughts, ideas, and updates in real-time, participate in art-related conversations, and connect with other artists, curators, and art professionals (Jerry Saltz, Kimberly Drew)
• Facebook provides a platform for artists to create professional pages, share their work, and engage with their audience through posts, events, and groups (Kehinde Wiley, Jenny Holzer)
• Engaging in online communities, forums, and hashtags related to art and specific niches can help emerging artists connect with like-minded individuals and gain visibility within their target audience
  • Participating in art challenges, prompts, or trending hashtags can increase an artist's exposure and encourage interaction with their work (#inktober, #artistsupportpledge)
  • Joining Facebook groups or online forums dedicated to art discussion, critique, or opportunities can provide valuable insights, feedback, and networking possibilities (Art Opportunities Facebook Group, r/ArtistLounge subreddit)
• Collaborating with online influencers, bloggers, and art platforms can expose an emerging artist's work to new audiences and generate traffic to their online presence
  • Guest posts or features on popular art blogs or websites can introduce an artist's work to a broader audience and provide backlinks to their own website or social media profiles (Colossal, This Is Colossal, Booooooom)
  • Partnerships with influencers or social media personalities can leverage their existing follower base and create cross-promotional opportunities (Collaborate with popular Instagram artists or YouTube art vloggers)

Online Art Marketplaces and Websites

• Online art marketplaces provide emerging artists with global reach and the ability to sell directly to collectors
  • Artsy is a leading online platform that connects artists, galleries, and collectors, offering a curated selection of artworks and editorial content
  • Saatchi Art is an online gallery that allows emerging artists to create profiles, upload their work, and sell directly to buyers worldwide
  • Etsy is a popular e-commerce platform that enables artists to set up their own shops and sell handmade, unique, or limited-edition artworks to a global audience
• Artist websites serve as a centralized hub for showcasing an emerging artist's portfolio, biography, and contact information, enabling direct communication with potential buyers and stakeholders
  • A well-designed website with high-quality images, clear navigation, and informative content can create a professional and engaging online presence
  • Including an e-commerce functionality or linking to online marketplaces can facilitate direct sales and make it easier for collectors to acquire an artist's work
• Utilizing email marketing and newsletters allows emerging artists to keep their audience informed about new works, exhibitions, and updates, fostering a loyal collector base
  • Building an email list through website sign-ups, social media, or in-person events can create a direct line of communication with interested followers
  • Sending regular newsletters with updates on new projects, upcoming exhibitions, or behind-the-scenes content can keep an artist's audience engaged and invested in their journey (Mailchimp, Constant Contact)

Pricing Strategies for Art

Competitive and Value-Based Pricing

• Competitive pricing involves researching the market and setting prices similar to those of artists with comparable experience, medium, and style, ensuring the emerging artist remains competitive
  • Analyzing prices of artists in the same genre, with similar techniques or materials, can provide a benchmark for pricing decisions (Compare prices of other emerging photographers, painters, or sculptors)
  • Considering factors such as size, complexity, and production costs can help determine a fair and competitive price point for an artwork
• Value-based pricing considers the perceived value of an emerging artist's work to collectors, taking into account factors such as uniqueness, technique, and conceptual strength
  • Unique or innovative techniques, such as custom software or unconventional materials, can justify higher prices based on the work's originality and rarity (Using 3D printing or virtual reality in art creation)
  • Strong conceptual underpinnings or thought-provoking themes can increase the perceived value of an artwork, as collectors may appreciate the intellectual depth and cultural significance (Addressing social or political issues through art)

Dynamic and Tiered Pricing

• Dynamic pricing adjusts prices based on demand, scarcity, and the artist's growing reputation over time, allowing for incremental increases as the artist gains recognition
  • Monitoring sales, exhibition history, and press coverage can help determine when to strategically raise prices to reflect an artist's increasing market value
  • Creating scarcity by limiting the production of certain works or offering exclusive pieces can justify higher price points and generate a sense of urgency among collectors (Producing limited edition prints or one-of-a-kind sculptures)
• Offering tiered pricing options can make an emerging artist's work accessible to a wider range of collectors
  • Limited edition prints or multiples provide a more affordable entry point for collectors while still maintaining the value of the original artwork (Selling signed and numbered prints of a popular painting)
  • Smaller works, such as sketches, studies, or maquettes, can be priced lower than larger or more complex pieces, appealing to collectors with varying budgets (Offering small-scale drawings or maquettes alongside larger installations)
• Bundling works, such as offering a series or collection at a discounted price, can incentivize collectors to acquire multiple pieces and establish a deeper connection with the emerging artist
  • Creating a cohesive series or theme can encourage collectors to purchase multiple works that complement each other (Selling a triptych or a set of related photographs)
  • Offering a discount for purchasing multiple works can make the acquisition more attractive and cost-effective for collectors

Payment Plans and Installment Options

• Providing payment plans or installment options can make higher-priced works more attainable for collectors and encourage sales for emerging artists
  • Breaking down the total price into smaller, more manageable payments can make it easier for collectors to budget for an artwork over time
  • Setting up automatic recurring payments or invoicing can streamline the process and ensure a steady cash flow for the artist (Monthly installments over 6 or 12 months)
• Clearly communicating payment terms, including any interest rates or fees, can help build trust and transparency with potential buyers
  • Offering incentives, such as a small discount for paying in full or for repeat collectors, can encourage faster sales and build loyalty (5% discount for full payment or for returning collectors)

Building Relationships in the Art Market

Collaborating with Art Professionals

• Gallerists and art dealers play a crucial role in promoting, selling, and supporting emerging artists
  • Establishing relationships with reputable galleries can provide industry expertise, access to collector networks, and opportunities for exhibitions and art fair participation
  • Communicating regularly with gallerists, providing updates on new works, and seeking their advice can foster a strong working relationship and ensure effective promotion of an artist's work
• Curators and museum professionals can include emerging artists in exhibitions, collections, and publications, validating their work and exposing them to institutional recognition
  • Attending exhibition openings, artist talks, and networking events can help emerging artists connect with curators and museum staff and gain insight into their interests and curatorial vision
  • Submitting proposals or applications for exhibitions, residencies, or public art projects can demonstrate an artist's professionalism and commitment to their practice (Propose a site-specific installation or a thematic group exhibition)
• Art critics and writers can generate press coverage, reviews, and critical discourse around an emerging artist's work, influencing public perception and market value
  • Providing press releases, artist statements, and high-quality images can make it easier for writers to feature an artist's work in their publications or blogs
  • Inviting critics to studio visits, exhibitions, or events can create opportunities for in-depth discussions and insights into an artist's practice, potentially leading to more substantive coverage (Invite a critic to a solo show opening or a studio visit)

Engaging with Collectors and Art Advisors

• Collectors, both private and institutional, can become patrons and advocates for emerging artists, providing financial support, exposure, and long-term commitment to their careers
  • Building genuine relationships with collectors through studio visits, private viewings, or exclusive events can create a sense of personal connection and investment in an artist's work
  • Keeping collectors informed about new works, upcoming exhibitions, or accolades can maintain their engagement and encourage further acquisitions (Send personalized updates or invitations to collectors)
• Art advisors and consultants can introduce emerging artists to their clients, facilitate sales, and provide guidance on market trends and career development strategies
  • Providing art advisors with a comprehensive portfolio, price list, and artist statement can make it easier for them to present an artist's work to potential clients
  • Seeking advice from art advisors on pricing, editioning, or framing can help ensure an artist's work aligns with market expectations and collector preferences
• Offering studio visits, private viewings, or commissioned works can create exclusive opportunities for collectors and art advisors to engage with an emerging artist's practice
  • Studio visits allow collectors to see works in progress, understand an artist's process, and develop a more intimate connection with their work (Invite collectors to a studio visit to view new works or discuss commissions)
  • Private viewings or preview events can create a sense of exclusivity and priority access for key collectors or art advisors (Host a private dinner or cocktail reception for select collectors before an exhibition opening)

Building a Professional Network

• Other artists and peers can offer mentorship, collaboration opportunities, and a sense of community, helping emerging artists navigate the challenges of the art market
  • Attending artist residencies, workshops, or conferences can provide opportunities to meet and learn from established artists and expand one's professional network (Skowhegan, Black Rock Senegal, Venice Biennale)
  • Participating in group exhibitions, open studios, or artist-run initiatives can foster a sense of camaraderie and mutual support among emerging artists (Organize a group show with fellow emerging artists or join a local artist collective)
• Joining professional organizations or associations can provide access to resources, opportunities, and a wider network of art world professionals
  • Becoming a member of organizations such as the College Art Association (CAA) or the International Association of Art Critics (AICA) can offer opportunities for professional development, networking, and exposure to industry best practices
  • Attending conferences, symposia, or panel discussions organized by these associations can provide valuable insights and connections within the art world (Attend the CAA Annual Conference or an AICA panel discussion)
• Maintaining regular communication and following up with contacts can help build lasting relationships and keep an emerging artist top-of-mind for future opportunities
  • Sending personalized thank-you notes or emails after meetings, studio visits, or exhibitions can show appreciation and reinforce positive interactions
  • Sharing updates, press mentions, or new work images can keep contacts informed about an artist's progress and achievements, increasing the likelihood of future collaborations or support (Send a quarterly newsletter or personalized updates to key contacts)