Art Marketing for Artists Who Want to Change the World

by Clint Watson

It all clicked when I read the following statement by Hugh MacLeod, “What an utterly lovely grain of sand you are. . . . too bad you’re lying on a beach.”

After you’ve created remarkable idea-amplifying artwork, you have to have conversations.  Marketing is conversations.  Ignore your friendly magazine salesperson and/or uniformed “guru” who tells you it’s all about “branding:”  “branding” is for sissies – MARKETING. IS. CONVERSATIONS. (If you’re having conversations, you’ll “automatically” develop a “brand”).   You have to have smart conversations that are interesting to other people and not all about you and your artwork.  You have to have conversations that are so interesting that the people you’re conversing with want to bring their other friends into the conversation.  And you have to be the leader.

But you can’t be the leader by declaring yourself the leader, you just have to be the most passionate, authoritative and interesting voice in the conversation – then you’ll automatically become the leader.  Have conversations that are indirectly related to your artwork.  If your blogging, post images of your artwork that are related to the current conversation, that serve to augment and amplify the current conversation, but don’t just pimp your work shamelessly.  Engage people.  After a while, you’ll find that you have a group of people who are interested in talking with you and who seem to like your artwork, maybe some of those people have even bought some.

Successful artists want to change the world. They are Outside Zebras that avoid the Herd, they live on the edge, they make purple cows that become Blue Monsters via smart conversations with their clan. This post is going to be a bit of a ramble about marketing art…just a a way to get some ideas out of my head and into the “sphere.” Lately, I’ve been reading a lot of stuff written by marketing guys like Seth Godin and Hugh …..digesting their ideas, mentally combining their ideas with my own thoughts…..and thinking a lot about how it all applies to art. Sometimes it seems like […]

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Cartoon by Hugh MacLeod –