Printmaking Today | Spring

Having worked in the arts for over 25 years, it is always nice to share some top tips on what we’ve learnt. For the Spring issue of Printmaking Today, we were able to offer “A useful guide to making yourself stand out and insight to what a specialist arts agency can offer.”

For those who want to concentrate on the creative process, there are professionals who can help manage an artist’s external interests such as reputation, sales and development. But where to start?

Short Extracts

…A good place might be a ‘new market gallery’ whose presentation and artists excite you. These younger galleries do not necessarily following the traditional model of exclusive artist representation. Many are keen to connect with new talent and several offer an artist consultancy service (charged at a day rate) to review bodies of work and do an ‘audit’ of how to raise profile and ultimately sales. Working with someone who has knowledge of the market can offer a useful fresh perspective on your work.

…Part of your audit will be to determine who your audience is and how best to reach them. Established artists will know who their collectors are but as you grow your practice, you might want to look at where your most loyal collectors originated and ask why. Almost every artist will say that friends and family were the first to buy works… but have you ever asked why? The reason is usually because they ‘know the story’ behind the work and can instantly relate to it. Storytelling is crucial. 

… Critical acclaim is often the ultimate ambition for any artist. If your public facing profile is consistent – your website and social media accounts authentic and your motivations well communicated – journalists will use it when they come to write about your work and exhibitions. The key, however, is to get their attention and this often relies on the expertise and relationships formed by specialist arts PR agencies or galleries. A good agency should be able to connect you with journalists, promote exhibitions and get your story out there. When you notice an exhibition gaining good quality publicity, do a bit of digging to see who is behind the campaign.