Art Marketing: Do Artists Solve Problems? Do Artists Provide Value? Let’s Find Out!
Marketing and business advice for entrepreneurs is as plentiful and varied as all of the paint drops on my studio floor. Well, I actually paint in my garage, but you get the idea.
One of the most common pieces of advice that I continue to hear is that a business, especially in its social media strategy, must provide value.
Is this true for artists? Is this true for all businesses?
Let’s get this question answered so we, as artists, know what to do.
Please comment below, hit like or share. I would LOVE to know what you think! xoxo
Immediately, I reached out to Hayley Price - creator and owner of The Scouted Studio and The Art Coaching Club. I knew her background as an artist plus a gallery owner would give her a valuable perspective. The Scouted Studio is an amazing online gallery and I am so proud to be represented by it. Thanks, Hayley!
Hayley Price: As an artist, art business coach and gallery owner, I️ have to believe that artists provide immense value, but a question I️ often get asked by artists is “what problem does my art actually solve?”
There is no quick answer, but I️ do think art is a solution to many issues. We have to think about why people buy art in the first place. There are a few main reasons: they fall in love with the piece, they need a wall filled, they want their homes to tell a certain story about who they are, they are gifted art or they are given direction about what to purchase.
Let’s dive into these.
First, if someone buys artwork because they have an emotional or physical reaction that causes them to have to have it, then that art is providing tangible value to the client every time they look at it. Simultaneously, it is solving the problem that without that piece the client would be lacking the joy it brings them every day.
Next, a client might simply need a wall filled. In this case art is proving value through filling a void and adding in something new.
Other art buyers might purchase work because they want their home to tell a story about who they are: Christian (faith-inspired artwork), well-travelled (art from exotic locations), intelligent (art that evokes thought), wealthy (art that is known to be costly), tasteful (art that other tastemakers have), etc. The list goes on. We all care about how we are perceived and art can facilitate telling those stories.
Some people are given art. In this case, art serves the purpose of reminding the receiver of the kindness of the giver.
Lastly, some art buyers are given art or given direction about what to purchase by friends, family, or designers. In this case, the client doesn’t necessarily know what they want but they know they want something and their walls to be filled a certain way. In this case, art is giving the client something to answer their call.
Finally, our homes are where we spend the most of our time. Our surroundings affect our health, our mood, our relationships, and so much more. Therefore, the items we surround ourselves with can have a direct impact on how we feel every day. Art isn't just pretty, it can impact its owners both inwardly and outwardly every time they see it.
