It’s a question which creatives have asked over and over with no definitive answer. The majority of artists who make big money do so by association or existing fame – in other words, people are buying their work because it’s theirs.
Think about it – if you could own a Picasso or a painting by Tom Hanks or Taylor Swift or Winston Churchill, most of us would jump at the chance! The painting itself would have monetary value due to the person who created it and it would be a
sought after item as an investment. This is where the real money is in Art.
So what about the rest of us who don’t have fame and fortune? It’s bloody difficult, I’m not going to lie. But it’s not impossible.
Firstly, you need to produce artwork that is authentic. Stop chasing what is popular and what you think might sell. You need to find your own style and shout about it! Whether it’s abstract, portraiture, landscapes, printmaking, photography, collage… you need to push forward! Explore your medium, experiment with materials and tools, have fun and create work that YOU are proud of. If you believe in your work it is infinitely easier to price and sell.
Make sure your work is easily recognisable as yours. In a gallery of art, can someone walk in and pinpoint which is yours? This doesn’t mean in has to be bright, obnoxious or insulting, it could be quietly beautiful. Whatever you’re trying to say, say it clearly.
Make yourself known! Us creatives are often introverts and don’t like putting ourselves out there. Look at Banksy! They have made a career from living silently behind their art, which speaks for itself. You absolutely must put your art where it will be seen by those who will want to own it. Who is your target audience? How can you get their attention? Facebook and Instagram take a LOT of effort and time to manage, but getting your work in to galleries is a powerful tool. Enter open calls if you can – some request an entry fee and will then take a huge commission if you make a sale, so be smart about how you do this. Don’t hand hundreds pounds over with no return on it.
Following on from that – value your work realistically. It’s a difficult decision to make and I still struggle, but you need to demonstrate that your work is worth it. If you have a clear style, have perfected your craft, use quality tools & materials, have followers and see demand for your work you can price far more highly. That demand will inform your price point. As usual, people will pay whatever something is worth to them, so be reasonable and realistic. Its easy to alienate buyers by adding a high price point that doesn’t reflect any of the above, but if you’ve proven yourself as a trustworthy and reputable artist, the sky is the limit!
Sell yourself and what makes you unique. I am a nature artist and my work is all about repurposing and using ethical practices. I use water based oils and clean up with rags, so don’t need to use chemicals that may damage the ecosystem or waterways. I photograph birds, trees, plants and fungi; I don’t go around picking things & destroying habitats. I focus on wildlife in my immediate environment, being careful to leave everything as I found it. I adore birds as they reflect the fragility of life surviving despite the brutality of our world. It’s a focus that goes right to the core of who I am.
Lastly, for most of us to actually sell and make money, you may need to diversify – but this doesn’t mean you devalue your work. For example, sell giclee (archival quality) prints of your work, or greetings cards or put your work on mugs or place settings or tea towels or whatever you want. Be careful though – the balance you need in order to make a profit can be tiny and at times, not worth it. Consider using a printing company who can give you bulk orders at reduced prices.
If you’re tempted to use home equipment such as Circuit you need to factor in the price of the machine, the substrate and consumables, as well as the cost of producing the initial artwork. To create one mug can cost a huge amount per unit which means you’re working at a loss. Do the research and be clever about how you do it.
I hope this has helped and not put you off. You absolutely can make a living as an artist, but you need to have your eyes open and work hard!
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