Watch the Video:

Listen to the Audios:


Aletta de Wal
Artist Advisor & Art Marketing Strategist







Fabienne Bismuth
3-D Artist






Huguette May
2-D Artist





Read Their Stories:

Aletta de Wal
Fabienne Bismuth
Huguette May

You will need Adobe Reader to view these files. Get it here, it's free.








« Internet Marketing That is Affordable and Really Works For You - Part 1 | Main | Motivation: How to Build a Healthy Art Business That Leads to Sales »

Art Business: You Are Not the Lone Ranger

Eyes tired?   Listen to "You Are Not the Lone Ranger" 


White Horse Image I was reading an article in a well-known art magazine and there it was again. A phrase that makes me cringe every time -  "stable of artists."  I want to shout back "Artists are not horses!"

But it got me thinking about myths about gallery representation. Especially the romantic notion that one day you will meet the gallery dealer of your dreams.  This savior from all things marketing will come riding in on a white stallion. You will jump on and enjoy the ride. Nice image for a painting or sculpture, but not likely to happen in real life.

Put yourself in the picture of a band of riders looking for gold. To find it requires cooperation among the riders: gallery dealer, gallery staff, artist and patrons. The prize nugget (your art) goes from you to a dealer to a collector.
You have to take the reins to ride with this posse:

Wear the hat of an entrepreneur. Know what you want, go after it and drive the marketing of your art.

Sharpen your spurs. Have studio shows. Donate art to auctions. Get critical attention. Go to lectures and openings.
 Cowboy Image
Get introductions to other riders. Network with artists, dealers, museum curators, arts writers, collectors, your photographer or framer.

Take the lead. Research galleries. Look for a match with your career stage and subject matter.  Be visible to people you want to ride with.

Ride with business partners. Make sure they can get you closer to the audience for your work.
Bring resources to the ride.  Share your mailing list and marketing ideas.

When you all align your business goals you may just strike it rich. Hi ho Silver!
What are you waiting for? ACT now.


If you want to join a group of artists for a fun workout, meet us in Pasadena this month. Last one out of the barn cleans the stalls.

PrintView Printer Friendly Version

EmailEmail Article to Friend

Reader Comments

There are no comments for this journal entry. To create a new comment, use the form below.

PostPost a New Comment

Enter your information below to add a new comment.

My response is on my own website »
Author Email (optional):
Author URL (optional):
Some HTML allowed: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <code> <em> <i> <strike> <strong>