Marketing carries this undeserved stigma within the art community.
Many artists believe that marketing contradicts authenticity and pure creativity, fostering a misconception that promoting one’s art somehow diminishes its value. However, this belief is far from the truth. Historically, artists have engaged in marketing, whether they labeled it as such or not. Leonardo da Vinci, one of the most celebrated artists in history, was also a skilled marketer.
The Myth of the "Pure" Artist
The idea of the "pure" artist—someone who neither needs nor desires to market their work—is misleading. Art does not thrive in isolation; it needs to be seen, appreciated, discussed, and even purchased to sustain an artist's career. Artists are not just creators but communicators of their vision, a concept that aligns seamlessly with the essence of marketing.
Reframing Marketing: From Selling to Storytelling
For many artists, marketing is often associated with selling, which can feel inauthentic. A helpful perspective shift is to view marketing as storytelling rather than selling. Every piece of art tells a story, and marketing is simply a way of sharing that story with a broader audience. It involves creating a narrative around your work that resonates with people, encouraging them to engage with it.
Marketing as Authentic Engagement
Marketing extends beyond sales—it's about building relationships and engaging authentically with your audience. It involves listening, receiving feedback, and fostering dialogue around your work. Seen this way, marketing becomes less about promoting a product and more about nurturing a community of individuals who appreciate and connect with your artistic vision.
The term "marketing" might seem foreign or intimidating to some artists. But when examined closely, it’s clear that marketing is intricately connected to the creative process. Marketing is about storytelling, engaging, and sharing—it is as creative as the act of making art itself. Embracing this truth can lead to deeper connections with audiences, greater visibility, and ultimately, a more successful career as an artist.
