In last month’s blog post, I probed the question of how we determine the value of our art. It’s a very pertinent subject, particularly for us at North Coast Artists, as we slowly begin delving into the potential of gaining international exposure for our work — so for this article I’d like to explore the topic a little further.
Natasha Barnes, our guest demonstrating artist at last month’s North Coast Artists Meeting here in Durban, is internationally recognised, with her work on exhibit at galleries in major centres all around the world, and who has been a professional artist for the past 27 years. When asked the question of how to value one’s work, she responded that her art has been her business these past three decades, and as we know, experience has value. One could say that because she sees her art as an enterprise rather than in terms of her talents and skills, she has now established brand equity on a global level.
Speaking plainly, Natasha urged us all to decide whether we saw our art as a pastime or as a profession. Should choose the latter, then the best way is to view it as a business, and we should be promoting and marketing ourselves professionally as such.
Firstly, however, we need to be able to view our work as an outsider would. Not in terms of the style we’ve developed or the techniques we use, as this is where our freedom as an artist lies, but rather in terms of how our market (our potential buyers) might perceive our work and how we get them to notice us. This is also where pricing is important, and as Natasha mentioned, we should benchmark price-point relative to our experience.
Of course, it is also crucial that we have confidence in our work — and as I gaze around at the numerous pieces showcased at our monthly North Coast Artists meetings, I’m always staggered at the glorious talent on display! I had the same sentiments when perusing the multitude of incredible submissions for WASA’s recent “A Splash of Red” competition. Many of our artists are world class, yet because our reach and resources are limited, few of us believe our work to be of world class calibre. Nevertheless, I have also seen a few of our members suddenly begin to blossom, as their work starts garnering attention. So, by speaking to galleries about getting our work exhibited, with a couple of online sales or even a few commissioned works, our confidence begins to grow, and we are able to see our art in a different light, with new purpose and infinite potential.
We should never be afraid to dream big, and of our art selling throughout the world, because our perceived value changes according to how we energise it, and as that energy follows the dream, translating to actual sales, the greater our value grows. Granted, it’s a slow process, yet what’s important is that we persist, unceasingly and unerringly, with the dream!
Guy McGowan
WASA representative in Durban, KwaZulu-Natal
Chairperson of North Coast Artists, KwaZulu-Natal.