In recent North Coast Artists “Think-Factory” get-togethers, we’ve begun to look at how we as artists value our work (how we price our art), and, as we begin to grow in terms of exposure and marketing reach, we’ve had cause to reflect on the quality of work we are putting out there, both as the collective of North Coast Artists and as individuals.
By natural course of deduction, we are led to consider our marketability. North Coast Artists were recently invited to exhibit in Umhlanga Rocks at one of the country’s most prestigious hotels, The Oyster Box, and, based on the positive feedback received, I should like to believe that this was the start of a wonderfully symbiotic relationship, not just between our two venerable entities, but also amongst those belonging to both enterprises forming ties for the love and appreciation of art. The Oyster Box has a wonderfully eclectic curated collection of South African art that left us truly awestruck being in such august company.
I, for one, was most certainly inspired to up my game, both in terms of the level of artworks I seek to put out there, as well as the standard and quality of materials used. I am also reconsidering the manner in which I display my work (employing the quality versus quantity approach) to make it more appealing to international guests, especially those who have visited galleries and exhibitions elsewhere in the world and who are potentially discerning buyers and collectors of art.
So I’ve had an awakening of sorts as to how my work might potentially be exposed to a much broader market, where I am responsible for essentially curating my own showcase. With that in mind, I find myself taking more of a pragmatic eye-of-the-beholder approach to my work, casting myself as an art buyer or collector from abroad, with a keen eye and an unlimited budget — oh, if I were so lucky! Varied tastes and objectives notwithstanding then, what would make my work stand out to the observer, whether as an on-the-spot purchase or as an artist worthy of earmarking for future? Would an artwork of mine hold its own were it to appear on the walls of a gallery in Paris, London, or New York? Am I whimsical or grandiose in my thinking, or am I well within the realms of possibility? If it’s the latter, then how would my work need to improve or evolve in order to fulfil this potential?
All of these considerations rattle around in my pea-brain, yet at the same time, I find my perspective shifting as regards how I might market myself as an artist going forward. Despite having a lengthy career in advertising and branding behind me, it is still difficult to separate the artist from the marketer, yet in this day and age, this is exactly what we have to do — as artists, we have to imagine ourselves as a brand, not only creating our product (art) but also gaining exposure for and promoting it. This encompasses the physical presentation of our work as well as its online appeal, gaining traction, building a following, and growing the business.
Many would baulk at this suggestion, not wishing to dilute the energy of conscious creation, yet most are already involved in the marketing process in some way, whether it’s offering classes and workshops, entering competitions, submitting work for exhibitions, or sharing our work on social media.
We really have to become masters of oscillating between the left and right brain aspects of our artistic path. For me, it is always best to separate the two in terms of our time management — I know that the call to create happens when it happens, and I always try to heed that — yet we should dedicate time every day, or at least once a week, to the marketing of our brand.
We should always envisage the bigger picture when it comes to possibility and imagine ourselves occupying that space with our wonderful art. Imagine what people are saying about it and what prices our artworks are fetching at auction, in galleries, or exhibitions. That’s how we get to where we need to be — with commitment and perseverance, of course…
Please understand that although many might share my sentiments on this topic, I realise that everyone has a unique take on life, what is relevant to them, and what isn’t. So I share my mental meanderings in the hopes that somewhere along the way, other artists might gain new perspectives about themselves and their own artsy journeys.
Guy McGowan
WASA representative in Durban,
Chairperson of North Coast Artists, KwaZulu-Natal.