Art Force Academy

Artist Entrepreneurs: Course 3: Module 2 – Artist Portfolio Development

Artist Entrepreneurs: Course 3: Module 2 – Artist Portfolio Development

A relationship with an art consultant will be smoother if you provide the tools that assists the consultant in presenting and selling the artwork.
-Leslie Palmer-Ross

This week, Director of Art Services Leslie Palmer-Ross walks us through Working with an Art Consultant: Artist Portfolio Development in Course 3/Module 2 of the Artist Entrepreneur program. As Leslie mentions in the podcast, sometimes the actual work is needed but more often, good quality digital images with all the specifics are more critical. A a good example of a finished showcase of digital artwork can be found in our SmartArt program artwork database.

Lesson Overview:

  • Pricing
    • Be certain it is clear what the price means. Are you quoting the price to the trade or the client retail pricing?
  • Presentation
    • Know if the art consultant is interested in obtaining the work with a frame
    • If so, the work should be photographed with the frame
    • Art Force almost always buys the pieces unframed as we have our own framing department and we often are framing a collection with a “family” of frames
  • Web
    • If you have a website, keeping the content up-to-date is important for prospective buyers and art consultants
  • Buying Habits
    • Clients generally relate to the aesthetics of an image and if the size and price fit their parameters
    • Most Art Force clients are not “collectors” in the traditional sense of the word
    • Thus, the training and biography of the artists are generally less important in commercial artwork sales
  • Artist Statement
    • That being said, an artist statement and updated biography and CV are things that every artist should have available upon request
    • These elements are particularly useful for applying for art shows and grants
  • Physical Samples
    • For things like ceramics, metal, glass and acrylics, the client generally likes to touch or hold a sample
    • Simple 12 inch x 12 inch samples can be useful in these cases
  • Sketches
    • In cases of custom work, it is highly advantageous to be able to “sketch” out an idea
    • Computer art programs allow for assistance with sketching ideas

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