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Business

Selling your Art without selling your soul

Bill Farnsworth · Jul 7, 2014 · Leave a Comment

Bill Farnsworth "Lily pads" Oil on Canvas 14 x 18
“Lily pads”, by Bill Farnsworth, Oil on Canvas 14 x 18
Choosing to make your art career a full time occupation that pays your bills has always been a daunting challenge.
In the past parents discouraged their kids from becoming an artist because many starve. Thus starving artist. But if this is truly what you want to do, you must be “all in” and go at it with not only your passionate artist heart, but the mind of a business person. My background as an illustrator gave me a thick skin when it came to rejection and from that I knew the “art ride” would be a roller coaster. One success would erase 10 failures.
When I entered the illustration field the big names where already established so I had to hustle even more. Dragging my portfolio all over New York sometimes felt like I was invisible.
My portfolio had to be relevant for the times. I would look at magazines and books on the stand and see what was selling. Was it something I wanted to do or was even capable of? So I had to redo my book every few years as I gained more tear sheets from jobs, showing only my best.
 
Fine Art is no different in the marketing aspect. What are galleries showing and will my work fit? Some galleries only show abstract while others feature mostly representational or a mix.
Bill Farnsworth "Chewin' the fat" Oil 24 x 36
“Chewin’ the fat” by Bill Farnsworth, Oil 24 x 36
The gallery might love your work, but if it overlap’s with another artist they may pass on you. That’s actually a sign of a good gallery, because they are protecting their other artists from competition within the gallery.
Another big consideration is your price structure. When just starting your prices should be low with gradual increases annually based on sales, exposure, awards, etc.
Your price structure will be a factor when entering a gallery. If you are low it might hurt the other artists and if you are high collectors might pass you by favoring a lower priced artist. It is the job of the gallery to educate collectors as to why this artist demands their prices.
As you build your sales, it’s important to increase your price structure gradually, because if you go too high too soon you can never go back down. If a collector buys your painting and finds out you had a fire sale on the same size painting they will not be happy and you may lose a loyal collector.
Most galleries will show art that reflects the area, so depending on the region your scene of palm trees may only sell in galleries along the Gulf Stream. Ideally, if your subject matter sells in any gallery you will be able to rotate your work through all your galleries for each season.
Framing your painting is the packaging for your product. The right frame will either make your painting sing or groan. I see many good paintings with cheap frames that suggest the artist doesn’t care about the final presentation.
Fine Art SoldWhen you have finally broken into a gallery, you are in a trial mode. The gallery owner needs to get a reaction from your art. Collectors have to gravitate to your art and with the help of the gallery may decide to purchase your painting. Red sticker “Sold”!
This is such a big thrill for an artist, because the Collector wants to live with your art. It is the very best compliment.
Now your stock in the gallery has gone up and after a few sales you might be offered a show.
The best galleries will suggest but never tell you what to paint. If seascapes are selling then paint them. My subject matter is fairly broad so I might have several different things I like to paint that collectors like as well.

When your art isn’t selling don’t panic! “There is a collector for every painting”

Bill Farnsworth "Invitation" Oil on Canvas 21 x 17
“Invitation” by Bill Farnsworth, Oil on Canvas 21 x 17
This is when all artists think their careers are over. Paintings aren’t moving and we second guess what we are painting. This is a critical time to take a step back and review your body of work and Galleries. That’s when taking a trip to a new place, visiting museums and maybe taking a workshop from another artist you respect could renew you.
Paintings could sit in a Gallery for a couple years and then a Collector walks in. Or you may move the same work into another gallery and it sells quickly.
The main thing is you must never lose your pure excitement and passion for painting.
If you are excited about what you are painting others will feel that too. Painting something that you think might sell cannot stand by itself without the passion. This will reflect a struggle and collectors will ignore it.
As artist’s, we constantly learn from each other and it’s great to spend time and share your thoughts. Teaching workshops not only is an added source of income but helps you verbally articulate what you do. This well improve your painting skill when teaching others. Your students may also be future collectors.

Advertising, Website, and Social Media

Taking out ads in art magazines, maintaining a strong website, and using all forms of social media puts you out there. You may be a Master in your own studio but if no one knows about you, It might as well be a hobby.
I find my website is being looked at every day whether it is 15 or 100 people. I use FASO, and this site helps me upload and change my site whenever I want. It also gives me website traffic info. What are folks looking at, for how long and what part of the country are they from.
More and more collectors are looking at websites, so it is probably your single most important vehicle to put you out there. More articles on websites for artists.
Social media, like Facebook is a lot of fun and sometimes a huge time killer.
When I am done with a painting I’ll post a few of them on Facebook to get a reaction. Sort of a pre-marketing thing. General public reaction can give you a good idea of how well collectors might view it.
If anything, it gives us an ego stroke if other artists “comment”, or ” like it”. The camaraderie of social media helps artists gain encouragement and we all need that, as long it doesn’t over inflate our ego.
Finding the balance between the business side of art and staying true to ourselves as artist’s maybe different for each of us. Making a living as an artist is a great calling that hopefully improves other people’s lives as well as letting you have a wonderful and full life.

Legally Protecting Your Artwork

Susan Abma · Nov 11, 2013 · 1 Comment

Attorney Bill Frazier, who specializes in art-related legal issues, spoke to OPA artists at the national exhibition in Fredericksburg, Texas.

He told the audience that it is very important to have a written agreement rather than just a verbal agreement with their galleries. A number of artists ran into serious issues, and resulting losses, when galleries went bankrupt and the artists’ works were considered to be assets of the galleries and not the artists. “Every artist and gallery should have some kind of written agreement about the artwork.”

Empty Gallery
Check to see that a gallery is displaying your artwork and make sure your contract states that the artwork is not an asset of the gallery.
Image courtesy of aopsan at FreeDigitalPhotos.net

Among the items that should be in the agreement, Frazier recommends that the contract clearly identifies the artwork, medium and size, and that it also stipulates who pays for framing and advertising, whether discounts may be offered and who absorbs any discounts the gallery may offer to a client, and what would happen in the event of a bankruptcy. He said to be sure the contract states that the artwork is not an asset of the gallery. Most states have consignment laws that deal with this relationship. This is important because otherwise, he said, the laws that govern most other products in retail establishments also govern art. Above all, he added, “When you have an agreement presented to you, make sure you understand the terms of the contract before you sign.” To protect yourself against losses, Frazier said to “keep up with your galleries. Go to the gallery – make sure they are showing your work. The bottom line is: this is a business. You are producing a product.”
Copyright
For full legal protection, include your name, copyright symbol and year of completion on every image and on every web page.
Image courtesy of Stuart Miles at FreeDigitalPhotos.net

Frazier also discussed some of the common misconceptions with copyright. He said that while many artists believe their signature on an artwork is sufficient, “for full American legal protection put the copyright symbol on the front of the image. You do not have to, but I recommend to my US clients that they do it.” “The only term that is legally sufficient is the word ‘copyright’ or the copyright symbol: ©.” “It is still not going to keep anyone from stealing anything off your website, but it’s better than nothing.” To avoid internet piracy, he said, “The best you can do is try to have a standard practice on your website of using the copyright notice, which is your name, copyright symbol and year of completion on every image and on every page.” He recommended artists check the website FBI.gov for more information on intellectual property theft. But in order to sue for copyright infringement, it (the piece of artwork) has to be legally registered with the copyright office, said Frazier. More information is available on their website at www.copyright.gov. He also reminded the artists, “One thing to remember about copyright (law) is that it changes frequently.” And, he adds, you have five years to file for copyright registration from the date of completion of the artwork.
Frazier also cautioned the OPA artists to be careful if selling their work by auction. “A lot of problems occur for artists at auctions. I suggest you never participate in a ‘without reserve’ auction.” Then, he adds, “if the auction house does sell it below the reserve price, they have to make up the difference to you.” A ‘with reserve’ auction is one in which there is a reserve price below which the artwork cannot be sold.

Montana attorney Bill Frazier specializes in art-related legal issues representing artists, galleries, collectors and museums. He is author of more than 350 articles for national art and legal publications, including a regular column in Art of the West Magazine.

Moving Beyond The Receipt Shoebox: Practical Accounting And Administration For Artists

Oil Painters of America · Oct 14, 2013 · 2 Comments

Presented by OPA Signature Member Kurt Anderson at the 2010 Oil Painters of America National Exhibition.

Business Organizing for Artists

General Rules for Good Organization

All artists should keep track of their expenses.  They are deductible and will save on taxes!
Keeping track of expenses should be made a priority.  If the artist says instead that he will work on the expenses when he has time, that time will never develop.  Develop a habit.  Set aside a certain number of hours per week or a day per month to do your administration and accounting.
The artist has to multi-task and be organized as he is running a one-person business.

The Well Organized Workspace

File FoldersKurt uses two bulletin boards.

  • One is a gallery board. He provides a spot on the board for each gallery where he is exhibiting.  He attaches prints or 4×6 photos of paintings he has in the gallery.  He includes the size, title, and price on the back of the photos.
  • On another bulletin board he attaches announcements and prospectuses for invitational shows.  He posts workshops, shows and mailings that are pending.

Inbox Files

A separate file box is set up by Kurt for each type of accounting activity.  They are labeled “To Do”, “Receipts and Statements”, “Address Updates”, and “To File”.  He uses an accordion file for the receipts and statements.

Art Income and Expense the IRS Way

Oil PaintRecords should be maintained in such a way that they can be easily recorded on income tax forms.  Kurt uses two files..one for “entered” and the other for “not entered”.  He uses the accounting program “Quicken”.

BUSINESS EXPENSE WORKSHEET:
Art Income: This is separated between Form 1099 Income and Non-1099 Income.
Supplies: Includes office supplies, postage stamps.  It is not necessary to keep an inventory for Schedule C.  All materials should be posted to “Supplies”.
Communications: Internet, Biz and Telephone, Biz.
Advertising: Printing and Reproduction
Ads
Travel:
Meals & Entertainment: Divide between 50% (travel. Only category that is not a dollar for dollar expense for IRS) and 100% (company parties)
Legal & Professional Fees: Includes dues
Contract Labor: Models, limited services
Misc. Expense: Postage & Delivery
Subscriptions.

 

HOME OFFICE EXPENSE WORKSHEET:This provides information for determining percentage use of certain expenses which may be deducted for IRS.
Maintenance & Repairs: House and studio
Utilities: Gas and Electricity
Improvements: Studio only

 

VEHICLE EXPENSE:Either of two methods may be used.  The artist should keep track of miles driven in the car for each place he goes and record which are for art purposes.  At the end of the year he should add up the total art miles.

  1. The easy way is to use the “standard mileage” method. This involves calculating the total art miles times an IRS approved rate per mile.
  2. The other method involves calculating all vehicle costs. When there are sizeable repairs it is possible that this way will provide a greater deduction than the “standard mileage” method.  This method involves keeping track of expenses by categories of: Gas, Oil, Tires, Repairs & Maintenance, Insurance Year End Mileage, Business Miles.

Non-Business IRS Records

In order to prepare the IRS income tax records, it is necessary to keep track of a number of non-art income and expense items.

  • Spouse’s W-2
  • Interest Income (from form 1099-int)
  • Dependent Care Expense (separated by provider.  Need his EIN or SSN.)  These expenses should be separated by each dependent.
  • Donations and Tax Credits (donation receipts, private schools (scholarship organization), public schools)
  • During audience discussion of “Donations” involving artwork, it was suggested that if the artist has received a check from an auction and then writes a check for the commission, the commission m ay be listed as a contribution to the sponsoring organization.  Another suggested option was that an artist could swap a painting with another artist and donate it, thereby being enabled to take a deduction for the full amount of the value.
  • Homeowner’s Expense (Property Tax, Homeowner’s Insurance, Mortgage Interest (form 1098)
  • Auto Registration Fees (artist’s car and spouse’s car)
  • Medical Expenses.  (All receipts added by category of Prescriptions, Medical             Professional Fees including Dental, Eyewear and Eye Exams and Health Insurance)
  • Quarterly Estimated Tax Payments are normally required for an artist.

 

Methodology for Maintaining Records

Paint brushesSeveral package programs are available for maintaining accounting records such as Turbo Tax Online or Quicken.  Kurt enters all cash expenses as well as check and credit card expenses.  Downloads may be made from online banking and credit cards to Quicken
Income and expenses may also be recorded in a spreadsheet.  At the end of the year, data can be transferred from Quicken to an Excel spreadsheet.
Keep an inventory of art.  (See “The Well Organized Workspace” above).  While not needed for IRS, it is essential that the artist keep an accurate inventory of available work.
Maintain good Gallery and Customer Relations.
Have a website and keep it updated continuously with new work.
Make a Business Plan.  Have one for One Year, Five Years and Ten Years.

Check List for your Administration Day:

  • Update Email – respond/file
  • Update Inboxes – To Do, Receipts & Statements, Address Updates, To File
  • Update Calendar
  • Update Bulletin Board
  • Update Gallery Board.  Contact Galleries.
  • Update Organizer
  • Update Spreadsheet Program.  Download Bank/Credit Card Data.  Check against Receipts/Cleanup
  • Update Website
  • Review and Update Business Plan

Free Ways to Promote Your Paintings: Part I – Press Releases

Susan Blackwood OPA · Apr 22, 2013 · Leave a Comment

Press ReleaseOkay, we are kidding ourselves if we think that there isn’t a business side to art.  There is and, as you know, artists need to wear many hats in order to have a growing career.  One of those hats is “Marketing and Promoting your Paintings”.  There are many ways to do this necessary aspect of your career.  Some methods require big funds to accomplish and some methods are free.  I will be writing a series of articles on some of the free ways that you can promote your paintings and gain recognition.
One marketing hat you should wear is the “Press Release Writer” …Now, this is where the artist pales at the mere suggestion of writing an article.  Relax, press releases are one of the easiest articles to write and can make a huge difference in any event, workshop, or announcement.  Here are the basics.

  1. Start your article with these basic facts: Who, What, Where, Why and When.
    Example #1: The oil paintings (WHAT) of Skokie artist, Elizabeth Jones (WHO), will be featured in “Light and Wonder Show ” (WHY) for the month of October (WHEN) at the White Rose Gallery (WHERE), Skokie, Illinois.
  2. Elaborate upon the facts:
    Example #2: Thirty floral paintings, emphasizing the inspiration of luminosity, will be on display.
  3. Elaborate on the techniques or style of the paintings:
    Example #3: Thick juicy strokes accent the brilliant glow of these impressionist paintings.
  4. Bio on artist:
    Example #4: Elizabeth Jones, known for her romantic expression of flowers, studied oil painting and design with nationally recognized artist, Howard James. She has been an associate member of Oil Painters of America for 5 years and has been juried into 3 of the OPA regional shows.
  5. Reception:
    Example #5: The Opening Reception will be October 1st from 5 pm to 9 pm.  Artist, Elizabeth Jones, will be present to discuss her techniques. The public is welcome.
  6. Contact info:
    Example #6: White Rose Gallery is located 931 Niles Center Road, Skokie, Illinois. For more information contact Cheryl at 316-673-4196.

    For this example, that would be the end of the article. It is 143 words long. It is a short Press Release, easy for the newspaper or magazine to fit into their layouts. But you are not done yet.

  7. At the top of the article, you need to write:
    For Immediate Release
  8. At the end of the article, in order for the newspaper to be able to contact you and verify that this press release has originated in their area, you need to write:
    For more information contact:
    Elizabeth Jones (your name)
    5140 Howard Street ( your address)
    Skokie, Illinois  59715
    312- 222-5555 ( your phone number)
  9. Be sure to include a photo of one of your paintings that will be on display. Include the title, size and medium of that painting. Most newspapers are wanting digital 250 dpi images that are about 5 inches x 7 inches.

 
Here is the finished Press Release example: ( all names and information are fictional )

For Immediate Release: 
The oil paintings of Skokie artist, Elizabeth Jones, will be featured in “Light and Wonder Show” for the month of October at the White Rose Gallery, Skokie, Illinois. Thirty floral paintings, emphasizing the inspiration of luminosity, will be on display. Thick juicy strokes accent the brilliant glow of these impressionist paintings.
Elizabeth Jones, known for her romantic expression of flowers, studied oil painting and design with nationally recognized artist, Howard James. She has been an associate member of Oil Painters of America for 5 years and has been juried into 3 of the OPA regional shows. The opening reception will be October 1st from 5 pm to 9 pm.  Artist, Elizabeth Jones, will be present to discuss her techniques. The public is welcome.
White Rose Gallery is located 931, Niles Center Road, Skokie, Illinois. For more information contact Cheryl at 316 673-4196.
For more information contact:
Elizabeth Jones
5140 Howard Street
Skokie, Illinois  59715
312-222-5555

 
Write the press release based on facts, do not let it sound like an advertisement. Always write in the third person. Be aware that some newspapers are more prone to print press releases than others. In my home town, the arts have a separate insert magazine once a week that features what is happening in the arts, music, and dance. This is where art related press releases would be sent.
Submit your press release to neighboring newspapers, local magazines and, yes, national magazines. Many publications are now accepting press releases via e-mail, easy to use and to attach your photo. Call the publication first to find out the way that they prefer to receive press releases.
Each time you win an award or are juried into a regional or national show, you need to write a press release. Not only are you getting the word out to the public about your achievements, but in the process, you are introducing the editors of these publications to your work and your career. In time, this could definitely develop into an article. Press releases will awaken the general public to your work and your career. The more they know about you, the more likely they are to step up and purchase your paintings, take classes, etc.
So these are the basics. Most newspapers welcome an independent writer to aid their reporters’ efforts to keep their publication interesting. Try it! You have nothing to loose and “career recognition” to gain!

How to Keep Track of Shows That You Want to Enter (and Not Miss the Deadlines)

Susan Blackwood OPA · Feb 18, 2013 · 13 Comments

In 1998 artist Howard Friedland and I were married. Right away we could see that keeping track of two artist’s deadlines could quickly get out of control. So I devised a simple system for both of us to keep track of our paperwork. Yes, we do use an art data computer program ( Working Artist ) but that is another story. As visual creatures, we needed to put all the paper work in a spot that was easy to find and not miss the deadlines. We have used this for 15 years now and are happy to pass this on to you. From now on, you won’t miss the deadlines!

Here is our system for keeping track of shows.

It uses just a few basic tools. You will need:

  • A ring binder notebook
  • Four tabbed dividers
  • Monthly tabbed dividers (January through December)
  • Plastic sleeves
  • Any Calendar that you use
1. One Ring Binder Notebook
Binder Closed
Binder Open
2. Four Dividers for the four sections
Dividers
3. Monthly Dividers
Monthly Dividers
4. Plastic Sleeves
Plastic Sleeves
5. Your Calendar of choice
Calendar of your choice
 

Step One:

Fill out the following dividers

  • To Enter
  • To Be Accepted
  • To Be Shipped
  • To Be Returned

6-Step One

 

Step Two:

Inside of the Section To Enter – Put the monthly dividers
7-Step Two

 

Step Three: How to use the system

Now you are ready to start using the system. Make sure that you have printed information on each show that you would like to enter, including computer printouts from the on line shows.
Each time you get the printed information on a show that you want to enter or are invited to enter, put the information into a clear plastic sleeve and file it under the month that the entry or images are due.
8-Start

 

Also, at this time, put the Entry Due Date on your calendar.
9-Tabs For example: The 2012 Oil Painters of America Western Regional Show Entry was due July 13. So I put the paperwork about the show into a plastic sleeve and filed it in July. Then I wrote that entry deadline date onto my calendar.
If the entry due date is close to the beginning of a month, I put the Information into the month before. That way I am not caught by surprise at the beginning of the month.

 

At this point, the paperwork on each show will start traveling through the notebook as each next stage is met.
10-To Be Accepted

 

After you enter the show, move that plastic sleeve, containing the paperwork about that show, to the next categorythe To Be Accepted section. This is the section for all entries and applications that you are waiting to find out the results (accepted or declined).
11-To Be Shipped

 

Once you find out that you are accepted in in the show, that plastic sleeve containing the paperwork about the show moves to the To Be Shipped section.
Mark your calendar for the date that you need to ship or deliver the painting.
If you knew from the beginning that you were invited to the show then skip the To Be Accepted section and put the plastic sleeve with the paperwork on the show immediately into To Be Shipped section.
12-To Be Returned
Once you ship your painting to a show, move the plastic sleeve containing the paperwork for the show into the Waiting to Be Returned section.
This is very important because we have had one or two shows that didn’t return the paintings for a long, long time!!
Once the painting is no longer at the show, you can clear out the plastic sleeve and file your info on the show, or throw it away.

That’s it!

This is a great and easy system. We only use one book for all of the paperwork that comes in on shows for both of us.
Use the comment section below to let me know if you have any questions and how it works for you!
Don’t miss those deadlines anymore!

“Always save your best work for the shows.”– Zhiwei Tu

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