Contents of Art Business News - MAR-APR 2012

As the most requested magazine in the industry, Art Business News stays true to its mission of reporting the latest industry news and emerging trends driving the fine art market. ABN: The art industry's news leader since 1977.

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light on its attributes and availability, art just collects dust. Families of deceased artists who leſt an impressive oeuvre of fi ne art behind have contacted me for help to posthumously market the work, which is the wrong time in most cases. Had the artist self-promoted during his or her lifetime, things could have been diff erent.
FACT: SELF-PROMOTION IS A LEARNED SKILL
Most artists I know are either ex-
pressive personalities who seek atten- tion or introverts who shy away from it. T ough it may seem as if extroverts have the advantage when it comes to self-promotion, there are countless ex- amples of reclusive personalities who have had highly successful careers in the public eye. T e late King of Late Night, Johnny Carson, is a perfect ex- ample. He was a private person who eschewed the limelight when he was not commandeering the desk on "T e Tonight Show." Viewers would never have guessed the private Johnny from watching his smooth, suave, on-screen demeanor as host. Human nature dictates that we are
not all equally blessed in the same ways. Self-promotion does come easier for some artists than others, but if you are willing, you can learn to fi ne-tune your skills. Practice will sharpen your ability to present a self-confi dent image. Work on engaging others more
oſt en, practice talking confi dently about your work and let others see your spirit and determination. T ese attributes will energize your business. When combined with your unique art, they'll also give you a professional edge and a surefi re recipe for success.
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FACT: SELF-PROMOTION AND SELF-BELIEF ARE LINKED TRAITS
Self-belief is a powerful trait that can
help propel your career; it is the charac- teristic that powers you when others rate you against all odds. If you possess self- belief, it will help you be authentic and straightforward in your self-marketing eff orts. And that, sprinkled with exper- tise, will take you far. Self-belief is the determination to get
back up when you have been knocked down. Stories of the multitude of failures endured by great thinkers like Abraham Lincoln and T omas Edison demon- strate the power of staying the course despite the odds.
FACT: SELF-PROMOTION AND SUCCESS GO HAND-IN-HAND
When self-promotion genuinely
comes from a place of confi dence and competence, people will respond to it. We may root for the underdog, but we buy from the winners. Do we think less of Muhammad Ali because he pro- claimed, "I am the greatest?" Do we de- spise the Rolling Stones, who strut to the title of "World's Greatest Rock n' Roll Band?" When Jack Nicholson won the Golden Globe for As Good As It Gets, he laughed that it was a license for 10 more years of bad behavior on his part—and we laughed with him. You probably won't publicly declare
yourself "the world's greatest artist" anytime soon, but that shouldn't stop you from trying to be just that—or from proving your talent to others. If you un- aff ectedly exhibit self-aware swagger as a visual artist, it will pay off for you. Take clues from others where you fi nd them. T at is what you do as an artist anyway;
absorb and follow styles and techniques and interpret them in your own, unique way. Proudly use what you learn to grow and go your own way.
FACT: CONFIDENCE IS SEXY Confi dence comes easier to some
than others. But, as with painting, you can learn to master techniques that once seemed impossible to you. You can teach yourself to project confi dence. Don't let them see you sweat. Work at overcoming insecurities. Put yourself in awkward positions. Learn to talk pas- sionately about your art. Speak authori- tatively about your infl uences and how art makes you feel. If these suggestions sound too demanding, then take baby steps, and practice, practice, practice.
Here are some tasks that fall under
the umbrella of "art marketing" that will help you in your self-promotional eff orts: Comment often on the blogs
of interior designers, gallery owners or other infl uential folks who can help your career. Make your comments thoughtful and relevant to the original post, not a commercial for you. Or send personal notes congratulat- ing those same people on their recent achievements and milestones. T is will raise awareness of you and your work. Make friends with a local
media person who covers soci- ety, entertainment or even poli- tics. Don't try to pitch yourself. Ap- proach him or her in a more helpful way, such as sending useful story ideas not related to you. If you do, the residual ac- tion is bound to be useful and eff ective. Do something outrageous.
Make an art car. Paint a massive outdoor 51