If it's not the weather, it's
the economic climate. A downturn does not
mean that it's time to put the brakes on your
art business. Do so and you might skid right
off your path. If you slow down, it will only
take you longer to build up momentum again.
Steady acceleration and a clear focus on what
is ahead will propel you safely through
unexpected turns and position you for the
next upswing.
You can't pay rent and buy food with art
work. Wishing that your art sales were
stronger won't make it so. There is no shame
in behaving responsibly and taking action
where you can. If you are not
generating
enough income to be self-supporting right
now, you have at least three choices:
- Get a grant
- Take a part-time or full-time job in a
thriving industry
- Or, find audiences with a budget and
desire for art
Before you moan about getting a "real job," I
am certainly not telling you to dump your art
career. Basic products and services are
recession-proof. You can earn income by
working in these industries or by selling art
to people who have money to spare.
A.C.T. 301 member Bruce
Marion's standards for his art business
are timeless:
- Create the best artwork;
- Continue to evolve as an artist and a
business person;
- Be in the best shows and galleries that
promote and sell well;
- Have a high class home show of new work
for collectors;
- Create excellent promotional materials:
brochures, postcards, website;
- Continue to build reputation;
- Be internationally recognized;
- Publish a book of work;
- Create new licensing opportunities.
Bruce rides out temporary fluctuations by
having multiple sources of income. Galleries
show his abstract paintings; an international
publisher sells posters and Giclees of his
originals. Bruce also participates in a 3
month long show where affluent collectors are
coming back to purchase more of his art each
year.
Consider yourself "unemployable" and prefer
more entrepreneurial ways? Instead of letting
the evening news depress you, see how
thriving sectors could support your art
business. Apply your creative eye to the
greene$t pastures in the economic landscape,
for example:
Health Care: Art entertains and heals.
Waiting areas, hallways and elevators are
perfect places to temporarily divert people's
attention from the reasons they are in a
health care facility. A hospital I visited
had Andy Warhol prints on the walls, along
with a more recent original. That told me
that there was a current budget and someone
managing the collection. The gift shop was
woefully bare of artful items. Since the work
of local artists was on the walls, you can
see the opportunities to bring the artists
and viewers closer together - cards and fine
art gifts for starters. The same artists
could piggy-back on the concerts already
being offered on Sundays. Why not add an art
demonstration or class for patients,
caregivers and friends.
Education: Teaching art in the formal
education system requires credentials and a
lot of stamina. The hours and the type of
instruction may suit career artists, but some
people prefer local art classes as creative
outlets for the stresses in their lives. You
can offer private and group lessons in your
own studio, the local arts organization or
commercial venues. Even at the top ski
destination in the world, I discovered a tiny
art studio offering classes in fused glass,
ceramics and collage. Imagine the untapped
possibilities for plein air painting or
nature photography!
Ultra Luxury: The top 1% of income
earners can ride out most fluctuations and
still live well. The art collectors among
them continue to buy art from people they
trust and who provide the art and the
experience that makes them feel assured of
making the right choice. In the global
economy, when one door closes, another opens.
As the U.S. economy slows, China and India
are heating up so much that executive
recruitment firms are experiencing up to 25%
growth. These transplanted executives need
art for their homes and offices. The person
assigned to taking care of expatriate needs
abroad might well be grateful for your
assistance with expert advice about art and
cultural experiences.
"If you want to recession-proof your
career, the key is to focus on work that
continues even when most people don't have
disposable income to spend." Thanks to
reader Amy S. Quinn who passed along an article
with 22 more recession-proof industries.