Artist Comment: "A gallery showed my art at a recent international art fair and dozens of other galleries showed art by hundreds of other living talented contemporary artists, and the only art the media covered was by brand name artists. I'm a talented artist and so are the others whose work was being shown. I sold one small piece and many other artists sold nothing. "
Earning a living as an artist is a complex journey, but at the same time, it's comparable in many ways to any other occupation. Take acting, for instance. Like famous artists, only a handful of actors receives media coverage on any regular basis. While contributors like Bob, the writer, and producer of famous movies gets little or no attention. In spite of Bob's lack of media write-ups, though, he earns a decent living, and like Bob, plenty of less-well-known out-of-the-spotlight artists have also figured out how to earn a decent living producing artwork and contracting their talent both online, direct from their studios and channel through art galleries... all this with little or attention from the media.
When people use the word "media" especially in Art’s industry, they generally refer to TV outlets and Art publications - television networks, and similar national and international outlets that occasionally cover art as well as, internet art sites, high profile art publications. People need to remember the role of visual media is cover art, artists and anything else that appeals to the major segment, and not people or stories with minor story-line or marketplace impact. In the same way, sports news outlets talk about the greatest athletes, music network highlights the top musicians, entertainment news is about the most talented actors, and literary news features the best-known writers. If the media reported on the less progressive artists whom only a few people are either aware of or care about, then their viewership and readers will decline, advertising revenues will dry up and they won't be considered "news media" for long.
Famous artists do attract the lion's share of media attention but not to the detriment of talented younger artists. First of all, they're genuinely famous, because they earned the attention of the marketplace. Not by trashing or denigrating the principles of the marketplace, but by getting the help they need to adapt accordingly. However, others need to remember, they started out as unknowns just like every other artist who has ever lived and gradually became famous over periods of time by consistently producing, exhibiting and selling works of art or commissioning their talent. They deserve every ounce of media attention that they get.
The good news is that since the growth of the Internet, more artwork is being presented through this media. Professionally operated websites - targeted SEO strategies - with narrower more specialized content are broadcasting work from all types of artwork and artists at various points in their careers and accomplishments.
There are plenty of smaller local, regional and specialized art magazines (both hard copy and online), blogs, websites and social networks exist which focus more on the types of art, artists and art scenes that are geo-market specific. Those media outlets introduce and feature younger unrepresented artists on a regular basis and provide content which informs the people who are interested in that artist community on all kinds of artistic activity. The facts of the marketplace, if you're a new participant or mid-career artist without representation - either gallery or agent - you'll probably appear in less recognized art’s publications, online and otherwise until you begin to obtain opportunities which attract the attention of targeted audiences and major connoisseurs. In other words, you'll have to earn your way up the ladder of success just like other successful artists.
The other good news is that thanks to social networking, artists have more options than ever before to cultivate a media campaign in ways that were impossible to even imagine only a few years ago.
With media attention and financial considerations among collectors being what they are in the art world, young and struggling artists must realize it takes more effort than making artwork. An art career is about making smart marketplace decisions. Building a support team of competent people to help navigate the numerous channels and sectors within the marketplace. Just like there is a different course in a college degree program, there are different sectors with the Art’s. To obtain media coverage the artist needs to know which media source to connect with and the role of the source in the art world. Having the right people on your team in various capacities can help an artist structure a campaign which will garner the attention of marketplace. The marketplace wants to help elevate those artists who are seeking to build a career. So, think outside the box and noise you hear and focus on developing a creative and career balance.
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