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Q: What invaluable art business lesson did you learn in the past year?

Barbara's studio

Barbara’s studio

A:  I have decided that it IS necessary to work with art galleries.  During my thirty years as an artist, I have been represented by two dozen galleries and found most to be disappointing.  For the past few years I have focused extensively on social media and other sorts of creative marketing.  My efforts have built significant name recognition – many more people around the world know about me and my work – but my collector base has not expanded as much as I would have liked.  So I have revised my marketing strategy to include gallery representation.

Comments are welcome! 

Q: Would you speak about the practical realities – time and expenses – involved in making your pastel-on-sandpaper paintings? What might people be surprised to learn about this aspect of art-making?

Studio

Studio

A:  I have often said that this work is labor-intensive.  In a good year I can complete five or six large (38″ x 58″) pastel paintings.  In 2013 I am on track to make four, or, on average, one completed painting every three months.  I try to spend between thirty-five and forty hours a week in the studio.  Of course, I don’t work continuously all day long.  I work for awhile, step back, look, make changes and additions, think, make more changes, step back, etc.  Still, hundreds of hours go into making each piece in the “Black Paintings” series, if we count only the actual execution.  There is also much thinking and preparation – there is no way to measure this – that happen before I ever get to stand before an empty piece of sandpaper and begin.

As far as current expenses, they are upwards of $12,000 per painting.  Here is a partial breakdown:

$4500    New York studio, rent and utilities ($1350/month) for three months                                         

$2500    Supplies, including frames (between $1500 – $1700), photographs, pastels (pro-rated), paper                  

$2000    Foreign travel to find the cultural objects, masks, etc. depicted in my work (approximate, pro-rated)                                                   

$3000    Business expenses, such as computer-related expenses, website, marketing, advertising, etc.                                                                      

This list leaves out many items, most notably compensation for my time, shipping and exhibition expenses, costs of training (i.e. ongoing photography classes), photography equipment, etc.  Given my overhead, the paintings are always priced at the bare minimum that will allow me to continue making art. 

I wonder:  ARE people surprised by these numbers?  Anyone who has ever tried it knows that art is a tough road.  Long ago I stopped thinking about the cost and began doing whatever is necessary to make the best paintings.  The quality of the work and my evolution as an artist are paramount now.  This is my life’s work, after all.  

Comments are welcome!