The Biggest Change in Art Business.

In the last decade, the way artists sell their artwork has entirely changed. Art galleries used to be on top of the list of art sales channels. Today, art galleries are at the bottom of the list. Direct-to-consumer online sales are leading the top sales channels for many artists. But the reality shows that currently there are two tales of art business outcomes. On one hand, some artists are thriving and prospering in this new virtual environment and easily achieving six-figure sales. On the other hand, many artists are still struggling to build successful art businesses despite joining the online world. The difference between the two tales is the ability of the artist to truly understand the new rules of art business.

Think Global

Traditional art businesses used to be relatively localized. Artists were influenced and inspired by their local environment, and then created artwork for local audiences. In other words, artists were constrained by the local trends and interests. As a result, artists were obligated to customize their artwork to serve local audiences. Unfortunately, this was the case for a very long time. For centuries, artists learned that they need to compromise their artistic work to cater to their local audiences, and in order to attract more sales and make a sustainable living. Artists who refused to follow the local trends have suffered financially and couldn’t achieve a stable career as full-time artists.

However, the last decade, has witnessed the biggest change in art business. Nowadays, artists can truly be themselves, illustrate the belief inspiring their artwork, and yet, attract thousands (if not millions) of people who care about that very same belief. Artists are no longer limited to their local environment, but rather, can reach millions around the world who are eager to admire, purchase and collect their artwork. Today, artists from all walks of life are nurturing their artistic talent, while being faithful to their beliefs, attracting loyal followers and financially prospering doing what they love – art.

Three Rules

Artists who succeed in the online world of art business learn and apply three basic rules. First, they discover the belief inspiring their artwork, attract people who share the same belief, and then establish their belief-based tribe. Second, they convert their tribe members into lifelong customers who admire, purchase and collect the artist’s work. Third, they automate the selling of their artwork without any technical skills, by utilizing easy-to-implement processes and technology.

Rule I

The belief-based tribe approach is the most effective artist branding strategy to selling artwork. The artist is now able to discover the belief inspiring their artwork and how they want to impact the world. Then, communicate that belief clearly and consistently through their artwork, website, and social media pages. And let the internet algorithms do their magic. People who share the same belief will show up, and eventually, will admire, purchase and collect that artist's artwork. It’s a win-win situation. The artist is freely and genuinely expressing themselves through their artwork. Tribe members are sincerely interested in the artist and their artwork because it supports their belief and what they care about.

Rule 2

Once an artist has established their loyal tribe or base of followers who share the same belief. It becomes much easier for the artist to sell their artwork. For example, imagine an artist who has established a tribe of followers who believe that child labor is unethical and must be stopped. When that artists presents their artwork, illustrating a young child with teary eyes staring at a playground, the tribe members will immediately and profoundly connect with the artwork. Tribe members are no longer looking at a piece of art, but rather feeling what the artwork represents and stands for. Those tribe members will gladly admire, purchase and collect the artwork, because they care – deeply care.

Rule 3

Artists are no longer required to have any technical skill set to automate the selling of their artwork and scale their art business to six-figure sales or beyond. The current state of technology, tools, and Apps is usability-centric. This means, the technology is becoming more and more accessible, easy-to-use, and user-friendly. In other words, if an artist can create an email account, then they probably can perform most the tasks necessary to automate and scale their art business. In addition, the cost of these tools is at all-time low and affordability is no longer an issue for most artists. The biggest advantage of this new era of easy-to-use and affordable technology is scalability. Once an artists has established a tribe of followers, the technology will enable the artist to attract similar audiences who share the same belief, and then rapidly scale their followers base and hence their lifelong customers and sales.

A Bright Future

Here is an interesting fact; the belief-based tribes approach is not a new idea. But, it's the new environment of technology and internet that empowers this idea to flourish, and become the most effective approach to selling artwork. It is the shift from local to global. The math is simple, it’s difficult for artists to find people interested in their artwork from a one-thousand-member population, but it’s much easier to find people interested in the artwork from a multi-million-member population.

The future of art and artists is bright. Artists no longer need to compromise to create art for their audiences. But rather, artists can easily create an audience for their art. As artists, we feel free and limitless in this new era of online art business.

Start today! Discover the belief inspiring your artwork, establish your tribe, and prosper as a full-time artist!