Finding a Market
by Steve Popkin
Many artists
feel that they lose creativity if they begin
changing their artwork for the marketplace and give
up what makes them fulfilled as an artist. I
recommend doing some soul searching on what makes
you happy.Why not find a
market that wants what you have to offer? Now, you
may be saying that's exactly what I want to do! Well
you're going to need to do some research again. The
word "research" sometimes sends chills down
peoples's spines for it means work. Not hard work,
but it does take some work. But this work can pay
off handsomely in the long run. Here is some
suggestions on how to do some market research:
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1. Go to your local
public library and ask your librarian if they carry
a reference book by SRDS called Lifestyle Analysis.
This book will give you a wealth of information on
lifestyle interests of people across the country
(USA that is). If you are viewing this article
outside the US, see if there is a similar guide in
your library. This guide breaks down about 75
different interests that people have, where they are
located, how popular it is in various areas, etc. By
doing this before diving head into a series of
pieces you will discover if you have a "buying
market" where you are planning to sell your pieces.
I am not telling you to design around the interest
level of the area (although you could) but to find
out if there is an interest in your type of work.
2. Do research
using search engines such as
www.google.com to see
if there is an interest in your type of art and
subject media. How many search results come back?
Are there a lot of advertisers competing for the
"sponsored ads" on the sides of the pages? This will
indicate that people are willing to pay for this
traffic and there is a demand for this art.
3. Go to local art
shows and see if other "like or similar" artists are
successfully selling their work. If you are not
timid go up to the artist and introduce yourself and
engage in conversation. If you approach them in a
friendly manner, many will be happy to share with
you what has been working well for them and if the
art is being bought. If you do not feel comfortable
going up to the displaying artist, then watch from a
distance and see if people are visiting their booths
or walking right by. Are people stopping and looking
or not even paying attention? Take notes! Look what
people are carrying away from the art
shows...paintings, sculpture, ceramics,
jewelry...etc.
4.
Go to galleries and local stores that would carry
the type of work you create. Look for what is
selling for them and what doesn't. Ask the
salespeople what people buy and what they ask for.
Once again you need to ask if you want answers.
These are some
methods for finding out what is selling in your area
and what is not. Now back to what I originally
said...don't change for the marketplace. You may not
want to change but just realize that after doing the
above research, if you find that your form of art is
not being sought in the art marketplace you may have
to get more creative in your marketing. How can you
create a market for your work? How can you make
prospective buyers want what you have to offer? I
tend to try to create my work with this in mind.
What can I create that satisfies my needs as an
artist yet meets the buying market. There can be a
happy medium.
If your work does
not have a ready and knowledgeable buying audience,
you may be sitting on pieces for a while. My last
suggestion is to do an art show and survey people
that go by on their viewpoint in regards to your
art. What do they like about it? What does it
communicate to them? Is it something that they would
want to own? What would make them want to own it?
Why don't they like it? What they would like to see
you make? Take your results and evaluate. Can you
adapt or do you need to create the interest level?
Compromise is not a bad thing...is it?
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