Dear ,
As we step into April, I find myself drawn to discussions surrounding the purpose of the art market, the costs associated with art-making, and the significance of selling artworks. In this letter, I'd like to share some reflections and concerns that have been on my mind.
I often feel that a general understanding of what art is easily falls into the notion of a product for sale, a luxury item. This basic capitalistic notion seems to disregard that art encompasses an ongoing process or practice and is not just a thing made for consumption. Even artists sometimes lose this fundamental connection between art-making and the drive of an artist's life. Objects, recordings, and public sharings emanating from that practice occasionally find their way into the realm of the market. Still, the pursuit of a "successful artistic life" should not be correlated to art market success. Also, hating or loving the art market are not your only options. They're not even practical alternatives when your relationship with art can be free, intimate, mysterious, and surprising if you stop thinking about how what you're creating will fit into the world or be purchased. While I sell, buy, and go to galleries, my creative process is completely disconnected from the art market as a frame, destiny, or end. Not aiming for the market is entirely okay, and it's liberating on many levels that one has to experience to understand. Art is not a product, but we can sell, circulate, and show some pieces from past stages of an art-making process if we, artists, want to.
If this is a business, artists must admit that they should be entrepreneurs if they want to keep a presence in the market.
Assuming that I have a piece or pieces I'm okay with selling, showing, sharing, etc., it's interesting to appreciate its value before discussing the price. It's essential to understand the relationship between value and price. When the value is clear and meets desire, we can figure out a price. Price is not just about size, materials, time spent making, or the lines of an artist's CV. Finding value is meeting desire for the exchange involving at least two parts. To sell/pay for art in the society we live in, not necessarily as a luxury but as a precious thing representing a lot of different meanings, one has to make peace with money. If you are complaining about art costs, we're in trouble. If you are complaining about paying for other people's labor, services, or products because you are an artist, you're in deep trouble. Moreover, artists should not only aspire to sell when they have something they want to sell but also to appreciate and buy art from other artists. It's a basic two-way street. Reciprocate and circulate the energy. I'm not interested in demonizing or depending on the art market, I feel free to come and go as I want, without concerns and resistances. Of course, I see a lot of questionable movements (dishonesty, speculation, exploitation) not just from the market but in all parts of the art world, including from artists. Nobody is innocent, but most of the time, people in this field are trying to do good.
If you felt uncomfortable with my statement that “you should buy art if you want to sell your art,” and you can't deal with that kind of discomfort, you might want to stop reading now. Otherwise, here I go: break free from the "starving-poor-me" artist stereotype once and for all, please. Cultivate a mindset that empowers you to navigate the complexities of the world and the art world with confidence and resilience. It's about not identifying anymore as a victim or an eternal complainer but understanding the nuances of society, the art systems, and the art commerce while remaining true to your creative integrity and vision. Think and stop to reproduce other people's discourses. Money is not good or bad. Intentions are. Question intentions, and you shall be mindfully free.
I'm not condemning Instagram ads; we need them to promote and circulate our work, services, and names in the world, but next time you get a promo post on Insta with the idea that there are simple "five (or fifty!) secrets of making more money selling your art," maybe consider that these coaches offerings are oversimplifying a complex reality, or exploiting one's eagerness for miracle money-making formulas. And if your art extends beyond commercialization, such advice probably does not resonate with your artistic values. Similarly, mentoring advertisements promising to secure success and prestige through "get more grants" or "learn from the top artists" should be approached with caution. Evaluate them carefully. The terms should align with your context and goals as an artist.
These topics are complex, requiring careful consideration and reflection. As artists, we should strive to maintain the integrity of our creative process while also recognizing the value and significance of selling and sharing our work. We should also approach opportunities and advice with a critical eye and evaluate them based on our own purpose. I hope this letter encourages you to continue reflecting independently on these important topics.
Sincerely,
Carolina Paz UA Artist Founder and Director
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