Art is a deeply personal pursuit, isn’t it? So how do we navigate the balance between creativity and commercial success? Whether you’re sitting in front of a canvas, shaping clay with your hands, or sketching out the latest idea in your notebook, there’s a certain magic to creating something that speaks to your soul. But let’s be real – there’s also a certain tension when you consider that art needs to sell if you’re going to keep the lights on. Finding the balance between creating soulful, meaningful art and being commercially savvy is one of the trickiest lines to walk. It’s a bit like juggling while riding a horse and trying to keep your flat white from spilling – all at once.
So, who is your art for? Let’s unpack this, because it’s more complicated than just saying “everyone” or “no one.”
The Artistic Dilemma: Creation vs. Commercialisation
If you’re an artist, at some point, you’ve probably asked yourself: Who am I making this for? It’s not an easy question to answer. Sometimes, you’re inspired by a moment, a place, or even a memory, and it feels like the art flows out of you. Other times, maybe you’re standing there thinking, Who’s actually going to buy this? Will anyone even want this? And then the little voice inside you says, Maybe I should just make what sells?
That’s the real conundrum: balancing between creating something that has genuine meaning to you and something that others will want to buy. It’s a tightrope between being true to your craft and also making sure you don’t end up living on crisp sandwiches for the rest of your life (no judgement, but it loses its charm after a while).
Marketing: The Necessary Evil?
It’s a funny thing, marketing. Most artists cringe at the idea of having to “sell” themselves. After all, art is about expression, not sales quotas, right? And yet, marketing is as essential as your brushes, your camera, your computer, or your hands. Without it, how will anyone ever know your art even exists?
As a former marketing professional, I can tell you that marketing yourself feels worlds different than marketing someone else’s business. When it’s your work, it’s personal. You don’t want to reduce it to a catchy tagline or package it like the latest iPhone. Your art is meaningful – it’s got soul, it’s a part of you. But here’s the thing: if no one sees it, how can they connect with it? How can they buy it, love it, and hang it proudly in their living room?
Marketing doesn’t have to be soulless, though. Done right, it’s about finding the people who will love your art for the same reasons you created it. It’s about telling the story of why your work exists, and why it matters. It’s not about selling out – it’s about finding that balance between creativity and commerce, and sharing your vision with the people who will appreciate it.
Who Do You Create For?
So, back to the big question – who is your art for? If you’re anything like me, you probably don’t sit down with a specific person in mind. You create because something inside you compels you to. You’re drawn to places, memories, or ideas that matter to you. Maybe you’re inspired by the way the light hits a particular landscape, or how a scene brings back the smell of the sea air and the warmth of a summer’s day. Maybe you’re recreating a memory for someone else, capturing a special place that means the world to them.
For me, I find myself drawn to certain locations, particularly ones that hold significance – either for me personally or for the people commissioning the work. It’s an emotional connection. But once I’ve started, I can’t help but think, Where is this piece going to end up? I picture it hanging in a restaurant, a cosy living room, or perhaps adorning the walls of a hotel lobby. Does that mean I’m creating for someone? Not necessarily, but I am aware of where my art might live once it’s completed. And that awareness doesn’t detract from its meaning –
it just gives it a potential home.
The Reality: Art Needs to Sell
Here’s where the tough love comes in: if you want to make a living from your art, it has to sell. You could create the most soulful, beautiful, evocative pieces of work, but if you’re looking to make a living as an artist and no one buys them, you won’t be able to sustain your practice. And that’s okay – it’s part of the deal when you choose to make a career out of something you love. In writing this, I am reminded of a quote from the fabulous Tracey Emin:
“Art is one of the only things left, the only true things left, which exists for its own sake and nothing else.”
Do you see the dilemma? There’s a fine line between creating work that sells and selling out. You don’t want to sacrifice your artistic integrity just to cater to trends or popular demand. But at the same time, you want to create work that speaks to others as well as to yourself.
This is where your marketing savvy comes in handy. You need to figure out who your art speaks to and how to reach them. And no, this doesn’t mean compromising your vision. It just means finding the people who get what you’re doing and are willing to invest in it.
Staying True to Your Soul (Without Starving)
The key to finding this balance is understanding that art with meaning does sell. People are drawn to pieces that have soul, that tell a story, and that resonate with their own experiences or desires. Think about it – when you buy art, it’s rarely just because it looks nice on the wall (though that helps). It’s because it speaks to you in some way.
When you create something that has meaning for you, there’s a good chance it will have meaning for someone else too. It’s about making that connection, and that’s where the marketing comes in. But remember, marketing doesn’t have to strip away the soul of your work. It’s about finding the right people, the ones who will appreciate your vision and want to bring it into their lives.
At the end of the day, it’s about striking that balance. You want to create work that resonates with your own values, passions, and inspirations, while also considering the practicalities of running a business. It’s not easy, but it’s possible. And when you get it right, it’s incredibly rewarding.
The Gratitude Factor
And let’s not forget the most important part: gratitude. The fact that people want to buy your art, that they connect with it and want it to be part of their lives, is truly amazing. It’s a privilege to be able to create something that speaks to others, and that’s something to be deeply thankful for.
So, while it may be hard to strike the perfect balance between commercial success and soulful creativity, it’s worth every bit of effort. Because when your art means something to someone else, it’s a connection that lasts. And that’s what art is all about, isn’t it?
In a world where art and commerce often feel like uneasy bedfellows, remember that it’s possible to make them work together. And so, I intend to keep creating with soul, give more strategic thought to marketing, and trust that my art will find the right audience!
