Artist Entrepreneur: H for History— The Artist’s Alphabet Guide to Writing About Your Art by Aletta de Wal

Welcome to Artist Entrepreneur Fridays, where we talk about the fun, wild and scary ride of succeeding as an artist entrepreneur of all stripes and types and mediums.

Welcome back guest columnist, Aletta de Wal. She specializes in helping visual artists succeed in their fine art careers. She’s posting regularly on “The Artist’s Alphabet Guide to Writing About Your Art” and other success tips for fine artists around writing. This week it’s about knowing the history of your art. Enjoy!

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When someone says, “Please tell me about this work,” they have just given you a gift. The gift is a chance to start a meaningful conversation with the person who asked the question. Since the foundation of all good marketing is conversations, you ought to be prepared with an interesting answer.

Consider preparing these three responses to talk about your work so that you’ll be ready for more than one angle:

• What is the history of your subject matter and style?
• What is the history of your media, methods or materials?
• What is your personal and professional history as an artist?

If you write out your answer, then you also have some great content for artist statements, bios, and blogs and descriptions of your art.

What is the history of your subject matter and style?

Your written answer might start with “Art lovers often ask me questions about the type of art I make and where it came from. While it begins in my imagination, I have been influenced by the masters in abstract art <and then name them>.” When you elaborate, choose from these examples, or develop your own angle:

• Describe your artistic roots, i.e. the artists who came before you who create art that inspires you;
• Compare the artists and their work, describing the similarities and differences, i.e. the aspects of the work that gives it a distinct signature style; the cultural influences of the period; the groups to which the artist belonged; the biographical aspects of the artists’ lives that are depicted in or prompted your work;
• Describe the differences between their work and yours, i.e. subject matter, methods, materials, substrates, composition, perspective, symbols, etc.; 

What is the history of your media, methods or materials?

Your written answer might begin“ Art lovers and artists are often curious about my media, methods and materials I use to my art. Once my imagination conceives of the image or idea of the art piece I want to create, I choose the means to bring the work to life.” To elaborate, you can:

• Describe which came first, the media or the method and tools and why you chose them;
• Compare and contrast different brands and qualities of materials and tools and how they were developed;
• Describe different applications of the media, methods, materials and tools with accompanying images, slideshow or a video; 

What is your personal and professional history as an artist?

Your written answer could start with “My childhood experiences with art were no different than most artists. We are all born creative. I was not one of those who knew from childhood that I was destined to build my profession around art.” To continue, you can:

• Describe your first art viewing experience in great visual detail and how you recall that the experience affected you;
• Describe your first experience making art, and how that influences how you make art today;
• Describe any significant life events and how they impacted your art.

Every artist has a unique life story that helps me understand the context for his or her art career. When I coach them, I share stories from my life and experience as an artist, educator and entrepreneur that are relevant to our discussions. You can do the same with your audience.

• You’ll not only build your own knowledge but also your credibility as an artist with a breadth of knowledge who is generous and confident enough to share.
• You’ll increase your depth of knowledge and confidence by having to explain it to others.
• Your story will make you more accessible to art lovers and artists. They may find connections that increase their curiosity to know more about you and your work.

Next time: I for Installation.