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The ArtPerk Straight Shot


September 2009 - Issue Six

Fall is always a busy time for artists....preparing for sales events, making new pieces, and positioning your art for Holiday sales. This fall, artists will be especially challenged as the economy continues to struggle, and consumers are more frugal. ArtPerk co-founder Missy Loewe is hard at work, finalizing her new book Seen & Sold: 51 Proven Ideas for Marketing Your Art in Any Economy, due out in a few weeks. We look forward to helping you make it through this tough time with practical, real-life marketing ideas.

We've been busy at ArtPerk too!  We've made many improvements in the background, so you should notice the site running faster than ever.  We also added social networking features so you can follow us on Facebook and Twitter!  Just go to ArtPerk and click the links for Facebook or Twitter and you'll be connected!  You'll be able to see new listings, newsletters, and other updates as they come out.

ArtPerk helps artists find opportunities to display their art in juried shows & competitions, online shows, art festivals, gallery shows, and other types of shows.  Artists can also find residencies, fellowships, and grants, as well as jobs, internships and apprenticeships.  ArtPerk is always free for artists!

Galleries, public spaces, publishers, and others who are seeking artists and artwork can submit listings instantly on ArtPerk.  It's easy and free!  Premium listings are also available for $15 for 30 days - these listings are featured on our front page.

If you have any suggestions for articles or information you’d like to see presented, please share your idea with us at ArtPerkTeam@ArtPerk.com. We’re always looking for people to write articles for the Straight Shot, and we’ll give you a free Premium Listing if your article is selected.

If your organization would like to become featured sponsors of the newsletter in the future, contact us for pricing information – thousands of galleries, art organizations, and artists receive this newsletter and each issue will be available on the ArtPerk website at www.ArtPerk.com.

Enjoy this issue and have a wonderful Fall!
~The ArtPerk Team

Feng Shui and Artists Make For a Happy Combination

There are more and more REALTORS® who understand Feng Shui and who are applying it to their listings, thanks to Tamara Tyrbouslu (Ta-mar’-a Tiboosa is the closest pronunciation) who teaches Feng Shui for REALTORS®. She uses both traditional and New Age styles, and applies this to her own niche as well, which is international real estate. In High School her art studies started with painting and drawing; however being a “people person” it evolved into a living art she describes as personalized and energetic, not focused on solely the aesthetics.

Using good listening, she finds out what style others are “into”, and strives to feel the personalized energy between herself and her individual clients. In order to find this synergy she actually meditates before consultations, then listens to whatever the client wants to share and has to say, as well as taking cues from the visual indicators in their environment.

Sometimes the essential part of art is the symbolism or the shapes. For Tamara the most essential part of art is how it makes you feel.

I have gone into some clients’ homes and think: ‘I would never be able to sleep with that in my home.’ I reserve judgment but when I ask them about how it makes them feel, I’ve had people say, ‘Oh I hate it. It was a gift’ or ‘I never wanted it. I didn’t pick it out’, I suggest, ‘Get rid of it’. But if they adore it, I reserve my opinion because how it makes you feel is so personal and is more important.

Some clients are into nature, others might be into art and dancing. Their artwork is of dancers and dancing. She then speaks to them “in their own language”. While some people might say things such as they like “anything tropical” or they like jaguars (whether it’s the animal or the car), Tamara is not into a particular style of design. Instead she might ask a client, “When you spend time with this piece (e.g. vase) how does it make you feel? How do certain colors, certain textures, etc. make you feel?”

Regarding colors, for example, the color black: once I saw something that reminded me of death. But the client liked it. A little (black) is great, it’s provocative. It brings out thinking. Too much black can lead to being too absorbed in thinking. It could be depressing. Red is good for bedroom accents and in some art in the bedroom is fine because it inspires passionate energy. But doing the whole room red is likely to cause insomnia… and arguments - because of too much passion. ‘You'd like to sleep eventually’.

Tamara commented that people are so sensitive to scent as well as to air quality – these immensely affect feelings….how we relate to different environments psychologically and emotionally. Senses take art from something superficial to something higher and deeper.

Tamara works with several interior designers, and has requested that one of them find her art for her office. She is looking for colors and shapes, as “they have power. A triangle is symbolic of both a mountain and also the energy of fire”.

Mountains give strength and stability. So they are excellent to have behind you in an office because they give a sense of safety, security and strength… You are protected from behind as well as alongside of you. Ideally you’d have three mountains; a huge mountain behind you and two smaller mountains beside you.

Regarding the particular medium, size of artwork, and realism versus abstract- for her it’s about the energy. She asks clients, “What is your goal for the space…the final outcome for the space?” Art could also be a conversation piece, engaging people with the environment; it sets the stage, as in the living room. Personalizing for Tamara, a very unique piece would most likely be photography or something more realistic. “In one room I have Ansel Adams, and in another room paintings along the lines of pastels, and Monet. “More realism or impressionism for me….It would take a very unique piece to draw me to an abstract….and I’m not attracted to contemporary….It’s just not my personal taste.” A unique piece of jewelry crystal is the last piece of art that made her think, I wish I had that.

Size makes a big difference. A profound experience was seeing one of Matisse’s originals in a museum in Paris for the first time. “Huge, floor to ceiling. And I had only seen it on a postcard before.” Art is a part of wealth creation. We all have our own definition of wealth, and for Tamara it’s freedom.

She doesn’t buy art for her clients. She gives general suggestions, such as something needing a water element, and then they go out and choose something pleasing to them. They might choose a waterfall here, a lake there. Tamara suggests more plants in homes, but not dried/dead plants or potpourri. She is interested in the impression, the life energy, and the aesthetics of a space.

The trend Tamara sees developing in communities “is about sustainable living”. Art galleries, ecofriendly communities; yoga studios and wellness centers—as a whole living lifestyle brought together. When we are out to our favorite places and at businesses with empty wall space - "there can be many more outlets for local artists to get in front of the average everyday person who’s not otherwise going to see art" - ask for the manager, and make an appointment with somebody in charge. Also, when with somebody who wants to add art to their home, look to give personalized service. E.g. If you are talking about a possible commission, you might ask, “When you are in this room, looking at this wall, how would you want to feel? Look to help them harmonize their home. “The front entrance to your home is very important. It dictates the “spirit” of the rest of the home. You want to start to “create the conversation” of buying art and developing an ongoing interaction.

Luxury in interior design and real estate used to be so sophisticated and so exclusive with refined taste, and now it is more customized, in part because things are accessible to most everyone (at least until this recent “recession”).

Should the artist change their art in order to sell? Tamara answered this question by noting that people have different personalities. (In Feng Shui there are 8 different archetypes), artists are usually “Creators - innovative and visionary coming up with a lot of ideas, while not always so good at following through on them... So artists might try to accommodate somebody else’s tastes in order to sell their work, and end up being frustrated and compromising their creation; whereas by staying in their FLOW they will more likely create treasures. When artists step outside their flow and anticipate the end user, their audience, there is a block because they aren’t creating from inspiration, but rather from a realm of ego, which is entirely different.

Therefore, stay in “flow” and also partner up with another person, somebody who is equally excited about your creations, who will actually promote them, getting them into the modes of distribution; whether it is getting them into a gallery or a showing, prints, etc. While it could be another artist, it usually works out better with a more “people oriented” person. Websites also provide so many opportunities for artists to get their work out and be introduced to others. Consumers get to see artists’ different pieces while exploring the artist’s site in comfort. Anything allowing artists to stay in their own flow while connecting better with buyers is important. Having something or somebody who does it for them, a liaison - a dealer, manager, promoter, even husbands or wives can enlist other advocates for the artist. Past patrons can be the artist’s best promoters. Keep in touch with them. With them, it's a soft sell.

Find a way to attract more than push or propel….Often it’s easier to attract standing still.”

Tamara Tyrbouslu is a graduate of the University of New Hampshire- with a dual degree in International Affairs and Women’s Studies. She studied in Cannes, France, worked in Boston, MA, and then moved to Las Vegas in 1998, later a founder and coordinator of the Las Vegas International Alliance.


Photo credit- Image West/G. Hooper

Aside from teaching Feng Shui for Realtors®, she contributes monthly articles on Feng Shui to national real estate trade magazines and often speaks to organizations such as the Asian American Association of Realtors® and the Women’s Council of Realtors® on the benefits of both Feng Shui and real estate staging. She likes the feeling of a garden in a home, perhaps because of her memories and affinity for her mother’s garden on the farm she grew up in New Hampshire.

For more about Tamara Tyrbouslu go to www.tamarasgarden.com
Certified International Property Specialist
Las Vegas International Alliance, CEO www.MyLVIA.com
Integrated Real Estate Services
Feng Shui, International Real Estate and Wealth Profiling
Direct: 702-682-3989; Toll-free: 888-LV-Team-1; Skype: Tamara www.enluxury.com  

Everybody loves my art! - and Other ‘Target Audience’ Fallacies

So who really is your art targeted toward…your true target audience?
Now is the time to think about who you reach with your art. Maybe you already know because you have been selling it regionally at craft fairs, on the internet or in galleries. You may even have sales information from your success. It’s important to know who your target audience is, because as you want to expand your exposure to a broader audience through licensing sales, you need to know who your buyers are and how to reach them. And what else do you know about your audience and the people who love your art or artistic style. Do you have factual data or just a hunch? Both are valuable. Do you have any demographics? Can you describe their characteristics, their buying habits, or anything else? Think about it. You know your art best. And if you don’t use this information to sell your art with, I’m sure your agent or another partner will.

Once you have answered these questions and have a good idea of whom your art appeals to, you want to identify them by as many characteristics as possible:

  • Art lovers
  • Whimsical
  • Sense of humor
  • Mostly women
  • Age approximately 25-55
  • Bold and gutsy,
  • Or whatever the case may be…

Just be careful not to fall into the “everyone” trap. I meet with artists all over the world, and so many of them say, “Oh my art appeals to everyone. Everybody buys it.” “Or everyone should buy it.” Well should is a different story. We are talking here about who actually is inspired by it. Who is inspired enough to buy it…and the answer is never EVERYBODY. While it would be nice if that were true, it’s not.

More than likely there is a certain strand, or trait, which stands out and is a focal factor in your art. That may lead us to the answer of who is your “primary” target audience.

It doesn’t mean that your art doesn’t or can’t have very broad appeal. But it usually doesn’t. And if it does, it probably won’t pay to start marketing there anyway. It is really best to start with a small demographic, a group that is definable and make some headway, some progress.

Then you can point to that and broaden out. This type of leveraging is much more effective than throwing your hat into the “everybody loves my art” pool and getting nowhere when no one notices that you are in there with the multitudes.

Try hard. Think about it. Get creative. Get specific. And find a concentrated target audience. If you can’t define one for all of your creative, maybe there is a certain group of work, or style or character which will help you define a place to start. And if you are traditional in many aspects and appeal to a large group, you can perhaps think about topics that help define you, themes you have explored which may provide a clue.

When it comes to choosing product categories, try to stay focused on your arts “true fit.”

When preparing your art licensing strategy you need to determine what product categories are the best fit for your art work. And you’ll see it all boils down to that ‘target audience’ we were just defining.

Here are some important details to keep in mind when thinking about products that a will work well with your creations on them:

  • Focus on your target audience in mind at all times: What do they use? What do they buy? Where do they go? How do they spend their time? Who do they buy for? A great example is women, who buy for themselves, as well as young children and husbands or other family members. While women are a secondary market for a masculine design, they are often the purchasers of product for their husbands and should be kept in mind.
  •  Is my audience a broad demographic or a niche market?
  •  Does my art work on flat products? Does my art translate well to 3-D products? If so, how? Does my art work fine by itself or would it look better with other elements to pull the look together?
  •  How many different product categories can I envision my products on? Make a list and go as broad as you can. Then go shopping and increase your product categories, if it makes sense.
  •  Does your art work on seasonal products? If so, what seasons? Which holidays? Does this translate into new product ideas?

The more product categories which are a true fit for your artistic style, the broader your licensing program can become. Keep in mind that licensed products sell best when there is a true fit between your art and the product. By “true fit” I mean that it needs to make sense on the product, it needs to enhance the product and feel like it is a part of the overall design, not just a “slapped” on after-thought. And the absolute best fits are those things where your art, character, illustration, design or photo really enhances the product itself, so much that it just wouldn’t be the same without it. Now that’s the type of fit which really catches the consumer’s attention and is more likely to fly off the shelves!

So put some thought into what product categories, and which specific products are a match for your creations. And within the product categories, think about the types of products. Creating this list will help you prioritize your prospects as you move forward. And be open to new ideas presented by prospective licensees. They may see your art in a whole new way.

You may have come up with 6 or 8 or even 12 product categories that will work with your art. And for some of you the answer will be one, two or three categories. Whatever the total number, the best approach to beginning in art licensing is to target 2-5 product cornerstone categories, and to start with just two.

The best-fitting categories are called “cornerstone categories” and are the building blocks for your licensing plan. They will influence your manufacturer research, of course, as well as dictate what trade shows you plan to attend. By beginning with two categories, this will allow you to focus your energy and not have your efforts diluted.

Join Jeanett Smith during her next Ask J'net Free Friday Q&A on September 25th from 9:00 AM to 10:00 AM PDT. To register simply send an email to info@jnetsmith.com and send your questions in that same email. Other classes we offer are available at: http://www.jnetsmith.com/schedule.cfm.

A Closer Look At Featured ArtPerk Listings...
Residency, Fellowship or Grant
The Franz and Virginia Bader Fund invites visual artists (excluding filmmakers, video artists, and performance artists) to apply for grants to enable recipients to develop their talent and concentrate on their art. Artists must be 40 years or ... (Read more)
Get More Information!
 
Juried Art Show or Competition
Entries Due By:  Saturday, September 19, 2009
Event Date:  Saturday, October 17, 2009 - Wednesday, November 18, 2009
Kevin Milligan Gallery
Juried Exhibition
“Imagine California Image”


Open: Call for Entries

Deadline: September 19, 2009

The Kevin Milligan Gallery is hosting an open juried ... (Read more)
Kevin Milligan Gallery - 408 Hartz Avenue, Danville, CA 94526
Get More Information!
 
Juried Art Show or Competition
Entries Due By:  Thursday, October 01, 2009
Event Date:  Friday, November 13, 2009 - Tuesday, December 08, 2009
I See DC will showcase work from DC, MD, and VA camera club members, depicting the beauty and uniqueness of Washington, DC as part of FotoWeekDC festivities.  Cash prizes, $25/4 entries.  Show runs November 13 to December 8, 2009, with ... (Read more)
Washington School of Photography - 4850 Rugby Avenue, Bethesda, MD 20814
Get More Information!

 

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