The Business of Art: Navigating Creativity & Commerce
Being an artist isn’t just about creating—it’s about finding ways to sustain your creativity while making a living. The romanticized notion of the starving artist is outdated (and frankly, unhelpful). In reality, artists today have more tools than ever to blend artistry with entrepreneurship, but it takes strategy, persistence, and a little bit of nerve.
Over the years, I’ve learned to balance the creative and the practical, from marketing my work to pitching clients and staying inspired in the face of financial realities. Here’s what has worked for me.
1. Defining Your Brand
Art is personal, but if you want to sell your work or services, you need to define what makes you unique. Whether you’re a painter, photographer, designer, or multi-hyphenate creator, your brand should communicate your aesthetic, voice, and values.
I’ve found that my own brand revolves around storytelling—whether through photography, advertising, social media, or painting, I’m always drawn to history, texture, and emotion. Identifying this common thread helps me market myself with clarity rather than feeling like I had to be everything to everyone.
Action Tip:
Write down three to five words that describe your artistic style. Then, use those words to refine your portfolio, social media presence, and marketing materials.
2. Marketing Without Feeling Like a Sellout
Selling your art or yourself can feel uncomfortable at first—no one wants to sound pushy. But marketing is really just storytelling: you’re sharing why your work matters and inviting others into the process.
For me, Instagram has been invaluable for showcasing my work in a way that feels organic. Instead of just posting finished pieces, I share works-in-progress, behind-the-scenes shots, and thoughts on inspiration. I am working on showing up on TikTok as well.
Action Tip:
If self-promotion feels overwhelming, try storytelling instead. Share the “why” behind your work. Why did you choose that subject? What inspired that series? Make people feel invested in your journey.
3. The Art of Pitching: Reaching Out with Confidence
One of the biggest shifts I had to make was realizing that clients and collectors aren’t doing me a favor by working with me—it’s a mutually beneficial relationship. Whether it’s reaching out to potential buyers, galleries, or brands for collaborations, pitching is about presenting your work with confidence and showing why it’s valuable.
Action Tip:
Keep a simple, structured pitch template:
Introduction (Who you are & what you do)
Why you’re reaching out (Be specific)
Why it’s a great fit (What makes your work compelling to them)
A clear ask (Do you want a meeting? A collaboration? A sale?)
4. Pricing Your Work Without Apology
Pricing creative work is tricky, but undervaluing yourself doesn’t do you any favors. Over time, I’ve learned that pricing should reflect not just materials and time but also experience, skill, and the emotional impact of the work.
If you’re unsure where to start, look at industry standards, consider what your peers are charging, and don’t be afraid to experiment.
Action Tip:
Create tiered pricing options. This can include original pieces, limited edition prints, and small-scale commissions so there’s something for different budgets.
5. Staying Inspired While Running a Business
When you turn your passion into a business, the risk is that it starts feeling like a job. To keep the creative spark alive, I build in time for exploration—whether that’s visiting museums, collecting inspiration from the world around me, or working on personal projects with no commercial goal.
Action Tip:
Me holding an oil painting I made of driving on the highway.
Schedule “creative time” into your week that has nothing to do with client work or sales. Treat it as a necessary part of your business, because it is.
Final Thoughts
Navigating the business of art is an ongoing process. Some seasons are full of creative momentum, while others feel like a grind. The key is to keep refining your approach—adjusting your marketing, refining your pricing, and always leaving room for inspiration.
If you’re a fellow artist figuring out this balance, I’d love to hear from you—what strategies have worked for you? Let’s build a creative business that feels both fulfilling and sustainable.
