By Carlos Kenny Espinosa Dondé
One of the consequences that the pandemic has brought with it is to value again, and in its proper measure, the work that artists develop within our society. Thanks to them, the social isolation of the last year has been more bearable. From re-enjoying a book, plays and concerts streamed online along with virtual visits to museums and cultural areas, to series, films, documentaries, operas and ballets. We have all discovered artists thanks to social networks, where they show their ingenuity and creations. But talent is not enough: budding creators must be clear that their art is associated with their name and, as such, becomes their own brand. At that time it is no longer just art: it is a product.
The artist must be able to live off his product, unless he wants to go down in history as Van Gogh, who is said to have only sold one painting while still alive. It is essential that you start by knowing the product, that is, yourself. How well is it known? Do you know what people think of him? What do you think of your art? What do you offer your audience? What is your true reputation? Where do you come from, where are you and where do you want to go? What distinguishes it from the rest? Having an answer to these questions is the starting point for creating your own brand.
The following steps are crucial: know the position of the artist and his vision for the future; your short, medium and long-term objectives and the reasons for reaching them, accompanied by regular feedback; knowledge of your audiences and the audience you want to reach; know your identity; your current reputation and strategy to achieve your desired prestige. The example of the singer Stefani Joanne Angelina Germanotta applies perfectly: her first album was a resounding failure; however, Stefanie created a alter ego that, coupled with her undeniable talent, gave success to her new product: Lady Gaga.
An artist must become an entrepreneur creating his own product and business, selling art to achieve creative and financial success. The requirements to give life to a brand can be listed: focus, constancy, authenticity, strategy, storytelling, congruence, preparing for success and failure, learn daily, evolve and grow. You must be consistent and live your brand, know and use all possible tools, not only of your profession, but also of your promotion. You need to make sure that other people can tell your story. It must be integral and leave a legacy of positive impact for future generations.
The great paradigm that artists and creators face translates into how to express their art to, at the same time, achieve commercial success. Many think that art is betrayed if only financial gain is sought. The solution is simple, yet complex: financial success will result from the satisfaction of people who admire art, achievement is obtained by making art enrich the lives of others.
We know that the artist is born and the entrepreneur is created. The artist needs talent, discipline, study, learning, experiences, experiences, daily work, growth and evolution, expressing emotions and feelings. For them, everything is personal. The entrepreneur needs managerial skills, financial knowledge, strategic public relations, brand and image promotion, networking, time management, teamwork, legal advice, business vision, marketing plans, social responsibility and having the head cold. For the entrepreneur, everything is business, nothing is personal. Anyone who can combine both worlds, along with proven talent, will greatly increase their chances for artistic and financial success.
- A great artistic work can become a great product if the aspects that move the public are considered: knowing the market and the client profile you want to reach, promoting the artist’s art and image, creating a work team (agents, managers of social networks, photographers, marketing specialists, among others), have the ability to adapt and modify according to the times, following up with their clients and, above all, providing adequate value for their product.
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