Well bonjour there,
Long time no see.
I took a little break from content creation (gosh I hate the term!), which felt quite refreshing. But I’ve missed writing to you in this way so I’m really excited to dive into this very first issue of L’Artiste for 2025. Better late than never…
Today’s topic is one that comes up often amongst creatives and artists:
How do you balance making art and making money?
At the end of January, I had some photographic work exhibited at the SA art fair near Cape Town. I was so excited at the prospect of having my work printed, framed and exhibited, that I really did not expect to sell anything. For me the goal was to apply and back myself as an artist by hopefully getting my work out in the world.
Within an hour of the fair opening, my first piece sold. 😳 A little bit after that, a second. The third sold the following day. Not only did I sell everything I had on display (I was stunned!) but someone purchased another limited edition of one of them.
I believe this happened because selling was never part of the equation during the creation process.
When I made those pictures, they were part of a personal project. They were a deeply intimate and experimental exploration of my creative voice. Art making and self exploration were my only considerations and the photographs as a result, were a true reflection of the state I was in at the time.
They were never meant to be shown to anyone but me, and perhaps my inner circle.
They were what Rick Rubin calls “diary entries”.
Rubin, Bowie and many others have talked about the importance of the audience coming in last during the creative process.
I believe (in retrospect) this is why my pieces sold. People resonated with them because they were created from a space of introspection, authenticity, truth and complete freedom. I did not care at the time whether they would appeal to anyone but me. I was completely immersed in the creative process and my self-doubt (or inner critic) was surprisingly quiet. That’s the great thing about being immersed in creative flow.
I never thought at the time they might become part of an art fair, let alone sell, not because I didn’t think they were good (they are in my humber opinion), but simply because the audience was never part of my thought process.
That being said: don’t quit your day job (just yet)!
Now that I’ve had a chance for a humble brag, let’s see how that relates to you.
When I talk about the audience coming last, don’t get me wrong. There absolutely is space for creative work that considers the audience. Just like there is space to consider the audience once a piece has been created.
We all need to work and pay bills. When I shoot families (with my camera in case that wasn’t obvious to everyone), they are top of mind. Before, during and after the shoot.
I use marketing, word of mouth, hashtags and keywords so that my work and services can be seen by potential new clients.
Even if I primarily work in a documentary style, I get to know my clients and any specific needs they might have ahead of time. I ask them if there are any specific objects or photos they’d like me to capture that would mean a lot to them. I also I adjust to their energy and whatever is unfolding in front of me.
The process of co-creation is at the heart of my photography practice with clients. But I’m consciously aware of this because I am providing a service in exchange for money.
When it comes to my personal art practice however, I only focus on what I want to express and why it matters to me. The audience comes much later. In that sense one could argue that art is always somewhat autobiographical. But again, this is a conscious decision I have made, that my art practice is not part of my day job, i.e. I don’t rely on it for money. Any sales or income deriving from it are a bonus.
“When you do something truly for yourself, you do the best thing you can for the audience”
― Rick Rubin, The Creative Act: A Way of Being
What this looks like for artists and creatives
Here are things I’ve heard over the years with clients and artist peers, and maybe you can relate:
- You sometimes feel “stuck” in a particular style or a particular product or service you are selling. Like you’re only known for that, and it feels restricting.
- Venturing out of what you’re known for feels incredibly vulnerable and scary. (What if it doesn’t sell? What will my audience think?)
- You sometimes have the impression that unless you make all your money from your art, you are not a “real” artist.
- You might be concerned that the abstract style you work in does not reflect your hard earned skills.
When we start scratching under the surface of these thoughts, we can see our self-doubt hard at work trying to protect ourselves.
I don’t have all the answers, but I can share some things that have helped me
- I separate my personal work from my commercial work (day job). When I work on my art, I create for myself first.
- This means I am very clear on which offers / services or products my income comes from.
- I have a clear strategy for selling my offers and services so I can earn a regular income and have the space to make the art I truly want to make.
- I only share my art with very few people I trust, and whose feedback I seek and respect. Not out of a need for external validation.
(On that note, I’ve learnt that timing is everything. Sometimes, keeping your work for yourself first is the kindest thing you can do to your inner artist. Let it be raw, messy, change direction before showing it to anyone else.)
“All that matters is that you are making something you love, to the best of your ability, here and now.”
― Rick Rubin, The Creative Act: A Way of Being
I would add that making something you don’t love first is part of this process.
So tell me: What do you create when nobody’s watching?
Much love and creativity, always.
OFFERS THAT MAY INTEREST YOU:
1. I am absolutely loving running the Come Together Artist Collective. I have lots of ideas and have been working at making it even more supportive with templates and systems to support creative brains getting sh*t done without the overwhelm. New members can join on the 1st of every month – so feel free to reach out if you’d like to start in March! There is no minimum time commitment. Our next workshop is all about getting artists to embrace and / or nurture email marketing.
2. 1:1 coaching: I have had very rich and nuanced conversations with potential new clients this month and I love to see how much discernment is going into choosing to work with the right coach, or if coaching is even right for them. So this is your reminder that any doubts you may have about working with me or coaching in general are always welcome and valid. Fancy a chat?
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