© 2011 Greg Spalenka and Artist As Brand ®

"The Artist As Brand Workbook is an easy read and jam packed with all kinds of resources. It's great to keep looking back to."-Miranda Sharp, Student, Kendall College of Art & Design, Michigan"I received a map and tools—where to go and what to do when I got there. And confidence, that I CAN be an entrepreneur with my own art and not have to rely on other people giving me work."-Gina Terzino, Artist, Los Angeles"You have finally put it all in perspective. I understand how to make my unique voice heard. I see the power and goodness of where my heart is telling me to go. I can finally stop waiting and dive into a new blue sea."-Kari Christensen, Professional Illustrator, New York

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THE ARTIST AS BRAND WORKSHOP IN A BOOK

You can now own the official PDF (digital) textbook participants use while taking the Artist As Brand Workshop. It is for serious creative individuals, students and professionals who want to manifest prosperity from their art, on their own terms. You will learn about the history behind Artist As Brand as well as it's synergistic principles. It has live links throughout that can be utilized while reading through the material.What's included?

DECLARE YOUR PURPOSE

• Learn your Core Virtue. Knowing your Core Virtue is the first step to establishing a foundation which your career is built upon. This intimate part of yourself is a driving force in your life, it goes deeper than your art. Declaring this core purpose aligns your heart with your art in a profound manner.• Design a Vision Board. Learn how to target the exclusive niche markets that will make up your one of kind art empire.

PLAN YOUR BRAND

• Design your art and project/product line.

We look at artists who are successful in this area, and new approaches to making income from your art. Define what art and projects/products can manifest from your Vision Board.

• Create an innovative marketing blueprint that integrates high tech and high touch medias. These are two very different but synergistic marketing models. You learn how to best utilize these promotional mediums.• The simple yet powerful art of business and commerce. Are you an art hobbyist or an art professional? If you are selling art you are a business, start acting like one.• Connect with artist entrepreneur leaders. Creating community and hooking up with those who are successful will keep you inspired and in the company of great people.• Your Name, Tagline, and art of the Blurb. The name of your business, and how you represent it is a reflection of your professionalism whether it is online or in person. Learn how to introduce and represent yourself to people. Most artists do not have a clue how to speak with others about who they are and what they do.

EMPOWER YOUR PROSPERITY

• Commit to sustainability. You will design a five year marketing strategy that takes a serious look at your finances, living situation, and overall goals personally and professionally. What is possible? Connecting to your BHAG.• Recognize the potential in team building, and the power of a Mastermind. Your peers can be some of your greatest assets from a personal, professional and moral support capacity.Read the book, do the work, take the steps even if they are little ones, and you will reap the rewards. Dive into the Artist As Brand Workbook and begin to see your art career in a new and unique light.

$49.95

"Greg, I wanted to thank you for giving us the tools to really go forward with our art businesses.- Diana Levin, Artist, Los AngelesI gained perspective on my future and myself. There is a world of possibilities for artists."-Tannie Duong, Student, San Francisco Academy of Art"I finished the Artist As Brand Workbook and really liked it. It has everything an artist needs to know to get started."-Mariana Benkovic Zeljko, Artist, Croatia

*All sales of the Artist As Brand® Workbook are final and there are no refunds.

The Facebook Machine

Lori Taylor has a philosophy based on 3 simple principles when it comes to social marketing-

1. Popularity is vanity, sales are sanity.2. If content is King, then context is Queen; you must be relevant and extraordinary to go viral.3. Going viral is not an outcome, it’s a happening.You Don’t Have To Love Facebook, Just Like It

This post is for people looking for real strategy and tactics in the Facebook world. Check it out.To your marketing awesomeness,Greg

Handmade Bookkeeping Spreadsheet 2.0 - Bookkeeping for Etsy Sellers

For anyone who uses Etsy to sell any of their work might want to check out this bookkeeping program. It is a one product solution to all of your bookkeeping needs—specifically for handmade artists. I have not used it as I have a bookkeeper to do this work for me, but have heard good things. For those who are starting out and cannot afford a bookkeeper right away, this is a good way to organize your business.

This robust bookkeeping system allows you to track the following data:

- Raw Materials- Finished Inventory- Monthly Sales- Monthly Expenses- Marketing data- Social Media statistics- Cash/Bank/PayPal Accounts- Sales Tax- IRS Mileage- Bill Tracker- COGS (Cost of Goods Sold) Calculator- Contacts- And more!Not only is the data entry created in a way that is very user friendly, but it has relevant and insightful reporting that is created automatically!- Reports for each month (34 graphical reports to choose from)- Reports for the year (155 graphical reports to choose from)

Check it out here.

Remember your business is as important as your art.

Greg

I am honored to be presenting a workshop at the historic Westbeth in NYC.Located in West Greenwich Village, Westbeth has provided affordable living and working spaces for artists and their families since 1970. The workshop is open to all artists. I guarantee that any participant that faithfully applies the principles learned in the class  will sell more art in the coming year than they did the year before or I will refund their registration fee.

$295

$150 For Westbeth residents!

REGISTRATION CLOSED

REGISTER BY LEAVING YOUR NAME AND CONTACT INFORMATIONHERE.

Westbeth (Community Room) 55 Bethune Street New York City, 10014 212- 691-1500

Read the REGISTER page before signing up.

Learn more about the workshop on the

ABOUT

page.See what art professors, professionals, and college students are saying

here.

When you finish this seminar you will be empowered to take any success you have now to another level.See you soon!

Greg Spalenka

CHAMPION OF THE CREATIVE PROFESSIONAL

Ilise Benun has been a champion of promotion and sound business practices for creative professionals since 1988. Her website and blog at Marketing Mentor, offers insightful commentary on the freelance world. She has written seven books including,“The Designer’s Guide to Marketing and Pricing", “Stop Pushing Me Around: A Workplace Guide for the Timid, Shy and Less Assertive”, “The Art of Self Promotion” "Self-Promotion Online" and "Designing Web Sites for Every Audience".Her new book, The Creative Professional's Guide to Money is a straight up look at how we think about, talk about, and manage money.Ilise conducts workshops, and lectures around the country. She has been self-employed for all but 3 years of her working life! I have met Ilise on a few occasions and I can tell you she knows her stuff. Today we interview a master of promotion.Greg: How do you define success? Please share one of your favorite success stories as a mentor.Ilise-I think success is defined by freedom and responsibility. The freedom and responsibility to do the work I want to do with the people I want to do it with, when I want to do it. And in a way that has a positive impact on other people.One of my favorite success stories is Jennifer Neal from K9 Design Co. Thanks in great part to very targeted and consistent marketing, her firm’s revenue was up 30% in the middle of a recession after choosing a very narrow target market (magazine publishing in Canada) that was supposedly dying. I feel proud to have been instrumental in the 3-year process that led toward that growth.G: I love hearing success stories. You offer consulting services and have written many books yourself and in collaboration with others. I emphasize to my students the importance of creating alignments with like minded individuals. What have been some of your favorite collaborations?I:I have benefited from long term collaborations over the years, whether it’s been one individual or many at a company. My favorite collaborations have been those with HOW Magazine and F&W Media –and all the people who work for them and with whom I interact, especially in producing the Creative Freelancer Conference. I was lucky enough to find one of these collaborators very early on in my career, Bryn Mooth. This relationship has continued for more than 15 years and has grown into so many satisfying projects. I’d say when looking for collaborative relationships, look for people who are smart, who will challenge you, and who will complement what you have to offer.

G: Now our relationship to money can be a challenging one. One of the thing that struck me most about reading, The Creative Professional's Guide to Money was how money has such an intimidating power over people.I: There is an important shift in mindset that needs to happen so that money isn’t so overwhelming and fear-inducing. Especially for creatives, it’s easy to take money personally since the work we do can be so personal to us. But a successful relationship with money has to do with seeing yourself as a business … and seeing money a part of doing business.Here’s a short excerpt from The Creative Professional’s Guide to Money on that topic:See Yourself as a Business.Many creative professionals hang out their shingles or open their doors for business, then proceed to wait and hope: hoping clients will find them, hoping they’ll get enough work, hoping the client will pay the bill, hoping the checks add up at the end of the month so all the bills get paid. If you think about it, it’s a very passive position, taking what comes along instead of deciding what you want and pursuing it.There is an alternative, and it is within your reach. You can replace the passive mind-set with planning and action. The first step is to re-envision yourself as a business. But what exactly does that mean?At the core, it’s a shift in the way you see yourself, a small shift that can affect every little detail about how you do your work and especially how far you go.Be Objective About Your WorkTaking your business seriously also means being as objective as possible. But as a creative, your work is more than a “job.”You are probably emotionally attached to the work you do. You may even pour your heart and soul into it.This can present a problem. According to Jon Weiman, designer and adjunct professor at Pratt Institute, “Creative professionals have trouble because they tie their ego and self-worth to the work in a way that is not businesslike. It becomes too personal.”

G: Much of your emphasis is on promotion and managing your business. I recommend my students read the book you wrote with Peleg Top, "The Designer's Guide to Marketing and Pricing." It has some great information on writing a business plan which I also recommend they do.I: Everybody needs a business plan, whether they’re independent or an employed artist. A business plan is simply a clear idea of where you are going and what you’re trying to achieve in your work. Business plans can be intimidating the image is of a thick document, but it could just be 3 sentences or even a mind map of where you’re going. Without it, you won’t get there.G: I love the mind map concept. I have been talking about the electronic book for many years. Now the iPad it really is putting pressure on the ancient technology of paper books. What are you doing to make the paper book less obsolete for your editions?I: I think information should be delivered in the way that people want to receive it. Whether tangible or electronic, my 7 books are my best marketing tools. So while I do earn royalties, it’s not something I do for the money. As for how I promote the books, that’s a whole other interview but here’s the short list: blog posts, articles, speaking engagements, podcasts, webinars, social media and email marketing.

G: The online world is vitally important for an artist's visibility. A website, Blog, Facebook, Twitter are the norm now. The technology is always changing. What do you see as the next big online promotional vehicle?I: I see video becoming even more popular and being further disseminated through and integrated into all of these channels.G: I believe it is going that way too. What is the smartest promotion artists can utilize today?I: Relationships. The smartest promotion happens by focusing on the people, not the work. The focus has to move from the self to the market so that you can give the market what it wants. You get that information through the relationships you develop with the people in the marketplace. G: Most art colleges focus on teaching conceptual and technical image making skill sets with an eye on preparing artists for the publishing, gallery, and entertainment industries. Have you seen alternatives to these corporate models? I: A few forward looking schools are starting to commit resources to teaching students about the business side of art—and I think it’s about time. (I’ve been giving talks called, “Do You Have What it Takes to Be Self Employed?) at these schools, and I’ve really enjoyed being part of this preparation.) Many artists are jumping right into their own business after graduation or having one or two jobs while freelancing on the side, and I see that growing. There will be fewer jobs available for artists, so they have to know the business side.

Marketing Mentor Blog

G: Art is like fashion, it changes and morphs throughout the years. Any suggestions for an artist's sustainability? I:Evolution. Changing with the market. I do think that the artists who succeed are the ones who stay in touch with the market (the world, the industry, the place where the money comes from) and evolve instead of hiding out in their studios and producing work. Keeping your finger on the pulse of how the world, technology, and the marketplace is changing and adapting accordingly, is the key to sustainability.G: I like that– an evolving balance. You balance business and a family. What is the biggest challenge with that?I:Learning to say no to the things that don’t align with my business plan.G: Lastly, please offer some pearls of wisdom for artists and creative souls everywhere.I:Don’t take things personally. When people don’t separate themselves from the business, it can get in the way of the marketing.Yes! Keep it in perspective my friends!Thank you tremendously for your time and expertise, Ilise. You can learn more by visiting her atMarketing Mentor, sign up for her Quick Tips Newsletter (I have been getting to for years), and lastly garner more confidence in your financial affairs by picking up her new book, "The Creative Professional's Guide to Money."To your empowerment and prosperity,Greg

Spalenka

Last week I devised a survey to learn specifically how SILA (Society of Illustrators of Los Angeles) members were faring in their art community. The survey received only ten responses which says a lot about the motivation of the members in this organization. You can see the results on this PDF- SILA-Survey In a nutshell the survey responses revealed that most of these artists were struggling with their careers, looking for more art prosperity, wanted to change/improve their circumstances yet could not find the time nor afford to invest money in themselves or their business to make a difference.After 28 years working as a professional artist I have seen the effects of failing economies, corporate takeovers, and disappearing art industries. These challenges will always present themselves from time to time. In fact it's times like this that birth innovation and push us to re-evaluate our goals. Some people give up. I do not have advice on how to be successful without finding the time to do the work or without investing some money in yourself and your business. However, I do know that the benefits of joining an organization like SILA is found in the empowerment and support you receive from networking with like minded art spirits. Community alignment is crucial to your success as an artist. Exposure to the world and the support of your peers will help take you to a higher level of creative and financial accomplishment.The Artist As Brand mission supports inter-connectivity. I strive to foster teamwork and alignments during the workshops. We brainstorm together on the possibilities. In Ecuador for instance part of the class focused on creating an art book together, others began formulating plans to manifest a Comic Con in Quito!!!Don't give up. Keep recommitting to your vision, and remember to use the options available to you. If you are a member of SILA put your dues to good use! Get out of the cave and get involved. Help each other out.I am committed to empowering truth and inspiration within you. The truth within you combined with your art and business can manifest prosperity beyond your dreams.You can do it.Peace and prosperity,Greg

Produce Your Own Unique Art Empire!

See what Art Professors, Professionals, and College Students are saying about the Artist As Brand Workshop Here.

FIND ART GALLERYAugust 6, 7, 8 Friday-Sunday 10AM- 8PM1640 Superior Ave. Costa Mesa, CA 92627

With Special Guest Lectures by writer and art critic Peter Clothier, licensing expert Maria Brophy, social media master & botanical perfumer Roxana Villa.

Please read the REGISTER page before signing up.

Learn more about Artist As Brand on the ABOUT page.

Samantha Walker

Owl Prints on TinClient: VIP International

When I submitted the BYU Artist Survey a few weeks ago I received an email from an artist who felt she had created her own Art Empire. I was curious. I checked out Samantha Walker's story, and social media. I was impressed, and decided to share her journey of creative perseverance and prosperous love affair with licensing.

"After graduating in 1994 I was frustrated, yet determined to make an active living in illustration. I did not build my art empire overnight...but rather it has been a surprising journey including many "mini careers" that paralleled my art along the way.  I quickly quit my first job out of college at a graphic design service bureau just two months after I started. I realized that I was just part of an assembly line printing and proofing other people's art finding no time for my own."

She ran off to Montana, Colorado, then Japan with her husband making folk art wood crafts and selling them at craft shows.

Samantha Walker

Pear Prints on TinClient: VIP International

"After the birth of my first child...I stumbled into the scrapbook product market...creating more with graphic design skills rather than my illustration. Okay...I didn't exactly stumble into scrapbook product licensing...I built a product line proposal, researched various scrapbook companies, then found the one that I wanted to target. I flew across the country from Washington state to Atlanta to attend a trade show where it took me 10 tries to get a moment with the president of the company to view my proposal.  Did I mention I have severe anxiety?  I did this anyway despite my nerves because I am such a determined person.  We signed a 3 year renewable licensing contract.

Eventually,  I sold my home decor business to dedicate more time to my suddenly booming scrapbook product line. The scrapbook market bottomed out and I scrambled to think of new ways to market myself, as my income from scrapbook products was dwindling (I still design it, it just doesn't pay like it did.  The exposure alone has brought so many opportunities that I will continue to do it, and it helps me build my brand.)  I truly believe that downturns can produce upturns if you work your angles right.  My angle was debt and hunger...didn't like being there."

Samantha Walker

Digital Die Butterfly BasketClient: Silhouette America

"I networked like crazy, and then one of my other illustrator friends told me of a fabric company looking to license local artists.  I introduced myself to this company, and I got a licensing contract designing textiles for quilt fabric.  Meanwhile, I had a whole portfolio of die designs that I had done for another company that pretty much used and abused me, and so I revoked my designs, and called their competitor. Which turned into another solid licensing contract for an electronic die company. With all these successes, enjoying what I was doing, and money being much better, I still felt like there was even more that I could offer...something a little closer to my heart.

Then it dawned on me...I found that I could combine my textile designs with my simple die designs and invent an illustration style unique to myself--something very marketable as well. My new style caught the eye of a home decor company and they became interested in working with me and offered me a licensing contract doing my own line of home decor items. Not so surprisingly, creating home decor products fits so well with my other past experiences. Recently, I added a rubber stamp licensing contract to the mix as well."

Samantha Walker

Enchanted Garden Fabric LineClient: Riley Blake Designs

Licensing can work if you hold onto your copyright and you construct a contract that will procure you a healthy percentage of the company's sales, otherwise you are better off doing it yourself.

"I own my copyright on everything!  I just sell limited usage rights. At this point in my life, being a busy Mom of 3 little kids ages 8, 4, and almost 3...I am grateful that I have other companies selling my designs for me.  I do get competitive royalty rates and I'm happy with what my designs bring in. This continues to be a remarkable journey, which I hope will someday lead to even more opportunities.  I think when I am able to work faster and more efficiently (I'm always looking for ways to streamline my design process in Photoshop and Illustrator) I want to look into doing a children's book, look into stationary and greeting cards, and possibly create a conceptual editorial portfolio as well"

Kokeshi Paper and Sticker Collection

Creative Imaginations

"I am also grateful for the struggles and hard times. Without those challenges, I may not have been as motivated to think of new ways to market my work.  Even though I feel I've built an Art Empire, (which I am defining as a good solid income, constant work, and recognition within the industries which I work) I feel that my illustration and my new empire is still in its infancy with so much potential as there are so many areas that I have yet to tap into."

Samantha is an eloquent writer and has much to share! I encourage all of you to continue a dialogue with her. You may find your calling in the world of licensing! Go to her

Blog.

Thank you Samantha for your tireless commitment to creativity and the art spirit!

To artist empowerment!

Greg

Robert Barrett

The art department chairs and faculty at Brigham Young University are a dedicated bunch. For decades they have been taking students on trips around the country to meet working artists, industries that support them, and open their newly trained eyes to the possibilities of new worlds. Bob Barrett, one of the professors at BYU, along with his sturdy crew of faculty have stopped by my studio many times to talk about art career potential. I finally visited BYU early this year to lecture, and am returning June 15-17 to present an Artist As Brand workshop. I am amazed at the creative vitality in this college town and surrounding areas. The arts are very much supported here.

This post gives me a nice opportunity to celebrate Bob. For as long as I remember Bob has been a calm and determined creative force. 28 years teaching at BYU, also The University of Utah, The Kimball Center, The Salt Lake Art Center, and City Colleges of Chicago reflects his commitment to education. He has had a number of solo exhibitions at universities and art centers. Devoted to his family, faith, teaching, and art, Bob embodies a classical quality that is steadfast and timeless.

*Bob answered my questions in capitalized letters, so I decided to keep it that way.

Greg: You are very much respected as an educator and an artist. How would you define success?

Bob: I'M ACTUALLY MORE OF AN ILLUSTRATOR AS I WORK PRIMARILY THROUGH COMMISSIONED WORK; BOOK, EDITORIAL ILLUSTRATION, AND PORTRAITS. HOWEVER, I ALSO DO PERSONAL WORK.I THINK SUCCESS MEANS DIFFERENT THINGS TO DIFFERENT PEOPLE;  TO ME IT MEANS FOLLOWING YOUR PASSION AND BEING ABLE TO FIND THE VIRTUES, RATHER THAN THE LIMITATIONS IN EVERY OPPORTUNITY. ATTITUDE HAS LOTS TO DO WITH IT. ON A PRACTICAL SIDE, I BELIEVE IT ALSO MEANS THAT YOU ARE ABLE TO MAKE A LIVING DOING WHAT YOU LOVE TO DO. TAKING CARE OF MY FINANCIAL RESPONSIBILITIES AND BEING ABLE TO PROVIDE GOOD THINGS FOR MY FAMILY HAS SOMETHING TO DO WITH SUCCESS FOR ME.

silent night1

Twilight

G: Are you happy and content with your career, or do you desire something more?B: SO FAR I AM HAPPY WITH MY ACCOMPLISHMENTS THOUGH I BELIEVE A "HEALTHY DISSATISFACTION" STOPS ME FROM BECOMING COMPLACENT. I AM A PERSON WHO IS MOTIVATED BY LEARNING NEW THINGS AND HAVING NEW EXPERIENCES, SO I AM ALWAYS LOOKING FOR NEW OPPORTUNITIES. I LIKE TEACHING AND THE OPPORTUNITY TO GIVE BACK THINGS THAT WERE GIVEN TO ME BY OUTSTANDING TEACHERS ALONG THE WAY. THERE IS SOMETHING VERY REWARDING IN SEEING STUDENTS DEVELOP AND IMPROVE THEIR ABILITIES AND TALENTS.G: I love the statement:we are all standing on the shoulders of giants. We are learning all the time, and when that knowledge is shared we are encouraging self empowerment. How do you define artistic empowerment?B: I WOULD DEFINE ANY EMPOWERMENT, INCLUDING ARTISTIC, AS A SENSE OF CONFIDENCE IN YOUR ABILITIES AND IN THE OPPORTUNITIES LIFE PRESENTS TO YOU. SOME CALL IT A POSITIVE MENTAL ATTITUDE WHILE OTHERS MIGHT CALL IT THE ABILITY TO HAVE FAITH. I WOULD SAY IT HAS SOMETHING TO DO WITH MOTIVATION AND THE DRIVE TO SUCCEED. I HAVE TAUGHT MANY STUDENTS WITH TALENT WHO HAVE NOT DEVELOPED TO THE DEGREE THAT OTHERS WITH A SENSE OF SELF-EMPOWERMENT HAVE. I HAVE TAUGHT MANY STUDENTS HOW TO DRAW AND PAINT BETTER BUT ITS MORE ELUSIVE TO KNOW HOW TO TEACH THEM TO HAVE MOTIVATION.

Ballet Dress

Ballet Dress

G: Self motivation is key to empowered independence. This is why it's so important that your creativity and talent be aligned with what you love. BYU focuses on teaching conceptual and technical image making skill sets with an eye on preparing artists for the publishing, gallery, and entertainment industries. What could be some alternatives to these corporate models?B: SEVERAL OF OUR STUDENTS ARE HAPPY WORKING WITHIN THE TRADITIONAL STRUCTURES THAT ALREADY EXIST IN  THE VARIOUS MARKETS YOU MENTIONED. HOWEVER, OTHERS WANT TO BE ENTREPRENEURS AND APPROACH THEIR CAREERS IN A MORE CREATIVE WAY. MANY OF OUR STUDENTS ARE FEMALE AND ASPIRE TO HAVE CHILDREN AND FAMILIES. THEY ARE LOOKING FOR ALTERNATIVES TO A CORPORATE MODEL. SEVERAL HAVE FOUND WAYS TO BALANCE AN ARTISTIC CAREER WITH THAT OF RAISING CHILDREN AND TAKING CARE OF A HOME.  THEY HAVE STUDIOS IN THEIR HOME WHERE THEY DO THEIR CREATIVE WORK. SEVERAL ARE GREAT AT SELF-PROMOTION WHILE OTHERS HAVE AGENTS WHO PROMOTE THEIR WORK.G: Home based businesses are growing, especially when you understand how the internet can work for you. Its a whole new world of possibility. How you promote represents a huge part of your success. I have lots of artists ask me about agents. I tell them, no-one is going to sell yourself as well as you can. That being said, they can represent a stream of income if they are good at it. How would you describe artist sustainability?B: I SUPPOSE ARTISTIC SUSTAINABILITY IS LIKE ANY OTHER SUSTAINABILITY.  YOU HAVE TO HAVE THE PASSION AND KNOWLEDGE OR SKILL SETS IN PLACE TO CONTINUE TO BE VIABLE. OUR MORE SUCCESSFUL STUDENTS, THOSE WHO HAVE ONGOING CAREERS SEEM TO BE THE ONES WHO KNOW HOW TO SOLVE PROBLEMS AND STAY "LIGHT ON THEIR FEET." THEY ARE FLEXIBLE AND ABLE TO MOVE AND CHANGE AS MARKETS CHANGE. THEY FIND THE OPPORTUNITIES IN A FLUCTUATING INDUSTRY.

Dancer

Dancer

G: Flexibility is important. I encourage building an industry around your own art empire. That way you know where you are at any given point in any economy, because you have built a foundation that is based on loyal supporters. Artists are more limited when tied to a corporate structure. That being said, how do you handle fluctuating economic factors in the professional corporate world?B: WELL, I SUPPOSE ANY ONE WHO IS PRUDENT PUTS THINGS AWAY FOR A RAINY DAY. IN OTHER WORDS, HAVE SOME SAVINGS AND RESOURCES AVAILABLE TO CARRY YOU OVER WHEN THERE ARE DOWNTURNS IN THE ECONOMY OR WHEN THINGS CHANGE. I THINK IT IS ALSO HELPFUL TO NOT PLACE ALL YOUR ENERGIES IN ONE FIELD OR SPECIALIZATION. TO HAVE AND TO BE ABLE TO BALANCE SEVERAL "IRONS IN THE FIRE" IS OFTEN HELPFUL. IN MY OWN CASE, I DO ILLUSTRATION FOR A NUMBER OF CLIENTS BUT I ALSO TEACH AND DO WORKSHOPS. I AM ABLE TO PAINT PORTRAITS AS WELL AS LANDSCAPES AND ROUTINELY ENTER MY WORK IN EXHIBITIONS AND SHOWS. I HAVE WRITTEN A NUMBER OF ARTICLES FOR MAGAZINES AND TRADE PUBLICATIONS AS WELL AS A BOOK ON LIFE DRAWING. I BELIEVE IT IS ALSO HELPFUL TO ATTEND CONFERENCES AND WORKSHOPS - TO NETWORK AND EXPERIENCE NEW THINGS.G: Multiple streams of income is a smart strategy. Any thoughts or comments on Artist As Brand coming to BYU?B: I BELIEVE THIS IS A UNIQUE OPPORTUNITY FOR OUR STUDENTS AND FORMER STUDENTS TO DO EXACTLY THAT- ATTEND A WORKSHOP AND HAVE A NEW EXPERIENCE. THERE WILL BE AN OPPORTUNITY TO BE EXPOSED TO SOME GREAT PRINCIPLES RELATED TO SELF EMPOWERMENT BUT ALSO THE OPPORTUNITY TO SEE, MEET, AND NETWORK WITH OTHER ARTISTS.

20225524

G: What do you think a brand is? B: I SUPPOSE THE TERM MEANS FINDING AN IDENTITY, WHAT UNIQUELY LABELS OR DEFINES YOU AND WHAT YOU DO OR ARE INTERESTED IN DOING. SUCCESSFUL BRANDING IS THE ABILITY TO CREATE A PERSONALITY OR COMMODITY THAT IS ASSOCIATED MAINLY WITH YOU AND YOUR WORK.G: I ask this because the word "brand" appears to be a loaded term especially in fine art circles. I believe the word "brand" has been branded! However to be clear... A brand is a purpose transformed into a product or service that connects to people, the planet, and beyond. The key word here is purpose, and specifically your purpose.Any last pearls of wisdom?B: WE ARE LOOKING FORWARD TO HAVING YOU COME BACK TO BYU AND SHARE YOUR ENERGY AND ENTHUSIASM WITH US AND OUR STUDENTS AND ALUMNI.Thank you Bob! You are such a gentleman. It's an honor to know you and connect with your grand art spirit.I look forward to seeing you and all the talented individuals associated with BYU, June 15-17 for the workshop, and on the 19th for the Illustration Alumni Show. Lets energize our potential, and power up prosperity together.HERE ARE THE QUESTIONS FOR ALL BYU ALUMNI!1. HOW MANY OF YOU ARE ILLUSTRATORS? WHO IS HAPPY WITH THEIR CAREER AND MAKING ENOUGH INCOME TO PAY THEIR BILLS?2. HOW MANY OF YOU ARE WORKING IN THE FILM OR GAMING INDUSTRIES AND ARE HAPPY WITH YOUR CAREER? HOW MANY ARE ALREADY BURNED OUT?3. WHO IS SHOWING IN GALLERIES AND HAVING CREATIVE/ FINANCIAL SUCCESS?4. WHO FEELS LIKE THEIR CAREER IS JUST STARTING? HOW MANY FEEL YOUR CAREER IS OVER? WHO IS READY TO RE-INVENT THEMSELVES?5. WHO FEELS THEY ARE LIVING AND WORKING FROM THEIR HEART, AND DOING WHAT THEY LOVE? IS ANYONE READY TO TAKE THEIR LIFE, CREATIVITY, AND CAREER TO ANOTHER LEVEL OF FULFILLMENT?THANK YOU EVERYONE! I LOOK FORWARD TO YOUR ANSWERS.PeaceGreg

Audrey Miller

Trace Mendoza

I am slated to present an Artist As Brand workshop at the Laguna College of Art and Design, next weekend May 28-30. Like the LAAFA students I interviewed in my recent post, artists have strong opinions whether they are students or not! LCAD students Trace Mendoza and Audrey Miller answered some questions about what they are learning and what is important to them. Audrey was in my Artist As Brand class and you can hear it!

Greg- What do you want to say with your art and why?Trace- With my art I want to convey to the viewer a distinct image that displays a strong narrative towards any topic, whether it be personal or commission.Audrey- I want people to know that it's alright to like a bunch of different things. If you have a style that you're comfortable with, that's great but don't be afraid to branch out and try something new. It's important to branch out and let others inspire you. If you don't, your work can get old and lose it's spunky fire.G- What are the attributes that make up a great artist?T- I think there are really two main attributes that make up a great artist. First understanding the fundamentals of producing work and the history of art in all mediums from Oil Painting to Digital imaging. Second would have to be the ethics of the artist. I am ultimately attracted to working with artists that have a "Do it yourself" work ethic.A couple months ago, my friend Eddie and I recorded a time lapse video of myself using house and spray paint to construct a large image onto a wall. With this video we were able to both promote ourselves with my creative process and also Eddie's Video editing capabilities. This was done on a extremely low budget and is now promoting both of us all over the internet.A- A great artist should be someone who respects others and their work as much as, if not more than, he / she respects themselves and their own work. Be proud of your work but don't get cocky. Stay humble. A great artist always wants to learn more and improve their skills but is also willing to help and teach others. Being an artist Is not all about the individual, it's about the collective art spirit of the world thriving together.G- You both have a very pro-active approach to art creation and a holistic view of honoring the collaborative art spirit. What do you think about having a career as an artist?T- My marketing strategy lately has been to network with Artist, Bands, and various companies to build my portfolio. My ultimate goal besides being a freelance artist is to teach. Eventually as a teacher I feel students will have a lot to gain from my perspective, and with these new artists, will come new inspirations that will keep my artistic fuel going.A- In short, I plan on selling my art online and at various art shows. From there plan on using profits to open a store / sell my art at other stores. By the end of 5 years I plan on having a full functioning store with staff, a fantastic webpage and I would like to donate a portion of my sales to organizations like the ASPCA and the humane society to help injurred and abused animals find a home.G- Big plans for large visions! What do you feel you have most learned most from the classes at LCAD? T- Because my Major is Illustration with an emphasis in drawing and painting and a minor in sculpting, I feel that I have grown as a well rounded artist that is knowledgeable in multiple styles and mediums. Classes lately that have been the most influential are my Illustration classes constructing narratives and understanding the ability to experiment, and my fine art classes which focus on encompassing the figure.A- The most important thing I've learned is that it's ok to make mistakes. I used to be one of those artists who refused to ever let anyone see my sketchbooks because I was afraid and ashamed of my "bad drawings". Now, I couldn't care less because those drawings are just for practice. They're not supposed to be masterpieces and if you happen to create something good on the first try, be proud but don't settle for it. Keep working on it to make it something great. They say there will always be someone better than you at whatever you do in the world. I use that phrase as motivation for me to keep growing as an artist and as a person.I'm disappointed that some teachers at LCAD don't emphasize that it's normal to not get something perfect the first time. They'll tell you to thumbnail your brains out but won't say it's ok to be wrong. Some students need to know that. That's the whole point of school, to make mistakes and learn from them.G- Can you name an artist you respect who is making a living from their art alone?A- Michael Phillips is a friend of mine and is a local artist in Laguna Beach. I've learned quite a lot from him about what it can be like to be an independent artist and how hard it can be especially when the nation is in an economic rut. He works his butt off to keep doing what he loves. It's definitely not the best way to become a celebrity over night, but if you're smart, determined and do what you love to do, you'll end up where you want to go.T- Dave Choe is the first artist that comes to mind. He's got a show going on at Lazarides gallery in Beverly Hills, designs for RVCA and has his own line of vinyl toys. He's proof that if you work hard enough success will follow.G- What are your thoughts about Artist As Brand principles? T- Audrey...A- Artist As Brand is all about doing what you love to do and making a living from it. Essentially, it's how to obtain your dream job. Growing up and definitely now as I am soon to join the working world, people always tell me, " when I was younger I wanted to do this... I WISH I had stuck with it.." I can't stand hearing that. If you want it so bad, get off your butt and go do it. Take the leap of faith and if you fall, get up an try again. People need to learn how to listen to themselves and learn how to take themselves seriously because those are key to finding out what makes them happy.Awesome! Trace and Audrey are going to do well especially if they can keep the attitudes and perspectives they hold dear to them now. Thank you both for your time and thoughtful answers. Onward and upward.To empowerment,Greg

I recently picked up a magazine calledFIND in the LCAD library. It was a free publication, small in size 5"x7" but exuded a vital art spirit. Featuring a very cool cover by Rick Rietveld and filled with artist imagery that piqued my interest, I decided to contact the Founder/Publisher Neight Adamson to find out more. I found in Neight a kindred spirit, a champion of the arts. I asked him to tell me a little about himself and his mission.

Greg- Neight, please share a bit of your artistic journey.

Neight- I have always been extremely passionate about art. I started by scribbling, doodling and drawing on everything I could get my hands on. When I was enrolled at Brooks College in Long Beach, I met a teacher named Mike Hanson (now at the Art Institute of Orange County) who inspired my way of thinking and helped me take my art and design to a whole new level. After college I couldn't find a design job for the life of me but found a job at the Wyland Gallery in Laguna Beach, learning everything an artist needs to know about marketing oneself. On the side, I freelanced with companies like Nike, Hurley, Alpinestars and Chronic Tacos, specializing in advertising and illustration. I began learning the art of business and how to maintain a creative mind set in a cut-throat society. Branching out on my own, I began piecing together my own design studio with Chronic Tacos as my biggest client and unlocking the door to the glamorous world of marketing. As well as using many different artistic mediums to market my ideas, I planned on bringing artists, spectators and buyers together to share in their ideas and give everyone an opportunity to network and grow as an artistic collective.

G- Sounds like you are into artist empowerment too! Tell me about your FIND Art Magazine.

N- FIND Art Magazine is working to build a local art community by bringing local artists, galleries, companies and spectators together into one "Found" space. It is a tool for artists to show their Art to thousands of people. FIND Art Magazine is released every 2 months and is dedicated to promoting and showcasing all different mediums of artwork within each issue. It is sized conveniently to 5x7 inches leaving each page open to the possibility of being framed. There are millions of artists out there that have not had an opportunity to show their art to very many people at all. It is completely free for artists that are chosen to participate in the art show and is also free to the public. The philosophy behind FIND is two fold: One to create an art community where artists can inspire each other, and two, offer a platform for undiscovered talent to have their name and artwork exposed.... The initial response has been phenomenal and we're getting a ton of new submissions every week.

Advertising in the magazine is great for art driven companies. We even offer special discounted rates for individual artists and galleries.

G- You own a gallery that works in concert with the magazine, correct. Tell me more.

N- The whole idea of the magazine is to advertise the artists that are going to be a part of the FIND Gallery exhibition (Costa Mesa, CA.). The same artwork that's in the magazine is in our gallery too. A 5X7 print in FIND might be a five foot oil on canvas... The plan is to grow the magazine, expose more artists and showcase their work in a gallery setting while actually establishing a point of interest within the community.

G- How would you describe artist sustainability?N- When the the signature at the bottom of the canvas is worth as much as the artwork itself.G- That is a nice way to put it! Tell me about your upcoming shows and where can people find your magazine?N- Our closing show for the current issue is actually this Saturday, May 8 giving people a last chance to see the artwork before we take everything down for the next issue. The next Issue will be released by the 21st of May with the opening reception for the exhibition on Saturday, June 12. The magazine can be found at all the art driven locations that we can find: art schools, art supply, tattoo, fashion retailers, edgy restaurants, advertisers, etc.G- Thank you Neight! You are a true patron of the Art Spirit.After realizing our visions for artist empowerment were similar it only seemed natural to connect the FIND mission with the Artist As Brand workshops! Neight and I are formulating a powerful alignment that will bring some awesome value to anyone taking the workshop. I am talking amazing promotional opportunities.We have decided to set up an Artist As Brand Workshop at the FIND Gallery August 6, 7, 8 (Fri-Sun, 10AM- 8PM). Stay tuned for more details.Neight is looking for artists to be included in the FIND Art Magazine and gallery. ContactFINDfor submission instructions and advertising possibilities.PeaceGreg

In the spirit of forging opportunity I offer FREE workshops through my Giveaway offerings and Scholarship programs. These opportunities are for the LAAFA workshop May 21, 22, 23, and for the LCAD workshop May 28, 29, 30. One giveaway will be presented for each venue. The scholarship is only open for the LAAFA workshop at this time.Here are the details:This giveaway and scholarship ends at 12PM PST on Saturday May 15.Winners will be announced using the Randomizer via Random.org Monday May 17.To qualify for the scholarship go to the website for directions- http://www.artistasbrand.com/scholarship/To qualify for the giveaway read directions below: You receive entries by completing specific tasks. In each instance make sure you credit which workshop you are interested in.1 entry: Join the Newsletter at Artist As Brand

1 entry per week of the contest: Twitter this message for LAAFA:#GregSpalenka #ArtistAsBrand Workshop at LAAFA May 21, 22, 23. Win a free $400 class through this #giveaway. Art Power.http://bit.ly/9um5OS

1 entry per week of the contest: Twitter this message for LCAD:#GregSpalenka #ArtistAsBrand Workshop at LCAD May 28, 29, 30. Win a free $400 class through this #giveaway. Art Power.http://bit.ly/9um5OS

2 entries (total): Blog about this giveaway and the workshop, link to my Blog and leave a message for this post. (1 blog per entrant, please)

1 entry: Place a message on your Facebook page about this giveaway and the workshop, link to my Blog.1 entry: Become a follower of ArtistAsBrand on Twitter1 entry: Become a follower of ArtistAsBrand on FacebookGood Luck everyone!! To artist empowerment and prosperity.Greg

Laguna College of Art and Design feels like family. I have been teaching concept and art courses there on and off for two decades now. I watched the school grow and evolve from year to year to become an intimate powerhouse of knowledge and new media. Laguna Beach in general is a thriving outlet of creativity, home to the Pageant of the Masters, Festival of the Arts, and the Sawdust Art Festival.When I approached Michael Savas, Dean of Communication Arts about bringing Artist As Brand™ to the college he welcomed me with open arms. Its that family thing again.Michael is a real forward thinker about the future of art commerce. We have a similar mind set when it comes to the issue of artist empowerment and sustainability. By lecturing extensively over the years around the US and abroad I have been able to keep my fingers on the pulse of how Academia is providing not only art training but also life/business skills for their students so they can understand how to make a living from their talent.I am asking teachers, academics, artists about creative empowerment and art success and what it means to them. My recent Blog with Douglas Rushkoff energized some insightful commentary. Michael gives a stab at these issues too.Greg Spalenka: How do you define artist empowerment?Michael Savas: In a philosophical sense, by staying true to ones creative integrity. In terms of the business of art, by having the same professional rights as do other creative professions. For year’s artist, illustrators in particular, have been hurt by unfair business practices. Actors and musicians have long had organizations to ensure proper pay and fair contracts. Musicians have The American Society of Composers, Authors and publishers (ASCAP) that protect intellectual property rights and to collect royalties, actors have the Actors Guild. While some progress for artists and illustrators have been made with organizations like the Illustrators Partnership of America (IPA) the profession and business of art still has a long way to go.GS: Yes, it seems that artists are still catching up in terms creating community. It is getting better.LCAD focuses on teaching conceptual and technical image making skill sets with an eye on preparing artists for the publishing, gallery, and entertainment industries. What could be some alternatives to these corporate models?MS: We do a great job at preparing our students to function as good visual communicators and we take great pride in not favoring any particular business model for those are always in flux. Our graduates acquire work in every creative area imaginable including their own start-up companies, online venues, corporations etc.GS: How would you describe artist sustainability?MS: Having an ability to adapt to the needs of an ever-changing creative environment while maintaining integrity in all that you do.GS: But does LCAD prepare the student to handle fluctuating economic factors in the professional world?MS: Our approach is to instill sound technical and creative core skills and the ability to visually problem solve. Those who do these things well will always be in demand and succeed in any economic situation.GS: A strong personal vision is always a good foundation. As a freelancer you are relying on yourself and motivation to keep your business going. When you make your own way your fingers are always on the pulse of possibility.MS: I believe some of our strongest attributes are our various academic program curriculums that we monitor regularly as well as our professional faculty for they are paramount in educating future artists and designers. I feel Artist As Brand is a very good supplement to our professional studies curriculum. It helps students find their artistic strengths, creative passions and to explore the many options in marketing and promoting their talents.Well said Michael! Thank you for those insights on LCAD.Michael left me with this word of advice for all students,  "Stay true to your artistic integrity no matter what creative path you take!"Professionals too!I am presenting an Artist As Brand workshop at LCAD May 28, 29, 30, Friday-Sunday 10AM- 8PMSign Up with Kerri Redeker- 949-376-6000 ext. 240See you there!PeaceGreg

I am honored to have Douglas Rushkoff answer a few questions about artist empowerment, sustainability, and living inside or outside the corporate model. Rushkoff is one of today’s most engaging and perceptive commentators on the impact of technology and media on organizations and society. A globally recognized thought leader on marketing and Internet culture, he explores how communications affect our lives. Rushkoff is a professor of virtual culture at New York University.Roxana came across Rushkoff on an Etsy speaker series and suggested I might like to hear him. I immediately felt a kindred spirit. Here was an individual who understood how the box of corporate culture really stifled much of the entrepreneurial spirit in people. Artist's became locked into this system too. It is time to wake up and throw off those shackles.Rushkoff is a social media master. His ten best-selling books on new media and popular culture have been translated to over thirty languages. They include Cyberia, Media Virus, Playing the Future, Nothing Sacred: The Truth about Judaism, Get Back in the Box: Innovation from the Inside Out and Coercion, winner of the Marshall Mcluhan Award for best media book. Rushkoff also wrote the acclaimed novels Ecstasy Club and Exit Strategy and graphic novel, Club Zero-G. He wrote a series of graphic novels for Vertigo called Testament, and is currently working on another book for Vertigo as well as a new series of graphic novels for Smoking Gun Interactive.His latest book,Life Inc.: How the World Became a Corporation and How to Take It Back, is an astute examination of the moment in history that currency was centralized and society moved away from local trade and bartering. He demonstrates how corporate culture has literally changed human values and profoundly altered the way we now relate to one another.This Friday and Saturday, April 16-17  at the Newport Public Library he will be presenting one of his dynamic lectures. I will be there Saturday. Come join me!Rushkoff was gracious enough to answer a few questions about some issues I believe are important to all artists. This is an opportunity to comment and possibly start a dialogue with him about how the world of commerce is changing as well as your opportunities in it. So jump in there.GREG SPALENKA: In your national best seller Life Inc. you talk about the how the corporate world reduced an individuals self worth. Artists like to think that they are not part of an industry, but the gallery system and the blue chip elite in particular has its own rules and regulations. How would you define artist empowerment?DOUGLAS RUSHKOFF: Honestly, empowerment for an artist is probably the ability to which s/he can work independently of the marketplace. An artisan can always look at what is useful in the short-term, and just sell a pretty teapot or t-shirt. But an artist usually needs to think in longer cycles, and this might mean creating work that isn't deemed valuable by the marketplace for a decade or more - especially if the work is critical of the status quo. Most people don't want to spend money undermining their world view.So empowerment either comes when the artist can generate enough income regardless of market considerations - or when the artist can learn to live without constant income and recognition. It's not necessarily an easy life, but many poor artists are more empowered than wealthy sellouts.GREG SPALENKA: Most colleges and universities teach art making skill sets with an eye on preparing artists for the publishing, gallery, and entertainment industries. What would be your suggestions for artists graduating with this mind set and do you feel its sustainable?DOUGLAS RUSHKOFF: You mean for artists who decide to become commercial designers instead? Nothing wrong with that, but it's not one's real work. It's no different from an artist working as a bookkeeper or bed salesman. Whatever pays the bills. In some ways, it's harder when you use your craft for some corporate purpose, because you can fool yourself into thinking you're a working artist, when you're really just an artist, working.On the other hand, if you keep the extra work related to your artistic field, use it as zen training. I know great painters who worked their days or nights as scenic artists on soap operas. So they still work their technique, their brush strokes, their perspective tricks, all day long. And then they do their real work when they've got the time. But at least the commercial work isn't so much about conceiving ad campaigns or packaging, and much more about flow.GREG SPALENKA: I stress in my Artist As Brand™ workshops the importance of creating a solid fan and patron base over time, hence creating multiple streams of income. Are artists better off handling fluctuating economic factors inside or outside the corporate system?DOUGLAS RUSHKOFF: Diversify.Thank you Douglas, for your insightful answers! I have some questions around a few of your answers which I will place in the comments. I look forward to your presentation in Newport Beach. I hope to see some of my creative colleagues there too.In Life,Greg

***FOLLOW UP***

Photo by Eve Villa Nuehart

Just returned from a packed house at the Newport Public Library where Douglas gave a stellar presentation focused mainly on the concepts of his book, Life Inc.: How the World Became a Corporation and How to Take It Back Close to two hundred people listened intently as Douglas explained the history behind the rise of the corporate empire. Its a story of power, greed, and suppression of independently owned business and commerce. In the 1200's a model of corporatism emerged which in essence is still with us today.The upside is we are finally beginning to see changes in this system as people embrace their own possibility and manifest new models of personal business. You see it in our farmers markets, online shops like Etsy, and in creative markets where the hand made object is making a comeback.Douglas made the comment that, "Solutions are small." I loved it. Keep it focused, intimate and doable. One step at a time will get you there. These are principles I teach in my Artist As Brand™ classes. In the visual arts we see the concept of simplicity throughout the design world.People asked him what we could do to change a system that has been around for so long and is very powerful. Douglas responded that change is possible through "community value creation." When we empower the community one individual at a time by inspiring and supporting local projects a holistic model of power emerges. Over time this new paradigm of economic potential will give corporatism some serious competition.  It may knock them out or force them to change their paradigm too. Wow! I recommend picking up Life Inc. it will open your eyes.I had an opportunity to meet with Douglas for the first time. He signed my Life Inc. book, and we talked briefly about possibly aligning our forces. Ahhh, what does this mean exactly you may ask? Stay tuned my friends!PeaceGreg

In November of 2009 Parade magazine printed an article called Can Art Save a Mall? by Susan Fine. When too many stores came up empty at a large mall in the St. Louis area the owners decided that instead of demolishing it they would offer the spaces to artists for $100 per month, plus utilities. Art galleries, a dance studio, museum, etc. were created. Not only did it give arts groups a home it also increased traffic in the mall for the other stores and restaurants. I bring this article to your attention because its exactly this alternative approach to artist promotion every talented entrepreneurial soul can embrace.

In this instance the owners of the Mall took the initiative, but creatives can do the same by starting their own venues. Consider this group of frustrated artists disappointed with the size of the San Diego Comic Con (its gigantic). They are producing their own more intimate convention called Creator-Con. Here is an interesting take on this new venue on the Blog Cartoon Brew. The power of an idea whose time has come can manifest quickly if  desire, focus, and energy is placed behind it.

Start your own alternate showcase, gallery, convention, art faire, artist workshop, etc. What are some cool ideas you have thought of or heard of recently? How about some artist marketing brainstorming?

To artist empowerment!

Greg