Alfred Paredes

Alfred Paredes took my Artist As Brand class at Laguna College of Art and Design in the Spring of 2010. He is a very talented sculptor who graduated from LCAD but was disappointed with his career at the time. Alfred loves classical and fantastical sculpture and wanted to know how to work both markets. He really applied what was learned in the course and is reaping the benefits. You can see his work here-alfredparedes.comapsculpturestudio.comHe just sent a note that touched me deeply.Greg, I want to thank you for inspiring me to follow my dreams and believe in my work. This year has been the best year I've had (financially and exposure-wise). My work is gaining a reputation for quality and originality and I'm selling more and more. I may still take on work for other people, but it's on my terms and part of my business plan. Plus I get to take the projects I want to work on and say no to projects I don't want to work on. That's a great position to be in from my perspective.Despite having started a family, I'm still creating a lot of work and getting myself out there as much as I can. The website has been a great success in getting my name out there. I've even had some celebrity clients. I'm currently working on a 9 foot tall monument for the city of Arcadia (currently in the design phase). It'll be my small mark on the history of sculpture, as that bronze statue will out live many generations to come.Keep spreading the word and doing what you do. I've been recommending your workshop and speaking highly of it whenever I get the opportunity.I hope you've had a wonderful Thanksgiving and that the rest of your holiday season is filled with creativity and love.Cheers!! Your friend,AlfredThis is the kind of empowerment and success I want all artists to experience.  It is why I created Artist As Brand.To your success,Greg

© 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

***

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.

Ideas flow through me like water. They can be drips, streams or rivers but they are always moving through my mind and spirit. If not for meditation I do not know how I would sleep at night! Of course even a great idea is just an idea until you make it real so the challenge becomes the art of the start.Jerry Gretzinger's idea started with the drawing of a small map. Watch this video on how a simple idea continued to grow into new possibilities. He sells mainly on Ebay and has an interesting approach to expanding his collector base-"A word on my pricing of the prints and originals: when posting a panel for the first time I put it out at 120% of the average price paid to date for that type of panel. If it hasn't sold after 30 days I mark it down 20%. I keep doing that every 30 days until it is sold. I want you all to become collectors, and I want The Map to be affordable for everyone. I will let the market set the price."May your ideas extend outward and create new territories in art and life.PeaceGreg

Sign Up deadline is May 6th.

Spectrum Fantastic Art Live! and Artist As Brand are aligning to bring creative empowerment and prosperity to artists in Kansas City, May, 2012.

Spectrum Fantastic Art Live! is a natural extension of the eighteen-year success of the award-winning Spectrum: The Best In Contemporary Fantastic Art annual.The Spectrum book has come to symbolize the vibrancy, diversity, and overall excellence of this international art community. Spectrum Fantastic Art Live! is an art fair in which creators will be able to sell originals and prints while promoting their work to patrons, collectors, and potential clients. Whereas the ubiquitous comic con focuses on all facets of popular art culture, Spectrum Fantastic Art Live! focuses on the artist and their sales.

This focus makes it a perfect fit with Artist As Brand! I will be presenting a workshop three days before the event. It is open to all serious artists, students and professionals. Learn the secrets of connecting the power of your essence with your art, to your collectors, and see how these principles can be applied at an event like Spectrum Live.

All participants will receive free access to all three days of Spectrum Fantastic Art Live. The workshop is held at the Historic Aladdin Holiday Inn Hotel, just blocks from the convention center.

Learn more about the workshop on theABOUT page.Read the REGISTER page before signing up.See what art professors, professionals, and college students are saying on the RESULTS page.

Register Here

Kendall Students

I presented an Artist As Brand workshop at Kendall College of Art and Design this past weekend and wow, these students were on fire! They were already formulating ideas for a multimedia community art event to be held at the school next year. I was impressed with the strong independent art spirits in this group. Go Kendall!The amazing life coach Greg Montana was Skyped into our session pumping up the group. Twenty eight students, alumni and faculty stuck it out for the three ten hour days. You could feel the love! See more pics here.

Artist As Brand was a complete success!!! 3 day illustration boot camp, followed by a lovely dinner with the amazing illustrator that created it!... I have had the best weekend ever!! I mean ever!!.... priceless.-Amanda Schaub

I am going for what I want in life. I'm getting my mind, body, and soul together and failure is a foreign word now.-La'kenya Shauray TerrellI can't thank Greg enough for sharing his wealth of knowledge and more importantly, touching my heart. -Kirbi FaganSweet! I will be back next year.Thank you also to Christine Brown, Nancy Hart, and Jon Mcdonald for introducing me to such an awesome school.PeaceGreg

Interested in worldwide exposure? Here is one way to do it. The Sketchbook Project encourages artists to create singular sketchbooks, which are then exhibited in locations around the world. In the words of the Sketchbook Project team, “It’s like a concert tour, but with sketchbooks.”

Create an event that will spark other people's creativity.  Manifesting a team of like minded individuals can start with as little as two artists. In this instance it involves hundreds. If you can produce a concept that it timeless and timely it can become the spark for something much larger than yourself.

To your empowerment,

Greg

Create a video of your art process and pull people in with your magic. Choose your background music wisely! In this case you might want to turn your volume down.

I have been talking about the magic Five Years ever since it took me as much time to really lock in my illustration career. It can happen sooner, but the five year mark generally holds true. Check out this post on Muddy Colors where Chris Moeller talks about the five year mark. He is talking generally about the industry of illustration but the principle of how long it takes is the same with building your independent art empire outside of industry.

My students create a five year marketing blueprint in the AAB workshop. This way you begin to shape your career long term instead of leaving it up to fate.

Peace

Greg

REGISTRATION CLOSED

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!

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

Creating a website can be done many ways. I recommend using Wordpress however there are other options that can give you more power and flexibility in designing what you want to see. HTML is one of those ways. It can appear daunting and feel like learning another language, but never fear, here is a great website for HTML beginners with easy tutorials and its free! It's called, Don't Fear the Internet. Check it out to gain at least a rudimentary understanding of how this  internet code works.

I am presenting a three day workshop May 15 (Tues), 16 (Wed.), 17 (Thurs), before the May 18-20 Spectrum Live event in Kansas City, MO. This is a great opportunity for all artists to learn the Artist As Brand principles and then see how it applies at an event like Spectrum Live, where I will have a booth too!Which artists know how to present themselves in a unique and professional manner? Who stands out? What can you do that nobody else is doing? How to present yourself at a shows like Spectrum Live is only a small part of what you will learn in this course. You will be empowered and prepared to manifest your own art empire. Get ready to see your professional art career from a very different perspective.And receive a free 3 day pass to Spectrum Live!Read the REGISTER page before signing up.Learn more about the workshop on theABOUT page.See what art professors, professionals, and college students are sayinghere.

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

The Beerhorst Family

The Beerhorst Family is pure Artist As Brand. In fact Rick Beerhorst says the family is a brand! Take a look at this article on Etsy and the video and see what I mean.

Empowerment People!

Greg

JAMMING FOR 38 YEARS!

Phil Yeh has been making comics for a long time. He has written and illustrated over 80 published books. Phil founded Cartoonists Across America & The World to do something about the literacy crisis on the planet. His group of artists have painted more than 1700 murals in 49 states in the United States as well as more than a dozen countries. A documentary film "Planet Literacy" is in the works and will cover much of the 25 year global tour promoting literacy and the arts.One of his most popular comics is, "The Winged Tiger" series. of  for January 2009. See more of his work HERE.Phil also publishes a FREE magazine that celebrates the art spirit called, "Uncle Jam." Started in Long Beach in 1973 it is filled with interviews of well known artists like Moebius, Daniel Merriam, Kadir Nelson, as well as writers and performing artists. Check out the newest issue HERE.I salute Phil for his passion to produce his own creative properties, but also to his commitment to other artists and the people they inspire. I will interview Phil in the future to find out more about the history of his work and the passion that has driven him to manufacture a free magazine for 38 years.PeaceGreg

This Saturday August 6 at 10:00

Free! Artist As Brand LectureSponsored by the Alameda Writer’s GroupGlendale Library222 E. Harvard St.Glendale, CA 91205818.548.2030

LESSONS LEARNED

Experiences are going to be good and bad depending on your perspective, but if we focus on the lessons learned we can always view it through a positive lens. Every San Diego Comic Convention since my first in 1974 has taught me something. In the beginning Comic Con was all about fans appreciating comics and the creators behind the art of these stories. Writers, artists, publishers, merchandisers, all gathered for this large show and tell of popular art culture, to be seen as well as trade and sell their products. Comic Con grew on this simple premise.

The film and television industries were always present at the event but more on the fringes. Over the last decade the tables have turned and promotions for the large media conglomerates have taken center stage, literally. This has changed the fan base. Serious collectors that flocked to the event are becoming rare. I was elated to see Mr. Katz, one of my best patrons stop by the booth.  When I asked why he had not been to the Con in nine years he waved his hand toward the FOX and Warner Brothers islands and said, "I could do without all this."

Ric Meyers (writer and presenter of the Kung Fu extravaganza at Comic Con) mentioned "the artists and merchandisers are being pushed towards the walls, and disappearing into them." Many of my favorite artists do not come to Con anymore because it is too expensive.

This year a group of Pixar artists started an event called “Tr!ckster” across the street from Con in response to what they consider an impersonal giant. It's fascinating that a group of artists who make their livings strapped to a corporate entity are putting together alternate events to Comic Con. This highlights the dilemma I see in the corporate world all the time. Artists become addicted to the salaries they receive working for industry, yet yearn for independence. The challenge is you have very little time to do your own work once you are locked into that system.

The shining light in all this is that your fans, your patrons and collectors will stick with you wherever you are. Some of my collectors who I met at Comic Con years ago stopped by to see me and purchased art (one is the Batgirl painting above that I worked on at the booth). I love my supporters, they make the trip to San Diego worth while. Also seeing my artist friends at this event is enjoyable.There are other conventions popping up around the U.S. I was speaking with Arnie and Cathy Fenner about Spectrum Live to be held next May in Kansas City. It is an event that is focused on the artist.  I will be there with a booth and as well as presenting an Artist As Brand workshop! Yes, stay tuned, Spectrum and Artist As Brand are aligning.What did I learn this year? Comic Con is becoming less of a place to sell and more of a venue to promote. The big question is if it's worth it? That being said my Crescoptiscope from The Visions of Vespertina was a hit and brought many curious eyes to the booth. I wish you could have all seen it in action. Had to be there!

For those of you who could not make it to San Diego, I have a few Masters of Science Fiction and Fantasy Art left. See some of the bookhere. I am in it with Brom, Kinuko Craft, Dan Dos Santos, Donato, Charles Vess, Stephan Martiniere, James Gurney, and more. It is an awesome collection, with insightful commentary by the artists. $25.00, shipping included. You can purchase it at Amazon for the same price but mine comes signed.

To your art empire,

Greg

The Illustrators Journal is the brainchild of Lon Levin. It's a new magazine about the illustration world. There are articles about empowerment, marketing wisdom, and the other facets of jumping into a career of art. I am interviewed in it too! Check it out here.Peace allGreg

Director Spalenka

When I decided to publish my first illustrated novel, The Visions of Vespertina,Kickstarter.com came to mind to garner support. This online crowd funding website has really taken off and now their are others to increase the competition. I like the way Kickstarter supports creative projects.  It is amazing how well different projects have done through the help of this funding platform.

In a nutshell you pitch your product to the world and see who is interested enough to donate or pre-order your art, movie, book, etc. You offer rewards for specific amounts of product or extras. If you reach your desired financial goal by your deadline the funds are released to you. A video is a helpful tool to perk up interest. The quality of these infomercials range from sophisticated to doh!

I wanted to create a "trailer" for my book and so decided to film actors and my art using green screen technology. If all goes well I should have it up on Kickstarter in about two weeks. I will keep you informed. So for all you courageous Artist As Brand® (yes I now have a registered trademark!) entrepreneurs, crowd funding is a viable solution to jump start the production on your labor of love.

Peace

Greg

PRIORITIZING YOUR TIME

Managing time is an illusion. Time has it's own schedule. We can only work with it. What matters most is how we prioritize our time.

This means focusing on what is important in our lives. I look for a balance of mind, body, and spirit. I meditate morning and night, eat simple nutritious meals, workout a few times a week, and prefer to fill my mind with inspirational knowledge. Creating my personal art projects brings me a sense of well being. Living responsibly, yet passionately.

In the context of our career and work it is the same. If you go to a job that schedule is pretty much set for you . When you freelance or own a business, prioritizing your time is crucial. Having the discipline to meet your deadlines and remain on track with costumer service is necessary to your success. Yet there are times when deadlines loom and parts of your business demand full attention, putting other facets of the game plan on hold. A little crunch time now and again is normal, but if excessive can burn you out.

I am premiering the first episode of my  "Vespertina" books at Comic Con in July, so I will be going into the cave to finish this project. Go to mySpalenka Eyeblog for more info. I will create a kickstarter campaign for this project so you can see how crowd funding can be used as a promotional tool. If you do not see much activity here for the next two months this is why. The online workshops will be ongoing, but before the end of May will be the best time to reach me.

Keep making art everyone!

Greg

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