Photos by Spalenka

*MINI ART EMPIRES IN THE ROUGH*Street Artists make a living selling directly to the public. (part 2)

The concept of creating income doing what you really love is difficult for most people to comprehend. We were not brought up to think that way. Generally we passed from elementary school through high school and college with the idea firmly planted in our heads that we were preparing ourselves to get a job. Aptitude and skill set were the criteria that determined what job you would fit into. Entrepreneurial possibilities were not considered.If you were an artist you had generally four choices:1. Gallery Worlds: Commercial to blue chip, take your pick. This usually entailed earning a masters degree so you could teach to compensate for the sparse income made as a fine artist.2. Commercial Art: Included graphic/industrial designers, film makers, architects, photographers, illustrators (publishing, advertising), concept designers (film, and now games).3. Become a starving artist.4. Make your art a hobby.I have been an industry artist in publishing and film for many years. It was only through showcasing my art for 20 years at the San Diego Comic Convention that I came to the realization that it's possible to make a living outside the corporate model. The internet opened new possibilities of promotion, but connecting one on one with your fans, patrons, and collectors changed everything. The growth of the handmade movement attests to this shift.Street artists have been doing this forever! Their marketing techniques could be more savvy, but they have talent, passion, goals, and make a living doing what they love.

Ron Jones

Ron Jones went to Parsons. He has been selling on the street for years. His work was very linear and graphic, almost graffiti like but with a sophisticated finish. All painted on plywood. "I love your work, Ron. Can I see you online?" I asked. "Not yet. I have to get my website up," he said. "I would really like to be in more galleries," he added.

Ron gave me his business card. Upon closer inspection I realized this was an original drawing made with markers! Every card was a piece of art. He even had his working hours on the back of it, Mon thru Sun. I noticed that this promo was made over the note pad paper of another artist agent with his URL on it (showing through the black bar at the bottom of the promo). "Are you represented by this agent?" I asked. "No. I just used that paper to make the card. I recycle paper all the time." Ron looked more closely at the printed words showing through his black marker.

"You are promoting your competition, Ron!" I exclaimed. "Damn," he said, "You want me to cut that part off?" Ron is very talented and creating some very cool work. With a little more marketing refinement he could be expanding his art empire in a big way.

Rob Hann

Rob Hann has been a professional photographer for many years with clients such as Times Magazine, The Telegraph Magazine, Monocle, Carl*s Cars, Wired, Time Out, The Independent On Sunday Review, Q Magazine, Glamour, as well as all the record labels. Born in Salisbury, England he has lived here full time since 2003.

When commercial work dried up he took his art to the streets out of desperation. Now he says he actually enjoys his intimate gallery on Prince st. "You have some people who will roll their eyes when they walk by but most people are really nice and enjoy the work," he smiled.

Rob Hann

Rob's set up was very clean and presented with a designers touch. Prints were impeccably matted and protected under mylar sleeves. His promos were printed postcards. Everything reflected his sophistication as a professional. Even his chair fit in.

Rob Hann

Rob works on personal photography projects around the US. "I love shooting photos of America and it's people," he says. "How are your prints selling?" I asked. "Every day is different. Right now I am just getting by, but at least I am getting by," he said in a British accent.

Rob Hann

I mentioned it is different selling this way than having a freelance gig you are called upon to shoot." "Yes it is," he replied still smiling.

Vartouhi Zerdelian-Pinkston's street side set up was unique in that she added an enterprising spin to it. Vartouhi had her father holding down the shop! "She is at home with the kids, working," he said. Talk about taking the street art business a whole new level.

Vartouhi was born in New York City in 1973. Her website states, "her work is admired and sold in the United States and countries such as England, Brazil, Germany, Spain, Greece and Japan. In the Summer of 2009, her etchings were exhibited at the Swirbul Library Gallery, Adelphi University, New York."

Vartouhi's small intricate etchings (usually and inch or two in size) are fantastical gems that could be viewed through a magnifying glass.

Her father proudly pointed out the children picture books she had written and self published. His warm attitude and obvious love for his daughter brought a nice energy to their set up. With some attention to her booth design and presentation Vartouhi could make an even finer presence on the streets of NYC.

Ray Sumser

Finally we come to a street seller that was not in NYC but instead outside the San Diego Comic Convention last July. I wanted to showcase Ray Sumser with the New York artists because the spirit is mutual. It was early morning and I was walking to set up my booth in the convention center when I saw Ray sitting on a bench out front. His shop was a cardboard box, rolled up posters were lined up for sale. He was dressed in pants that had his very detailed and brightly colored art printed on them.

Check out his poster here.

"Wild pants! Why aren't you selling your posters inside the convention center in Artist Alley with thousands of potential art buyers walking around?" I inquired. "I could not get a badge to get in," he replied. "I might be able to help you get a badge," I suggested, "but seriously think about showing your art in Artist Alley." Ray thought for a moment and said, "Thank you for the offer but I sell these out here just fine. There are as many people outside as there are outside." He was right. It was just as insane outside as it was inside the building. I asked him for his card which he had ready to hand out. Raysumser.com.

I checked out his site later. He had his art, products (shirts to match the pants), a good amount of his social media set up. Ray could still use some refinement and focus with all of it, but he was doing it his way. Selling on the street worked just fine, thank you.

How much income were these artists making selling their art, their way? They made an average $200-$500 a day! Do the math. That is $1,000- $2,500 for a five day week. $4,000- $10,000 a month. $48,000- $120,000 a year. With some intelligent promotion, and social media these individuals could double their income. Now you know why I believe in the power of the independent art empire! There are an infinite amount of possibilities on how you can create your own. It all starts with the desire to share your vision with the world.

I bow to all the awesome creative individuals who shared their experience with me. Keep making art!

To your prosperity,

Greg

Whenever a new idea is born it can be greeted with awe, disdain or simply, "What?" When the synapses in my brain aligned to create a class on artist empowerment and prosperity it was crystal clear as to the concept and worth of what I was manifesting. However, the idea of Artist As Brand is so unique to any education taught in any school, college, or university out there that it's understandable that there are some questions about what it is I teach exactly. This post is going to clarify the principles/manifesto of this course (some call it a movement) and exactly what value you will receive from your three days and $295.00 (tuition for 2010 only).

What is Artist As Brand?ARTISTart·ist [ahr-tist]–noun1. a person who produces works in any of the arts that are primarily subject to aesthetic criteria.2. a person who practices one of the fine arts.3. a person whose trade or profession requires a knowledge of design, drawing, painting, etc.: a commercial artist.4. a person who works in one of the performing arts, actor, musician, singer; dancer, public performer.5. a person whose work exhibits exceptional skillBRAND[brand]–noun and verb1. kind, grade, or make, as indicated by a stamp, trademark, or the like.2. a mark made by burning or otherwise, to indicate kind, grade, make, ownership, etc.3. a kind or variety of something distinguished by some distinctive characteristic.4. to impress indelibly.5. a brand name.The essence of these two words together can be defined thus... a creator who has made their mark! The goal of Artist As Brand is to connect the individual to their purpose, art and prosperity. Connecting your art deeply with your truth creates a mark that is so is authentic and profound it embodies a unique power. Align this vision with your individual collectors through targeted marketing techniques and you begin to build a one of kind Art Empire that can sustain you financially for the rest of your life.Some fine artists scoff at the word brand. Whether you like the word or not all visionary creators throughout time who have made their mark on humanity are brands. They are remembered for their impact on the collective consciousness of the planet and many are household names.I call the Artist As Brand workshop an artist boot camp because it is a highly focused three days with the intention of aligning and defining (in some instances re-aligning and re-defining) the purpose and direction of an individual's career path. We start deep in the heart and move outwards connecting your talent to your marketing, patrons and collectors so there is perfect alignment. The knowledge for this workshop is derived from 28 years working as a professional artist inside and outside of the publishing, film, and gallery industries as well as teaching higher education.The following is what all participants will be learning in three days and what they will leave the workshop with. Individuals work alone and in groups.DAY ONE. DECLARE YOUR PURPOSE- You will 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 your core purpose aligns your heart with your art in a profound manner.- Design a personal logo/heraldic shield to represent your Core Virtue. You create a simple image that will represent what you just learned about yourself.- Design a Vision Board. This template is defined by everything you love in your life, what turns you on and keeps you motivated as a unique individual. The Vision Board creates the niche markets that will be your domain, and will make up your one of kind art empire.- Practice the art of the Blurb. You 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. This exercise is designed to increase your confidence and generate interest in who you are and what you have to offer.-Every workshop will include special guest lectures by esteemed  individuals who encompass the Indie Art Spirit. Guests include art writer Peter Clothier, licensing expert Maria Brophy, social media master & botanical perfumer Roxana Villa.DAY TWO.  PLAN YOUR BRAND- Design your art and product line. We look at artists who are successful in this area, and new approaches to making income from your art. Then we define what art and products can manifest from your Vision Board.- Create an innovative marketing blueprint that integrates high tech and high touch medias. We look at these two very different but synergistic marketing models. You learn how to best utilize these promotional mediums.- Learn the simple yet powerful art of business and commerce. Are you an art hobbyist or an art professional? This is a short lecture on straight up, common sense business practice. 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.DAY THREE. 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. You will start this process right in the class!- Conceptualize a product ready for manufacture. We begin to look at the details of what its going to cost in labor, time, and materials.- Review- In addition participants will have access to other career enhancing promotional opportunities only available to Artist As Brand students! Some of these details can be found on the ABOUT page.Now you are ready to create your own Art Empire! I hope this info helped clarify the purpose and design of my class. Come on join the Indie Art Revolution! Sign up for a class near you today.“See what participants are saying.To your artist empowerment and prosperity,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.

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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

Is fate tied to intention?Have you ever noticed that it seems inevitable at times when specific people pop into your life? It feels as if the universe is pushing both of you together. This happened to me recently with Peter Clothier. By his own words, he is a reformed academic, now fifteen years in recovery, he has returned in recent years to teaching, in mostly non-traditional ways: in workshops, continuing groups, and individual coaching and mentoring for artists and writers. I missed his lecture at LCAD last semester, though some of my students made it and enjoyed him immensely. When Clothier's PERSIST: THE BLOG auspiciously jumped into one my Google searches I realized we had strands of art spirit glue connecting us. I contacted him.This man is committed to exploring the possibilities. Look at all his social media. All of it is fascinating. Check him out. You will definitely learn something!His Website.Blogs:TheBuddhaDiaries.comHuffingtonPostPodcast:The Art of OutrageHis new book Persist: In Praise of the Creative Spirit in a World Gone Mad with Commerce is a collection of musings on the art of the creative process.Needless to say, Peter is channeling the goods. He has a presentation and book signing at the Napa Valley Center for Spiritual Living, Sunday May 30. Go!I asked him if he would be kind enough to answer some questions that I have recently been serving up to college students, faculty, Chairs, etc.He graciously agreed! Enjoy.Greg- Where in the individual does art reside?Peter- In the mind, which is everywhere--heart, brain, body, bones, eyes...  The mind is the whole package, working all together.G- How do you define artist empowerment?P- It's self-empowerment.  No one is going to give it to you, nor even teach it to you--though the teacher can help you find it.  It comes only with time, through experience and growing familiarity with the medium and inner knowledge out of which we speak.  This is what we mean by an artist's or a writer's "authority."G- That sounds like living from the inside out. Lovely. How would you describe artist sustainability?P- I wrote a whole book about it--or a series of essays which came out as a book this year.  It's called "Persist."  Persistence is the ability to sustain one's vision and one's sense of purpose, despite all obstacles--and there are many of them in today's culture.  Again, this is a quality of mind.  It can be developed through a regular practice of discipline.  My own practice is meditation--an excellent model for the creative process.G- Meditation is part of my spiritual practice too, and it definitely informs my creative life. 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. What could be some alternatives to these corporate models?P- If I were to write an art school curriculum--and I won't be doing that, I quit academia twenty years ago!--I would be sure to include two elements that are most frequently forgotten.  The first would have to do with the value of discipline and practice, and of training the mind to focus on those things I want it to do rather than allowing it to wander off on its own whims and fancies.  The second would have to do with the holistic quality of the human experience.  This sounds a bit romantic, but it's not intended as such.  Our educational systems tend to concentrate on the activity of the brain, and too often to cut us off from other parts of our lives which are equally important: the emotional, the physical (yes! the body!) and the spiritual.  An integrated vision must incorporate all four of these elements.G- Focus and balance is a key to understanding ourselves, and our art. But in the context of living in a corporate world what can an artist do to weather fluctuating economic factors?P- Breathe.  I actually mean that seriously.  In our anxiety and our drive to "succeed," we forget to do this and we choke on our own needs and ambitions.  For the vast majority of artists, the reward is unlikely to be financial.  If you make a painting with the thought of selling it, you're probably in the wrong profession.  The trick is to follow one of the great Buddhist teachings, and learn not to get attached to outcomes.  If you're an artist and you need money (don't we all?), look elsewhere.  If you happen to be one of the fortunate few, congratulations.  And don't forget to keep "persisting," not only in your studio work but also in the pursuit of your goals outside the studio.  Just don't cling to a single notion of success, especially the financial one--because it may not happen and you have to keep doing it anyway.  Because you're an artist, aren't you?G- Keeping your eye on your integrity and your personal vision is vital to peace of mind and creative longevity. However I am also an advocate of making a living from your talent. Personally I think you can have your cake and eat it too! Now how big your cake is depends on you! I have observed over the last two decades the walls breaking down between the so called fine art world and popular art culture. The Low Brow art movement and artists like Takashi Murakami are examples of this. What is your opinion of this evolution? How does it benefit the artist?P- I don't care to make that distinction.  Art is art is art.  If you're out of the mainstream, you're probably on the right track!G- My sentiments exactly! Any final pearls of wisdom?P- How about: "Read my book?"  That's where I keep my pearls.  In a nutshell, see my previous answers.  To paraphrase Lewis Carroll's Father William, "I have answered six questions and that is enough... Don't give yourself airs.  Do you think I can listen all days to such stuff?  Be off, or I'll kick you downstairs."Cheers!Now that was English humor!Thank you so much Peter for your insightful answers. I am grateful fate threw us together. Of course I am sure intention had something to do with it! We shall have more conversations about the world of art and its evolution. Peter and I may align on an Artist As Brand workshop in the future. In the meantime peruse his Website, Blogs, and books. Knowledge and wisdom are timeless.To empowerment and our kindred purpose,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

ARTISTart·ist [ahr-tist]–noun1. a person who produces works in any of the arts that are primarily subject to aesthetic criteria.2. a person who practices one of the fine arts.3. a person whose trade or profession requires a knowledge of design, drawing, painting, etc.: a commercial artist.4. a person who works in one of the performing arts, actor, musician, singer; dancer, public performer.5. a person whose work exhibits exceptional skillBRAND[brand]–noun and verb1. kind, grade, or make, as indicated by a stamp, trademark, or the like.2. a mark made by burning or otherwise, to indicate kind, grade, make, ownership, etc.3. a kind or variety of something distinguished by some distinctive characteristic.4. to impress indelibly.5. a brand name.****What do Michelangelo, Ralph Lauren, Geogia O’Keeffe, Andy Warhol, Clint Eastwood, Auguste Rodin, Apple, Sting, Frida Kahlo, Porsche, Picasso, Damien Hirst, Mark Ryden, Annie Leibovitz, Henry Moore, Greenpeace, Maxfield Parrish, Ray Bradbury, Joseph Beuys, and Elizabeth Taylor, all have in common?They are all brands.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. This is where the heart of your essence resides, where your most potent art manifests, and the strength of your perseverance matures. The purpose inside you aligned with your personal vision is the foundation of your creative power. When your heart is joined with your art, a vital one of a kind signature is formed. This brand is unique to you and your intimate product.The word “brand” is derived from the Old Norse brandr, meaning “to burn.” It refers to the practice of producers burning their mark (or brand) onto their products. 1.In the beginning, before multi-national corporations, before boards of directors and proxy fights, before mergers and franchises and takeovers, there were family businesses founded on individual enterprise or invention.Before the corporate image or the company logo, there was the individual name stamped on a product, a service, a laborsaving device, or a form of entertainment, usually because it was the proud handiwork of one individual. 2.The artist’s mark is unique to its owner even if its a copy of something else. However the ambition of most artists is to make a mark that touches their so audience deeply, it burns this symbol into memory. The lifetime of a creative mind can burn a series of meaningful marks into the mindset of a generation, but if their passion is great its possible to start a fire that contributes a brighter light to the world.Peace and passion,Greg Spalenka1. Wikipedia.org2. The Branding of America, By Ronald Hambleton

The Quito Gang, 2009

When Eduardo Villacis, professor/illustrator asked me to present a workshop last year at the Universidad San Francisco de Quito, Ecuador little did I know that Artist As Brand™ which was brewing inside my head for many years would manifest as flame in my heart too. I am committed to empowering truth in us all through art, education and introspection.  When Artist As Brand™ struck such a deep chord with the students in Ecuador it became clear to me this concept of artist entrepreneurialism was meant to be shared. I am amazed at how quickly wings have grown around this idea as it journeys  to other locals . Laguna Beach, Salt Lake & Bountiful UT, Los Angeles venues are lining up.Its exciting to see the enthusiasm in peoples eyes when I mention the ability to connect their heart with their art and their income on their own terms. I'm inspired to shift our perceptions of the ubiquitous corporate model into a new view of possibility. Yes, to paradigms that are good for the heart, mind, spirit, and business too!Stay tuned for the first Artist As Brand™ giveaway! Win a free workshop.PeaceGreg Spalenka