Interview with Aletta de Wal from ArtistCareerTraining.com

Interview with Aletta de Wal from ArtistCareerTraining.com

 

Hello Aletta!  For those who aren’t familiar with you and your great service at ArtistCareerTraining.com please introduce yourself and give a little background into the inspiration behind ACT.

Thanks for the acknowledgements Eric!

I am equal parts artist, educator and entrepreneur and I bring that combination to every consultation, workshop and teleconference. Along with my team of coaches, I have served over 4000 artists in groups all over the world and I’ve personally worked with over 400 artists in one-to-one consultations.  My aim is to inspire artists to do the work to be successful, offer detailed advice on specific actions and support them through the ups and downs of life and art. <http://www.artistcareertraining.com/kudos>.

 

Artist Career Training exists for one reason – to guide visual artists who want to make a better living from making art – and still have a life.

 

Since 1996, A.C.T. has grown from a local coaching practice into a virtual university. We work with part-time, emerging and full-time visual artists who are serious about a career in fine arts. Over 4000 artists have participated in our teleconferences < http://www.artistcareertraining.com/classes-by-phonehttp://www.artistcareertraining.com/art-business-overview > and 400+ in one-to-one consultations < http://www.artistcareertraining.com/one-to-one-coaching.>  Independent study is available through recordings and e-books at our sister site www.ArtBusinessLibrary.com. Our goal in all of our programs, services and products is to make art marketing easier and the business of art simpler. > and ongoing programs <

  

In your decades of experience what are some of the most common issues facing artists and how have you positioned ACT to address these needs?

 

The three most common issues facing artists are the myths surrounding the artist lifestyle and patronage, the mystery about the business side of art and the mystique about art marketing.

Myths About Artists:

 

Some clichés and myths about how artists live and work are so tenacious, so deep-rooted in society, that even artists themselves spread these false beliefs. One of the most persistent myths is that of the “starving artist.” There is a romantic notion perpetuated by operas like “La Boehme” that artists must be poor. People who believe that the “true” artist is a “starving” artist think that this lifestyle keeps them “in touch” with creativity. They wrongly equate making money with commercialism and “selling out.”

The reality is that most Artists do okay and some make a lot of money
Millionaire artists are exceptional. It takes years of hard work along with an astute business mind. What made these artists successful has also attracted detractors, many of whom deride their work as being too “commercial” or their larger than life presence as “ego-driven.”

Celebrity artists are talented creators and astute business people who realize that marketing and having others help them are the way to leverage their talents. Whether or not you share these opinions, there is no denying that these artists have what many artists want—fame, fortune and followers.

 

You are in business to make a profit and there is absolutely nothing worn g with that attitude. You don’t have to starve to be a true artist. You are entitled to cover your expenses and to have some left over. The more profit you make, the better you can support yourself and your family. The more you can do that, the more time and energy you can devote to creating the artist's lifestyle that fits your circumstances. Profit is your objective if you want a sustainable career as an artist.

 

Some artists hide behind this myth and claim that handling business interferes with their art. But when you don’t have enough money for food and rent, it’s hard to keep the creative juices flowing, isn’t it?

I’ve written and talked extensively about 11 other myths. Subscribers to my blog can access the first series here: http://budurl.com/CCMyths1to4

Mystery About Business Side of Art

The business side of art has been given a “bad rap.” Many artists think of business as dull and boring. They think of it as unpleasant “left brain” work, full of analytical and sequential activities. Artists who hold this negative view tend to believe that making art is all right brained—free, unfettered, imaginative and frolicking.

 

Neither view is accurate and current brain research finds the brain functions to be far more integrated than we once thought. For the sake of simple explanation, let’s stick with the brain divisions for now. You need both sides of your brain to create art and to handle art business activities. To make art, you do spend a lot of time using more of your right-brain functions—processing shapes, designs, and metaphors, and expressing emotions. However, to bring your work to pleasing completion requires a lot of left-brain power—coordinating skilled movements, arranging sequences and managing dimensions and color balance.

 

To build an art business that lasts and is satisfying, you use your right brain to create a vision of the lifestyle you want, imagine ways to set up a business design that suits your temperament, and create visual promotional materials that reflect your brand as an artist. The left-brain kicks in to coordinate business activities, arrange logistics for exhibits, and carry out promotional tasks in a logical sequence.

 

Mystique About Art Marketing

Because corporations have whole departments for marketing, and there are university degrees that take 3 years to complete, marketing is often shrouded in mystique. I define of marketing is a series of conversations designed to build a bridge between you, your art and your audience.  When I’m working in my studio, I’m having a conversation with my materials, my subject matter and my thoughts about what I am making.  So think of art marketing as an extension of the conversations you have when you are creating. These conversations take place in person, by telephone and on-line. Marketing conversations expand into stories, which are a simple way to educate people about who you are, what you do, how you do it and why you charge the prices you do for your art form.

  

What are some of the most difficult challenges you’ve faced in your life and how did you find the inspiration to persevere and succeed?

 

In 1989, I discovered that some persistent health problems I had been having were from NSLE (Neuro Systemic Lupus Eurythematosis). One minute, I was at the top of my game in business and personal life. The next minute all of that was gone. I had two strokes that left me without the ability or mobility I had taken for granted - to use my head to make my way in the world and to get up and go anywhere I pleased anytime. I was thirty-eight years old and instead of climbing the corporate ladder, my daily job was to learn to walk and talk all over again. While I would never have chosen that experience, I am grateful for all the good that has come out of that difficult time. I would not be working with artists now and you and I would not be preparing to co-lead a workshop in March.

 

A couple of years later, I was waiting for a friend to drive me home after a doctor’s visit, I noticed an ad on the bulletin board outside her office for a class called “Drawing for the Absolute Beginner.” I thought “That would be me!” I needed to do something beyond working at getting better. I signed up and learned from Ose and Zeisha, two very generous teachers, along with other women who had chronic or terminal illnesses. Art became part of healing my body, mind and spirit. As my creative talents returned, I resolved to make art the core of my life, instead of a sideline.

 

Fast forward to 1993. During the day, I coached executives to be more creative. Nights and weekends, I made art, taught art workshops and sold my own art and the work of other artists in alternative spaces and my own space in a renovated textile factory, which I called The Loft Gallery.

 

Since then, I have worked to help fine artists make a better living making art. I have no doubt that I am now doing what I was meant to do - helping artists turn their talents into a business that is sustainable and earns them a long-term, healthy income.

  

What I enjoy most about ACT is that it is no frills, honest advice.  It is based on real world experience.  So many artists approach this profession with their heads in the sand.  They need to be active participants in their careers.  Would it be accurate to say this is a bit of a mantra of your business?

 

Yes – I have been called a gentle nag by artists I work on an ongoing basis with because I follow-up with each one on the action they took on my recommendations.. I want artists to use the information I provide so that they can build the artist lifestyle they’ve dreamed about. It takes action to turn dreams into reality. Knowing without doing won’t get you where you want to go.

 

Empowerment is what I feel most artists lack in their outlook.  Too many times artists are focused on the lack in their lives to even embrace it.  What are three ways you would help an artist to turn around their perspective towards positive expectation?

 

Your attitude about your business is possibly the strongest influence on your level of success and confidence as an artist. When self-doubt creeps in, remind yourself of what is working and what you do best. If you establish these habits, it makes it harder for doubt to take hold. Three ways you can give yourself an attitude adjustment are:

 

Be Your Own Cheerleader
You are the only one in charge of your motivation. Whatever it takes to motivate you, make it a habit and keep moving forward. Creativity can run out. You need to be able to motivate yourself even when you are tired, uninspired or mired in stuff to do that has nothing to do with art.

 

Clear Your Mind Of Negative Thoughts
We all have days when things don’t work as well as on other days. Fussing tends to make things worse though, so make space for better thoughts by doing some of the following:

~ Affirmations—Make positive statements of intent or accomplishments that you repeat often. Make sure that they are emotionally true and that you actually believe they are possible. Use these “mantras” when self-doubt creeps in. If you establish this habit, it makes it harder for doubt to take hold.

~ Meditations and/or prayers—Meditate daily to clear your mind of day-to-day distractions and build a clear space for your creativity to flourish. If you are religious, pray for guidance from the higher power you believe in.

 

Turn Obstacles Into Opportunities To Improve
If you keep doing what you have always done, you will get what you have always gotten.
Looking at your flaws is humbling—and good practice. The first time I was able to look at a piece and say “Wow, that is really awful!” it was a freeing moment because I realized that I was developing a critical eye for my own work. In that particular case, I threw it in the trash. In later cases, I looked to see if there was anything I could do to save the piece. If there was, I tried it. After all, there was nothing to lose. In some cases, I was able to discover a whole new technique. Your attitude doesn’t cost time, money or energy, is entirely in your control, so turn it on and use it in your favor.

I live by a quote by Emerson “God will not have his work made manifest by cowards.”  It gets me out of bed everyday and keeps me reaching for the sky in my business.  What quote or belief to you live by and promote to other artists?

 

“What doesn't kill us makes us stronger.” Friedrich Nietzsche Everyone has challenges in their lives, even though it may not be obvious to others. If we step up to those challenges and look them in the face, and we truly want to move beyond them, we can do something about them. 

Tell us a little about the coming release of your book My Real Job is Being an Artist - What You Should Know Before You Quit Your Day Job (or Get One). When can we expect the release?  What sets this book apart from your average art marketing and promotion book?

 

I am in the final (I hope :+D) stages of rewriting My Real Job is Being an Artist before final review by two more editors – which will probably mean more rewrites! Artist can add their names here for e-mail updates: http://budurl.com/ArtRealJobArmusik.

I designed the book as the “prequel” to art marketing, based on the work I have done with the Artist Career Training community. I wrote the book for three audiences who need to make decisions about where they are and where they want to go with their art:

~ people who are hobbyist or amateur artists and who are considering going professional but don’t fully know what’s involved. 

 

~ emerging artists who want more structure for developing their body of signature work and a business foundation

 

~ mid-career artists who took a break for many years to raise a family or hold other employment and who are now want to refresh their art and business skills.

I’m greatly looking forward to our collaboration March 3-4 at Mainline Art Center in Philadelphia.  I believe we both have an energetic message to share and I’m so excited to better the lives of all who attend.  What makes our collaboration so unique?

 

Since I am highly focused on artists making use of the advice I offer, I decided to look for an artist who would be a good role model. You contacted me after reading one of my blog posts and when I researched your career, I knew I had found a potential partner. We’ve spent a couple of years developing the business relationship by telephone and via the Internet. Now we will work together in person. Since the workshop is designed for visual artists, I also wanted to incorporate art making into the learning process.

  

Any last words?

 

If you can dream it you can do it! Artists who want proof should read your interview “Eric Armusik Pushes the Boundaries of Art Making and Art Marketing” at http://budurl.com/ArmusikProfile

 

If you'd like to make a huge impact in your art career and to work directly with Aletta and I we will be conducting a workshop together March 2-4 at the Main Line Art Center in Philadelphia.

We're all pressed for time these days.  What I'm offering to you is a way to save years of work trying to figure things out .  This is a rare opportunity for you to learn from a guru that has worked with thousands of artists over the past two decades and to pick the brain of an artist that has gone above and beyond the traditional methods of selling art.  It is a must for anyone looking to explode their careers.  For more information about the March 2012 workshop click here.

Eric is a Romantic figurative artist and his paintings can be seen at www.ericarmusik.com