The ‘artist business’ as a model for professional development

Business is often an alien term for artists. The art sector is complex and artists often graduate from art school with little knowledge of how to navigate it. Furthermore, becoming a professional artist is an unavailable career option for many, especially if they are from a low-income background. In 2018, Arts Council England published the "Livelihoods of Visual Artists - Summary Report”, highlighting that the average income for professional artists across the UK ranges only from between £3,200 and £13,300. So, what is the relationship between art making and running a business? And how can artists become economically sustainable? 

 

At SPACE we have been reflecting on these questions through London Creative Network (LCN), our European Regional Development Fund (ERDF) funded artist professional development programme. These are the ways in which LCN supports artists:

 

 

Artists accepted on LCN are at a pivotal moment in their practice, often looking for the next step or a change. They have been making work for over six years or haven’t been active for a while due to a life event (e.g. having had a baby). In most cases they are in an economically precarious position. By encouraging artists to see themselves as businesses, LCN opens them up to new perspectives beyond the traditional trajectory of making-exhibiting-selling. 

 

"It was really useful to discuss my ideas with the LCN peer-led crit group, the advice and comments were genuine and sharp”. LCN participant

 

 

Artists often lack business literacy and knowledge in subjects such as budgeting, business planning, fundraising, marketing or IP. LCN helps them skill up, impacting positively on their finances. After completing LCN, an average artists’ turnovers increased by 15%. The latest evaluation of the programme reports that 85% of LCN artists have become better at business planning and marketing. But most significantly, many of the artists had embraced new models of working. These included applying alternative financial solutions to public funding, e.g. crowdfunding; or embedding different jobs (and sources of income) such as teaching, fundraising and making into their artistic practice. Today, as a SPACE In-house analysis in July 2019 has shown, 90% of all LCN artists are self-employed sole traders.

 

"LCN has helped me to develop ideas and processes for making my business and practice sustainable, establishing a unique printing and binding service for bespoke small runs and growing the publishing and events programme.” Artist Louisa Bailey

 

Confidence 

 

Confidence is a game-changer for artists. Through mentorships, workshops and peer-to-peer support, LCN helps them to become more aware of their opportunities, strengths and weaknesses. For example, when artists feel more confident about their work, they are able to charge a fairer price - a key finding from BOP’s focus groups with the participants. On LCN, we aim to challenge the issue of artists’ low pay or no pay.

 

Innovation 

 

LCN supports a broad definition of the term innovation, of which experimentation and risk are essential elements. We think it’s key to allow artists the space and time to learn new skills, make mistakes and receive feedback. In some cases, this process can also lead to a new piece of work or creative direction, such as the adoption of a new technology.

 

"I had never tried to build a painting in VR which seemed to be too complicated, but with the support from LCN I managed to produce it.” Artist Soa J. Hwang 

 

 

The traditional arts network can be a barrier due to unconscious bias around ethnicity, gender, age, or personality traits, e.g. extrovert vs introvert. At the same time, artists often work in isolation, either in their studio or at home, and are eager to meet a supportive network. According to our in-house analysis from March 2019, 99% of LCN artists work alone in their studio or at home, 65% of them run their practice on a full-time basis and 46.4% on a part-time basis. At LCN, we offer an alternative network by connecting artists. The programme is a safe space for the exchange of ideas and helps to develop new collaborations and ways of working. 

 

LCN is constantly evolving in response to the participants’ feedback and our evaluation. The relationship between art and business is not an obvious one. It requires a careful understanding of artists’ individual needs and how they practically operate. The artist business is a concept that has been offering us new perspectives on art making and the artistic profession. It’s not about the commercialisation and profitability of artists’ work but rather about re-thinking its economic value along with its cultural and social one. Artists on LCN are supported to reflect on what can make them sustainable and autonomous economically while still remaining true to their practice.