Rule Your Universe: Dread Scott on Marketing Your Work

Dread Scott's "Burning the US Constitution."

Dread Scott’s “Burning the US Constitution.”

We all know that an artist’s work doesn’t end with her time at the studio. Artists are their own creators, and also their own cheerleaders. It is their passion for their art making that can get other people—be it viewers, curators, critics, or collectors—involved and interested in their practice.

Artist Dread Scott knows this better than most. The revolutionary potential of his own work—including installations, performances, and paintings—feeds off of the attention and participation of his community. On January 19th, he leads Creating a Marketing Strategy, our upcoming webinar that covers all aspects of marketing your work, including defining your goals, developing effective communication tactics, and building your support community. We asked Dread what artists need to know about MailChimp and how we can be rulers of our own universe. RSVP today!

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Telling Our Stories on Our Terms — The Power of Strategic Marketing

The dangerous power of negative marketing, clockwise from top left: Detroit = miserable (photo by Rebecca Cook for Reuters); Occupy Wall Street = directionless (photo by Odell Payne); “A Fire In My Belly” video = sacrilegious; and prospective travelers = potential terrorists (photo by Craig Walker for AP).

The dangerous power of negative marketing, clockwise from top left: Detroit = miserable (photo by Rebecca Cook for Reuters); Occupy Wall Street = directionless (photo by Odell Payne); “A Fire In My Belly” video = sacrilegious; and prospective travelers = potential terrorists (photo by Craig Walker for AP).

As the saying goes, “everyone is trying to sell you something,” and in today’s hyper-connected digital world it couldn’t be more true. Whether it’s algorithmically personalized ads across social media, spam emails or product placement in popular music videos, we are constantly bombarded with branded marketing that is subtly attempting to influence the way we think about our selves, our desires and the people  in our lives.

Given all of this, why should artists want to participate?

On Thursday January 12, join Creative Capital artist leader and marketing expert Brian Tate for Seven Elements of Strategic Marketing, where he will detail how and why artists can and should understand marketing their work in a way that’s strategic and authentic.

According to Brian Tate, there are three main reasons why strategic marketing is essential for artists (now more than ever.)

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Internet for Artists: Best Practices for Effective Emails

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This is an excerpt from our Internet for Artists (IFA) Handbook. The IFA handbook is a collaborative online resource given to participants of Creative Capital’s Internet for Artists workshops. On January 23, from 7:00-8:30pm ET, join artist leader Sue Schaffner for our Website, Blog, & Email Essentials webinar where you will learn the full scope of best practices for managing your internet presence as an artist.

Some basic strategies for effective email communications

With the help of email, sending out communications about your projects couldn’t be any easier. Now commonplace and long accepted as a norm within the arts community, email is fast, easy, and cost-effective, but it’s not without its challenges. Getting your reader to open your message and read it is more difficult than you may imagine. Some strategies include:

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A Page From Our Handbook: Developing a Promotional Strategy

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Every few weeks we post tips straight from the Professional Development Program’s Artist’s Tools Handbook, a 200+ page resource we give to Core Workshop attendees, written by PDP Core Leaders Jackie Battenfield and Aaron Landsman. The book covers everything from writing to budgeting, websites to fundraising, elevator pitches to work samples. Similarly, each post is packed with practical ideas to make your life run more smoothly, leaving you even more time for your creative practice. Learn more about all of our PDP workshops and webinars here.

 For more strategies on how to build a promotional campaign that expresses the quality and character of your work, be sure to attend our November 7th workshop, Promoting Your Work with Jackie Battenfield.

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Be the Advocate Your Art Deserves: 4 Ways to Better Document Your Work

Documentation of On the Impossibility of Freedom in a Country Founded on Genocide and Slavery, a performance by Dread Scott, 2014. Produced by More Art. Photography by Mark Von Holden Photography (c) Dread Scott

Documentation of On the Impossibility of Freedom in a Country Founded on Genocide and Slavery, a performance by Dread Scott, 2014. Produced by More Art. Photography by Mark Von Holden Photography (c) Dread Scott

An effective marketing strategy keeps one truth at its heart – it’s all about relationships.
The goal of marketing your work is not to suddenly act like a used car salesman, but instead to facilitate the conversation between your work and your audience.

On October 13th, artist Dread Scot will be leading our Creating a Marketing Strategy webinar. Pulling from his long and storied career, (He once had former President George H. W Bush call his work ‘disgraceful’), Dread Scott will be sharing actionable tools and tactics for artists to create a marketing strategy that allows them to leverage their work into a greater conversation. Register Here
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Turning thoughts into Actions: The Presence of the Brown Girls Museum Blog

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Photo Credit: Amanda Monroe Finn

Ravon Ruffin & Amanda Figueroa are consultants. Together, they’ve created the Brown Girls Museum Blog (or BGMB) which cultivates inclusionary practices for museums through social media, speaking engagements, collaborative partnerships, community advocacy, and content services. What started as a conversation, transformed into a platform that aims to solve the one of the most pressing challenges with the art world.

Hillary: Although you are both young, it seems as though it didn’t take long to transform a problem into an opportunity. Can you describe the development of BGMB and your current roles in its operations?

Ravon: The blog came about through individual interests, and then we discovered that we work well together. We both are determined and unrelenting in our desires for social equity in the humanities field, and bringing our individual skills together has been one of our biggest strengths. From the beginning, we’ve always had a clear vision of what we wanted the blog to look like, and we sort of fell into our roles from there. I’ve always been more of the content management and strategy type, whereas Amanda is apt in the technical and design aspect. Our academic endeavors are quite literally where we intersect.

Amanda: I think both of us have always been “problem solvers” — when we noticed what was going wrong with inclusion in museums, we immediately wanted to help fix it. At first, the best way to do that was just by speaking out, raising our voices and making ourselves be heard online, but as the blog continues, we’ve been given more and more opportunities to work on this issue in different ways. It has been exciting to be able to take our mission, and our work “offline” in live events like talks and workshops, but a digital presence will always be important to us. Right now, we tend to split our roles pretty evenly; Ravon handles a lot of our social media while I do a lot of the back-end design stuff, and we both collaborate on new projects as they come in.

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The Seven Principles of Strategic Marketing

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Artist leader Brian Tate leads a workshop on Strategic Marketing at this year’s Creative Capital Summer Intensive

Marketing is a term that often makes artists uneasy. 
It’s understandable, we are so often inundated with corporate messaging that feels cold, impersonal and profit driven.

However at its most basic, marketing is simply effective storytelling to a specific audience to drive a specific outcome. On Tuesday September 27 artist leader and marketing strategist Brian Tate will be leading our Seven Elements of Strategic Marketing webinar. This session will break down how artists can effectively and authentically deploy marketing theory in ways that help both them and the audience understand their work better. Register Here

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Internet for Artists: Ideas for Effective Blog Posts

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A well curated artist blog can supplement your website, increase your audience’s understanding of your artistic practice and raise your online profile. But sometimes, just the idea of starting a blog can seem intimidating. How often has the question, “But what do I blog about” crossed your mind?

On Friday, September 16 at 7pm EST artist Sue Schaffer will be offering in-depth guidance on how to optimize your web presence through her Website, Blog and Email Essentials webinar, an overview of best practices for your website, blog, and email marketing and communications. 

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Build Your Crew: Developing Core Supporters for Your Work

Artist Dread Scott leading a Creative Capital workshops.

Artist Dread Scott leading a Creative Capital workshop.

The following post is adapted from artist Dread Scott’s upcoming webinar, Creating a Marketing Strategy, which covers all aspects of marketing your work, including defining your goals, developing effective communication tactics, and building your support community. Below are Dread’s tips for getting your crew of supporters together.

Like everything you do as an artist and a person, your marketing strategy should start with stating your goals. What are you trying to achieve with your efforts? The answers to this question could be “cultivate a funder,” “build an online community,” “sell more tickets,” or “announce a project.” While the objectives vary as much as the creative process, the key is to match your tactics with your goals.

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Tell A Good Story: Sascha Freudenheim & Alina Sumajin on Public Relations

An artist at a recent Creative Capital workshop

An artist at a recent Creative Capital workshop.

Ever wonder how artists get written about in the press? Often artists with representation—a gallery, or an agent—will leave public relations work in someone else’s hands. But artists in every stage of their careers can learn a thing or two about good PR strategies and take their press outreach into their own hands. Next week, our Professional Development Program is producing a brand new workshop in our New York City offices on public relations specifically for artists. We’re bringing in Sascha Freudenheim and Alina Sumajin from PAVE Communications and Consulting to lead PR For Working Artists: Strategies for Success on May 2nd. We spoke to Sascha and Alina about the difference between marketing and PR and how to get your press release to stand out from the inbox slush pile. 

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