You no longer have to be a Husain to be an artist
Social media platforms are liberating art from exclusive circles and are allowing artists to reach a wide consumer base. They have also given rise to a new breed of art entrepreneurs
June 12, 2013 / 14:13 IST
Deepa Krishnan
Time was when art was meant for an esoteric clique who was supposed to understand it, appreciate it, and most importantly afford it. Artists and their work were promoted in art gallery circles. Artists thus found patrons and they hobnobbed with them. If you found favour among prominent galleries, you were among the lucky few to have 'made it'.But, as with most other aspects of life, the Web is breaking down traditional barriers and art is emerging from the grip of this exclusive, tight-knit circle. And artists have social media to thank for this liberating trend. Platforms such as Facebook and Pinterest are awash with art that you can ‘like’, share and, of course, buy. Social media is also changing the very concept of art as art circles are much more inclusive and include young students, seasoned artists and art entrepreneurs. The only requirement is knowing how to navigate the social media landscape. With the playing field thus levelling, works of art are finding a wide base of consumers. Social networking is not only efficient but also a cost-effective tool to market art. If you are an artist, here are some pointers to leverage social networking to enhance business.1. Start a blog: Blogging is free and a great way to express the thoughts behind your art. It gives you a great following of like-minded people who you can collaborate with and grow your ideas. Vineeta Nair, a former advertising art director, quit her full-time job to pursue her passion for art, which was anchored to a successful home decor blog. "My blog is about reviewing good products and good decor, which slowly led me to realise my true passion. The Internet gave me the confidence to come into my own as an art entrepreneur,” she reveals. 2. Use social networking: Social media platforms, notably Facebook, Pinterest, LinkedIn, Google+, Instagram and Twitter, provide artists a way to accurately target potential customers and build a new audience. If used intelligently, this can translate into excellent customers. It is also easy to connect with the rest of the art world using social media.3. Maximise your Facebook presence: You can get a loyal following by setting up a Facebook Business Page. This is run more like a network, where you can share and promote your work. But uploading and sharing is not enough. You have to ‘engage’ with other users and potential customers. Running contests is a good way to achieve this. Another useful feature is Facebook Ads, which is run in an effective and transparent manner for Business Pages. This creates a platform to share work, speak about other people who engage in similar work, and grow a base of people who are always keen to know more about your new products. 4. Stay active on Twitter: Twitter is no longer a site for updating interesting comments and debates. Did you know that Twitter has overtaken YouTube as the top 'search engine' on the Internet? Not surprisingly, it can be used very effectively to gauge one’s target audience and build one's brand. 5. Create a smart website: A website has become an essential part of a business and must be counted as part of your costs. It is mandatory to have at least a small online presence. Make sure your website is up-to-date and reflects the nature of your art. If required, a secure payment gateway can be installed so that customers can purchase your work online. Investing in a good website is more fruitful than investing in exorbitant galleries.6. Sign up with an online art aggregating store: A number of new stores have cropped up online, selling only handmade products, exclusive decor and art, like shopo.in, afday.com and etsy.com. Signing up with them reduces the cost and effort of hosting your own online payment gateway. At a nominal cost, the payment gateway is hassle-free. This is ideal for artists who are starting out and want to test the waters. 7. Become a guest blogger: Just like in the real world, the online art community too gravitates towards like-minded people. Aarohi Singh, Bangalorea-based artist, quips, "I was once featured in a very well-read blog called RangDecor, and that kick-started my boom as an online artist.” However, Singh warns against getting into art entrepreneurship because it appears lucrative. "You can make money for some time. But what happens when you run out of ideas?"8. Beware of plagiarism: Singh says there are people who have tried to copy some of her signature designs, and sell the plagiarised ‘work’ at much cheaper rates. "This problem also exists in the traditional art world but is magnified in cyber space. It is very easy to 'lift ideas' online and it can go virtually unnoticed," she cautions. So keep an eye open for plagiarists.9. Once an artist, always an artist? Singh also points out the importance of sustenance. "Today there are many art entrepreneurs. Tomorrow, another online business will become a fad. The question is, does everybody have true artistic flair and interest? We have to separate the chaff from the grain. We will have to wait and see who survives. A true artist will work for the love of art. It is a matter of luck that we have the help of social media today," she says.You can send your feedback on smementor@moneycontrol.com or simply post comments below Discover the latest Business News, Sensex, and Nifty updates. Obtain Personal Finance insights, tax queries, and expert opinions on Moneycontrol or download the Moneycontrol App to stay updated!
