Envision yourself walking into a gallery and you are absolutely, positively fascinated by what you see. The titles, media and size are not enough. They are only a clue to the concept. The art is really well executed and thought out. You are either not sure of what it really is or you want to be sure that you get it. You want to know more.
So you walk up to the desk where the gallery director or an assistant is sitting and start asking questions. About the artist – they can only tell you about their experience with them. What made them decide on that particular artist – they can answer that. Then you ask about the art. About the concept, how the artist did it, what they were thinking and feeling at the time. You get either cursory answers or a blank stare. What to do?
You go home and get on your computer. Search for the artists name and find a website with more art, a resume, a bio and contact information and not much more. The web is about instant gratification, you get bored and lose interest.
Consider this alternative scenario. Same compelling exhibition, in the same gallery and you are drawn in, breath taken by the art. You go up to the desk and start asking those very same questions. The person behind the desk jumps up, comes out and starts speaking enthusiastically about the artist and their process. You almost can’t get a word in edgewise. It draws you in, as if you were in the studio with that artist. You ask to see a price list. You see that you can actually afford a print that moved you and you must have it. Not only because the art was beyond amazing. Not only because it would look amazing in your living room and you’d enjoy seeing it every day. Because the artist is so compelling. Done! Sold!
The print arrives and you put it on the wall. The experience of the gallery visit was so thrilling that every time you look at the piece the very same feeling comes up in your heart. You must have more. Done! You are now a collector!
Eventually you meet the artist, get to go to their studio often, wind up going to a chique bar and have a drink with the “in crowd.” Life just gets amazing!
There you have it. The power of the Artist Statement. The power to change lives. You have given the gallery the power and knowledge to sell your art. Galleries love a well written artist statement. It’s not just the commission and the sale. It’s the involvement in changing a life. Yours. I actually heard a gallery owner say that he wanted to help as many artists as possible. If you give him the tools, he’ll sell your art. The Artist Statement provides the gallery the information they need to turn a viewer into a buyer.
The Artist Statement is also used for a press release or press packet. I will go more into depth when I address reaching the press another time. A good Artist Statement is an integral part of the press packet. It also gives the writer of the press release the information they need to appeal to an editor. (An editor is the one who decides whether a story is good enough to send a reporter out.) It gives the journalist the information they need to write not only a good article about you but a compelling one. The kind of article that makes your event, exhibition, art and even you – the artist – a must see.
The Artist Statement helps you when writing grants, residencies, fellowships and all kinds of applications. By getting through the process of writing your Artist Statement, you will become more articulate about your work and become a much better writer. You will be able to knock out those applications with ease. By being more in touch with what you are doing you will also be in a better place to decide which opportunities overall suit your work the best. More about grants and applications another time.
Lastly, addressing websites and the internet. Effective exposure on the internet includes statements about what you are doing. It can turn a visitor into a “click” or a hit. It can make the difference as to whether they click on your website on a search engine. They are more likely to become a follower on social networking sites. They can become a collector or buyer and make a recommendation for you.
I hope that I haven’t put pressure on you by saying this. I only want to express the importance of completing your Artist Statement. I also want to get you excited. Writing, fiction or non-fiction, is fun! Enjoy the process.
A word about the next series of posts. They will be about grammar. Groan! you say? You are probably having bad memories from high school English class. The teacher who beat the importance of a period into your head and those boring textbooks. I say English teacher and textbooks be gone! Empowerment and a stronger artistic voice come in! I hope to take away all that boring high school garbage and the confusion or the mislead feeling that you are confused away, and show you how good and effective a writer you already are. How you can strengthen the voice you already use to speak. Grammar is simply a tool. Think of a period the same way you would think of that dab of paint carefully placed on the canvas making a painting not only good but brilliant. Not only will this help you to edit better, but it will help you understand the series of posts following that: The Resume. Stay tuned!