> The Beatles wrote 227 songs, but only 34 hit the Top 10. Do you think they would put out a song that they didn't believe could be a hit? Mozart wrote over 600 songs, but only about 50 of them are widely played. Do you think he purposefully wrote duds? Of course not.
This is completely backwards. The Beatles put out songs that they didn't think were hits, and put out songs that they were conscious of being the antithesis of a hit. They wanted to freak people out from time to time. As many artists do.
Just check out Revolution 9. Pretty sure you can't get much out there than that when it comes to music of that era. And still very out there to this day.
Or for a more 'songy songs' that I'm pretty sure they didn't think at all in terms of hit material: Tomorrow Never Knows or Within You Without You. And there's dozens more.
> Art is absolutely an expression of yourself. But your art is not you. Try not to entangle your ego with your art.
This is something I wish I could impress upon 23-year-old me. I had all the drive in the world to create, and made some things I knew would (to the right market) sell - and I was, in fact, proved right, a few times - but I felt nothing but embarrassment about the actual selling. It wasn't even that I feared rejection - quite the opposite! I was an actor; rejection is, like, 90% of the job - and I had no problem selling other things, or others' work, just my own. Saying "I've got something great, you should buy it" about my own stuff felt unbearably egoistic. To be honest, it still makes me cringe. I'm not completely sure where that comes from - maybe an upbringing in a religious culture that emphasized humility? Anyway, I certainly don't have a "hustle" mentality, and can't quite bear those who do. Nevertheless, I'd have got a lot further in that career if I could have let go of that particular inhibition.
This quote brings to mind the movie "Secret Mall Apartment," which I watched last weekend:
> Art is absolutely an expression of yourself. But your art is not you. Try not to entangle your ego with your art. If someone does not like your art, that does not mean they do not like you. If they think your art is bad, that does not mean they think you are bad.
The movie is partly about an apartment built in secret in a mall as an art project, and partly about the lead artist, Michael Townsend. Townsend is generally the opposite of Marsh in that he isn't interested in money, to the point of pretty much having none.
Getting back to the quote about ego: There is a scene in the movie where Michael is having a conversation with his wife about building the apartment, and his wife is emphasizing that she's trying to set up their new home. Michael clearly had his ego entangled with his art, to the point where it caused his marriage to fail.
I've seen too many times in real life people who do arts and want to try to sell it not understand that once you switch from a hobby to a business, you need to spend at least 50% of your time on the business/marketing/logistics/etc side of things, hence failing miserably. The best possible outcome that I've seen is that they miraculously hit a nerve on the first hit, become famous, and at some point realize they need to pay taxes and do so in a decent timeframe.
So I found this article great to explain those things, and also how it's not just "you", but it's "the part of you that people need to buy" to make it into an actual business the thing that it's important. I'll be sharing it a bunch, I'm so happy fnnch wrote this!
> Artists Are Solopreneurs
They make that assumption throughout, but the most straight forward way to make a living as an artist is to apply for a job.
For some types of art, the norm is to be an employee. It's mostly game studios that need people who can make nice 3D models.
As a father of two small children during COVID, I can't begin to thank fnnch enough for his Honey Bear Hunt project: https://upmag.com/honey-bear-fnnch/
Hundreds (if not thousands) of honey bears were posted in windows around SF. It was one of those things that happens in SF every now and then, a mix of whimsy and hustle and unexpected joy. We couldn't take our kids to school, we couldn't take them to the park. Instead, we would drive them around town and have them point out all the honey bears they saw. "Honey bear! Another one!"
Some interesting context here is that fnnch is disliked as an artist by many - https://www.kqed.org/arts/13896327/fnnch-honey-bears-street-...
I’m somewhat of two minds of the whole thing. I don’t blame the guy for making an income, but yeah, the honey bears are kind of boring, and especially w/ this post he comes off as a bit of a sellout. Art is weird.
When I was 16, I had already graduated high school but wasn’t quite ready for college due to the age gap so I started a punk rock band. Toured around the east coast with my band mates. Met a relatively successful musician and asked how he is able to earn a living making music.
His response still resonates with me after 30 years.
It’s the same for starting a winery: “If you want to make $1M, start with $10M.”
He basically said the same only it was the record labels that footed the bill. I enrolled in college the end of that summer.
Moral of the story, don’t be on the fence. Commit. The part about it being a business, fact. That’s the only way you’re going to make a living with your art.
The breakthrough realization for me was that all businesses are fundamentally similar. They have the same knobs just configured differently. The knobs are things like product, sales channels, marketing, PR, and brand. A jeweler might have high material costs (gold and diamonds), an artist moderate material costs (paint and canvas), and a greeting card company low material costs (paper), but they all have "material costs". These knobs are what you see through the business lens, and when approached this way it is clear that there is nothing magical about being an artist — it is simply a different configuration of those knobs.
Hard, hard disagree.
Art and art-adjacent fields (storytelling in print and film, music, videogame design, etc.) are working with intangibles. The best artists wield qualities such as technique, perspective, charisma, zeitgeist and so on.
They build their creations in ways that they can't truly explain, and the resulting "product" generates emotions in their audiences - pleasure, sorrow, joy, energy, nostalgia, melancholy - and bonds that are so strong that they can't help but be drawn to the works.
Another way of looking at this dynamic: No one needs to listen to a favorite song, or visit an art museum, read a book by a talented author, or replay a beloved game in the same way that they may purchase a light bulb or sign up for a SaaS subscription. Yet TFA is treating art as merely another type of manufactured product.
Businesses have tried to harness art for millennia. Sometimes the businesses succeed. But where they often fail is assuming that art is a fungible commodity that can be created through an algorithm or assembly line, with the creative flame locked down and bent completely to the will of a business executive or technical product manager.
Such efforts from the likes of game studios or a record company or AI are derivative by nature and rarely inspiring. The exceptions are those built by creators whose intangibles still manage to shine through, despite the harnesses placed upon them.
I'm speaking from the perspective of someone who has worked in book publishing, news media, and pop music over many years (including a stint working for The KLF's record label, see https://news.ycombinator.com/item?id=10932055)
Maybe I'm being thick here, but i still dont quite get how does he earn money from his artwork?
For example, how does he earn from the Honey Bear murals? does the city or building owner commission him for the murals? If so, does he do some kind of outreach or sales call to the building owners or is it the other way round?
Not an artist and nor am I in the art world, just curious how does business work in there
> A jeweler might have high material costs (gold and diamonds), an artist moderate material costs (paint and canvas), and a greeting card company low material costs (paper), but they all have "material costs".
There is a great line in the book Narconomics [0] that compares the "value added" of creating high end paintings to narcotics. He points out that the input (paint, coca leaves) are VERY cheap. The end product (high end paintings, cocaine) is very expensive.
(I believe he makes this point to show that raising the price of inputs slightly has no real bearing on the price at the end given the size of the margins)
Good post. I'd argue this is very similar to solo game development. There's a lot of extra administrative stuff that simply has nothing to do with actually making games and a lot more to do with making a real business. So the framing there is accurate.
> As a final note, if you make something that you like, at least one person will like it — you. If you make something you think other people will like, you run the risk of no one liking it at all. That would be sad.
Love that quote!
I think it borders on parody that this hyper capitalist, hype driven mindset (originally found in tech) has not only infected a lot of "art", but they are boasting about it. A more accurate title is how to make a living selling a very specific kind of popular mural/Art Basel/showroom/"elite" kind of art.
I'd say painting is quite a different business model than making music. There are different channels, people nowadays don't understand the value of music because they "have" everything on Spotify/Apple Music/whatever and there must be a huge tech behind you to sell good quality of sound. You also can't make your own CD (yes you can, but will it work with a CDR recorder?) and sell it progressively for $100 then for $500...
Paintings are really different kind of animal.
Contemporary artist here, with gallery representation. I also teach on, arguably, the best undergrad "fine art" program in the world.
It is worth pointing out what this artist's practice actually is. The audience here might be afraid of conjectures around the subjective phenomena of "taste", so let me propose this:
That thing that everyone complains about here when you make an interesting app, put it up, and there's a cheaper Chinese produced version of it within a month that's got a better ranking in the app store than yours? That's what this guy is doing in art terms. The "product" is derivative, and frankly, so is the hustle. That's not why most of us make art, and his work wouldn't stand up to scrutiny by my undergrads (much less the "art world" in general) who are typically optimizing for innovation in the field.
I would argue that this guy doesn't really need to be an artist, in the same way that we don't really need the 50th knockoff of the same app. Sure he can do it and I guess good on him for making some money from it, but those are separate questions compared to those of most artists. He could use those same skills he discussed to sell used cars or vapes or something. Or maybe just be a programmer and "ship"? Notice that he doesn't even attempt to explain what is novel or contextually relevant about his work, or even where his desire to do it, as opposed to selling any other product, comes from?
Personally, I use my teaching to create economic space for myself to not need to be in thrall to a flippant and cruel "market". I have some basic rules for my gallery (no sales to arms dealers, no sales to oil industry, leaning that way towards AI/tech tbh) but one of the reasons I have a gallery, in addition to lightening my cognitive load of all the admin and sales in general, is because I suspect it would damage my capacity to make cutting-edge work if I knew how the sausages were made. It's most certainly not the only way to do it, it's just how I've landed. I usually advise my students starting out to follow the Phillip Glass method (really, the 1970s-90s method): get a part-time job that pays the most you can get but that does the work that will kill your mind the least, so you have at least 1 extra day and the mental space to do your 'real' work with that 1 day plus the weekend. Then over time, if you get paid for the art, cut down on the part-time job, and repeat. I will admit it is getting much harder to do this now, so my advice may be outdated.
Anyway, I'm being snarky, and he would correctly argue it's gatekeeping. But just a bit of context for the discussion here.
It depends on your art form and what you’re trying to say. Because once you start optimizing your work for sales, you are deliberately going down a certain path.
I don’t want to criticize that path - because being paid as an artist is a millennia-old thing. The idea that true artists don’t work for money is something that came out of the Romantic era, and many, many world famous historical artists like Da Vinci or Michelangelo were doing a job for rich clients. But it seems to lock you into a path where you need to replicate the same style over and over again, because that’s what you’re known for.
There’s a great little scene in the Basquiat movie about this:
I'm talking about the same kind of work. The same style, so people can recognize you and don’t get confused. Once you’re famous, airborne, you gotta keep doing it in the same way. Even after it’s boring. Unless you want people to really get mad at you…which they will anyway.
https://youtu.be/hfI1YAo32fc?si=05msdQY9-SCJAMhX
I think the Phillip Glass solution of doing a completely unrelated job is probably a better solution, IF you’re trying to focus on expression. It also gives you more material for creating; if you read many writers and artists’ bios, their day jobs directly impacted their work.
My favorite example being Moby Dick - could someone without years of whaling experience even begin to conceive of that book?
Move to Ireland apparently https://www.reuters.com/world/ireland-rolls-out-pioneering-b...
whatever you do, don't quit your job to start a business thinking that will give you freedom and autonomy. if you believe you are called to make art, in whatever form, you have a moral obligation to make that art. aka find a boring corporate job where you can slack hella hard and work on your craft during company time.
also don't expect your art to pay your rent, because then your work will follow the market and it will suck. your spirit will suffer, too.
this person's art is..... dismal
Move to Ireland, they just rolled out basic income for artists
I worked out it's easier to make a living doing something well paid and do the art on the side. Sometimes people pay me for the art if I'm lucky, mostly photographic prints. I wouldn't want to do it the other way around.
> While you can learn from failures, only sales strengthen the muscle because only they show that someone actually cares about what you are making
There are languages where there's a distinction between artists and painters.
They stopped being an artist with that one line.
Art is basically a value tokken store for the super wealthy and they keep it valuable by limiting the supply to what is "valuable" art by forming one huge cartell. Gallerys, museums, art brokers are either in this cArtel or they are not.
Your value as an artist depends not on the quality of your art, but mostly by your ability to sell yourself to and into service to these cArtells. Like any scam demanding free labour and enthusiasm by the young, the art industry has an aura that it projects to scoop up daydreamers and those rebelling.
I kind of think that “art” that is about repeat sales and branding is really more craft than art.
I don’t mean that it’s without merit just that although these things live in the same space they are not the same.
I really enjoyed this post. Nice balance of pragmatism while enjoying the enjoyment of a craft in itself.
great post, thank you! I recently started showing and selling my art (I do plotter art and paintings). It’s both exciting and frustrating at times to see how pieces “land” or completely miss.
I appreciate the time and effort they put into writing that. Interesting to see not only their own art but also the examples from other artists.
Any recommendations for getting exposure to other on-the-way-to-being-popular artists like the X-Ray one that was highlighted?
Help me understand… he makes a full time living getting people to pay him to paint murals of honeybears? What is he selling, exactly?
His store is literally just the same image of a generic honeybear… is he selling $10k plus a month of that same honeybear print?
Awesome post - really insightful!
> Mozart wrote over 600 songs, but only about 50 of them are widely played.
Calling Mozart’s works “songs” is ignorant.
Mozart wrote some songs (“lieder”, or art songs for voice and piano), but his work spans operas, symphonies, concertos, chamber music, masses and other sacred music, and solo piano works.
Selling unique works is harder due to sentimentality. Easier to sell replicated works, like digital music.
I compose all sorts of music but the only music people really like (and give me money for) is pirate music.
Not pirated music. Pirate music.
shrug
So he's basically saying that artists should use vandalism to become successful? Kind of a very bold proposition.
While this advice may work for some, I would like to point out that this person is making very popular art. This type of art is most likely easier to sell than what most contemporary artists produce.
Also, this remark is giving away a fairly limited view on art appreciation:
> While you can learn from failures, only sales strengthen the muscle because only they show that someone actually cares about what you are making
This is obviously not the case for art projects that target only a few people, or art practices that do not result in tangible objects. (Although there are some exceptions, such as Marina Abramovich, but those are very limited.)
Great for them, but this is not about all art. It just is impossible to live of most art forms. This type of art fits well with our economy, and therefore makes a living. That fit is more important than all the business advice put on top.
The article does point out exactly this problem, but glosses over the fact that most artists don't want to change to popular art. Only a few can, and most don't want to.