A client of mine suggested that I should write a post about what it is I do for a living and to describe my role as an arts manager. While I don't want to describe a CV for myself or a summary of arts management (that would be soo boring anyway), I thought maybe my client was on to something and that I could write about some of the services I provide for artists and how I assist them as they prepare for shows and exhibitions.
I design websites and create graphic design and that was where I originally started my business 7 years ago. When I made the decision to start my business, I told a curator at a museum here in Connecticut that I wanted to design websites and write online content for museums and galleries. Her surprised response was "Ohhhh...how very pedestrian of you." Ok...ouch! Regardless, I had this crazy mission and I knew that I wanted to work exclusively for artists and galleries. I understand the industry and the artists, have an education in art history; and I wanted to fill this narrow niche in the arts industry. My business finds me now designing exclusively for artists and galleries and best of all... making a living at it.
I found that in addition to providing design services to my clients, I wanted a bit more. My clients wanted a bit more too. Not just websites but marketing, postcards, email campaigns, brochures and help with press releases and studio inventory and catalogues. My clients just want to go and paint and therefore I help enable them to do that by taking care of all the icky business stuff. There is a good deal of trust involved between my clients and myself. Trust is key and allows them to go paint, worry free, while I take care of details. If I happen to be consulting for a gallery, I also can wear many hats from gallery manager, to art director, press agent or event coordinator.
Most of what I do involves design work (either online or in print) and marketing. I also write and do a good deal of copy writing for advertisements. I discovered that I had a pretty good idea of what would sell and what would not, and discovered that my enthusiasm for art, and for the work of my clients, enabled me to be able to promote them not only online but in the 3-dimensional world as well. My clients seemed to like the results we were getting. It made sense, after all, I was promoting them through graphic design...it seemed an obvious next step to take that visual communication and be able to assign it to "in person" marketing and PR.
The next month will find me extremely busy getting two of my clients ready for shows. Here's the services I'll provide over the next four weeks.
1. We are already four weeks pre-exhibition so some things are already done. Postcards for direct mail have been created displaying the artists new work and describing the show details...who, when, where, what etc. Advertising display for publications are also 2/3rd complete and the accompanying text has been written and approved. Today I will sent out 2 more of the display ads (having finished the copy and received approval on one of these last evening) and the accompanying text. Copy and layouts require approval from the artist before release. The display ad will appear in print publication and the text will appear both in print and online.
2. The next issue is to update the artist's websites with news about the upcoming show and any new works the artist wishes to have displayed on the site. Because I already have approval on the copy and choice of image for the show...this can be easily done by me while the artist attends to their studio work. Consider it done.
3. Press releases must go out 3 weeks before the show start. Taking the information from above I create a press release to send out to my list of news organizations. I include two high res. photos for the news editor/manager to choose from. Copy is tweaked a bit to vary from the postcards and websites to add additional information and buzz to the show announcement. The artist approves the final text before release. The gallery giving the show may also provide press releases and the artist can elect to let the gallery handle this for the press or to provide something supplemental.
4. An email campaign is designed. This emailing list may include addresses that are the same or different from the direct mail campaign above. None if it is spam! The email campaign goes out about 10 days prior to the show start and goes to friends, family, galleries, collectors, opt-ins and associates. It serves as a reminder or a first announcement of the upcoming show. It provides information, imagery and links to the gallery or artists website. The campaign is designed about 7 to 10 days before its release and sits on the server waiting for the scheduled pre-programmed release date. Consider it done.
5. Materials check. Usually involves checking or obtaining any framing needs, matting, repairs and making sure everything looks pretty and is in excellent shape. If the gallery requests an artists statement or resume, the artist and I sit down and update information. Pricing may be reviewed and photographs taken of the art. We also review the gallery website and read any news reports issued on the show/artist.
6. Support, support, support. People are getting nervous and stressed by this point. We are about one week pre-exhibition and there are A LOT of emails and phone calls going on. I maintain a checklist of items and services that need to be checked on or followed up on. This checklist can include everything from lighting, framing, installation, assisting the gallery, catering, transporting paintings and just a mess of other things.
7. Show time...its the Opening! Again just support, support, support. All things are complete at this time and if I've done my job properly there are no surprises or last minute chaos. This day should be a day of excitement for the artist. A quick check at the gallery to ensure the installation is trouble free. I offer any assistance to the gallery and provide communication between gallery and artist. I make sure we have the official guestbook (if needed), any printed materials, a special wine glass for the artist and his or her guest (just in case) and my car always drives to the show with my toolbox filled with wires, hooks, rulers, hammers...and my camera.
8. After the show, we usually browse photos from the opening and select a few that will serve as post show email campaigns or updates to the website or blog. We also check the new names listed in the guestbook and business cards collected for future reference.
The next post I'll talk about what goes on when there is no show. It's just a day in the life.
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