How do you find connections as an artist?

Art is one of the most gatekept industries there is. But it’s also one of the most accessible.

The art industry is really two industries.

One is the place of something called fine art where connections matter. Where artists hope to be discovered by a circle of wealthy “philanthropists.” Where a chosen few artists rise to the top and all others are kept out so the wealthy can get wealthier from the art they buy.

That’s not where I operate. Not because I have anything against the artists chosen by those circles. But because I believe all art is fine art simply because it comes from the beautiful imaginations of artists. And because most of those artists will never be chosen by the elite, by design.

I support artists in the accessible corner of the art industry because every artist deserves to build a comfortable life around their work.

That’s where I get questions like this one from fine artist, Tracy Lee-Garshong.

I am a 24-year-old Ghanaian, no 9-5, no connections and I make surrealist art. I started painting roughly 3 years ago and have made no sales. I’ve applied to many exhibitions and only exhibited informally very few times. How do I build a collector’s list or even actively sell my work when I am finding it difficult to even reach my target audience?

Tracy Lee-Garshong, @lee_garshong

Tracy, your talent and your vision for the life you want to live as a full-time artist are inspiring. You absolutely have everything you need to achieve your vision.

I want to start with my column from last week because I think it will help you think about working with the connections you do have, your friends and your family, to help you understand your future audience.

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But I want to build on that here by addressing your comment that you have “no connections.”

Do you need connections to sell art?

You need connections to sell art. There’s no getting around it. But you might not be thinking about the kinds of connections that are more likely to make your art business successful at an early stage.

Here’s where the dual nature of the art industry comes into play.

Most artists are taught that the connections that matter are the ones who get them placed in exclusive exhibitions, galleries, shows, or fine art auctions. That side of the art industry is dominated by wealthy investors who have an incentive to keep most artists out. So the value of the art they purchase rises quickly and makes them wealthier.

Artists who have those connections are either born with them or are able to achieve them with the right combination of talent, hard work, timing, and luck. If you’re not born with connections like those, the probability of you achieving them is low. By design.

So let’s turn to the nature of connections in the democratized parts of the art industry.

The connection that matters most here is between you, the artist, and your buyers. With no gatekeepers between you. I addressed how to begin to build those connections in the article I linked above. Even wealthy art investors are increasingly valuing connections directly with artists over the gatekeepers. I don’t believe the gatekept corner of the art industry will survive the next couple of generations.

The second kind of connection that matters to you are true connectors, not gatekeepers. These are people who can connect you with buyers and are willing to do so, simply because they love artists. They love you and your work. Not because they have something to gain from the connection.

That kind of connection might sound rare but in reality, they outnumber the gatekeeping connectors considerably. There are more kind art fans in this world than there are professional art gatekeepers.

But how do you find them?

Technology and the Democratization of Art

Technology can be used for evil (see my commentary on AI art and AI art theft). But it’s also good. The platforms have democratized the art industry. You’re able to sell your art from Ghana to almost any country in the world with nobody between you and your buyer.

I see that you’re already trying to do that. You’re on Instagram, TikTok, and Saatchi Art.

So in addition to looking locally for connections, starting with your own friends and family, I’d make sure you’re fully leveraging the global reach you already have. It’s not about growing followers, it’s about finding the right followers and you have a head start doing that too. Your work is fantastic and unique. I’d like to see more of your personality as the artist behind it shine in your content. You don’t have to show your face in your content to do that. Just find creative ways to remind people who you are.

And don’t be afraid to ask for secondary connections to find buyers. A simple call to action in your content that says, “Hey if you know anyone who would love this piece, please share this with them.” Let your audience know what you need and let them help you. I suspect you’re reaching kind people who would be willing to help if they knew what you needed.

My Advice

This week, read my article on finding local connections and try a simple call to action in your content. Ask the people who love your work to share it with others who might.

In the democratized corner of the art industry, where reach is global and community reigns, you actually can depend on the kindness of strangers. Try asking for it.

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