It's a Nice Painting, But is the Artist Well-Known?

You might wonder why for the last few months I’ve been doing shifts at El Casino gallery here in town.

Am I not dead against galleries?

Not exactly, no. It very much depends on how a gallery is run.

And besides, El Casino is not a business, like most galleries.

It’s an extension of the La Conca arts club, in other words the entire affair is by and for artists.

And I gotta tell you: I have learned SO MUCH about artists, and especially about art buyers.

The other day for example.

I was showing someone the gallery, telling him about the artists.

At some point he lingers at one painting, checks the price.

And asks: “Is this artist well-known?”

A fair question to be sure.

But it’s also fair to ask if it matters.

Sure, if you’re trying to sell a piece at tens of thousands of dollars, it’s relevant.

But for paintings priced below, say, 1000 – does it matter?

Should art not be bought because of the way it causes a reaction in the viewer?

Is it not a matter of what the work does to you?

Because if the artist’s name and fame are an issue, then the buyer is more interested in the investment than in the actual piece itself.

Which is also valid, but in my opinion future returns are not what art is made for, or should be bought for.

I much prefer to find a buyer who is so thrilled he must have the work, than to sell something to someone who is thinking numbers.

Here’s the kicker: someone who really resonates with your work will gladly pay a good price.

Will save up to get it.

And will tell everyone they know about you and your work.

But, you need to find those people, and that’s not always easy.

Which is exactly why I teach artists how to do that.


By showing you how to Listen, Explain, Ask, and Prosper, also known as the LEAP method for art marketing.

The October issue goes to the printer in a week from now.

Sign up here if you want to receive it and learn how to LEAP–>



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