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The Business Side
Tacey A. Rosolowski is a freelance writer, radio show host (of The Way Things Look from Here), and educator who frequently covers the arts. At a busy arts and crafts show, an artist will often hand me his or her artist's statement, giving me the chance to learn something about the work while the artist helps a customer. Many of these statements do add to my knowledge of the work, but all too often, I find myself looking from the page to the work thinking: what do these things have to do with each other? An artist's statement should be a one-page portrait that expresses an individual's artistic vision and inspiration. It's a key promotional tool in a business where the creative personality behind a piece of work enhances the work's appeal. Whether you include your statement in a press kit, send it with slides to a retailer, or mount it alongside your work at a show, the words should grab the customer's attention and teach the customer how to see you and your work. An informed customer is more likely to buy. There are four basic elements that may be included in an artist's statement. First, the statement of artistic vision describes your passions and inspirations, the ideas behind your work, and the design elements most important to you. Second, the artist's journey tells the story of how you discovered your artistic side and created your vision. Third, a selling statement describes the work's appeal to customers. It may also express the bond you feel with a customer who shares your vision and buys your work. Finally, the quirky detail shares a bit of your unique personality, your style of working or workspace. It brings a vivid, intriguing picture of a real person to the customer's mind. A successful artist's statement may use some or all of these elements. The choice depends on your preferences and what shows off your work most effectively. Remember also that there's no law that says you can use only one artist's statement. Try different combinations of elements and see what works when. As you put together your statement, however, there is one basic rule of good writing that you should always follow: "show 'em, don't tell 'em." You can always spot "tell 'em" phrases. Questions seem to float around them like ghosts. "I'm inspired by nature" (What specific aspect? Why?). "My work is sculptural" (Reminiscent of what sources?). "I'm inspired by materials" (Which properties capture your imagination?) These cliched, telegraphic phrases may come quickly to mind, but they won't mean much to a customer, even if he or she is standing right in front of your work. On the other hand, "show 'em" language creates vivid images. It answers questions the viewer didn't even think to ask. Consider this phrase: "I'm inspired by aerodynamic shapes." Replace it with this: "I sailed with my father as a child. I rode motorcycles with my brother. I developed a taste for speed and fine engineering design. Now sleek forms dotted with stylized rivets shape my work." The first phrase tells. The second shows by combining an informative personal story with a discussion of inspiration and form. This example comes from a conversation I had with a jewelry designer at a recent trade show. When I first looked at her display, I saw daggerlike brooches. As I began asking questions, her childhood story emerged and taught me how to see the creations through her eyes. That's what an artist's statement should do. Creating your word-palette. If you're confident you can sit down with a blank piece of paper (or screen) and easily capture vivid details to describe your work, more power to you. For those who need some help, here's a writing activity designed to free you from well-worn habits. It will help you create a new palette of words to paint your self-portrait. Keeping the elements of the artist's statement in mind, take a sheet of paper and write for five minutes without stopping or taking your pen from the page. Don't worry about spelling or logical sentences: just let the ideas flow. If you get stuck, write the lyrics to The Star-Spangled Banner until your own words move in a new direction. Creative writers use this exercise to tap into hidden memories, impressions, and connections. It will also help you find the adjectives and concrete examples to liven up descriptions of your work. Once you have finished, you will have some raw material for your artist's statement. Select the most interesting words and phrases. Arrange them in an order that suggests a lively story and link them into complete sentences. As with any writing, let someone else read your draft to see if you really said what you meant. Feedback from friends and other artists will help you find the most effective flow of ideas for maximum impact. Make sure the finished product looks professional, too. Proofread for spelling and grammar. Print your work on good-quality paper with an easy-to-read typeface. Looks on paper count as much as they do in metal, glass, or stone. An attractive artist's statement will draw your customer's eye to the engaging details you've chosen to showcase yourself and your work.
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