Dear Artist: Get Embarrassed

Dear Artist,

I return again and again to Anne Bogart’s book A Director Prepares because the way she lays out the creative process makes sense to me. She offers seven modes that one must face and challenge, one of which is “Embarrassment.”

She says:

Every creative act involves a leap into the void. In the midst of this leap there are no guarantees. To leap can often cause acute embarrassment. Embarrassment is a partner in the creative process, a key collaborator. If your work does not sufficiently embarrass you, then very likely no one will be touched by it.

The purpose of this blog is not to inspire greater art from you (although that would be nice) but to inspire greater courage in the face of marketing your art. I suffer the fear of embarrassment every time I write a post. When I go back and listen to my podcast, I can barely sit through it. But the moment of desire to reach out is stronger in me than this fear of being vulnerable. And, as Bogart implies, it is this space of vulnerability that adds power and presence to whatever you are making.

Danse Magnet/Embarassment


A couple weeks ago I interviewed Amber Lauletta about her performance piece Danse magnet.

Tomorrow, August 29, 2008, she is doing her second Danse magnet in Philadelphia, where she is visiting for the month.
Click here for information.

The theme of embarrassment runs high in her piece. Amber, an American living in Paris, stands in a busy area and starts dancing to music, inviting people to join her. It is a celebration, a joyous act, not meant to call attention to people’s limitations, fears, social norms, etc. But yet, I find myself reflecting on these questions of embarrassment whenever I watch it. Embarrassment for her, for those who won’t dance, for those who will, and excited at all the tension and interest that arises because of this.

Below are some response to the idea of embarrassment in Amber’s own words:

Artspan: Tell us again how you define Danse magnet.

Amber: A public work, inspired by concepts of music and celebration and the intention of the piece is simple in that I’m just asking people, by dancing, to celebrate life and each other.

This piece is just saying that every day is a good day to celebrate being alive.


It was a perfect summation of my experience, Danse magnet was a leap, and important to strike out into the realm of performance. It had to be simple. It came from a history of pieces done before based on this need to take the leap…there were no guarantees, I set myself up for that. I knew that once it happened I was not going to be bale to predict the audience response.


I took this project on knowing it would be more of a sketck and field research and I would know after this piece how to do danse magnet and how to do other performances. And I wa faced with the concept of embarrassment: I was going to have to put myself out there in order to make others feel comfortable to do that. So I practiced in my room and I practiced on the streets quietly. I would dance randomly now and again. Finally I went to a park in Paris where there were some African drummers to practice dancing in public.

On the day of the performance there was this raw courage that surfaced. I really did jump into the void…it’s true what she (Anne Bogart) says…going back, it is embarrassing…hard to watch…and I had to go through a process…had to forgive myself of the judgments that came of watching myself perform. Most of those judgment came as a result of being a woman, judging my body and that even though I was prepared for the piece to not accomplish what I wanted, after it didn’t, I had to forgive myself and focus on it being a learning experience.


It’s important to talk about the ego—what is driving your piece—I def. would love to be a rock star. But if that is driving your agenda….Feeding the ego, wanting to be adored, versus a relationship of giving.


All the subjects of my pieces have come form where I am personally in my life. It starts off as a curiosity I have as a social construct or the way be behave as humans…after research I want to take it to the streets…I want to pose a question and begin a conversation.


But what happened after Danse magnet was that I was faced for the first time with the artist’s relationship to the public and what the terms of that were…am I going to be invasive and preachy, or am I going to just offer something?


This is one of the reasons that theatre doesn’t attract me: because I don’t want to stand there and be watched…I don’t want to make it that easy for the audience. But I don’t want to approach it in a naïve, adolescent, rebellious way like the flash mobs do, but it’s important for me, too, with the public works in a way that I feel artwork in the gallery doesn’t. I don’t want there to be an institution between my work and the public.


Artspan: What do to you think of the public response from Parisians….


Amber: Parisians are tricky people…like New Yorkers, they are apathetic to art because they

have grown up in an artistic environment…are blasé…as a culture, they are subtle, not vulgar…to bring this idea, with Latin and African rootes, very expressive, to a culture that is emotionally reserved was a challenge and I knew it would be. And I imagine this piece would have more of the effect I want if I did in a Latin culture.

See the first Danse magnet at Amber Lauletta’s blog Advertising Shelter.

Interview with Amber Lauletta


“I’m not a performer. I’m an artist but I’m also a DANSE magnet. You’re a DANSE magnet too. We all are.” -Amber Lauletta


An Ongoing Dialog:

I first interviewed Amber Lauletta a year ago when I was getting to know Philadelphia artists for my blog Philthy Art. Her work in the states was mostly installation-sculpture and small framed hand-drawn pieces. She had been a student at Moore college in Philadelphia and her work was subtle, emotive, and complexly beautiful.

But when she moved to Paris in fall 2008, she began a process of discovering where her art came from and how it could reflect her sensibilities even more authentically. After months of research, this lead her to the creation of her blog Advertising Shelter, acting as a way to frame her thoughts and research and to earnestly invite discussion and collaboration with other artists.

Danse Magnet:


Her first piece as a performance artist was the beginning of a series called Danse Magnet, which Amber discusses below in the interview.

Her description of it is: “DANSE magnet is an on-going project which will continue to evolve each time it is done. The basic concept is to take some time from your everyday life and dance to celebrate life and each other. Isn’t everyday life a good reason to celebrate? I’m not a performer. I’m an artist but I’m also a DANSE magnet. You’re a DANSE magnet too. We all are.”

You can watch Danse Magnet here at Advertising Shelter.

The interview below was conducted a couple weeks ago and since, Amber and I have been in conversation about the concept of “embarrassment,” as put forth in Anne Bogart’s book “A Director Prepares.” Our discussion about “embarrassment” in reference to Danse Magnet and art in general will be posting in an upcoming piece.

And today, she officially began a important blog called The Company Collectif, which will act as an online studio for creators of any discipline to collaborate, communicate, and research.

As an affiliate member, Amber is Artspan’s first performance artist. But most importantly, I want to celebrate her use of blogs to collect research, invite conversation, inspire her own projects and inspire the projects of others.

Interview:

Artspan: Okay, so, it’s awesome. Where did the idea (and the t-shirt) come from?

Amber: DM is actually inspired by the atmosphere of a Festival. In March I attended the Festival of Fallas in Valencia Spain and it was like nothing I had ever been apart of before. It was 19 days of constant reverie in the streets. It wasn’t like the Los Angeles Riots, it was more like this simmer of festivity. It consumes the city, like Fire, the main element of the festival.

That experience lead me to my thesis for my master’s, which is to study celebrations as if they were a medium because that is the direction that my work is taking. I’m moving into the public domain, and DM was a simple introduction for me.

I decided I needed a distinguishable garment to draw attention and in keeping with the street appeal of the piece it was simple and easy to make a stencil and spray-paint it.

Artspan: Is it connected to other art projects you are doing/have done?

Amber: DM is NOT like anything I’ve done before, and that’s it’s point. I hadn’t made art in a year. I mean, of course I built other things, like COIT, in my mind, on paper, and even talked to actors and a space about it. It lead me in a direction I needed to be, but I was still left with not having MADE anything.

If I could, I would hermit myself forever and feel guilty for never realizing my artisitic concepts. I have a very constant and very serious interior struggle with that. So I decided when DM came to me, that I needed to make it simple, easy-to-do, and I needed to do it asap. I did little research for it, but enough to prepare me for it.

So while DM isn’t connected to any of my other projects, it’s connected more to the public in a way that I have aspired to. It got me over that hump.

Artspan: Do you have an artist’s statement regarding this piece/project?

Amber: Yes, actually I recorded the process leading up to DANSE magnet on my blog – http://strangersouvenez.wordpress.com/, but I don’t think this project needs an artist statement. It’s pretty simple.

Artspan: Is it inspired by other artists’ particular works?

Amber: In general I try to stay out of the business of other artists. Lately I’ve been admiring artists and feeling more like a peer, but the inspiration of my work comes from other things – from, as cliche as it sounds, life.

DM is actually inspired by the atmosphere of a Festival. In March I attended the Festival of Fallas in Valencia Spain and it was like nothing I had ever been apart of before. It was 19 days of constant reverie in the streets. It wasn’t like the Los Angeles Riots, it was more like this simmer of festivity. It consumes the city, like Fire, the main element for which the festival derives its spirit.

That experience lead me to my thesis for my master’s, which is to study celebrations as if they were a medium because that is the direction that my work is taking. I’m moving into the public domain, and DM was a simple introduction for me.

Artspan: How do you feel when you are out there in a foreign country asking strangers to dance?

Amber: Yeah, that’s the trick of it. France is known to be, well… the word is prudique. As in prude. I knew it would be difficult, which is why I chose the location and the date.

The fountain at St. Michel is a common meeting ground in Paris for friends. They meet up at St. Michel and go from there. So, it’s always busy and it’s also international.

And June 21 was the annual Fête de la Musique, which is an all night celebration of music of all kinds on the streets all over the city. I was hoping to take advantage of the spirit of the fetsival.

I’m excited to see the response when I bring DANSE magnet to philadelphia. I know the town much better, which is easier. And I know the spirit of the people, which makes it easier to get the response I’m looking for.

For paris, I will continue to scout locations, and redefine the project to elicit the desired affect.

Artspan: What is your goal for this project? What do you hope to accomplish with it?

Amber: The goal of the project is simply to make a connection with another person, hopefully more than one. To recognise the joy and the celebration of every-day life. Every day is a party, everyday is a day to “be thankful and rejoice”. Every day is precious.

Interview with Hilary Winfield

“I simply believe that beautiful, meaningful art is good for your life. And this is what inspires me.” -from Hilary’s blog An Abstract Life


The Blog: Using Color, Using Care

The first thing you may notice about Hilary Winfield’s blog, beyond its clever title, is how it blends bold, textured color, vibrant language, and economy of writing to give the reader short bursts of energy. The work she features at the blog has been mostly her abstract paintings, vivid pieces that pop off the white background. Her enthusiasm for the medium is infectious and you can see how it drives interest in her work.

Her topics mostly range from “Reflective” style to “Info-Memoir:” general discussions of her process, reflections on the life of the artist, to her personal life, especially those things that inspire her. One of her posts used the “Business News” style and offered $50 off a piece of art for one week. This is a time-tested marketing method for getting people to buy and to also revisit frequently so as not to miss future time-limited sales.
Tip: If you decide to go this route and offer limited-time discounts on your work, using Twitter is also a quick, fun, real-time way to do it.

A blog is especially great for online honors, like when Hilary Winfield was chosen to be May’s “Artist of the Month” at Boundless Gallery. This is a great use of online “Cross-promotion,” which she also does with her website.


The Website: Featured Paintings and
Feedback Loops

Hilary’s website gallery shows all 85 pieces as thumbnails but also offers the option of separating them out into categories such as landscapes or sunrises. I personally like this type of organization…it allows the customer to see every piece on one page but to also narrow down the search if they are inclined to one particular type of painting.

She uses her website’s journal page to add updates about the blog posts and new paintings. She only updates it every couple of months, but that is enough to drive people to her blog and to keep them up on the big news. Having a blog and website journal may seem redundant to those who are new to online art marketing, but it’s a very good strategy. It encourages interest in the blog through the website and the website through the blog which creates a feedback loop: each one strengthening the other.

If you want to start a web journal at your site, it is wise to not completely duplicate the info at your blog, but instead to make your web journal a collection of the blog’s highlights…a teaser of sorts. Why? Simply because blogs “out there” in WordPress or Blogger or Typepad are in the middle of a lot of traffic and are more likely to be stumbled upon by fellow bloggers and blog readers than a new, unconnected website. Use your blog to advertise your art and your website to make sales.

Another thing to note: Hilary posts a ‘featured painting‘ at her website and discusses it briefly. This is a great idea: highlight one item each month or so, like when a store creates a window display. It is a little extra work, but it generates interest in the particular piece. If you did an in-depth discussion of all the pieces, they would compete with each other and would possibly overwhelm the customer. Doing just one at a time invites the customer to read and to connect to the one piece.

The Interview:


Artspan: First, please tell us a little bit about your style of art and its price range.

HW: My style of art is abstract, acrylic paintings in contrasting, vibrant, and most often bold color. My style varies from smooth flowing lines, to intermittent, spontaneous, textured designs. I’m constantly working to broaden my use of various color combinations and to diversify my portfolio and my painting techniques. The price range varies, depending on the size of the painting, and I work to keep the pricing of my art competitive and affordable, while using the highest quality materials and considering the time that goes into each piece.


Artspan: Regarding the blog: Are you naturally web-savvy/a natural writer/an organized thinker? Yes/No…how so?

HW: I am somewhat naturally web-savvy, but there is always something new to learn. There are so many different ways to deal with uploading photos and webpage design, and things are always changing. I do enjoy writing, and I think that is critical for creating new blog material on a regular basis. I also think that you have to be at least somewhat organized in your thinking to sell artwork online. There so are many things going on all the time!


Artspan: Do your blog and website and webstores (etsy, yessy, etc) interrelate and link to each each other? How so?

HW: Some of them link to each other, but some of the online shops, such as Etsy, have policies about selling the same products on their website as on other websites, so you cannot link to another store. However, I can link my blog page through all of the websites, and all of my online stores are linked and listed on my blog.

(see the list of Hilary’s webstores at the end of the interview.)


Artspan: Where do you make the most sales?

HW: At this time, I am selling more of my work online than in person or in galleries, and I have made the majority of my online sales through Yessy and Boundless Gallery.

Artspan: Has having an online presence significantly affected the amount of art sales you make (overall)?

HW: Absolutely. I think that over time, through marketing, networking websites, having a blog, and/or having your work listed on multiple art websites, an artist’s web presence will grow exponentially. To sell art online, people have to see your work, so my goal is to continually build my online presence and hope that people will find it.


Artspan: Has your blog helped drive sales at your website?

HW: My blog has driven a couple of sales through my website. Currently, I am working to increase traffic to my blog and to build a readership base, as well as to keep a consistent posting schedule. I think that as my blog gets a little “older,” I’ll see more sales as a result.

Artspan: Do you see your website, blog, etc. as creative spaces? If so, is there an aesthetic relationship between your art and your website/blog?

HW: Yes, I see both the blog and websites as a means to express my creativity and showcase my artwork. I think that the aesthetic relationship between my art and my websites and blog are they are all a reflection of my style as an artist, and they all share similar qualities, such as color and design.

Artspan: Has having an art blog helped drive sales at your website…are there any other benefits it has given you?

HW: Writing for my blog serves as a creative outlet and as a place to document my experiences in being an artist and selling my work online. The product descriptions for each of my paintings usually don’t contain, and can’t contain, all of the personal thoughts and experiences that go along with the creation of the piece. I love having a place to document those experiences, and to discuss what it is like to be an artist in general. I try to keep my blog focused mostly on art and on being an artist, but it is inevitable that other pieces of my life will merge into the content and it makes the entire experience so much more meaningful.


Artspan: What is the cost of the blog in time, energy, money, etc.

HW: For me, the costs of having a blog are in time and in energy. Posting consistently is one of the tips that I’ve read most often about having a successful blog, and sometimes it is hard to sit down, relax and write. It is also difficult when I don’t feel that I have anything to say that is “newsworthy.” I have found that I need to write the content for my blog as though no one will read it, to keep it authentic and honest; and also write as though everyone will read it, to keep it exciting and relevant. Sometimes that balance is difficult to strike.

Artspan: Anything to add?

HW: For me, having a blog is the ideal complement to being an artist and to selling my art online. Painting and writing are both fantastic creative outlets, but until I started writing for my blog, I didn’t realize how much it would help me develop as an artist. It keeps me thinking about how I am working and helps me focus on the process, which I think is important.



Hilary Winfield, Artspan member and blogger

Website: http://hilarywinfield.com
Blog: http://abstractartlife.blogspot.com


Webstores:

If you have any questions for Artspan or Hilary, leave us a comment.

Interview Overview

Can you bring everything you love together and make a living from it?

I started to think it was possible I saw my poetry and art blogs cross-pollinate with each other, then germinate reader interest that flowered into book sales (how’s that for an extended metaphor).

The way we use the internet is changing, reflecting social relationships more acutely, especially in the microcosm, ie. the way people in small communities interact.

No longer can a company BS, slam, or hype their product into people’s psyches like they do on billboards, TV and radio. Online, people simply won’t open your emails, go to your website, or read your ad copy unless it’s based on mutual interests, concerns, respect. And if you want potential customers to actively hate you: trying displaying your product through pop-up ads.

If there is a modus operandi to Web 2.0, it’s that the best way to gain customers online is to offer them real information, real value, and a real connection to you as a person. It reminds me of an electronic version of the village market, a place where you couldn’t sell your wares just because you had pretty signs. You had to have good stuff and people tended to support you more if they knew your story.

The individual is now empowered to take their marketing into their own hands, creating editorial content and design, and forging alliances on their own terms. This is especially useful for artists, who are often by nature and craft, creative, visual, communications-oriented, and, until now, didn’t have much control over the sales of their work.

The Artspan blog is dedicated to exploring the Web 2.0 side of art sales and we are starting a series of interviews with artists who are in the there in the front-lines online.

My first interview is with KV Abbott, someone who immediately “got it.” “It” is can also be called Web 2.0 marketing, as mentioned above: creating ties online, generating interest in other people’s work, sharing links, commenting, creating community, and sharing information.