This is truly the story of "The Little Tile that Did!" Did what, you may ask? Well, I'm about to tell you exactly what it did. Be a little patient with me though because there is a back story!
Sometime back in July of this year I began looking for an affordable quality product to offer alongside my original artwork. I decided it would not be prints although I have offered them in the past. I do still have some prints in inventory and will still produce a limited number in the future I'm sure. However, no, there were some qualifications for the "product" that would eliminate prints from the competition. First, the product would have to complement my original artwork and promote it at the same time without replacing it (i.e. an appropriately sized print might replace the purchase of an original artwork). I also thought that it should be usable "as is" meaning that the buyer would not have to take any additional steps once he or she purchases "it", such as framing it, etc. So, Mr. or Ms. Buyer should be able to take said product home and immediately be able to enjoy it. Now, the third qualification helped me to truly narrow the field. I wanted it to be something that could be and would be handcrafted by me! Now, as an artist, I generally only want to produce original art so this product would have to be "art" requiring creativity on some level without distracting me from painting. To close the competition, my final requirement was that it would have to be something that I don't see many other artists offering. Yikes! That made it really difficult.
But suddenly, it was right there before my eyes! This is where I would like to say that I woke up in the middle of the night with a genius brainstorm but, alas no. It really was right before my eyes and under my tea cup! A stone coaster! If you know me at all you would know that I am just a little particular about some - okay, a lot of things - so coasters are a requirement in my home. And a couple of years back I bought two sets of beautiful stone coasters that were made by the mother of one of my friends. She had made very creative use of stamping to produce her sets. That was it!
Now I only needed to figure out how to get images of my artwork on the tiles. I work primarily in acrylic paint and had used an acrylic gel transfer method within my artwork and figured the same should apply here. It's just a matter of substrate. Okay, the substrate is stone so there were a few additional steps needed to produce the result you see here. But it worked!
And how it worked! I started offering these during a show in August. I've offered them at five (5) separate art fairs that I've participated in since that time. I've had to restock after every show. The little tiles have wings! This was intended to be essentially a "marketing" item. You know, sort of like an art souvenir! It would remind you of that wonderful original painting by yours truly that you are considering contacting me to purchase! This still could happen. After all, hope springs eternal! In the meantime, the universe had other plans. My original artwork sales are moving along at an expected pace but the "little tiles" have forged their own place in my offerings. Many artists count on moving prints and other lower cost items because not everyone is able to fork over the dollars for an original art piece. I love the fact that while I am offering a lower investment item, these tiles actually are originals in that each one has its own unique characteristics due to both the stone itself as well as the qualities achieved when I apply the transfer method. This is the little tile that did it!
Vivian Mora Art
Fine Art & Illustration
P.S. The tiles have their own page on my website now. Click on this url or the tab for art tiles: http://www.vivianmoraart.com/art-tiles.html
Art, the business of art, that is, seems to be calling for a sea change. The economic times worldwide is the driving force behind the call for business, including the business of art, to change the way sales are approached. The term, sea change, pulled from the pages of William Shakespeare's The Tempest, is meant to indicate a broad transformation. Paradigm shift is a more contemporary term and is said to be what happens when one replaces his or her conceptual world view with another. Artists who wish to continue to earn a living selling art may need to significantly modify their approach to selling art to the world. Lack of consumer confidence describes a strange behavioral effect in which even consumers with the means to purchase are hesitant to do so. During uncertain economic times, art becomes a luxury that many consumers choose to do without. For others the expenditures may become harder and harder to justify and easier to resist. These conditions can present rather large obstacles for artists who are well known and have had previously steady sales but what of the emerging or newly launched artist? Do they stand a chance in such an environment?
Answer is possibly yes! "Possibly yes" sounds "somewhat vague" but there are conditions that an artist who is willing can undertake to sell in less than ideal economic times. Let's start with the scariest of these conditions. Art business consultant, Alan Bamberger, has thrown out the idea of reducing prices! For many established artists this may be unthinkable blasphemy. However it may be one of the best ways to continue to earn a living when art becomes one of the easiest luxuries to put off buying. As an emerging artist, I have chosen to establish reasonable and affordable prices. With luck and God's blessings combined with my own hard work, I believe that my price structure will be able to move up as my work grows in it's collectibility and as the economy improves. But until that time comes my patrons will be able to get more for a lot less. I've always personally enjoyed knowing that I got more than my money's worth. Another option could be to forego the gallery route. Yes, it is desirable to be featured in galleries. I don't know any artists worth their salt who scoffs at the idea of being featured in or represented by galleries. The "price of admission" is a a percentage of the art sale price, usually anywhere from 30-50%. The price a collector/buyer may get if the artist's other work is purchased outside this venue may be 30-50% less. I say other work because once a piece is in the gallery, the artist would jeopardize his/her relationship with the gallery as well as his/her reputation in selling that piece while in an agreement with the gallery. If an artist chooses not to go the gallery route, he or she can seek out alternative venues to showcase their art. An artist can host his or her own show solo or with a group of artists. An artist may also choose to participate in art fairs. Art fairs take place all over the country and serve as a great source of art. Artists at all levels participate in these shows, established artists as well as emerging artists. Many of the shows are juried, meaning that the artists have gone through a selection process to get into the show. For artists this can be a great way to show and sell art and it is a great way to patrons of the art to get access to good artwork outside of the gallery setting.
Earlier I mentioned the idea of reducing prices as a means of matching the economic times and within this realm exists the universal notion of bargaining. I think artists should be open to negotiating on prices. I'm not thinking used car sales negotiating but, for example, having a willingness to make a sale at 10% less versus returning the painting to inventory at the end of the day.
These are but a few of the ideas that I've run across or which have come mind while I work to move beyond emerging artist into the realm of established artists through the sale of my artwork. I am making use of each and every one of them on my journey and will keep you posted on my success! Feel to share your own ideas and experiences in the comments!
vivian leflore mora
fine art & illustration
We see it often...reproduction of artwork. As a matter of fact, many of these are valuable, authorized, and legitimate. But what about those that are presented as originals when they are nothing but knocked-off copies? I can clearly see the profit motive in reproducing a Van Gogh, a Jackson Pollock, or even a well-known mainstream contemporary artist. But why would one local or regional artist copy another local or regional artist? I've become the victim of such an act. A good friend who supports my art endeavors, forwarded a text to me including a screen shot of a local artist's facebook page showing a copy of one of my original paintings. She recognized it immediately. It wasn't exact but it was unmistakeably copied and it was marked as SOLD!
This was devastating on such a high emotional level. I could compare this to someone coming into my home and making off with our electronics but it is more significant than that. I could replace those things easily. They are produced in mass quantities. They are not unique. My artwork is unique. It came from only me. No one else had this vision. I have often stated that selling a piece of my artwork was similar to sending a child off into the world. Your artwork is a part of you because it emerged from you. When my artwork sells, I am happy that someone has already shown enough appreciation for it as to buy it. It's what I want to happen. As an artist, my hope is that my creation is going to a home that will care for it and love it. We create art to share what's inside us with the world. We want our art to make that transition from our care to someone else's care, but not under false pretenses.
The impact of having my creative output taken and presented to the world under false pretenses has included anger, hurt, confusion, and discouragement. I was initially shocked when I received the message and but anger followed so close on those heels that the only remnants of shock was my inability to stop my hands from shaking as I jumped on the computer to get more information on this act. It was hurtful to see my work misappropriated. I wanted to understand why. Why would another "artist" do such a thing? Could she not put herself in my shoes? How would she feel if her original work was copied and presented as someone else's work? This was the hardest and most disappointing part. Until, I realized that I could not look at my own original creation without pain taking hold of me both mentally and physically. It hurt to see the piece that had been copied. It was particularly hard since it's one of my signature pieces. It's the piece displayed prominently on the back of my business cards. It was sitting in my kitchen yesterday because I was preparing to take it with me to an arts market in which I was to show my work. I could not go. I could not imagine setting up, putting my work out, and having normal conversations with patrons. I further found that as I stood at the entrance to my art studio, I did not want to work on anything. That's the moment I decided I would not let this situation take me out of the game. I would take action, fight back, and those actions would help me to get over this faster.
What could I do? What can you do if you're ever in this situation? The first thing you can do is assert a copyright on your work. Fortunately, I had done this. In the US, we follow the Berne copyright convention. Almost everything created privately and originally after April 1, 1989 is copyrighted and protected whether it has a notice or not. A notice strengthens the protection, by providing a warning to people, but it is not actually necessary. The U.S. Copyright office would strongly encourage you to officially register your work, and so would I. Registration can permit you to get more and different damages if you find an infringement on your rights under the copyright laws. The next thing you might want to do is put the offender on notice. I notified the offender via her Facebook page that the work presented there was a copyrighted work of original art and that it was illegal to duplicate it. I further sent a more detailed message indicating what actions I would like her to take to remedy this violation. I provided her with 24 hours to resolve this before I take it further. What does it mean to take it further? Contact the legal community. Most major cities have nonprofit arts advocacy groups including lawyers. I did a search and found Texas Accountants and Lawyers for the Arts (also known as TALA, http://talarts.org). A lawyer can take several steps to help address copyright infringment spanning from "cease and desist" notices to court trials. Visit the site listed for TALA to get more details on legal remedies. I also posted a notice to my local artist community of the occurrence. Houston is a large city but the arts community is close knit so I thought someone may be familiar with the person who committed this act. I got a response on my first posting. I show my work on a regular basis at First Saturday Arts Market in the Heights here in Houston. The person who copied my work has been known to frequent the market and had just exhibited on a trial basis the day before. If she is copying my work, who is to say what other artists' works may be at risk? It was this last notion that pushed me to really go after this.
As artists, we work very hard to develop our abilities and create unique art that will be appreciated by the world. Do we have to hide it in a closet to keep unscrupulous individuals from stealing it? It's sad to have to deal with this. I hope no other artist has to pursue this type of issue. It has left me feeling violated and, although I am fighting back, I can't help but realize that it has had an effect on the way I think of my work, especially when I think of showing my work.
Vivian Leflore Mora
Wednesday, May 9, 2012 Addendum
"All's Better, That Ends Better" - forgive me Mr. Shakespeare for taking liberties with the title of your play! I am adding this footnote because much has happened in the couple of days since I wrote the above blog. I've had the good fortune to become introduced to someone who willingly and openly chose to be accountable for their actions! The artist who created a copy of my original art piece reached out to me and asked for my forgiveness. She is an artist who had begun painting again recently. Her daughter had admired my work at a show and had an image which had been taken with a camera phone. The artist painted it for her daughter and gave it to her. She explained that the copied painting was marked as SOLD when it was posted to indicate it was not available for sale. She acknowledged that she should not have painted it and she has taken all the steps I've asked her to take to remedy the situation. In my books, she has answered for her actions and she has my forgiveness.
In the end, my only other wish is that this situation had not occurred at all, but I feel much better because I know that it is her wish also. Thank you.
There are so many different methods used to price art. But my response will attempt to keep with the confines of contemporary art, that is art produced by living artists.
Where an artist is in his/her career may (should) dictate pricing of artwork. An established, award-winning, recognized artist's work will generally be priced by demand. The price is determined by what buyers are willing pay for the work and competition for limited output may push this along depending on the collectibility. For the rest of us, we use a few methods. One of the most popular for starting artists is to price by time & materials. This method takes the artist's time and adds a numerical value to the hours of work going into a piece and then covers the cost of materials used to produce the piece. Emerging artists, for this purpose I'm referring to artists who have sold work and who are starting to get more attention, may also use this method and then add a premium which will usually increase as his/her popularity increases.
There are also artists who arbitrarily price their work. It may be based on how emotionally attached they are to the piece or a number he or she wants to get at that moment. Scary but true! Other more methodical artists look at the market, comparing their work to other work being produced by artists similar to them or to whom they aspire to be compared, and then price their work to follow.
Most artists do strive to be consistent in the pricing of their own work and you may be able to detect a pattern by reviewing that artist's portfolio of work along with the pricing. There are times when the size, complexity, originality, or even the simple genius of a piece will dictate the pricing so don't be surprised when a small, detailed oil landscape outprices a wall-sized floral in the same medium or when the price of that landscape pales in comparison to a simply stated abstract with two straight black lines intersecting on a white background.
It's generally not polite to ask an artist how he or she sets prices but it's perfectly okay to inquire as to whether he or she would consider $X amount for a piece. As long as the asking price and your offering price is not too far apart, the worse that can happen is that he or she says no and you've lost nothing for asking.
vivian leflore mora
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