I recently attended an opening that drew quite a crowd. There were several Artists exhibiting their work and hoping to catch the eye and ear of potential collectors. I noticed 1 Artist who was standing next to her work when she was approached by 2 people. One of them asked – “What is the process of this piece?” The Artist, without hesitation, began by describing the STORY of the work, the inspiration that guided her to create the work and the significance of the piece itself. Not once did the Artist mention anything of the process nor materials used in the piece.
The Artists’ statement took only a few moments, but it drew more people who were viewing adjacent work. The questions that were generated from that point on were pertaining to the “Art Statement”, not the process, nor the materials. The questions kept the Artist in control of the conversation; thus she was allowed to direct the narrative in the manner which she chose. I noticed one of the viewers who left the conversation only to bring a friend over and was able to repeat to him the story as it was told by the Artist.
As the Artist told this situation to an Artist friend of hers, the friend smiled and recounted how recently the identical scenario played out in one of her openings. She ignored the direction of the question, for it did not include the story and the inspiration. She then began a very short statement including the reason for this work. What was it that inspired her to create this image, WHY did she create what she did? The Artist friend then echoed the results of the first Artist, namely the increased crowd with pertinent questions, not process oriented.
The process can always be mentioned, but if it is the subject of the conversation, then there is little chance the viewer will feel about the work s does the Artist. I do not discount processes that are an integral element in the work, or a special process that is the work. However, I do believe that the story of the work is more critical and of course it can include elements of the process.
As we all become enveloped with the Holidays and review what worked last year, and what did not, then try to forecast what will work next year, don’t forget the basics. There is a reason you have created what you have. This is the essence of your work. If the viewer does not sense, or feel it as you do, there is little chance they will purchase it. Take control of the statement of your work, the story of your work and allow the viewer to become part of it. And please don’t ever forget:
What You Say About Your Work is What Others Will Say When You Are Not Around
I hope and wish for Safe and Happy Holidays for you all!
Mike O’C.