When I switched to the art program, I did so with full knowledge that I might be dooming myself to life as a starving artist. I can live with that idea. For many people, though, the perceived lack of income is enough to keep them from pursuing their dreams. And it’s a reasonable enough fear. Lots of people want to be artists (meaning the market is flooded with work), which drops prices. Add to this that many works can be resold or mass produced, and the supply side of art gets even more crowded, mean, yes, lower prices. Toss in the generally subjective way the public choses which art to support, and the industry is a minefield.
Luckily, Kevin Kelly offers an alternative on his website. He calls his idea 1,000 True Fans. He suggests that the problem arises because everyone wants a blockbuster success, but that blockbuster success is typically short lived. This can be a good way to make a lot of money quickly, but not a long term plan for success. Instead, he suggests the key is to focus on your true fans.
A True Fan is defined as someone who will purchase anything and everything you produce. They will drive 200 miles to see you sing. They will buy the super deluxe re-issued hi-res box set of your stuff even though they have the low-res version. They have a Google Alert set for your name. They bookmark the eBay page where your out-of-print editions show up. They come to your openings. They have you sign their copies. They buy the t-shirt, and the mug, and the hat. They can’t wait till you issue your next work. They are true fans.
He assumes, I would say rather conservatively, that each true fan may reasonably spend about one days wages per year on your work (or about $100), if not more. With 1,000 such fans, you’re looking at $100,000, minus expenses and taxes. (I think he assumes, since you’re no longer aiming for blockbuster success, that you’re focused more on one-off or print-on-demand work, which lowers the cost). It’s easy to see how this could communicate into a living, perhaps even quite respectable, wage.
What I especially like about his thinking is that it changes the way artists relate to their fans. If you want blockbuster success, it’s all about bringing in as many people as possible, while cutting costs everywhere you can. Not so if you have a small group of true fans. Like Kevin says,
Pleasing a True Fan is pleasurable, and invigorating. It rewards the artist to remain true, to focus on the unique aspects of their work, the qualities that True Fans appreciate.
It becomes about producing quality work. There’s no pressure to “sell out,” to rush the next book/CD/show, to swindle fans into buying less-then-perfect work. You can directly relate to a 1,000 people (especially with the help of the internet).
I especially love the implications for the future of free samples. I know people (some near and dear to me) who think giving away anything as an artist is a waste. I’ve been told that, even though it would mean less up-front exposure, I should submit writing to magazines for printing, not post them on a blog for free. But people can’t be fans of yours unless they know you exist. If giving away one piece (a story, a song, what have you) starts fifty more people on their life-long love affair with your work, all the better, especially when you consider what a True Fan will do to spread the word.
Maybe I am overly optimistic to believe that. At the same time, I know many of my favorite artists are ones I learned about through free work. In addition, when I see an artist who makes a conscious effort to treat their fans properly, as people on whom their livelihoods depends and not consumers to be taken advantage of, it makes me want to support them. So I go out, and I buy the extra shirt, the CD, the poster, even if their material is available for free. It’s the sort of relationship that used to dominate every economy, and the sort of relationship I would like to engage in with you. (Which is why, while I’d love to be paid for my writing eventually, this blog is still free.)
Is this a better path for today’s artists to take? I think so. Printing-on-demand is getting cheaper and easier all the time. The internet isn’t going to start shrinking anytime soon. And it seems like this may be more rewarding, not only monetarily, but psychologically. Make your art, and find a small group of people who love you for it.
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