Art Meets Strategy: Navigating the Artist–Business Duality
The performing arts is a holy place—an age-old tradition withstanding the mire of history. While indulging in the arts has never provided food or shelter to the listener, song and dance have always been a part of our troubled past as humans. It has elevated our experience in ways we can barely put into words. The more beautiful the performance, the more heart and soul, the greater the impact on the listener and the world.
Business on the other hand—while also an essential to this world—doesn’t have the same ring to it. Business can be beautiful in many ways, but greedy corporations taking more than their fair share leaves many of us with a bad taste in our mouths. Snake oil salesmen, MLM’s, and shady non-profits leave us on edge when someone asks for our money.
Being business savvy while also a musician that brings an audience to tears does not typically go hand in hand. In fact, artists can sometimes try to stay away from business-y tools and skills in fear that the motive of “profit” could muddle the purity of their performance/craft. I don’t know many artists who employ a sales funnel to up their CD sales. This is why we have agents! But finding a reliable, cost-efficient agent isn’t always in the budget. Or perhaps you have an agent, but you recognize the need for a personal entrepreneurial alter-ego.
How do we marry the arts and the business without sacrificing the purity of the craft or the quality of our food and shelter?
A money-mindset shift.
Do you recognize your value? Do you acknowledge your standard-of-living needs? Do you keep your goals in mind when setting a price?When you see money as a tool in the tool box to accomplish the dream, that’s exactly what it becomes.
Place monetary value on each part of your creative process.
How many hours do you need to practice for a specific job? What is the wear and tear on your body/instrument? Are there travel costs? Let your price reflect all these factors and MORE.
Education from ethical financial resources.
If you’re still in your undergrad, take business classes as electives. Listen to podcasts and books on negotiation, networking, taxes, and budgeting for your business – then go out there and do it!
If you treat the concept of “business” as an instrument itself that requires practice, care, mental space, and even collaboration – it can be the tool you need to be a thriving artist and set yourself apart from the competition.
With ongoing budget cuts to the Arts in the U.S.—alongside other programs—there is bound to be a trickle-down effect that impacts artists directly. Now more than ever, it's crucial to have your own back by starting—or continuing—to approach your craft with a business mindset.