Most artists, including musicians, authors, actors, and filmmakers find marketing and promoting their own work a daunting task, some believe that if they wait long enough others will do it for them, still others believe that P.R. is not an artist’s job. It seems that no one ever explained that to Warhol, Madonna or Tarantino. Art is first and foremost a calling, but if you hope to reach a large audience, or to make a living from art, it must also be a business. Success is achieved when art and promotion have been effectively blended.
Particularly now, when the music, publishing and film worlds are shifting seemingly at the speed of light, it is more important then ever for artists to know and understand the basics of PR and marketing in the 21st Century. As an artist, your responsibility is creating the best work you can. Particularly now, it’s often difficult to realize that’s not where your job ends if you want your art to reach your audience.
Creating your work is step one, marketing it is a whole other story. But if you realize that creating a successful PR campaign for your work is an art form in itself, you can begin to look at it with new eyes. Whether offline or online, your story is your fortune. A band, author, filmmaker or a painter becomes successful once they tell their story in a believable, impactful way.
Creating and marketing your art are very different processes and the relationship between the two can be daunting and confusing. There are very specific issues that artists face when promoting their own works. But, if you’re going to give your blood, sweat and tears to your art, you owe it to your art to give it a true shot to succeed. If you hope to reach a wide audience, you need to approach your art from a new perspective. Whether you’re a writer, musician, director, or actor, whether you keep your screenplay in your trunk, your paintings under your bed, or your music in your basement, there are P.R. skills and tools that you can learn and master. You owe it to yourself. You owe it to your art.