For me every new year is a chance for reinvention so with 2017 on the horizon I have been going through a period of deep self -reflection. 2015 was the year I became an artist and I built a portfolio of 40 pieces that I’m very proud of. 2016 was the year I spent most of my time on marketing that body of work and as a result I only created 12 pieces. It has been a year of highs and lows; a year where I started to make money and gain recognition for my work but also, somehow, had no time to create art.
I’ve learnt so much about the art world—mainly that art is consumed differently from its hey-day in the 80s and yet it’s still trying to operate on an antiquated gallery-focused model. I’ve learnt that the art world, particularly in Australia, is divided between traditional and subversive and my work doesn’t fit into either box.
The Internet has given artists the opportunity for wider reach but it’s also flooded with competition so I’ve spent the majority of my year learning about arts marketing and implementing different strategies with limited success. I’ve seen so many fellow artists become marketers and educators – setting up online courses, mastering email marketing funnels, trying to make their work go viral – all in the hope that they’ll begin to make serious money from their art but in the process they lose the essence of what it is to make art. I don’t want this to happen to me. I signed up to be an artist, not a teacher, not a marketer.
So I’ve decided to stop buying into all this arts marketing crap and getting caught in the nets of people trying to capitalise on artists and instead focus on the things that make my heart sing.
The one useful thing I’ve learned is to picture exactly what I want my life and my business to look like and then work towards that goal every day.
This may surprise you but my ultimate goal is to travel and either get paid to do it or live off a passive income. In fact this line has been in my bio since day 1: “My dream is to travel around Australia creating photographic art in rural and iconic locations.” While I have been taking baby steps towards this goal, mainly through my travel Instagram account (@hayleyrtravels), it’s unlikely anyone looking at my art would even know this about me.
That’s why in 2017 I want to launch something new. My four passions are photography, travel, art and writing, in that order, and so I’m trying to create something that combines all four. I don’t know exactly what it will look like and the experimentation process has been really hard because it’s a whole new way of thinking and working, and I’m the kind of person who gets frustrated if I’m not good at something right away. It feels weird to be back at the drawing board but I know if I keep at it something will come together eventually.
The things I am working towards are:
Writing a blog about each place I travel to
Creating a photo essay documenting my travels so I can pursue more landscape work
Making art pieces created out of photographs I’ve taken in those locations
As I learnt from my 2015 Exposing Illusions project I am a better artist when I have a project. So this new project will involve art pieces inspired by travel. I intend to create much more simply, art that takes hours instead of weeks, because I long for the wilderness and need to stop spending so much time at a computer.
I plan to sell prints and products made from my work using an online distributor at a price everyone can afford in the hope that these sales will fund future travel. I will also sell limited edition feature prints created by a professional printer at a higher, more collectible, price point. I will market this work to commercial, travel and stock agencies in the hope they see value in what I do.
Naturally this all terrifies me. Deep down I’m convinced that I will only ever be mediocre no matter how hard I try. But I need to try regardless.
For now I ask for your patience while I create this project and your assistance to help me fine-tune it. I’d like you to be my test audience and will ask for your honest feedback on various components. I’d love for you to be my champions, helping me get the word out about this project. I know that it will be a long journey to my end goal but I’m excited about all the things I will learn on the way. Come for a ride?