Marketing As A Fine Line.

What makes Micah Crandall-Bear a good client – besides the fact that he’s one of my best friends – is that his work looks great just about anywhere. It’s a brand in itself, and if you see his work one time, you can often recognize his signature style anytime you see it.

The truth is, Micah doesn’t need any marketing. Most successful fine artists don’t, and sometimes it’s even detrimental to overmarket oneself. That was the thin red line when I talked him into doing some videos and interactive mini-sites for his upcoming shows.

On the other hand, after some personal experience in the art world, I know that most of the industry at the higher levels is a scam. Not all great art gets seen, and sometimes not great art is all we get to see. Marketing can help bridge that, but it has to be a delicate process.

Besides being a great painter, he also has a particular and identifiable personal style that bleeds into his work. The marketing challenge is to find that bridge and make it both his and yours without overstating the obvious.