Book Club: Artist as Brand Part 1 – My Core Virtue

It’s been an introspective week for me while I ponder my current re-branding efforts and enjoy a much needed vacation after the convention/Halloween rush.  I’ve been enjoying the time off to clear my mind and to start reading Greg Spalenka’s book, Artist as Brand.  I thought it’d be interesting to write about my journey as I read this book and (hopefully) learn a little more about myself and my art!

I found the book for a great deal on the Nook.
Or you can buy it via my Amazon referral link
and give me a little kickback!
You can also buy direct from the author!

This book really called to me thanks to recommendations from other artist friends and for the fact Spalenka is also an artist himself.  I’ve read a fair few marketing books, all which read like dry instruction manuals.  Artists, however, are a different breed of business.  We are in the business of passion and vision.  There’s an undefinable element to an artist that can’t be quantified by marketing and price tags.

Spalenka has a unique insight having worked in publishing, entertainment, genre art, and fine art.  Artist as Brand compiles Spalenka’s advice as given in his workshop meant for artists seeking to define their vision and business and also offers person to person workshops on the matter.  This book is the self-paced version of his workshop.

An example of Greg Spalenka‘s dreamlike art.

The preface of the book addresses Spalenka’s experiences moving between various industries as an illustrator, all which seemed to keep an artist’s visions at the whims of a larger machine at work, none of which seemed to satisfy his own creative instincts.  It wasn’t until he saw artists selling well for themselves at conventions that he realized the potential of micro-businesses, or artist as self-representing entrepreneurs.

As an Arts Admin MA, I studied the potential of the internet to allow artists to connect directly to their audiences for my thesis and I couldn’t agree more with this emerging trend.  Artists are now more able than ever to nurture private collectors through the interconnectivity of the internet and other opportunities outside of the expected ones.

But that means so many of us need to figure out what it is that we can offer when we don’t have a business calling the shots.  What is our vision?  What is that special something that we have that no one else does?  This book is all about that discussion.

After Spalenka’s bio, the first instructional section deals with defining what your Heart Virtue is.  This doesn’t even relate directly to what you like to draw, which I found interesting, but also somewhat confusing.  What core defining value dictates your emotional reactions to the world around you?

I found this offputting, at first.  Wasn’t this something only fine artists really needed to think about?  As a genre artist, I’m not too concerned with political or emotional statements in my art (if that was where this book was headed).

But the more I thought about this section, the more I realized just how deep the rabbit hole goes.  It’s not just any ol’ fantasy art that appeals to me.  Most of what I enjoy and what I’m passionate about creating is fantasy art that makes an emotional statement, that says something beyond the surface prettiness of glamorized and idealized figures that most fantasy art portrays.  Fantasy art and literature, after all, are a mask with which we can tell the spiritual and moral stories that pertain to humanity as a whole.

Spalenka guides this introspection with several questions which help you to figure out what your heart virtue might be. Mine ended up being this, which I suspect will change and be refined as I go along:

I am devoted to unlocking the potential of creativity in myself and in others through self-discovery and acceptance.

How this pertains to my art, I’m not quite sure yet, but I’m looking forward to finding out!  I’m purposefully leaving some of this discussion vague so as to not give all of Spalenka’s knowledge away for free.

This book has been an enjoyable revelation thus far and I hope you will go show him your support, if you find my journey with his book interesting and helpful!

Next: My Core Virtue’s Emblem

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