Can Brand Management Help Artists Be Commercially Successful?

 Can Brand Management Help Artists Be Commercially Successful?


After diving headlong into the Sept/Oct edition of Australia Vogue Living – New Generation article, which highlights some of the brightest crop of design, art and architecture talent Beauty by Pari , it was interesting to see the very different paths the artists had taken to get the well deserved recognition.

There is a plethora of great talent in the visual arts, but so few are long-term commercial successes. If some retail brands worked half as hard as some artists, they would be top sellers. So should artists look to some good old fashion branding skills?

Miranda Skoczek, also featured in the New Generation article, has had her work featured in Cool Hunter, the Design Files, Vogue, Belle, exhibitions at the renowned Edwina Corlette Gallery and more. She says that her first international show 4 years ago in Hong Kong was ‘pretty cool”.

The Skoczek style has become contagious. So, is her rise in popularity due to a well-connected PR agent? No she’s never had one, only her dealer – other than that she does it all herself. She says, “By promoting ‘myself’, I’m promoting my ‘style’; my dress, my home, almost all facet’s of my life are an extension of my practice.” Her art is partly influenced by fashion, interiors and design, and therefore, imbued with a certain sense of ‘the now’, which keeps things relevant to today’s consumers – just like a good brand. Even though she borrows from the history of image making, she certainly has her eye on what society is responding to.

Miranda’s one piece of advise to emerging artists: “Work hard, be familiar with what others are doing, but DON’T compare yourself to them. Be true to your vision.”

London based artist Martin O’Neil has certainly had his share of ups and downs, but is now one of London’s most coveted illustrators.

He admits that it took him a long time to realise that ‘he’ was the brand and clients came to get the ‘O’Neill blender’ as he calls his collage style. He has an agent in London and one in Toronto, both he has worked with for over a decade, they drive 40% of his commercial work. The other 60% is all word-of-mouth – a healthy combination.



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