Sarah Edmonds looks at the different ways you can make an income without compromising your passion for art.
Holding down the same job for 40 years until retirement is a thing of the past. These days we are all juggling what’s commonly known as a ‘portfolio career’ – different strands of business that make up our annual income, and it’s no different for an artist.
First Frosts, Way Go Through, watercolour, (38x46cm) by Barry Herniman, see case study below
Platforms for success
Let’s reframe the pastiche of the penniless artist, living in a garret! These days an artist with a commercial mindset and desire to succeed can maximise all the platforms at their disposal in a growth industry brimming with optimism.
This kind of environment makes a portfolio career an entirely viable one. The UK claims 24 per-cent of the global art market and generates 8 billion pounds a year – and it is growing.
Digital media has revolutionised the art world as an e-commerce and auction platform, enabling the sale of art at every level – online art sales are forecast to increase exponentially.
Alongside the many advantages for artists, it has spawned a raft of associated specialists including arts marketing, specialist production agencies and websites geared towards online galleries, exhibitions, sales and curation.
In the past few years there has been a surge in the arts and crafts industry, with many of us turning away from our screens to more mindful past times. Time at home will have allowed you to focus on creating and perhaps you are at the point where you want to take the next step.
Making the leap
In the case study below, artist Barry Herniman shares how he made the leap from graphic designer to full-time artist and viewed the transition as ‘a golden opportunity’.
Over time, he has built up a busy schedule that includes painting, writing, demonstrating and teaching at home and abroad.
As an ambassador for respected German art materials brand Schmincke, author of three books, a regular contributor to this magazine and demonstrator at Patchings Art Festival, he has a rounded knowledge of the industry and a deep passion for his craft.
His determined and positive approach has helped him nurture a network of industry colleagues and supporters, providing a solid framework for longevity. Recognising early on that taking a long-term view and commitment would be an important factor in making a living from art.
Seeking out opportunities, but also having a responsive mindset is helpful – saying yes to offers, aligning yourself with like-minded organisations, building relationships and enjoying the work. ‘Now that I am more established, I can make a living at it and the rewards of doing what I absolutely love far outweigh the financial aspects.’
On the Crest of a Wave, watercolour, (30x36cm) by Barry Herniman
Staying motivated
So how do you stay motivated when things don't go to plan? ‘Those times when you don’t feel like being positive are the times when choosing to be positive makes the biggest difference. Looking back I think my main strength has been staying positive – to accentuate the positive and eliminate the negatives seems to work for me.’
I have witnessed first-hand Barry’s infectious enthusiasm as he leads a group of painters down an overgrown path and onto the canal towpath for a day of plein air painting in the sparkling sunshine. The combination of adventuring, painting and sharing his immense joy with others is his sweet spot.
ENJOY PAINTING DEMONSTRATIONS BY BARRY HERE
Case Study: Barry Herniman
Barry Herniman
Q. How did you begin working as a professional artist and how has your career evolved over the years?
A. Back in the 1990s I had a successful graphic design business where I was able to design, illustrate and implement all the different aspects of a clients brief, which was wholly rewarding.
However, with the advent of the computer my skills as a visualiser-come-design coordinator were gradually becoming redundant as more as more clients wanted ‘mac visuals’ rather than the handcrafted magic marker visuals and all that went with it.
I was at a crossroads – should I invest in an array of computer equipment and expertise or change tack? I had always wanted to get more into the fine art side of things so this was a golden opportunity.
Q. Can you give us an overview of what your working year looks like?
A. My year is broken up into different aspects depending on the seasons and time of year. Most of my painting holidays are held in the spring and autumn, which is when I’m away from home most. The organisation and implementation also takes up a large chunk of my time and is obviously ongoing. I tutor painting workshops and present demonstrations to art clubs around the country throughout the year.
In the last couple of years I have been busy working on a couple of art technique books for Search Press and am now busy on my latest book.
When there is a lull in activity, I actually get to paint a picture! Throughout the lockdowns I have found the time to explore different painting media and also painting subjects such as tall ships and locomotives, which are new to me.
Q. What are the most enjoyable aspects of your career portfolio? And how do you stay motivated?
A. I kick-started my art career with a series of night classes, small exhibitions and also wrote my first article for The Artist, which was very exciting – and I am still writing for them today!
My first painting holiday was in the lovely harbour town of Tenby in south-west Wales and I then went on to tutor overseas in Spain for Andalusian Adventures. Since then I have organised many of my own holidays and have tutored for other painting holiday organisations.
Getting students to experience painting en plein air in front of their chosen subject, both at home and abroad, is a real tonic.
Q. What challenges do you face as a freelancer – and how do you overcome these?
A. Giving up the day job to take up a career in art was a leap of faith and in the beginning, the remuneration was paltry to say the least when compared with my graphic design earnings. But now that I am more established I can make a living at it and the rewards of doing what I absolutely love outweigh the financial aspects by far.
Q. What projects are you working on at the moment?
A. I am currently writing and painting for my latest book Sketching Outdoors, which is a project very dear to my heart.
I have been writing various blogs for Pegasus Art, for whom I regularly teach plein-air workshops on the pretty canal next to their mill near Stroud.
Sketching Outdoors was published in September 2022 and is available in our PaintersOnline bookstore.
Sarah is the marketing manager for Pegasus Art and a freelancer supporting creatives and fine artists. Sarah studied a short course at the Slade School of Fine Art and has a degree from Chartered Institute of Marketing. www.sarahedmonds-marketing.com
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