Art Practice and Business Short Course
Course description
Course overview
This engaging course offers emerging artists a comprehensive guide to establishing a strong and sustainable presence in today's competitive art market.
Through a combination of lectures, practical exercises and real-world case studies, you'll gain an insight to the essential tools and insights to navigate the business side of art practice effectively.
You'll gain an in-depth understanding of the current art market landscape, learn how to build a unique brand that resonates, and acquire practical skills for networking and engaging collectors, curators and galleries to help you thrive within the art world.
The course covers everything from researching and analysing competition, setting pricing strategies and promoting your work, to managing key business documents and client relationships. The aim is to demystify the business aspects of an art career, equipping students with the confidence to make informed decisions and elevate their professional standing.
Who this course is for
This course is aimed at emerging and mid-career artists, creatives and art practitioners who want to establish a strong presence within the art market. It would also be an excellent fit for recent art graduates or individuals transitioning into a professional art practice who want to gain valuable insights into branding, positioning and audience engagement.
Key information
Topics covered
- The business side of artistic practice
- Artists: gaining an edge through understanding competition
- Understanding the modern art market
- Building your brand and pricing strategy: telling your story and setting the right price
- Finding gallery representation: a guide for artists
- Engaging collectors: strategies to sell your art
- Creating a media strategy: connecting with journalists
- Optimising your online art sales: websites, social media and email outreach
- Documentation (artist statement, bio, CV, consignment agreement, invoice etc.)
- Case studies (Andy Warhol, Damien Hirst, Daisy Paris, Alex Israel, Andrew Gow, Michael Craig-Martin, Paloma Proudfoot, Larry Gagosian, David Zwirner, Hauser and Wirth, Frieze Art Fair, Art Basel, Sotheby's, Tate, MOMA, etc.)
Students gain insight into:
- Navigating the complexities of the art business, including market dynamics and key industry players
- Building a strong personal brand and setting effective pricing strategies for their artwork
- Securing gallery representation and developing lasting partnerships with industry professionals
- Engaging and selling to collectors through storytelling, relationship building and strategic marketing
- Leveraging media connections and optimising digital tools such as social media and websites for promotion and sales
- Creating essential professional documentation, including artist statements, CVs, and consignment agreements
- Learning from real-world case studies of successful artists, galleries, fairs, and institutions to apply practical knowledge to their own careers
Learning outcomes
- Understand the structure of the contemporary art market including key players, roles and pathways for artist representation
- Identify and define their unique brand as an artist, creating a clear and authentic narrative for their work
- Set pricing strategies that reflect their artistic value and position within the market
- Develop a cohesive promotional strategy to increase visibility, both online and offline, including social media, websites and newsletters
- Engage professionally with collectors, galleries and curators, using best practices for networking and relationship management
- Prepare essential business documents such as contracts, invoices and agreements
- Manage supplier and client relationships to support long-term success and repeat business in their artistic practice
- Digital badge and certificate of attendance.
Materials
- Notebook and pen
Tutor
Arash Shahnavaz
Arash Shahnavaz is the founder of Kei London Visual Art Agency, where he guides emerging and established artists through curated exhibitions and market engagement. With a strong focus on bridging the gap between creativity and business, Arash previously co-founded Shabdiz Art, securing major commissions and building meaningful industry connections. Holding MSc degrees in Engineering Management and Process Engineering, he brings a unique blend of business expertise and passion for art to empower artists with practical tools and insights to succeed in the modern art market.
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