The Best Art Marketing Advice That No One Ever Told You

Who I am and what I do

My name is Crista Cloutier. I’ve spent my career in and around the world of contemporary art — running an award-winning gallery, curating exhibitions that have toured the world, and collaborating with artists at all stages of their careers, from blue chip to just emerging.

My gift lies in teaching artists to be better artists. And by that, I don’t mean teaching you how to paint or point a camera. I mean helping you complete the equation — by getting your work seen and sold. I do this through a master class called The Working Artist.

Your whole life becomes your work

The most important lesson I can share is this: being an artist is all about the work. Everything matters. Making art isn’t just what you do — it’s who you are. But that doesn’t mean it comes easy.

Most artists struggle deeply when it comes to marketing their own work. Maybe you can’t place your finger on what your style is. Maybe you work in more than one medium. It feels difficult to package something so elusive, yet so close to you.

Look at all of your work. Really spend time with it. Find that golden thread that ties it all together. It’s in your heart — it’s the why of why you make art.

And here’s a big secret: this is how you find your brand. You live it. From this place of authenticity, driven by your creativity, you do the work and you attract an audience. The best art marketing doesn’t come from a strategy deck — it comes from your heart.

Stop playing small

It’s about owning your journey as the miracle it is — and not apologizing for it. When you use social media, build your website, send newsletters, or promote an exhibition, everything you do says to the world: here I am.

Does that sound scary? It should. Because it is scary. What if your parents were right? What if you can’t make it as an artist? Will you starve? Will you have to cut off your ear?

The way to success is to master your craft and do good work. But even then — and this is difficult to hear — talent is not enough. You also need to understand the business of art. You need to know how to market and promote your work.

One of the best pieces of advice I’ve ever received came from artist Kiki Smith, who told me: “If you aren’t part of the system, then you’ve got to make your own system. Don’t wait for someone to let you in the door.” She’s right.

Your career is your responsibility

Are you afraid that success is a young person’s game and you’ve missed your chance? That’s not true. Do you worry that you don’t have the right credentials to be taken seriously? You’re wrong. Are you waiting for someone else to handle all the business and marketing because it doesn’t come naturally to you? They won’t.

Your art is your responsibility — and so is your career. It doesn’t matter where you are right now. If you aren’t getting the results you want, it’s because this is where you have decided to stop. Selling art is not selling out. Success lies in your hands.

Take the jump

I’m not making these videos so you can continue to play small. I want you to dream big and take the steps to get there. In my next post, I’ll talk about how to overcome the obstacles all artists face.

Are you ready to show the world who you are? Leave a comment below with the dream line you want on your artist résumé. A retrospective at MoMA? A public art piece for your town? A grant? Your work on a calendar? Be brave. Own it. There’s real power in announcing your intention to the universe.