One of the best ways to make a name for yourself as an artist is your digital brand. By sharing an online artist portfolio with a wider audience, artists can build a following, a network, and drive sales. However, digital marketing for artists is no easy task, much like running an online store or making original art, marketing strategy can be its own full-time job for artists. In this blog, you will learn the very basics of building an artist brand, directly from artists just like yourself.
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Curate an Online Shop
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Lucus Johnson is an art education student and emerging artist, who has curated a one-of-a-kind online store. His clothing brand, Odd!ty, is all about self-expression through an absurdist, graffiti-inspired lens. Odd!ty’s graphics are reminiscent of artists like Keith Haring and Jean-Michel Basquiat, with its raw yet playful aesthetics. However, Johnson’s work is no simple homage, viewers of his website can easily see that he has curated something cohesive and wholly his own. In the art world, this would likely be labeled as Johnson’s style. While in the world of business, it’s known as a digital brand. Johnson’s recognizable brand allows him to create brand-new work, distinct to him.
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Promote Your Work on Social Media
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Jesse Jarldane, a cat lover, illustration alumni, and 2024’s valedictorian, uses social media to help build his online brand. In June 2024, Jarldane returned to RMCAD to host an online workshop about social media tips for artists. With more than 70,000 followers on his Instagram alone, Jarldane’s colorful, meditative, and feline-friendly art has made quite a splash on social media. His work ranges from illustrations to relief prints, but they all feature the whimsical personality of cats. Early in his career, Jarldane realized if he could push his cat content on Instagram Reels, then he could slowly build his following. One thing Jarldane didn’t expect was to go viral, after that his follower count has been steadily on the rise. Instagram for artists can be its own full-time job, but Jarldane said that posting consistently has made a huge impact in driving sales and building his brand.
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Be Authentic
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Whether it’s sharing your colorful sense of humor or your love of cats, there is no wrong way to express yourself as an artist, either in person or online. As Johnson puts it, “It’s not about the clothes. It’s more so about the art.” At the end of the day, being a savvy business owner doesn’t always mean following trends or imitating your past successes. It also means taking bold new risks and re-discovering your style. Without the unique flavor that makes an artist’s brand identity unique, one’s business could never survive. “I think the best thing for us to do as artists is to follow our aliveness and our passion,” shared Jarldane during his workshop.
Running any kind of business online is hard, especially if you are an artist, but it’s important to learn through trial and error. There will always be setbacks, financial hurdles, and critics. While building your business and honing your craft may seem like two completely separate skills, they have a lot more in common than you may think. You have to curate your style, put yourself out there, and never forget to be yourself!
Interested in building your brand?
You don’t have to find your footing as an artist and business owner alone. At Rocky Mountain College of Art + Design, our faculty are working artists who understand the financial and creative realities outside of academia. Whether you want to learn online or on-campus, our team is here to help. Learn more now!
Many of the quotes in this story have been edited for brevity and clarity by the author, but are meant to retain the significance and purpose of the original speaker.
