Creative Convergence & the Mechanics of Realism Narrative & Process Statements & Submissions

1. Creative Convergence & the Mechanics of RealismNarrative & ProcessStatements & Submissions Presented by Tracey McIrvine info@artytracey.com or 0412 148 640 Tracey McIrvine is a Visual Arts Manager and a Creative Development Consultant.

2. Session Content • Narrative and Process • Is your creative output ready & willing to become a creative commodity? • What are you trying to communicate with your work? • Who are you attempting to reach? • How are you going to actualize your work into a creative product?

3. Narrative & Process • What are you trying to communicate with your work? • Is it purely self-expression or does it have a message for the audience as well. • What are the differences and commonalities between catharsis and communication. • How much of your narrative is subliminal and how much is deliberate intent. “Every intelligent painter carries the whole culture of modern painting in his head. It is his real subject, of which anything he paints is both a homage and a critique, and everything he says is a gloss.” Robert Motherwell

4. Narrative & Process • Who are you attempting to reach? • Is it the Commercial Gallery system with the emphasis on sales or is it your peers and industry commentators. “I am for an art that is political-erotical-mystical; that does something other than sit on its ass in a museum.” Claes Oldenburg

5. Narrative & Process • How are you creating it? • What medium and genre will you work with and how deep is your understanding of the ‘meaty’ aspects to both. • Does your studio set-up encourage creativity and productivity. • How can you minimise the cost to your time/life balance. “Painting is easy when you don't know how, but very difficult when you do.” Edgar Degas

6. Did you know that art buyers are encouraged to…… • Educate themselves about the artists they are considering collecting. • Choose a direction for their collection. • Consider the longevity of an artist’s career . • Always buy quality – the best painting by the best artist they can afford . • Buy works which challenge them. • Differentiate between critical and commercial prestige • Engage an art consultant • Establish a budget – and a vision to complement it

7. Session Content • Statements & Submissions • How to 'package' yourself effectively before you market yourself and your art. • How to write an effective Artist Statement. • What to include in an exhibition proposal.

8. What to include in an exhibition proposal • There are four key things you need to have in place when approaching a commercial gallery: • Your curriculum vitae (C.V.) • Your artist statement. • Documentation of your work as an artist. • A exhibition proposal for the gallery. • A realistic idea of the price you want to sell your works for.

9. How to write an effective Artist Statement • Like your art, your artist's statement is an expression of you. Think of it as an extension of your art making process using words. • An artist's statement is you reflecting on your work, what it means to you and why. • And like your artwork that you place on display for the world to see, your statement will be handed over to other people to read and enjoy. • For these reasons your artist's statement is very different from a resume, a personal critique of your work, a biography, or a list of your accomplishments. • It's more personal than any of these.

10. How to write an effective Artist Statement • Make it personal • People who read your statement want to make a connection with you and your work. • This is not the place to use the third person or to write in a journalistic style. • Draw the reader close to you by using "I" and "me" when it's possible, but don't forget to address the reader as well. • Be concise • Keep your statement to one page. • Three paragraphs is a good length. • Stay focused and don't ramble. One clearly written page is all that is needed.

11. How to write an effective Artist Statement • Edit out all art jargon • Try not to use any language that will exclude your audience. • Delete any words and terms that are confusing or unclear. • Keep your audience in mind. • Have someone read it who is a novice to art or represents your audience. • If they stumble over parts of it, rewrite it. • Give the reason why • What were you thinking? • What were you feeling at the time? • Where does a particular piece of artwork fit in relation to other work you've done? • What are your goals and aspirations for your artwork? • Telling your reader the reasons why you create your art is an important point. • You're giving them a glimpse into your emotional and intellectual creative process.

12. How to write an effective Artist Statement • Be passionate • Don't be afraid to appeal to the reader's emotion with strong statements and expressive words. • Your artist's statement shouldn't be an analytical piece of writing or critique. • It should convey your feelings about your art and the process you went through to create it. • Tell how • Briefly explain how you create your work. • Why did you choose one colour or medium over another? • How did you decide when the work was finished? • Did you make "mistakes" that turned out to be brilliant additions?

13. How to write an effective Artist Statement • Keep it simple • Avoid complex explanations and obscure references. • Picture your reader as a real person looking at your work. • It may help to visualize someone you know. • Someone who may not know the difference between oil paint and acrylic, expressionism or pop art. • Once you have a clear picture of this person write to that individual. • Write like you talk • This is hard to do. • Use everyday language and phrase words in the same way you would speak. • Ask a friend to read it over to see if they could picture you saying what it says. • Read it out loud to see if it feels comfortable.

14. How to write an effective Artist Statement • Be honest • This is vital. • Your statement is a reflection of you and your art. • It should be as authentic and honest as your work. • Create different versions • Have several versions of your statement in your files. • Create a general statement that covers all your work. • One that specifically talks about one work, and another that talks about a particular series or body of work.

15. How to write an effective Artist Statement The statement may become your most creative and effective marketing tool. Some artists think that marketing their work is 'selling out'...but is it? Marketing is the process by which you come to understand the relationship between your creative product and your potential customer. • Parts or all of the statement can be used for: • Exhibition storyboards • Brochures • Press Release • Art Festival promotions • Web sites • Grant applications

16. Resources • NAVA - National Association for the Visual Arts • ABAF - Australian Business Arts Foundation • Patricia Bouk – Creative Copywriter • The Arts Marketing Centre of Chicago