Transcript The Business of Art

Platforms and Penguins
Joe Klemczewski
2013 Fall Residency, WCSU
“Art doesn’t happen without…
…an audience.”
- Michael Shepard (Lovedrug/Michael Shepard Music)
“Good music eventually rises to the surface – it gets heard.”
Art creates the opportunity for…
I.
Image
II. Structure
III. Distribution
The artist can be passive in the process
or can choose to shape and direct the outcome.
I. Image – Personal Platform
A. Genre identity (Do you have a defined identity?)
1. Fiction
2. Nonfiction
3. Poetry
4. Sub-genres
5. Mixed genres
B. Professional identity
1. Career/expertise (The Thiem Phenomenon)
2. Interests/research
II. Structure – Physical Platform
A. One-sentence description
B. Elevator pitch
C. Overview
D. Proposal (Even if used only for self-promotion, the bio, competitive
analysis, and detailed table of contents help create structure.)
E. Benefits versus features; intrigue versus detail
F. Niche organizations
G. Website
H. Social media
I. OTC material
J. Media kit
III. Distribution – Still only an art?
A. Email database
B. Free chapter downloads
C. Writing contests
D. Query and submission persistence and consistency
E. Non-literary social media infiltration
F. Blogs
G. Podcasts/vlogs
H. Readings/workshops
I.
Teach
J. Periodicals (consumer, trade, academic)
K. Self-publish
L. SEO/e-commerce/PR firm/social media management firm
M. Write a book about your book topic, or write a book about writing about your
book topic – find ancillary branches to deepen expertise
“I think it starts with a few people…
…coming together because they love playing and making music – something they
can feel something from and hopefully someone else can. If you’re lucky enough to
record it, maybe you’re a rock band. All the ways of selling it, packaging it, and
stylizing it, that’s just the movement and insanity of the times we live in.”
- Robert Levon Been (Black Rebel Motorcycle Club)
So bad…so, so bad…
…but I’m getting
better and I’m in
motion.
Dig in where you are…
(Still painfully bad.)
…you might like where you end up.
I’m awesome!
But…
I need to make a living.
“Penguins are astonishingly agile…
…charismatic…fearless…”
Are you?
Final Notes
• The creative process and the business of art can be synergistic.
• Like the creative process, monetary success through distribution
requires…a process. Be methodical. One intentional step at a time.
• Start building your identity now. You will be perceived one way or
another, so jump in and steer the ship in the direction you want it to sail.
• Go through the steps listed to identify areas where you can strengthen
your presence. Think structure. Build, build, build.
• Distribution requires consistency from producing content and pushing it
out the door. From Blogging or posting on your own site, to creating a
presence on ancillary social media outlets, look for ways to interact with
people. Offer lectures, not just readings, to libraries or other civic groups
to create contacts. Harvest email addresses and build your contact list.
• Become the expert on your topic or genre. Become seen as the expert.