This document discusses the changing landscape of careers in the arts and the need for artists to understand business aspects in order to maximize their success. It notes that traditional funding sources for the arts are declining as audiences' tastes change. To thrive, artists must find new ways to connect with audiences and promote their work. The document advocates developing an entrepreneurial spirit and understanding the market, while honoring artistic traditions.

1. CAREERS
FOR
THE
21st
CENTURY
ARTIST
Why
Understanding
the
Business
of
the
Arts
will
MAXIMIZE
your
success
in
the
Arts
Business
Maria
Guralnik
Visiting
Assistant
Professor
Arts
Management
Purchase
College
11/6/10

2. Define
your
career
readiness
quotient
“CRQ”
1) Besides
your
technical
command
and
ability
to
express
meaning
through
your
art,
list
any
personal
traits
or
other
skills/advantages
that
you
possess
that
will
assist
you
in
developing
a
successful
career?
2) Name
a
famous
artist
in
your
field
under
age
40
and
reasons
why
you
think
he/she
has
been
able
to
achieve
early
success.
3) Which
defines
you
most
closely:
a)
I
cannot
imagine
my
life
without
significant
involvement
in
the
creation
and/or
performance
of
the
arts;
b)
I
have
several
interests
and
skills
–
art
is
among
my
passions;
c)
The
opportunity
to
share
my
talent
with
an
audience
is
what
most
motivates
me
to
continue
in
this
field

4. That
Was
Then,
This
is
Now
 Hundreds
of
accredited
conservatories
and
other
programs
granting
performance
degrees
worldwide
 Dozens
of
“international”
music
competitions
 An
increasing
amount
of
arts
presenters
devoted
to
multi-­‐discipline
programming
 Steady
decline
of
corporate
and
foundation
funding
for
the
arts
due
to
need
in
social
services,
health,
and
education
 Three
generations
of
Americans
largely
not
educated
to
appreciate,
engage
in,
or
support
traditional
“High
Arts”
 Globalization
of
culture;
increased
interest
in
folk
or
roots
music
involving
spectacle,
ensemble
–
enjoyment
 The
implosion
of
digital
media
–
the
demise
of
the
recording
industry
 Managers
and
agents
going
where
the
market
does
–
most
operate
as
“for
profit”
businesses
 As
do
the
media
(decline
of
traditional
arts
journalism)

5. The
Starving
Artist
Bureau of Labor Statistics 04-05: Hourly Wages

8. “Only become a musician if there is
absolutely no other way you can make a
living.” -Kirke Mecham

9. The
Real
Competition?

10. THE
NON-­‐PROFIT
PERFORMING
ARTS
INDUSTRY
HAS
BEEN
SLOW
TO
ADAPT
TO
SEISMIC
SHIFTS
IN
AUDIENCE
LIFESTYLES,
PREFERENCES
AND
VALUES.
IN
CLASSICAL
MUSIC
AND
OTHER
TRADITIONAL
“HIGH
ARTS”
FIELDS
–
THIS
HAS
CREATED
A
STAR-­‐DRIVEN
MARKET
SUPPORTING
A
DECREASING
AMOUNT
OF
SOLO
ARTISTS
AND
ENSEMBLES
WHO
CAN
EXIST
BY
PERFORMING
ON
A
FULL-­‐TIME
BASIS.

11. But
a
Savvy
Few
have
decided
that
if
they
can’t
find
an
audience
through
traditional
means,
they
will
find
new
ways
to
bring
what
means
most
directly
to
the
audience

12. The
Rise
of
the
“Artistpreneur”
Nina
Purlove
-­‐
The
Internet
Flutist
Jade
Simmons!

13. What
motivates
someone
to
attend
a
concert??

14. Isn’t
it
the
job
of
the
Artist
Manager
to
find
ways
to
promote
and
support
what
I
do?
Sales
1st
Qtr
2nd
Qtr
3rd
Qtr
4th
Qtr

15. What
Today’s
Managers
are
Looking
For…

“It's
important
that
artists
are
reliable
and
A
Good
Partner
maintain
good
communication.
They
must
also
be
realistic
about
what
an
agent
can
achieve
for
them
–in
reality
an
agent
can
only
enhance
what
an
artist
brings.
Although
the
agent
will
have
a
network
of
contacts
and
will
(hopefully!)
have
an
established
reputation
for
the
quality
of
the
artists
they
represent,
concerts
don't
miraculously
appear
and
are
primarily
due
to
the
hard
work,
talent
and
contacts
established
by
the
artist.”
-­‐
Matt
Fretton
–
U.K.
Manager
of
Olga
Borodina

16. All
ROADS
LEAD
BACK
TO
UNDERSTANDING
THE
MARKET
FOR
WHAT
YOU
DO…
 What
Do
You
Do
That
Deserves
an
Audience?
 How
Can
you
Meet
That
Audience
Where
They
Live
(in
all
respects)
?
 What
Might
You
Consider
Doing
To
Build
New
Audiences
(what
do
you
offer
besides
the
art
itself?)

17. AND
WHAT
MOTIVATES
YOU
TO
DO
IT!
 The
Tradition
 Fame
 The
Community
 Collaboration
 Learning

18. HONOR
THE
TRADITION
BUT
LOOK
FOREVER
FORWARD
We
are
in
a
time
of
great
change
and
even
greater
opportunities
for
those
who
are
creative,
media
savvy,
and
see
the
“Big
Picture”.
There
will
be
as
many
roads
forward
for
a
career
in
the
arts
as
there
are
imaginative
artists
willing
to
RELATE
what
they
do
to
the
world
around
them.
Perfecting
CRAFT
alone
will
no
longer
be
enough
and,
thus,
your
life
and
those
of
your
audience
will
be
even
more
rewarding!

19. SKILLS
REQUIRED
FOR
THE
21st
CENTURY
ARTISTPRENEUR
 Engage
with
the
world
outside
your
studio
 Connect
with
an
artist,
businessman,
scientist,
or
political
hero
or
two
 Determine
your
Higher
Purpose
-­‐
create/perform
art
that
builds
communities
and
enhances
the
lives
of
individuals
 Innovate
-­‐
Break
the
box
wide
open
to
share
what
is
most
inspiring
to
you
with
as
many
as
you
can
through
as
many
different
“distribution
channels”
as
you
can
determine

20. TOOLS
OF
THE
TRADE
 World
Federation
of
Competitions
 North
American
Performing
Arts
Managers
and
Agents
 Fractured
Atlas
(Fractured
U.)
 Association
of
Arts
Administration
Educators
 Artsjournal.com

21. I've
never
known
a
musician
who
regretted
being
one.
Whatever
deceptions
life
may
have
in
store
for
you,
music
itself
is
not
going
to
let
you
down.
Virgil
Thompson