Episode 262 – New Markets for Artists / Do You Have an Opinion?


Do You Have an Opinion?

Do you have a message you want to relay to the world? The Internet reaches a vast, and in many ways, gullible audience. Be careful how you proceed if you decide to try something similar to what the Yes Men did, for even they are susceptible to legal repercussions. A tamer version of what they do would be to create a collaborative, interactive space where people can make art together, or make a website that does not show your art, but creates a guessing game of some kind.

Hell.com and Internet Art

One of the most fascinating and enigmatic pieces of online or “net-art” is a website called hell.com, a coveted domain that gets thousands of hits every day from people

who type hell.com in their browser for the sake of entertainment. It remains a curious place for art and utilizes some of the most sophisticated uses of web design. For a while, it was very difficult to navigate, and there were obstacles like hidden passcodes which, if you did incorrectly, would reroute you to a ran- dom Internet search. It was frustrating, but sometimes beautiful. Every time I checked the site, there were always different things happening.


Once, when I went to the site, it automatically sent me to another domain called nosuch.com. The hell.com designers always seemed to have a sense of humor even if it was hard to follow. They defy our expectations of what it means to navigate the web by making their site function the opposite of what we expect. While writing this book, I went to hell.com and found a completely blank page. At first I thought something was wrong with my browser, but I could see that the site had fully loaded and there had been no error. Then I noticed a message at the top of the browser, which said “domain disabled”—a message I have never seen before. Hell.com has a reputation for using the Internet in unique ways that tend to confound their viewers, and one of the definitions of art is to challenge the norm and make us think. Hell.com has certainly done this. You can read more about this notorious and odd work of Internet art on Wikipedia. Perhaps it will inspire you. You can also listen to the full interview I did of the founder of hell.com on Yale Radio, (wybc.com) under The Art World Demystified public affairs program.

To learn more about Brainard Carey and his services for artists, or to take a class from him, click here.  To join one of his free weekly webinars, click here. To download the workbook mentioned in this series, click here.


Episode 261 – New Markets for Artists / Internet Art and the Web

Internet Art and the Web

Online projects ideas are another form of public art. Even museums are starting to collect Internet art. While broad in category, anything that the public can view can be considered public art, even your personal website, though in my view, in order for an Internet project to be art, there needs to be something more to it. The first examples I saw of Internet art in the late 1990s were almost like games, where the cursor would roll over hidden links to other areas or reveal words that were hard to make sense of. The objective of this kind of art was to find out what the Internet mechanics really were and to try and use them to create an interactive, aesthetic experience. Since then, it has vastly evolved and artists are using the Internet to create a variety of new projects.

Taking On Corporate Culture

One fairly radical project was done by a group of artists called the Yes Men. Their artistic goal is to make fun of corporate culture, and in this particular instance, they did so by posing as corporate CEOs. They made websites that duplicated an actual company’s website (and had similar domain names), Exxon, for example, complete with links to parts of the real Exxon website. But the big difference was that they included what looked like email links to the CEOs on their home page, but the links were actually attached to the artists’ personal accounts. Then, they waited for email requests for the CEOs to give presentations at a conference.


The Yes Men would accept the invitations, and give presentations to very prestigious groups of people because they thought they were hiring major CEOs. The Yes Men tend to be critical of corporate culture. At one event, they presented a gold skeleton and discussed the value of a human life. They said that some skeletons—that is, some lives—are worth more than others and can be calculated precisely when making corporate decisions. They mentioned the Bhopal disaster in India that killed thousands of innocent people and explained how those lives were not as valuable as lives in other parts of the world.

Documents and Reaction

The Yes Men videotaped all of their presentations. The remarkable thing when watching the footage is that often times the audience liked what they heard and agreed with what the Yes Men said. The film they made about their work is a horrifying indictment of corporate culture, and it is available to rent online if you are interested in seeing it. The Yes Men are a great example of how to effectively use the Internet for artistic purposes—in their case, to create art that criticizes corporate culture. In my opinion, their approach of starting something that begins as a hoax and ends in critique is a fairly sophisticated use of the Internet, but there are many other ways to utilize it.

To learn more about Brainard Carey and his services for artists, or to take a class from him, click here.  To join one of his free weekly webinars, click here. To download the workbook mentioned in this series, click here.


Episode 260 – New Markets for Artists / Public Proposals

Public Proposals

Another type of public art is when you negotiate terms that will allow you to display your art in a public space. The artist Christo, for example, gives proposals complete with drawings and models to city officials or building owners. He is able to fund his projects by selling his artwork. So, if Christo wants to wrap a building with his signature cloth so it almost looks as though it is under construction, he will begin by sketching the project and then he will approach the building owners directly and present his idea. The owners do not give their approval because Christo is rich or famous; they do so because he is ambitious, has a well thought out plan, and the spunk to ask. Artists may have heard of Christo, but most people have not. The point is you do not need fame to land a large scale project like this, you only need a good idea and some confidence.

A Sculptor Takes the Town

Here is an example of an artist who used Christo’s approach to make her own temporary public art. Part of my profession is coaching and mentoring other artists, and this is the story of one of my clients. She came to me wanting to jump start her art career. In the past she made sculptures that looked like very large flexible tubes, the kind that might be used for a huge air condition- ing system, and had done temporary exhibits for competitions where she weaved the tubes through the windows of abandoned apartment buildings. She showed me several images.

The Model, DIY

The pictures looked wonderful and her art had a refreshing sense of humor about them. They were also strange and looked very odd in a way that attracted attention—like all good public art should. I explained to her that she could follow Christo’s example rather than try to get a gallery to support her or waiting for a local art agency to award her an opportunity. At first she hesitated. “You mean just go out and do it myself?” “Yes,” I replied, and that is what she did. I didn’t work with her for very long because she grasped the idea right away, and with minimal support from me, began sketching her ideas, found a way to present them, and sent out press releases. She then made her tubes and put them through the windows of parked cars in various neighborhoods. She didn’t even need to ask permission.

Success as an Independent Artist

She took photos of her car art and sent them out with press releases. The result was a full-page image in Time Out magazine in New York and an interview on national television. She realized once she had a clear picture of what she wanted to do, executing the plan was fairly easy. She was not famous or rich, she just had a creative idea and went for it. She got what most artists dream about—national press and public exhibits—and with the right attitude, you are capable of achieving this level of success as well. It does require that you write a press release and send it out, but you can do that easily yourself or get help from a writer friend if it seems beyond your skill level. For her, and perhaps for you also, the experience changed her perception of how she could go about exhibiting her work. The Christo model provided the “aha” moment she needed to take the reins of her career in her hands and control her destiny. Now she no longer has to wait for a break or an application to be accepted.

To learn more about Brainard Carey and his services for artists, or to take a class from him, click here.  To join one of his free weekly webinars, click here. To download the workbook mentioned in this series, click here.


Episode 259 – New Markets for Artists / Third Step: Dinner

Third Step: Dinner

You can either make something inexpensive like a big soup with bread, or you can ask local restaurants and caterers if they will help. Don’t forget to tell them you will be sending out press releases that mention and thank your donors. The likelihood of a great event like this getting press is very high, and it will be good advertising for the restaurants who participate. Once your dinner plans are finalized it’s time to invite your diners. Who refuses an invitation to dine with other art lovers? Explain in your invitation how the event will work and let them know that a minimum ten dollar donation which will become the winning artist’s prize money will be required at the door.

Last Step: Enjoy Dinner

Your last step is to make the dinner and have fun. Once the presentations are over and the votes are counted you will have the pleasure of presenting the winning artist with the evening’s proceeds. You can probably see how this will grow after it’s initial success. Word will spread and more artists, press, and hungry art lovers will want to get involved. One of the exciting aspects is that the diners who come once will have an incentive to come the next time – to see the art that they voted on at their first dinner!

Community and Public Art

For the diners, there is something very satisfying about being a patron so closely involved in the local art community. From the artist’s point of view, what could be better than being paid to put on a show? Personally, I love this model, because it can be done almost anywhere in the world. You don’t need to be in a big city, you just need a dozen or so artists and a community of people who like to eat.

New Forms

The FEAST event is nice because instead of filling out lengthy applications and proposals, all an artist has to do to show their art in public and give a short presentation. Even more unusual, they will know the results that same evening. The experience will also let artists practice their verbal pitch skills which will help them give better proposals in the future.

To learn more about Brainard Carey and his services for artists, or to take a class from him, click here.  To join one of his free weekly webinars, click here. To download the workbook mentioned in this series, click here.


Episode 258 – New Markets for Artists / Expenses for FEAST


One of the biggest expenses for this event is the dinner itself. To help offset the expense, you can ask local restaurants and caterers to donate food. They will probably be willing to help, considering that this is a community event, especially if you tell them that donors will be credited on event press releases which you will be posting in local newspapers and on the menus that you will provide your dinner participants. Events like this, where the production costs are small or nonexistent, are called “sustainable funding for artists,” because, in many ways, that is exactly what this is. If the idea excites you, you should start planning your own event right away. Look up FEAST art online and you will see more material about how many people have done it.

First Step: Find a Venue

The first step is to find a place where you can stage a dinner and exhibit artwork. A church basement can be perfect, but it could also be in someone’s home, an office, a car dealership— almost anywhere that has enough vacant space and bare walls to hang art. Just be brave and start somewhere. Explain to a library what you’d like to do and emphasize that it will not only be fun, but will get the community more involved in art and culture. It’s OK if your sales pitch isn’t perfect; it will get better the more you give it. The first step is to go out and give it your best and be positive. I think you will be pleasantly surprised how many people share your enthusiasm.

Second Step: Find Artists

The second step is to figure out which artists to invite. You must consider whether their style and medium will work well in the space you have found. You need about four or five artists, and it’s OK if they are your friends. Otherwise, you can post an ad in the artist community on Craigslist and ask artists to send you links to samples they might use in their proposals. If you like their work and think they could make a good proposal, explain to them how the event will work and ask if they will participate. Most will be happy to join with the chance of getting to display their work and winning a cash prize. The only thing left to do is get a couple of friends to help you make dinner.

To learn more about Brainard Carey and his services for artists, or to take a class from him, click here.  To join one of his free weekly webinars, click here. To download the workbook mentioned in this series, click here.


Episode 257 – New Markets for Artists / How FEAST Is Run

Collaborative Exhibits and Fundraising

One of the most recent new public art forms is represented in a project called FEAST, which started in a few different communities and has been replicated in many places thereafter. A dinner is held and four to five artists and at least a dozen non-artists are invited to attend. Ideally, the event space is at a public space that can be loaned for free, such as the basement of a local church (which is where one FEAST event was done) or a school or even an office building.

How FEAST Is Run

The first dinner would work in the following way: The dinner space must be able to accommodate an art exhibition with enough space on the walls for the artists to hang their work. You tell the artists you invite to give a proposal during the dinner on what they want to hang in the space and why their work would make a good show. They can bring images or the actual art pieces if they are not too difficult to transport. When you invite the diners, explain that artists will be giving presentations during dinner and the diners will be asked to fill out a form and vote for the presentation they like best. Also explain that there will be a minimum donation of ten dollars to cover the cost of dinner.

Voting for Artists

During dinner, the artists will stand up and give their presentations one at a time, doing their best to demonstrate what their exhibits will look like and persuade the diners to vote for their ideas. When dinner is over, and before dessert is served, the votes will be tallied and the winning artist announced. The winner will receive all the donation money collected earlier (no less than one hundred dollars) and the rights to install their art in the room for the next FEAST event, which will take place a month later. Ideally, the diners who voted for the winning artist will attend this second event so that they can see the art they voted for in full scale.

The Next Month

The second FEAST event will proceed just like the first. Four or five artists will give short presentations, the diners will vote, and the winning artist will be awarded the money. This is a new and exciting form of public art, because the public (the diners) are involved in choosing the commissioned art and will get more satisfaction out of seeing it displayed.  The first event is the hardest to set up because you have to find a space and make all the preparations,  but you will find that most people are excited by the idea and want to participate, and why wouldn’t they?

To learn more about Brainard Carey and his services for artists, or to take a class from him, click here.  To join one of his free weekly webinars, click here. To download the workbook mentioned in this series, click here.


Episode 256 – New Markets for Artists / Government Agencies/Nonprofit Institutions

Government Agencies/Nonprofit Institutions

Working with local government agencies is still a good path for making public art, but the players have changed. There is a non-profit art group in New York City called Creative Time, and they have been at the forefront of commissioning new and innovative public art. Their goal (shared by many other agencies like them) is to find out new and exciting ways to engage the public with art. The first project I saw by Creative Time was done in Times Square in NYC where dozens of giant video walls flash ads and videos of various companies. Creative Time made a deal with one of the owners of the video walls that allotted the first minute of each hour for an artist’s use. That meant twenty four times a day an artist’s video played on these screens. Great idea isn’t it? That section of New York City is a huge tourist attraction, and the likelihood of the artist’s work being seen was great. And even if the viewers don’t recognize an artist’s work at first sight, the work will likely be different from all the ads around it, creating curiosity and intrigue. Billboards have been used in the same manner, with art agencies and artists renting space to showcase their work. There are other types of nontraditional public art, but these are just a few examples.

To learn more about Brainard Carey and his services for artists, or to take a class from him, click here.  To join one of his free weekly webinars, click here. To download the workbook mentioned in this series, click here.


Episode 255 – New Markets for Artists / Public Art and Independent Projects

Chapter 8

Public Art and Independent  Projects

Many artists do not feel that their work is suitable to become public art, or have never ever considered the possibility that it might be suitable. It is, however, an area where any artist can make a proposal, and it is one of the least competitive areas as well. To begin, let’s define what public art means.

What Is Public Art?

The definition of “public art” has changed dramatically over the past ten years. It used to refer to sculptures or murals that were displayed in public. Traditionally, the way artists got these types of commissions was by registering with a local council on the arts, or if they lived in a country outside the U.S., with a local government arts center. After completing the registration and application process they would be considered for future public commissions. This is still one way to be commissioned for public work. Each state has a council on the arts, and they can tell you how to become eligible for new projects. In most cases, you will have to send images and a resume to the agency that your local council on the arts directs you to.

Percent for Arts in the United States

There is federal money controlled by the state as a tax on new construction. The way it works is through “percent for arts,” which means that for every public building created in the United States, one percent of the total building cost must be set aside for the purchase of art. That can be a significant sum, because if a building cost two million dollars to build, there will be a $200,000 budget for artwork. Usually that budget includes the artist’s fee and material costs. Keep in mind that creating a work of art that can withstand all forms of weather can get quite costly. I will discuss how to create winning proposals for this traditional type of public art later in this chapter, but first I want to explore other forms of public art.

To learn more about Brainard Carey and his services for artists, or to take a class from him, click here.  To join one of his free weekly webinars, click here. To download the workbook mentioned in this series, click here.


Episode 254 – New Markets for Artists / Your Budget

Your Budget

The final and most important thing to consider is how much that space will cost. You don’t want to go over budget, so first decide how much you can spend on rent, paint, and other installation costs like electricity. Let’s say your budget is $1,200, and you cannot spend more than that. If that is your amount then the rent should be no more than about $800 for the three or four days of the fair, but remember that you will need to acquire the space sooner so you can clean it up if necessary, paint the walls, and hang your art. It’s important to have a rough budget already in mind when talking to the person who controls the space. Have you already figured out how much the paint and other installation materials will cost? It is OK if you don’t have the exact figures, but be approximate, and err on the side of over-budgeting. That way, when you talk to the person in charge of the space you will be organized and will know right away if you can afford the space or not. Keep in mind that as an artist, the person you are talking to knows that you are not rich, and that you are ambitiously fronting your own money to follow your passion. This may motivate the realtor to go easier on you during the price negotiation. It also means that if you are firm about the costs and your budget, the realtor will believe that they cannot demand any more money if they want your business. You may also offer a piece of your art to sweeten the deal. Most people like the idea of being a collector, especially if the art in question is associated with the major art fairs nearby. If renting a space nearby a major art fair is something you want to try, just begin to look for spaces and be prepared to negotiate.

To learn more about Brainard Carey and his services for artists, or to take a class from him, click here.  To join one of his free weekly webinars, click here. To download the workbook mentioned in this series, click here.


Episode 253 – New Markets for Artists / Realtors, Owners, and Developers

Realtors, Owners, and Developers

There won’t always be a realtor, and in those cases you will have to negotiate a price with the land owner or developer.  If you are talking with an owner, the process will be similar to negotiating with a realtor. Tell them who you are and that you want to exhibit your art in their space and chances are they will be willing to work with you for two reasons. The first reason is that to hang art on the walls and leave the rest of the space untouched is not likely to cause any significant damage to the property—and you can sweeten your offer by agreeing to coat the walls in white paint. The second reason is that the people who will be coming to view your art will mostly be middle-class art lovers who are not likely to cause trouble and are also potential clients for the realtor. These will be your selling points for both private owners and the realtors. The upside for the realtor is that you are drawing attention to their space, cleaning it up, and increasing the likelihood of someone else being interested in renting it. There is nothing like an empty room with art on the walls to inspire others to think about what they could do with that space.

To learn more about Brainard Carey and his services for artists, or to take a class from him, click here.  To join one of his free weekly webinars, click here. To download the workbook mentioned in this series, click here.