Episode 167 – Making It in the Art World by Brainard Carey / Talking to the Press

Talking to the Press

Once a journalist is there, here are a few tips for talking to the press. To begin with, have in mind what you would like to say. What is the show about? What would you like people to know? Who influences your work? Why do you make art? Be prepared, because those are some of the questions that the journalist will ask you. When speaking to the journalist on camera or audio only, remember to do the following: when asked a question, pause, repeat the question, and then answer it. For example, let’s say the question is about what the work means, its message.

Start by pausing and say, “Let me tell what this work means. . .” or “When people ask me what my work is about, I say . . . ” The reason you are repeating the question and pausing is so that the journalist can use your voice only when the piece is edited. It is much better-sounding that way.

Another tip to keep in mind is what to do when the journalist asks you a question you do not want to answer or will have difficulty answering. The easiest way to manage that situation is to say, “That reminds me of an important aspect of my work, which is . . . ” and them tell the story that you want to. You can always lead the journalist away from the question they asked by confidently starting another topic.


It is also important to be patient with the press. If a journalist makes an appointment to see you and then cancels at the last minute, be patient. Write to them and ask what happened. I can’t tell you how common it is for a journalist to say they will show up only to be distracted by another story or event. It is easy to be angry at this, at someone wasting your time in this manner, but if you react with politeness and consistency, you will get far. That is my experience, and I have dealt with it many times. We are all sensitive people, and even when I am irritated, I continue to pursue the journalist to reschedule our meeting. I have always found that when you do this, and get the meeting eventually, the person interviewing is apologetic and makes it up by doing a very good job and giving you more than they would have previously.

Delivering the Press Release

There are many ways to deliver a press release through email or online services. However, when you want to get press in your local area, even if it is a big city like New York, I would consider hand-delivering it to the newspaper departments you are interested in. That is what I have done, and it is very effective. There is nothing like getting a physical press release in an envelope handed to you if you are a journalist. Sometimes, you will even be asked a question or two right there about what it is, and you can explain it is an art opening. Of course, emailing it and regular mailing is fine as well. In general, you are looking for ways to stand out from the crowd of press releases pouring in.

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 166 – Making It in the Art World by Brainard Carey / Managing the Press

Chapter 10

Managing the Press

Every artist wants to receive more press, and why not? It is part of how you get your message out into the world! The first thing you have to know about the press is that they are looking for good stories, not just good art. If you are having a show at a gallery or at a fair or just about anywhere, you can send out a press release to let the press know. There are many resources online to help you write a press release, but it is fairly simple. You must write a text as though it were an article already written about your show, in the third person. So you might start out saying something like, “The exhibit of Barne’s work is an arresting show of portraits that evoke emotions and memories of missing children.” Begin your press release with a strong first line that will draw the reader in. Then continue the writing and explain why the show is a must-see. End it with the information needed to see the show, the date, time, and address of the opening, and the close date. A public relations person once told me that the press are just like you and me, and make decisions about going out based on what seems exciting to them— personally.

The Journalist

Put yourself in the position of the journalist who is reading your press release. You read a lot of press releases every day, why should you go to this show? Something has to stick out; something must be special about this event. One way to make it more appealing is to have more things happening there than just the show. Performers, lectures, food, etc. I get a lot of invitations to shows in which I do not know the artist or the work, and generally, I don’t go to them. However, not long ago, I got an announcement about an opening near me that also featured a poetry reading, jugglers, a band, and free ice cream! That sparked my interest! I grabbed my son and went right down there. I looked at the art, had some ice cream, and learned how to juggle! A journalist reacts the same way; they want to spend their time in the most interesting way possible, just like you and me. So when you are having your exhibit, consider adding something else to the mix to make people notice and want to come. Perhaps all the things I mentioned at the opening I went to, or something edgier, like burlesque dancer(s) or fire eaters or anything else that would make you raise your eyebrows and think, “Wow, that sounds interesting!” If you can get a celebrity there or a popular local band, that will also bring the press in. It doesn’t matter if your show is in a local coffee house or a gallery. But make it worth going to.

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 165 – Making It in the Art World by Brainard Carey / Corporate and Business Sponsors

Corporate and Business Sponsors

Asking corporations for sponsorship is one avenue to consider when raising money for a project or a series of paintings, sculptures, or any other art-related work. To begin with, if you are asking a corporate sponsor for a donation of product or money, there has to be something in it for them. That means there has to be some publicity of some kind. If you are asking a company to donate art materials like paint and canvas, then you have to think about how they will get attention for it. You see, the incentive for a company to sponsor or support your activities in some way is to get back what they give you in the form of publicity and good will. Examples of that might be a class you are teaching where you will tell all the students to use the materials of the company that sponsored you or an exhibit where you expect people to come and see the materials in action. It could also be in a lecture you are giving about your work or something where the company that is sponsoring you is getting attention for their products.

How I Did It

Here are two examples of sponsorship I recently received. The first one is one of the most dramatic, so I will start there first. My wife and I were having an exhibit, and I wanted to use iPods on the walls to show off videos that were being exhibited among sculptures. I called Apple and tried to find out how to get a donation from them. In general, the place you start is to pick up the phone and call someone. There is no hard-and-fast rule on contacting corporations because most of them do not have policies on sponsorship; it is dealt with on a case-by-case basis.

I called the general number for Apple. I told the person answering the phone that I was an artist having a show and that I was looking for sponsorship and product donation from Apple. They gave me a number to call, which had a recording that said something like, “If you would like Apple to donate to your project, press 1, or if you have a marketing idea for Apple, press 2.” I pressed 1 and there was a recording that thanked me for being interested in a donation from Apple. Then the voice went on to say that Apple does not donate to projects or causes, and that their employees are already involved in community programs that give back to the people who live in their areas. The last thing the message said was that if I had a marketing idea to press 2. I pressed 2 just to see what would happen, and the recording there thanked me for my interest but said they have a marketing company that handles everything for them, and at the moment, they were happy with their marketing plans! It was all very polite, but a dead end nonetheless. I wanted to talk to a person at Apple so they could understand my show and at least say no to me with a real voice and not a recording. For me, when someone says no, it is not always a definite no, they are just sorting out people they think will waste their time because they do not want to spend time looking at proposals they are not interested in.

Not Accepting No for an Answer

The next way I tried to get to Apple was by calling the local Apple store. I knew at least I would get someone on the phone there. I explained my situation again and said I just wanted someone to talk to, not a recording. They gave me the number of someone in their business department. I called him and explained what I wanted, and he said he had never seen them give products, but it wouldn’t hurt to try. So I sent him a very short email that had as the subject line “40 iPods and an art show.” I quickly explained that I was having this cool show and wanted Apple to consider giving me iPods for it. The letter was brief, to the point, and was filled with enthusiasm. One day later, I got a response that said, “Thank you, we would like to do this, tell us when the show is close.” I was stunned. Yes, they were giving me the iPods! In general, what you can expect from corporations is that they will usually not answer quickly, or they will say no. Again, there are no rules in asking corporations, so just start calling and asking; it is amazing what can happen. I also wrote to Bose and asked for forty pairs of headphones to go along with the iPods. I had to make many calls to follow up and get an answer, but finally they said yes. Always keep in mind that in your letter, you must explain to them why you need them and, most importantly, why it will get seen by a lot of people. They are looking for exposure and more visibility of their product.

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 164 – Making It in the Art World by Brainard Carey / Kickstarter


Kickstarter.com is now the largest funding platform for the arts in the world. When you go to Kickstarter, you will see a format that looks very much like YouTube. There are different artists and creative people like inventors, writers, artists, and musicians showcasing their projects on Kickstarter. They make a short video explaining what they want to achieve, like the funds to make a CD of their music or maybe the funds to make the prototype of their invention or some art project about a road trip, a painting series, and anything else you can imagine. Then after you see their pitch in a video, you can pledge money to their project. The amount can be as little as one dollar. In each category, starting at a dollar, there is a description of what you will get for your donation. It might be a thank-you letter or a CD or a print, a book, or something else, depending on what the category amount is and your project. But here is the unusual part, so pay close attention and be sure to see the site as well. If you decide you need $5,000 for a project, then unless you get a total of $5,000 in pledges, you will not get any money, and the donors who pledged money will not give it. That means if you get a total of $4,500 in pledges for your project and it ends after a time of thirty days, you will receive nothing, and the project will be over.

The reason this works so well is that you only get the money that you actually need because if you did get the money before your goal was reached, you would be in danger of not being able to complete a project and disappointing the funders.

Starting a Project on Kickstarter.com

Now what I suggest to get going is not that you begin a project today, but that you begin funding other people’s projects, which will give you a clear insight into how it is all done. When you go to kickstarter.com, start looking around at projects you like. Then pledge a dollar or so to one or two. That is a small amount of money to pledge, but it will serve several purposes. One, it will show you how people thank you for the pledge. Also, it will show you how the system works financially because you will have to create an Amazon account for this. Most of all, you will have the pleasure I was describing of being a philanthropist for very, very little money! You will see the joys of being thanked and knowing that you are helping a truly good cause. The amazing thing here is that if you are pledging an amount like a dollar to ten or twenty projects a month, you will find that most of them never get funded. That means that your pledge is never actually taken out of your account because the target for funding was not reached.

So go ahead, explore that website, fund several projects, and you will get the perspective of a donor and the pleasures that come with it. You will also learn what kind of letters you like to see, what kind of thank-you notes work, and what doesn’t. Then you can start your own Kickstarter project. They make it easy and very personal, though not all ideas get accepted. All you have to do is go to the section of the website that says “start your project” and write a brief description of what you would like to do. Once your project is accepted, you can sit back and watch the money roll in—just kidding. Once your project is accepted, you must tell your friends and begin to promote your project. That means getting the word out there through emails, phone calls, and more. The best way to begin thinking about your project or designing it is to look around the Kickstarter website. Look at the most popular projects, the ones that received the most funding, and look at the projects that didn’t get their funding. Then, ready or not, launch your idea into the world.

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 163 – Making It in the Art World by Brainard Carey / Emergency Funds

Emergency Funds

Another way to use this same technique for emergency funding is as follows. Let’s say you have a flood in your studio and work got destroyed or damaged, or maybe some other emergency happened, a health crisis, or perhaps your landlord raised the rent and you have to move your studio.

You can write a similar letter to the one I described above and explain your situation. Be clear and honest and you won’t have to dramatize anything. Just state the facts of your situation. Then tell them that what you need is help until you get your studio back or your health back, whatever it is. Explain what you would like from them. I would suggest asking for a certain amount, say $500, and tell them that if they give you money now to help you through this crisis, then they can pick out a work from your studio at double the price. So if they give you $500, then they can come to your studio in a month and they will have a credit of $1,000 toward any painting. And if they give you $1,000 now, they will have a credit of $2,000 toward any painting in your studio. This is a very good way to make a bridge for yourself in difficult times. It will allow you to not only move forward but also will begin to create and deepen the relationship you have with your collectors and even family members. Once they give you the money, then you can write to them and tell them how it has helped, what you are doing, and other updates. It may seem like a strange statement, but it is really a gift to be able to have the opportunity to help someone financially. It is rare that someone asks in a polite and professional way for help. For the person who is being asked, if you know them, it is a chance for them to comfort you, to assist in your creative process, and that in itself is a gift to them. I often give small amounts of money to different projects, and I am always thrilled by it. Giving money to others who need it has its own special reward for the donor, which is hard to appreciate unless you try 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 162 – Making It in the Art World by Brainard Carey / Offering Donors Something Special

Offering Donors Something Special

One of the first ways I decided to get sponsors for my work shortly after I graduated college was not by the example above but by asking them to pay for artwork in advance. This is something you could do right now, and it is one of the easiest ways to get funds fast. Write a letter that begins with “Dear Collector,” and send it out to everyone that has ever bought any art from you. Send it out to family members or even friends who you have given your art to, because they are all “collectors” of your art whether they realize it or not. If you can only come up with five or ten people, including family, that’s OK; send it to them. When I wrote my letter, I sent it to a few people that had bought my work as well as my girlfriend’s father at the time. I was making abstract mono prints then, about thirty by forty-five inches, on paper. All the prints were in fact originals, much like selling paintings on paper. In the letter, I began as I mentioned above and then quickly explained that I was working on making a series of prints. I also said that I was writing to them so that I could make a large edition of work and that I had an opportunity and an offer I wanted to make. I explained that normally my prints sell for about $1,000. Then I said that I wanted to make them a deal if they bought work in advance. If one print is $1,000, then five prints would be $5,000, and I would also include a handmade box that they would all go into. The total cost for them was only $2,000! I put all the numbers together very much like that. I said that if they supported this now for $2,000, that I would send them $5,000 worth of artwork and a handmade box worth $200 dollars. I knew where I could get the portfolio boxes custom-made for me, at about that cost. I sent the letter out to fifteen people, and five of them sent me checks—that was a fast $10,000!

I was offering them a financial deal that seemed to be a very good investment. The actual numbers I put at the end of the letter again so the deal was clear to them, that is, for $2,000 now, you get over $5,000 in art and a custom box shipped to you. I was thrilled when I got the $10,000. This was the first time I had ever asked for money, and it worked. With that money, it was easy to make the custom boxes, which cost me $1,000, and then I had another $9,000 to make art. That made a lot of art indeed and also paid bills, took me on a short vacation, and more.

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 161 – Making It in the Art World by Brainard Carey / Keeping in Touch

Keeping in Touch

One of the most important things is to keep in touch. If for some reason you have not heard from the person you sent a letter to, then call them up! It is polite and professional to make a call and ask an assistant if they have received your letter. You just need a yes or no. If they have received your letter, then continue to wait for a response. If after two weeks you do not get a response, call again, and if they already told you they received your letter, ask if they know the status on your letter and if it will be reviewed. That is polite, and you will get an answer. After you do get an answer, hopefully with a check inside, be sure to send a beautiful thank-you note back right away. The note can be brief, but make it very sincere. If you cried when you got it, out of joy, tell them. If you began screaming and saying, “Yes, yes, yes!” then tell them. It is OK to be excited; in fact, it is what they want to hear. Just put yourself in their position for a moment. When you give someone a present, what do you want in return? How do you feel when they say, “Thanks, you shouldn’t have,” as opposed to “Oh my god, I can’t believe it! Thank you so much! I love you for this!” Wouldn’t you rather have someone gush, even if it is over the top? I know I would, and generally the people you are writing to feel the same way. They want to feel happy, and they want to feel that through you. Once when a donor sent a letter to me with a check in it, I quickly sent a text to her personal phone that said, “Wow, thank you! Your help has put a tremendous breeze under our wings, and we are soaring because of you!” I also sent her a letter, but since I had her cell phone, I sent a text as well. She wrote back right away and said, “I love hearing that, it sounds beautiful.”


That is what I do, and it is quite simple and very human. We all want to feel that people appreciate us, and the more we hear it, the better. Can you tell someone too much? I don’t think so. If you sent someone a letter every week saying how much you appreciate them in different ways, do you think they would find that annoying? I know I wouldn’t. The more we hear that someone appreciates us, the more we want to help that person to keep the gratitude coming. Just like giving presents. When someone has a wonderful reaction to a present we give them, we want to give them more. It is a natural reaction. We all want to be happier and more grateful even if we don’t acknowledge it. We want to be more alive and share in the enthusiasm of others; that is why being enthusiastic and grateful to those who support you will take you very, very far.

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 160 – Making It in the Art World by Brainard Carey / Charm


Once I was talking to the avant-garde theatre director Richard Foreman and I was asking him about raising money for different projects. He started to tell me about Jonas Mekas, who is the director and founder of Anthology Film Archives. AFA is a building in New York that is dedicated to showing avant-garde films. It is a nonprofit institution that was founded by an artist with the help of many other people. Mr. Foreman told me that Jonas Mekas was great at talking to wealthy people at parties. He said they used to call him “Saint Jonas” because he was so sweet to everyone, and they loved him. Foreman said Mekas was able to ask many people for large sums of money to support other artists, and they gave it to him. I never learned many more details of this story, but it is clear that part of the way he raised millions to build his institution was to befriend people in a charming manner.

You can start writing a letter today. Think of what you need money for: to complete a painting series, or make a new sculpture, or for the development of some other project or dream you have in mind. Then write it down and get into it, get excited about what you are writing, and express that with enthusiasm so the person you are writing to feels it and comes along for the ride. Then when you send updates, continue the excitement of your accomplishments.

Don’t Be Negative!

A special note here is to remember not to be negative or say that you need the money because you are broke. The reason for that is simple; people want to fund your dreams, not pick up the pieces. They want to attach themselves to someone who is flying, not get on a sinking ship. It makes sense, doesn’t it? Put yourself in the position of donor again. If you are about to give a small or even a large donation, you want it to really make a difference, you want people to be happy and grateful, and you do not want it to just be a Band-Aid on a gaping wound. The last note about writing a beautiful letter is to come up with other ways for the letter to stand out. I often use sealing wax on the back of the envelope and I use a coin to stamp it. It looks beautiful and is one more way your letter is standing out from all the rest that come in. Or consider scenting the letter lightly with perfume!

I also do not usually mail a letter like that with the address on the front as I would with a normal letter. Sometimes I do, but generally I put the letter in a FedEx envelope or in a priority mail envelope. That way it is protected and will usually be opened first as well.

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 159 – Making It in the Art World by Brainard Carey / Sending the Letter

Sending the Letter

Then I did much of what she said. I went to the art supply store, and I bought a few pieces of beautiful paper and an envelope to match. Then with a nice pen, I wrote out a letter explaining that I was having a show and that I needed $2,000 to complete the budget. She mailed me a check for $500. Then I sent her a thank-you note, also handwritten. Six months later, I asked her for funding again, in the same manner, and this time she sent a check for $1,000. Every time I asked for more, she gave me about 50 to 75 percent of what I was asking for. The amounts kept increasing. Now I count her as one of my regular patrons who gives me significant sums every year. What I have learned from her is that you have to build a relationship over time.

Sometimes I hear artists saying to me, “I know this person is a millionaire, and they could easily write a check to me for $10,000.” That may be true, but that is not how millionaires function, especially those with foundations that have to give in a responsible way. The way giving is done is in small amounts that keep increasing, and the reason for that is so the donor can watch how their funds are being used. Imagine you are a donor; wouldn’t you want to make sure that your money is spent wisely? If an artist asks you for $10,000, and she is a person without much money to begin with, how can you be sure it will be spent wisely? They might promise you the world, but the only way to know for sure is to give her a small amount of money first and see what she does with it. That is what you can expect from someone you write to that has a foundation, so expect that and ask for a small amount to help you build a relationship.

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 158 – Making It in the Art World by Brainard Carey / Using Your Contacts

Using Your Contacts

The next step is to go home and keep the cards you collected in one place. As soon as you meet someone and get their card, go home and send them an email within twenty-four hours. Even if you don’t get their card, remember to look up their names and find a way to send an email to them. You might not find their personal address, but you can probably find a company address for them. Write them a polite email saying that you enjoyed meeting them and that you would like to keep in touch and give them a link to see some of your images. Then keep going to openings; you will see them again, address them by their first name, and ask them how they are and talk again about what you are seeing. This is the way I do it, and it is one of the basic ways to make new friends in a setting like this. After meeting them twice, you can begin to ask them to lunch or tea and get to know them better and tell them more about who you are. See chapter 3 on presenting yourself for more information on what to do at the lunch meeting.

The idea, of course, is that you are making friends with people who can help you, and the next step is to ask them to help!

Writing a Beautiful Letter

Once, when I met a trustee of a museum that I wanted to talk to further, I asked her at an opening if I could call her and ask her advice on a new project I was working on, and she said yes. I tried calling her several times and only got her assistant. Then I asked her assistant when the best time to catch her was, and she told me between 7:30 and 8:00 am. Since then I have found that the time to get people who have assistants is in the thirty minutes just before the assistant arrives.

I called her back at that time and I said hello and reminded her who I was, and said that I wanted to ask her a quick question about fund-raising. I proceeded to ask her how I should go about asking people for money for my artwork. She was very forth- coming. She told me that in her experience, there were several things that were needed for her to give money to an artist for a project. She said that when artists send her beautiful letters, she responds. By beautiful letters, she meant that the letter was handwritten on beautiful paper, in a beautiful envelope. And the letter itself was long, chatty, and asking for a specific amount of money. She said that when people send her letters like that, she not only writes back, she saves the letter because it is so beautiful. Now there was something very important that she mentioned about how much money you are asking for in the letter.

Like most people who are involved in the arts and give a significant amount of money to the arts, she has a foundation of her own that administers how the money is given out. That means that you can search online and see what her foundation has given to in the past. She said it was important to her that people knew who she was and what she gave money to and how much she had given. The reason for that, she said, is so that people don’t ask her for too much or too little money, but an amount that makes sense. She also said that she doesn’t like it when people only write to her for money and don’t send her letters in between giving her friendly updates. And, at the end of our talk, which was about twenty minutes, she said, “When you get the letter done, send me a copy.”

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.