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By Maria Guralnik, visiting Assistant Professor of Arts Management, Purchase College.CAREERS FOR THE 21st CENTURY ARTIST: Why Understanding the Business of the Arts will MAXIMIZE your success in the Arts Business.
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11/6/10
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
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
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)
The Starving Artist Bureau of Labor Statistics 04-05: Hourly Wages
“Only become a musician if there is absolutely no other way you can make a living.” -Kirke Mecham
The Real Competition?
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.
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
The Rise of the “Artistpreneur”
Nina Purlove -‐ The Internet Flutist Jade Simmons!
What motivates someone to attend a
concert??
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
What Today’s Managers are Looking For…
A Good Partner
“It's important that artists are reliable and
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
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?)
AND WHAT MOTIVATES YOU TO DO IT!
The Tradition Fame The Community Collaboration Learning
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!
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
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
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