PRontheGO expert interview with Artist Consultant Stephan van Kuyk
Name: Stephan van Kuyk
Profession: Artist Consultant
Artists you have promoted: Pedro De Matteis, PesudoCromatico, Mr. Teko, David Puck and Discoboyberlin
Your residence: Berlin, Germany
Your website: http://management.azucarmag.com/
Medium: Stephan van Kuyk
Please introduce yourself.
I’m Stephan van Kuyk, artist, art dealer and artist manager. I run Azucar Media where we aim to create a platform for supporting emerging artists. Since 2017 I’ve also been doing public talking and managing artist careers helping them grow by developing a business mindset in their art practice.
Which artists do you prefer to work with? According to which criteria are they selected?
For me it’s always easier to work with artists that have some sort of a business plan already in place, or at least recognize the need for one. In our day and age, it’s crucial that an artist gets empowered and takes the reigns of his or her own career. Gone are the days that they could just focus on painting and a gallery or dealer would take care of the whole sales process. Artists nowadays need to take care of production, advertising and distribution of his or her own artwork.
We believe you’re an expert when it comes to digital art platforms where artists can sell their works.
I’ve been doing a lot of research on this topic lately. A lot of artists ask me about how to sell art online and it has taken me to create an online free course on how to sell art online.
There are a lot of platforms online that allow you to sell art, it’s a matter of investigating on which suit your career best. Some of my favourite at the moment are: Art Finder, Vango, Kite.ly and Artsper. Of course you also can apply to sell your art with us at http://gallery.azucarmag.com.
In your recent Medium post you mention the importance of a digital pricing strategy.
A clear pricing strategy helps you to establish the true market value of your artwork.
Keeping the same price of the artwork on different online platforms is a strategy that aims to create trust in your buyers. If they buy an artwork for 500 euros, and then find a similar artwork on another platform for 400 euros, they will feel cheated on and are likely to not buy art from you again.
What is it a collector wants to buy into?
When selling art the most important factor to consider is establishing an emotional connection with the collector, so the buyer can have the feeling that he is buying more than just a pretty picture, he is buying a piece of your art story, and that his or her purchase will have a direct impact on your career as an artist.
With this in mind you have to analyze what type of information will work best for each collector. Is it about certain elements that inspired you to create that work? Where was it painted? Where was it exhibited? What other collector tried to buy it?
Each collector will have a different interest in your art, you should investigate and analyze which storytelling will work best with each one.
What’s your top productivity tool?
Google G Suite, as an artist/dealer I manage a inhumane amount of sheets, for me it’s very important to have a deep overview of what’s going on with my career and sheets are a key tool for doing so. Nerdy, I know, but it works.
Which opportunities in online marketing do artists often miss out on?
Video, artists are not taking full advantages of the full possibilities of video. It’s a tool that allows to share your daily practice with your audience, as well as being a powerful tool to really show your art.
What’s your best advice to find and reach out to ones target audience?
Really knowing your target audience beforehand and from there finding out where they hang out and be ever-present there.
Please reveal your best journalist pitch tip!
I’m a firm believer that the best way to achieve press coverage is by establishing genuine and long lasting relationships with journalists. It’s better to have a good relationship with 5 journalists than to cold-email 50. I’ve covered a little bit of that in a recent article on how to get your artwork published in online media.
Also, submit your work to Azucar Magazine at http://www.azucarmag.com/submissions/!
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