The Evolution of Selling Art
Then and Now
As a young artist in Aspen, Colorado, in my early 20s, I struggled with the balance between painting what I loved and creating commercially viable art. I had no interest in painting “tourist art”—the picturesque local landscapes that visitors loved to take home as souvenirs. Instead, I wanted to paint ocean scenes, despite living in the mountains, or large, dramatic portraits of lions inspired by National Geographic. I was passionate but undisciplined, and I lacked a clear strategy for selling my work.
Fast forward to today, and the art world has changed in ways I could never have imagined. The advancements in technology, from digital photography to AI-generated images, have given artists unprecedented access to resources that make creating and marketing art easier than ever before. Yet, despite these tools, many aspiring artists still struggle with the same fundamental challenge I faced decades ago: creating art that is both personally fulfilling and commercially viable.
1960s: Limited Resources, Endless Creativity
In the 1960s, gathering reference materials for paintings was a challenge. We didn't have the luxury of instant digital photography or online image libraries. Instead, we relied on physical sources—taking our own photographs and paying to have the film developed (often wasting money on poor shots), cutting out magazine pictures in waiting rooms, or collecting reference images in filing boxes categorized by subjects like animals, landscapes, and people. Access to good references was expensive and time-consuming, requiring a level of dedication and organization that many young artists lacked.
There were also far fewer avenues for selling art. Without the internet, artists had to rely on gallery representation, art fairs, or personal connections to make sales. Building a reputation took years, and there was little room for whimsical experimentation if an artist wanted to make a living. Discipline and persistence were key. Galleries played a crucial role in promoting artists and connecting them with collectors, but this often came with high commission fees and a need to conform to the gallery's style or theme.
The Digital Age: Unlimited Resources and New Challenges
Today, the barriers to entry for artists are significantly lower. High-quality reference images are readily available online—some free, some purchased through stock photo sites, and now, AI-generated imagery is becoming a major source of inspiration. Platforms like Pinterest were designed to showcase artists' work, but they have also become a source of image piracy, with many artists' original works being copied or used without permission.
Jon and I invest in professional AI image generators from multiple sites, spending over a $1,000 a year to ensure our reference materials are top-tier. We don't just accept any AI-generated image; we refine them, going through sometimes 20 versions of an image before finding one that will translate well into a painting. This process requires skill and knowledge—learning how to craft the right prompts, understanding how AI interprets artistic elements, and developing an eye for what makes an image compelling. Just as photography is an art form, using AI as a reference tool requires discipline and training.
The Importance of Understanding the Market
One of the biggest mistakes I see young artists make today is painting based on whimsy rather than strategy. Selling art successfully requires more than just skill—it requires an understanding of the market. Who is your ideal buyer? What types of artwork are they drawn to? Where do they shop for art? These are questions that must be answered before an artist can build a sustainable business.
In my early years, I lacked this understanding. I remember sending a unicorn painting to a publisher and, by the time I received a response two months later, I had moved on to another subject entirely. This lack of focus is common among emerging artists, but if the goal is to sell art, consistency and commitment to a theme or style are crucial.
Understanding the market involves recognizing trends, consumer preferences, and the role of social media in art sales. Social media platforms like Instagram have democratized the art market, allowing artists to connect directly with potential buyers and showcase their work without the need for traditional gallery representation. However, this also means that artists must be adept at marketing themselves and their work, often requiring a blend of artistic talent and business acumen, as well as the extra time you will need to devote to marketing on these different platforms.
AI and the Future of Art
AI is not a replacement for artistic vision, but it is a tool that, when used correctly, can enhance an artist's ability to create and sell work. Just as a photographer learns to master lighting, composition, and editing software, an artist using AI must develop the skills to refine prompts, select strong images, and adapt them into their own unique style.
Artists who want to make a living from their work must move beyond simply choosing a random AI image and painting it. They need to develop their artistic voice, refine their skills, and understand their audience. AI, like photography, can be an incredible resource—but only if used with intention and expertise.
Once an AI image is generated, artists can take this image into programs like Photoshop or Pixelmator Pro to further enhance and clean up any AI artifacts that don't “read” right in the image. These powerful editing tools offer a range of features specifically designed to address common issues in AI-generated images:
- Artifact Removal: Photoshop's new Remove Tool, available in the beta version, is particularly effective at cleaning up weird artifacts in high-resolution images. This AI-powered tool can quickly eliminate unwanted elements and smooth out inconsistencies.
- Background Removal: Pixelmator Pro offers an AI-powered background removal feature that can automatically detect the subject and erase the background in one click. This can be especially useful for refining AI-generated compositions.
- Enhancing Resolution: Photoshop's new Enhance Image feature can significantly improve the resolution of AI-generated areas in an image, addressing the common issue of lower resolution in expanded or generated portions.
- JPEG Artifact Removal: Both Photoshop and Pixelmator offer tools to reduce JPEG compression artifacts, which can be helpful when working with AI-generated images that have been saved in compressed formats.
- Color and Detail Enhancement: The Camera Raw filter in Photoshop can be used to fine-tune colors, adjust contrast, and enhance details in AI-generated images, bringing them closer to the artist's vision.
These are just two of the dozen different programs that we use to finalize an AI generated image. By combining AI generation with skilled post-processing in these professional editing tools, artists can create truly unique and polished works that blend the power of AI with their personal artistic touch. This workflow allows artists to leverage the creative potential of AI while maintaining control over the final aesthetic and ensuring that the resulting artwork aligns with their artistic vision and meets professional standards.
Selling Art Online: A New Era
The rise of online platforms has transformed the way art is sold. Artists can now create and manage their own digital storefronts, bypassing traditional galleries and connecting directly with buyers. This shift has opened up new opportunities for artists to reach a global audience and build their brand without the constraints of physical location.
However, selling art online requires a different set of skills than traditional gallery sales. Artists must be proficient in digital marketing, understand how to price their work effectively, and navigate the logistics of shipping art to customers worldwide.
Marketing Strategies for Artists
Effective marketing is crucial for artists looking to sell their work. Here are some key strategies:
- Build a Strong Online Presence: Use social media platforms like Instagram and Facebook to showcase your art and engage with potential buyers. Share your creative process, and use relevant hashtags to increase visibility.
- Develop a Compelling Story: Share the story behind your art. This can help create an emotional connection with potential buyers and make your work more relatable.
- Connect with the Art Community: Go to art fairs where you can meet people who love art, join online groups where artists share ideas, and work together with other painters on projects. This helps more people see your artwork and lets you make friends with others who love art just like you do.
- Use Digital Tools: Leverage email marketing, website analytics, and AI-powered tools to streamline your marketing efforts and connect with your audience more effectively.
The Role of Galleries in the Digital Age
While digital platforms have democratized art sales, galleries still play a vital role in the art world. They provide a physical space for art to be showcased, offer expertise in art sales and marketing, and help build an artist's reputation. Many galleries have adapted to the digital age by creating online platforms and using social media to promote their artists and exhibitions.
Conclusion
The journey from aspiring artist to professional requires more than just passion. It demands discipline, strategy, and a deep understanding of both the artistic process and the marketplace. Whether in the 1960s or today, the artists who succeed are the ones who take the time to develop their skills, refine their focus, and approach their careers with both creativity and business to make good judgments and quick decisions. In this rapidly evolving digital age, those who embrace new tools while maintaining artistic integrity will find the greatest success.
Final Thoughts
As the art world continues to evolve, artists must be adaptable and open to new technologies and marketing strategies. The future of art sales will likely involve even more innovative uses of AI, virtual reality, and other digital tools. However, amidst these changes, the core principles of creating meaningful art and connecting with an audience remain unchanged.
For aspiring artists, the key is to find a balance between personal expression and commercial viability. Artists can forge a thriving career in the dynamic art world by grasping market trends, cultivating a distinctive brand identity, and skillfully utilizing online platforms.
The Discipline of Artistic Mastery
Becoming a professional artist requires more than just talent—it demands discipline. As many successful artists know, mastery doesn't happen effortlessly; it comes through consistent practice and dedication. The misconception that artistic excellence comes naturally couldn't be further from the truth. As one artist noted, “Being a master at your craft comes only through intense discipline, countless hours spent perfecting your skills in the dark when no one sees”.
Discipline in art means training yourself to paint regularly, whether you feel inspired or not. It means showing up at your easel at scheduled times and pushing through creative blocks. One artist who accepted a daily painting challenge confided that “it takes discipline to make yourself paint daily, even coming up with a subject to paint every day is hard!” This kind of commitment builds your artistic muscles and teaches you not to take each painting so seriously—after all, you'll be creating another one tomorrow.
The most successful artists understand that discipline produces fruit. After thousands of hours of practice, after millions of brushstrokes and a wake of experiences, masterpieces are born. As Somerset Maugham famously said when asked if he wrote on a schedule or when inspiration struck, “I write only when inspiration strikes. Fortunately, it strikes every morning at nine o'clock sharp”. The same principle applies to painting.
It's Never Too Late to Begin
If you're worried that you've missed your chance to become an artist, take heart—it's never too late to start painting. The idea that creativity declines with age is a myth we need to stop perpetuating. In fact, life experience gives you a creative advantage.
Consider Grandma Moses, who didn't start painting until she was in her seventies and went on to have her work exhibited at the Museum of Modern Art in New York City. Or think about Monet, who didn't begin seriously painting until after his wife died when he was in his forties. Folk artist Lisa Congon didn't start her illustration career until her forties.
With age comes wisdom and deeper wells of experience to draw from. You've seen more places, experienced more relationships, and felt more moments of joy and sorrow—all of which enrich your creative expression.
The World Is Your Oyster
The saying “the world is your oyster” originated with Shakespeare but has evolved to mean that everything is open to you, and if you're lucky, you might encounter something special—like finding a pearl inside an oyster. As an artist, you are that pearl with something unique to offer the world.
Just as a pearl forms when an oyster covers an irritation with layer upon layer of nacre, your artistic journey may have begun with challenges or obstacles. But through persistence and practice, you've developed something beautiful and valuable. Not all oysters produce pearls—they're rare, just as not everyone perseveres through the hard work of developing artistic skills.
Remember that the world is full of opportunities for artists today. You determine your own success by how you handle obstacles and what you learn from them. As Wayne Dyer wisely said, “If you believe it will work out, you will see opportunities. If you believe it won't, you will see obstacles”.
So, take that first step, or the next step on your artistic journey. The best time to start may have been years ago, but as the Chinese proverb says, “The second best time is now”. Your future self will thank you for taking the leap, and the pearl of your artistic expression will enrich the world.
Inspirational and well written article.
So glad you enjoyed this blog. We are curious…did you read it or listen to the audio? We are trying to see if it’s worthwhile doing the audios.
I think you can even get AI use Gingers voice also. So cool. I like the audio so I can listen while I do something else.
Thanks
I almost always read articles myself because the computer reading voice grates on my nerves. If the article is read by the author or a real person though, I am more likely to listen to it
A very inspiring article! I only wish I had enough money to take advantage of every opportunity that presents itself! I have the discipline down, just need a break like Grandma Moses! lol!
Loved this! Especially the quote about getting inspiration at precisely 9am every morning!! 😊
I read it…
As usual, your information is insightful and full of wisdom. I always love it when you quote someone. For your information, I “read” the article.
Loved this article, every bit of it. Thank you for sharing . I “read” it!
Thank you for writing this!!! It really hits home, and I appreciate you sharing all this wisdom with me and everyone. I find myself smack in the middle of all your points, and I’m feeling a bit like a baby giraffe trying to learn to stand and walk. Very awkwardly 🙂 I’ve spent the last 2 years just trying to paint as much as possible to learn as many skills as possible. It hasn’t translated into a “voice,” but I think when I quiet my heart, I know that my “voice” has to emerge. It can’t just pop out of nowhere without the foundation of learning how to apply paint and get the effects that I want to achieve. I’m so glad to be on this journey with you and to learn from your experience and wisdom. Thank you Ginger and Jon- I read this article, but I will listen in the future if that stays an option 🙂
Dear Kari,
Thank you so much for your heartfelt comment! It truly means a lot to Jon and me that our words resonate with you. I love the analogy of a baby giraffe learning to stand and walk—it’s such a perfect description of the journey we all go through as artists. It’s completely normal to feel a bit awkward at first, but that’s where the magic happens!
Your dedication to painting over the past two years is truly admirable. Building a strong foundation in techniques is essential, and it sounds like you’re on the right path. Your “voice” will indeed emerge as you continue to explore and express yourself through art. It’s a process that unfolds with time, patience, and practice.
I’m thrilled that you’re enjoying this journey with us! We’re here to support you every step of the way. Whether you prefer reading or listening, we’ll make sure to keep both options available for you. Thank you again for your kind words, and I look forward to seeing your artistic growth!
Warm regards,
Ginger Cook
My dearest Teacher
First of all my sincere condolences, she will be missed forever.
I read your article, so well written. I read them every week. I really show up every day in my little “on the floor studio”. I named it like that because I paint on the floor, lol. I know that practice makes the master but lately I feel like I’m going nowhere. I believe that I improve with every brushstroke but it takes me nowhere. I don’t think that I’m bad at painting but I don’t have a unique style that would stand out from others paintings. This saddens me sometimes so much that I began to loose my joy of painting. Of course I looove painting but at the same time it would be so encouraging if someone would want to buy a painting from me. I want to make my children proud of me…
Anyway I watch every lesson of yours and painted most of them (may be I should show them on our FacebookClub). You’re the best Teacher ever, thank you ❤️❤️❤️…ps: I thank Jon also, say hi for me please HUH from Turkey
Dear Denise,
Thank you so much for your heartfelt message. It truly touched me, and I want you to know how much I appreciate your kind words and dedication to your art. First, please allow me to extend Jon’s and my warm greetings to you in Turkey. We have such fond memories of visiting your beautiful country and exploring its incredible ruins. It’s wonderful to hear from someone who shares such a deep passion for creativity.
I want to encourage you because I see so much potential in what you’ve shared. Your commitment to showing up every day in your “on the floor studio” is inspiring! Many artists, myself included, have felt the same doubts at some point—wondering if their work is progressing or if their unique style will ever emerge. Trust me when I say that these feelings are part of the journey, not the destination.
Your unique style is already forming with every brushstroke you make, even if it doesn’t feel like it yet. Style isn’t something we consciously force; it evolves naturally as we paint more and explore what resonates with us. The joy and emotion you put into your work are already uniquely yours, and over time, these will shine through in ways that no one else can replicate.
I’d love to help you more directly. Could you use the “Contact Us” form on our website to send me three of your current paintings? I’d be delighted to take a closer look and offer some personalized guidance. Sharing your work on our Facebook Club is also a wonderful idea! It’s a supportive community where others can celebrate your progress and provide encouragement.
Please don’t let doubt steal the joy of painting from you. You are already making your children proud by pursuing something you love with such dedication. Remember, every artist starts somewhere, and success often comes from perseverance and belief in oneself.
Sending you lots of encouragement and gratitude for being part of our artistic journey together. Jon sends his regards as well!
Warmest wishes,
Ginger Cook
Professional Acrylic Artist & Educator