A Call for Possibility

Artists are, by nature, inventors, engineers, explorers, and discoverers.  Artists see possibility everywhere. Monetizing talent, however, is a daunting task for an artist. At the Montana Arts Council, we recognize that creating a sustainable life in the arts is complicated, that there is no singular approach to building a creative enterprise, that it doesn’t happen quickly, and that success has its roots in relationship-building. With a mission to help artists build a sustainable life in the arts, we provide a program to Montana artists called the Montana Artrepreneur Program (MAP).  

MAP (Montana Artrepreneur Program) is an art-centered business development program taught by working artists and open to all visual artists: 

• Providing over 40 hours of college-level instruction 
• Reviewing 35 practical business tools 
• Demystifying the world of business 
• Affirming the title of “Artist” as a credible profession  

At the program’s heart, is the philosophy that a sustainable career in the arts is attainable by earnestly developing one’s skill and expertise in a chosen medium, understanding and proactively engaging in the arts community, confidently articulating one’s story and purpose as an artist and strategically seeking patrons for one’s work. MAP provides practical coursework covering 35 pragmatic, professional practice tools of art and business following a general outline of discovering, showing, telling, and funding “the story.” 

The Artrepreneur's Toolbox

1. Log of Studio Hours (at least 120 hours total) 
2. Annotated list of area heritage and cultural resources 
3. Landscape journal for creative ideas and marketplace branding 
4. Product line list with both retail and wholesale prices 
5. System for record keeping and organization 
6. Written mission, values, and vision statements for the artist’s business 
7. Three goals and three objectives to reach each goal 
8. Artist Statements (three versions required:  one typewritten page, one-two paragraphs, and 25-30 words) 
9. Customer Profile 
10. A small window or table display of the artist’s work 
11. Diagram and photos of the artist’s booth for use at a show 
12. Documentation of five hours spent with an art mentor 
13. 6 professional quality product photographs of artwork 
14. 2 professional quality process photographs (the artist at work) 
15. A logo for use in the artist’s business of art 
16. A business card for use in the artist’s business of art 
17. A brochure for use in the artist’s business of art 
18. Hangtags to use on the artist’s work 
19. A sample of packaging for use in sales, customer transport, and shipping of the work
20. A sample of business transaction materials (eg. invoices, statements, receipts, and order blanks) 
21. 2-minute video presentation 
22. Research of four shows (one local, two regional, and one national) 
23. Research of credit card/PayPal capability 
24. Proof of participation in an area show 
25. Ten hours of internship with a creative sector business 
26. Press Release 
27. Press Kit 
28. A Quality Portfolio 
29. A website 
30. E-portfolio 
31. Resume and cover letter for use with a gallery 
32. Studio Budget for the coming year 
33. Mini-proposal for funding a project in line with the artist’s goals 
34. Plan outlining the artist’s strategies for marketing 
35. Business plan to use in building a business of art 

MAP also provides each artist validation for doing the art that brings them the greatest joy and the reminder that they must commit to seeking their authentic voice in their medium. We ask artists to lean all the way in to their potential, reaching beyond what they’re simply capable of doing and to really access their unique genius. It’s not enough to just be “artsy.” Once they develop their unique body of work, we teach them to authentically articulate the story of their art – the “why” of what they do. Artists find relief knowing that they don’t need to develop a sales schtick or become someone else to sell art. 

We recognize that the matter of money is further complicated by decades of philosophical wrangling between artists who believe that selling art equals selling out, that true art can have no declared monetary value and by a culture enamored with, and thus helping to perpetuate, the mythos of the “starving artist.”  MAP provides affirmation of choosing the title of “Artist” as a credible profession and further works toward perpetuating a dialog which includes artists as small business owners.

MAP artists have examined their passion for art through coursework that encourages artistic growth and demystifies business from the perspective of discovering the story, showing the story, telling the story and funding the story. They have developed specific strategies to achieve carefully and sensibly planned goals and objectives.  They’ve taken the bold stand for possibility and have committed to the promise of art as profession.  Upon finishing the course and completing the tools, many artists claim that a sustainable life in the arts feels “doable” and that rather than reaching the end of a process, they feel they have encountered the beginning of the life they had previously only imagined. Many artists call the experience “transforming.” 

MAP has earned national acclaim, impacting more than 400 artists across Montana to date.  In May 2014, Decision Support Partners, Inc. was contracted by the Montana Arts Council to develop a survey to gather data from Montana Artrepreneur Program (MAP) participants from 2009 through 2016. The survey was intended to help the Montana Arts Council better understand the impact of the program on participating artists and to help inform the future of the program. 

MAP artist survey respondents reported being:

• More confident in their business management skills (81%)
• More specific and clear on their art business financial goals (75%) 
• Actively making art and pursuing their art businesses (56%) 
• In progress toward their art business financial goals (72%) 
• More satisfied with their art business (69%) 

MAP artist survey respondents generated economic activity in the areas of:

• Employed/contracted new or more people for art business (29%) 
• Made capital investments in art business (58%) 
• Increased state and local business spending (65%) 
• Increased customer base (83%) 
• Increased inventory for sale (89%) 
• Increased investment in art business (83%) 
• Increased sales locations and prices for product lines (74%) 
• Increased out of state sales and percentage of sales from outside of Montana (64%) 
• Rented new space for art business (19%) 

MAP artists have more than just talent; they have passion – passion enough to commit their energies to developing the necessary tools to create a sustainable life in the arts.  They have passion enough to lean all the way in to their potential, to identify the work that truly brings them alive, and to do that work every day in a world that tells them to get a “real job.”  They are BRAVE!  And they’ve learned from other artists - people who “get it, and get them”- that developing and sustaining an art business is doable.  These artists recognize and personify the fact that the arts mean business in the great state of Montana.   

As a result of the Montana Artrepreneur Program (MAP) participating artists in the survey sample have: 

• Generated $906,730 in net art sales, a 654% increase in net art sales on average since participating in the program.
• Generated upwards of $3.7 million in gross art sales, which is a 183% increase since participating in the program.
• Reported, on average, that in years following program participation, 60% of artists increased sales of their art oustdie of the state of Montana. The average amount of out-of-state sales increased by 38% on average, from years prior to the program to years after participating in the program.
• Reported that in 2016, 30% of their gross personal income of $1.94 million was derived from their art sales ($576,554).
• Reported cumulative gross personal income from 2013 through 2016 of $6,047,680 of which $1,598,763 (26%) was derived from their art business.
• Invested 33% of their gross personal income from 2013-2016 ($6,047,680) in their art businesses, $1,995,480 of which 59% ($1,183,312) was spent in the state of Montana. Artists who invested in their art businesses spent an average of $27,335 from 2013 through 2016.

...proving that the program works.

We also know the value of the shared experience.  Because artists are natural problem-solvers and creative engineers, there is no better place than MAP to share ideas. At 400+ artists and growing, our network is substantial and media-diverse; our artists can find support for most any challenge, whether business- or studio-related. We strive to facilitate a festive atmosphere of mutual helpfulness, leaving everyone knowing that they are connected to a larger whole and the belief that “it’s doable.” MAP was designed on a founding principle of transformational learning and offers artists, not just practical tools with which to build a solid business, but peerto-peer mentoring to examine and personalize goals and objectives, and the experience of community to balance and sustain the process. 

Participating in MAP requires a commitment to attend monthly workshops over the course of approximately ten months and to financially invest in one’s business of art, as well as a $350 fee and an application process.   

The Montana Arts Council is committed to ensuring that the MAP program is affordable and accessible to Montana artists. Becoming part of MAP and building a business, however, requires an investment of time and money for expenses including but not limited to travel, promotional materials, inventory expansion, and market development.  These costs are the artist’s responsibility will vary from person to person.  Artists are encouraged to build their businesses according to the budget and timeline that works specifically for them and for their lifestyle, understanding that long-term sustainability is the ultimate goal.  The particular longterm, diversified strategy that each artist crafts for their future will likely vary from their fellow artists as much as the artwork that they each produce.  

The course is offered as group learning opportunities, called cohorts, throughout the state in several locations each year.  Applications can be submitted anytime.  Program interest drives cohort location decisions, and the sooner we know who’s in, the better, so if you’re interested in MAP or know someone who is, please apply soon.  MAP cohorts consist of six to ten artists each and applications are accepted until each group is full for the course year.