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Building a Marketing Mindset

For Artists and Arts Organisations

Marketing is fundamentally a mindset, which is about embracing a more intentional and informed approach to reaching audiences. This doesn't entail compromising your artistic approach, but rather enhancing your ability to connect with your audience authentically.

Marketing goes beyond merely sharing social media posts, creating posters, or placing ads. It is a strategic endeavour, not confined to isolated tactical efforts. If you are an artist or part of an arts organisation seeking to enhance your marketing approach, this article offers a two-part process to help develop your marketing mindset. 

Developing your Marketing Muscle

Understanding Yourself & Understanding Your Audiences

a. Understanding Yourself through Self Reflection: Take the time to introspect and define your artistic identity—what sets you apart, what drives your creative process, and what message you seek to convey through your work. How open are you to sharing your work in the public domain? Clarifying the above and developing your unique voice lays the foundation for authentic brand building and a marketing approach.


b. Understanding your Audience: Gain insights into your target audience—who they are, what resonates with them, and how they consume content. This understanding enables you to tailor your marketing strategies to effectively reach and engage your audience. Tactics like talking to audiences after shows, collecting feedback, and engaging with them on social media are simple, yet effective ways to learn more about them. By staying attuned to the pulse of your audience, you can continuously refine your approach and ensure that your marketing efforts are effective.

Executing the Marketing Mindset

Building your Brand, Sharing and Collaborating

a. Craft Your Brand: Crafting your artistic brand by building your narrative, rooted in authenticity. Define your core values, share your journey, artistic process and inspirations to forge a genuine connection with your audience.


b. Utilise Digital and Social Media Platforms: In today's digital age, online platforms offer unparalleled opportunities for exposure and engagement. From social media to personal websites, leverage these tools to showcase your work, interact with your audience, and cultivate a community around your artistic practice or your arts organisation.


c. Embrace Collaboration: Collaborations with fellow artists or organisations can amplify your reach and introduce your work to new audiences. Be open to partnerships that align with your values and artistic vision, fostering mutually beneficial relationships.

Marketing mindset is not about compromising your artistry but rather enhancing it through strategic communication and engagement. By approaching your artistic endeavours with a marketing lens, you can unlock new avenues for growth, connection, and impact.

To learn more about Building Your Marketing Mindset visit our YouTube channel:


Author: Ramya Rajaraman, Founder & Director, ArtSpire

Connect with us: | Instagram: @teamartspire


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