From the three ways one could determine the value of our work, the hourly-based pricing model is probably the most popular one, as most other jobs we might have had (or still have) determine the value of our work on the merit of how much time we spend there.

But before we jump the gun, there is an important base question that needs to be answered beforehand: How much do we actually need? And I don’t mean how much we would like to make to buy a new phone or go on two more holidays per year — the emphasis is on need, not want.

The first painting I actually sold was done at a live-painting performance; me and my friend were part of an awards ceremony in high-school and had a live-stream of us painting and creating clay sculptures that was projected in the hall, where the ceremony was taking place.

It was a 100x120 cm colourful canvas with pop-art style pigs painted upside down, and the word “Klabase” (meaning sausage in a rural Slovenian dialect) written in giant bold letters across the whole canvas — you can probably tell I was on a rigorous intellectual path back then.

I got the big news: A wealthy collector — appearing out of the blue, coming all the way from northern Germany — was interested in my work. He and his personal gallerist came to our Academy to take a look around and the news of their arrival spread throughout the whole school; he was interested to buy!

But do you want to know what happened?

Throughout history, artists have created an ineffable amount of value for humanity, but there will always be a wonderful irony around our value creation.

We can make incredible, breathtaking works of pure genius that have the ability to comfort even the most melancholic of souls. But when we need to discuss the value of said wonders, usually the only real miracle is if we’re able to find a number that doesn’t make us starve to death in the long run. 

Pricing our art — especially at the beginning — can be a daunting task and while numerous factors have to be taken into consideration, there is one that doesn’t get talked about that much. The problem is though, it’s one of the most important ones!

Regardless whether you’re aiming to take your art directly to the market and sell on Etsy, SaatchiArt or on your website, or if you wish to go the longer path of getting a gallery to represent your work, a solid base price for your work is imperative.

With the commoditisation of paintings, sculptures and other wall furniture that one can buy on Etsy, a question pops up: Are we artists or artisans? 

I think our main concern as creatives should be to first have a nice little talk with ourselves over some coffee and maybe a bagel if you don’t care about your carb intake and figure out the basics of what our craft is all about.

During a conversation I had with a friend of mine about a show I got invited to in the summer, she mentioned ROI and how her goal was to produce the most effective show with the least amount of capital. And while the last 15 years or so have been predicated on me making as much as possible for as little as I could afford, something clicked and it really got me thinking.

As far as my hippy side is concerned: Art is a miracle, that has allowed the human experience to grow well above its immediate physical needs and given us the ability to build this magnificent wonder that we call society.

But the value of art is also something that, since the invention of money around 500 billion years ago (give or take), has become increasingly important and evermore so in today’s capitalist society. 

Today I want to share how I approach my gallery hunting; what helped me in the past and what didn’t and what I do, when focusing on getting representation. Do keep in mind that everybody has a different way of doing it — and while there are tried and tested methods that usually work, not everything ever does.

The goal is simple: get signed by a gallery.

Yesterday I wrote about tactics — cold calling — and the effects such an approach might produce, but today it’s all about strategy. But there is a lot of confusion going around about differentiating tactics and strategy and to start off today’s blunder, I would like to address this issue myself.

Sun Tzu (the great Chinese general) described the difference in his ever-more popular book The Art of War like this: “All men can see the tactics I use to conquer, but what none can see is the strategy out of which great victory is evolved.”