In this conversation, she shares how she transitioned from marketing to a full-time studio practice, how she defines success, and why clarity and discernment guide her choices. We talk about rejection, community, research, and using what you already have—both in your art and in your business.
The post Discerning Your Direction as an Artist with Marianne Lettieri (234) appeared first on Art Biz Success.
]]>When I asked Marianne Lettieri to join me on The Art Biz, I didn’t expect that an old tomato pin cushion would come up. But that’s exactly the kind of detail that speaks volumes about Marianne’s thoughtful approach to her art and career.
She’s not chasing trends or scrambling to keep up. Instead, she’s slowing down, tuning in, and making deliberate choices about the materials she uses, the time she spends in the studio, and the career opportunities she says yes to.
In this episode, Marianne shares how she’s stayed true to her values while navigating major transitions in life and art. We talk about the difference between urgency and intention, how to recognize what’s worth keeping, and why meaningful progress often comes from using what’s already at your fingertips.
It’s a conversation that invites you to pause and ask:
- What have I overlooked that still has value?
- Where can I be more discerning with my energy?
- How can I bring more intention to both my studio and business practices?
Listen
What do you already have that you’ve been overlooking?
Choose one of these existing resources and do something with it this week—whether by sharing it, following up, or building on it.
Marianne Lettieri Quotes
“I think discernment is such a powerful word. It implies slowness, and attention, and trust.”
“Just because something shows up doesn’t mean I have to follow it or do something about it.”
“I look around and think: What do I already have that I can use? What have I ignored?”
“I really believe that how we spend our time is how we live our lives.”
“I find comfort in the structure of a regular studio practice. I’m always sorting, assembling, arranging—even if I’m not producing a finished piece.”
“I don’t want to race to finish something. I want to let the materials and the ideas tell me when it’s done.”
“This work is rooted in memory—both personal and collective. The materials carry history with them.”
“It’s not about the latest trend. It’s about what I can do with what’s already here.”
Related Episodes
The artists in these episodes discuss a focused approach to their art careers.
About Marianne Lettieri
Visual artist Marianne Lettieri explores memory and shifts in cultural values associated with historical artifacts and salvaged materials. Exhibitions of her work include San Jose Museum of Quilts and Textiles, San Francisco Museum of Craft and Design, Bade Archaeology Museum, Michelson Museum of Art, Kinkfolk House (Fort Worth, TX), Delaware Contemporary, and India International Center (New Delhi, India).
Marianne holds an MFA in Spatial Arts from San Jose State University and a BFA in Drawing and Printmaking from the University of Florida. She currently lives in Granbury, TX.
Follow Marianne on Instagram: @mariannelettieri
The post Discerning Your Direction as an Artist with Marianne Lettieri (234) appeared first on Art Biz Success.
]]>In this episode (a continuation of episode 224), she shares how she nurtured that audience from the start, why she still prioritizes direct connections over gallery exclusivity, and the systems she put in place to stay focused on making her art. Listen for a masterclass in running an art career with vision, strategy, and heart.
The post What a commitment to audience-building means to Noelle Phares (225) appeared first on Art Biz Success.
]]>If you want a sustainable art business, making great work is only half the equation.
The other half? Building an audience that believes in you—and staying committed to that connection over the long haul.
Noelle Phares understood this from the very start. Instead of waiting for the “right” opportunities to appear, she actively created her own—through strategic shows, studio events, a strong print business, and personal relationships with collectors.
Her audience didn’t just show up overnight. It grew because she kept showing up first.
In this episode of The Art Biz, a continuation of episode 224 , Noelle pulls back the curtain on what real audience-building looks like behind the scenes. She shares how she chose where to show her work, set smart boundaries with galleries, and structured her business to keep growing without losing her creative focus.
We dive into the systems she’s built—including how she uses assistants, manages multiple income streams, and maintains direct connections with the people who support her art. Through it all, Noelle’s commitment to audience-building has given her the freedom to evolve as an artist without compromising her vision.
If you’re tired of feeling like you’re waiting for permission to grow your art career, this conversation will show you how powerful it is to take control—and why nurturing your audience is one of the smartest investments you can make.
Listen or Watch
Make sure you caught part 1 of my interview with Noelle.
Your audience won’t build itself.
Choose one action you can take today—send an email or DM, write a thank-you note, or reach out to a supporter—and start nurturing the connections that will sustain your art business.
Noelle Phares Quotes
“I’ve been able to say no to commissions because it’s more important to me to create work that goes together and is seen by a larger audience.”
“I built a brand around something that I was really passionate about, and I think that will hopefully continue for the rest of my life.”
“I want to be able to have my artwork in the homes of people who can only afford to pay $50 for a print. So there are some galleries who are not okay with that, and that’s fine. I can’t work with those people.”
“It takes a lot of work to grow technically and creatively, but also to keep building and nurturing your audience.”
“I feel like I need to interpret my work with words—whether that’s through email, on my website, or on social media—for the storytelling component to come through.”
“A thriving art career requires momentum. You have to have an audience if you’re going to sell artwork.”
“You really have to be the number one advocate for your own work.”
Mentioned
Related Episodes
Listen and read more about artists being smart with business systems.
About Noelle Phares
Noelle Phares brings a fresh perspective into her contemporary landscape paintings through examination of the tension between organic and synthetic. As an environmental scientist by training, she allows the same topics that drove her work in the natural sciences to now guide her creative endeavors.
Her body of work combines landscape elements with structural geometry to create fractured architectural landscapes that explore the ever-encroaching presence of humanity into previously pristine open spaces.
Follow Noelle on Instagram: @noellephares
The post What a commitment to audience-building means to Noelle Phares (225) appeared first on Art Biz Success.
]]>Ali’s dedication to her patrons and students shines through as she shares insights from the past five years of her career.
The post The Joy in Artist Community and Paring Back Obligations with Ali Cavanaugh (ep. 190) appeared first on Art Biz Success.
]]>Some artists wait for things to happen to and for them.
Others take charge. They don’t buy into to other people’s definitions of success. (Listen to episode 165 for more on that.)
Taking charge means they figure out what they want and how to get there—taking all aspects of their life into account.
Ali Cavanaugh, my guest for this episode of The Art Biz, is in the latter group.
For some background, listen to last week’s episode (ep. 189) which is an encore of a 2019 interview I did with Ali when she was making big changes in her work life.
In this episode, Ali and I catch up with all that has transpired in the last 5 years. We discuss:
- Her booming Patreon community that gives her so much joy. [See also ep. 156 with Kimberly Santini.]
- How she has pared back on the demands for her art and the boundaries she put in place to allow her to do that.
- The recent release of the Ali Cavanaugh Portrait Colors Set from Golden Artist Colors.
- The upcoming retrospective of her work, made possible because she has withheld prized pieces from sale to keep in her private collection.
Ali is incredibly generous. As you’ll hear, she is utterly devoted to her patrons and the success of her students.
Listen
Highlights
04:01 Building a thriving artist community on Patreon
06:55 Ali’s shift towards online art education
15:01 Ali’s approach to selling art and embracing a new business model
19:53 Reflecting on gallery relationships and the future of art business
23:12 Galleries and art fairs
24:31 The cost of art fairs
25:12 Partnership with Golden Artist Colors
28:09 Royalties, brand deals, and ambassadorships
31:40 Upcoming retrospective and personal projects
36:01 Balancing art and family life
39:40 What’s coming up for Ali
Quotes
“Within the first month I was making money and had a lot of followers and I couldn’t believe it.”
“I want [my students] to have their own ideas. They have their own ideas. I want them to be able to access that.”
“My role is encouraging others a lot more and just not so much about sales.”
“I’m very inspired by the artists in our community.”
“I don’t miss giving [galleries] half my money.”
“My prices were able to really go up because my work became more collectible when I moved into the Immersed paintings.”
”Too many paintings, not enough time.”
Related Episodes
These episodes feature artists who teach.
About My Guest
Ali Cavanaugh (American, b. 1973) is an internationally collected fine artist and author of the book, Modern Fresco Paintings. She studied painting at Kendall College of Art and Design. Her work has been featured on magazine covers and countless internet articles. Her most recent project is a brand collaboration with Golden Artist Colors as they have designed her exclusive 6 color portrait set; a universal skin tone palette for all complexions. Four years ago she founded the Aligator Watercolor Community, which is an international group of watercolorists that focus on portraiture using alternative substrates.
Follow her on Instagram @_alicavanaugh_
The post The Joy in Artist Community and Paring Back Obligations with Ali Cavanaugh (ep. 190) appeared first on Art Biz Success.
]]>She aims for the stars! “Higher than the heavens,” as she put it to me.
And she knows she can’t get there by herself. She needs strong gallery representation and a team of people behind her, and she’ll tell you why. This is the story of an artist who fully appreciates her gallery.
The post The Art Biz ep. 175: Why I Want Partnerships with Art Galleries with Evita Tezeno appeared first on Art Biz Success.
]]>So many artists are down on their galleries and considering leaving them.
There are absolutely many reasons not to stick with your gallery, but that’s a different post and podcast episode.
I wanted to share the story of an artist who is thrilled with her gallery and who recognizes the value that gallery brings to her career.
[ Why Artists Should Embrace Galleries ]
My guest for this episode of The Art Biz is Evita Tezeno—an artist who has grand ambitions for herself.
Not content with the status quo, Evita aims for recognition by prestigious honors like the Guggenheim Fellowship (check 
) and the MacArthur Fellowship, the so called “genius” grant (check ).
She aims for the stars! “Higher than the heavens,” as she put it to me.
And she knows she can’t get there by herself. She needs strong gallery representation and a team of people behind her, and she’ll tell you why.
Listen
Mentioned
- Frank Frazier
- Luis De Jesus Los Angeles
- New Art Dealers Alliance (NADA) art fair
- Untitled art fair
- Anita Bateman, associate curator, The Museum of Fine Arts, Houston
- “Solace and Sisterhood” at The Museum of Contemporary Art Arlington
Evita Tezeno Quotes
“I had this dream that an angel came to my door and gave me a blueprint of another style.”
“This dream was right on target.”
“[After Denzel Washington bought 8 pieces in 2019] I was able to get another studio and I have never worked for anyone again.”
“The gallery now has me working larger. I love working larger. I love it.”
“I consider myself a visual storyteller.”
“[My life coach] has gotten me to dream bigger than I ever thought that I could dream.”
“I want more museum collections and I want my work also to be known, not only nationally or regionally, but internationally…. So we are reaching toward the sky or the heavens.”
“The art career that you dream of or you envision does not come easy. You have to struggle. You have to go through necessary pains to get to where you want to be.”
Related
Also very much related are these conversations with artists who approach their careers with a great deal of intentionality:
Discerning Your Direction as an Artist with Marianne Lettieri (234)
Beauty, Rigorous Research, and Purpose with Noelle Phares (224)
About My Guest
Evita Tezeno (b. 1960) is a Port Arthur, Texas native and graduate of Lamar University. She lives and works in Dallas. Tezeno’s collage paintings employ richly patterned hand-painted papers and found objects in a contemporary folk-art style.
Tezeno is the recipient of the prestigious 2023 Guggenheim Foundation Fellowship in Fine Arts from the John Simon Guggenheim Memorial Foundation in New York and the Elizabeth Catlett Award for The New Power Generation. Her work is included in the permanent collection of the Dallas Museum of Art; African American Museum of Dallas; Perez Art Museum Miami, FL, and the Figge Art Museum, Davenport, IA.
Follow her on Instagram @evitatezeno
The post The Art Biz ep. 175: Why I Want Partnerships with Art Galleries with Evita Tezeno appeared first on Art Biz Success.
]]>My conversation with Rebecca Welz centers around how she sees her art as part of the continuum, and how she encourages her students to think holistically about their careers. We invite you to do the same.
The post Focusing on the art, not the art business with Rebecca Welz (133) appeared first on Art Biz Success.
]]>I’ve had all kinds of guests on The Art Biz podcast. I’ve welcomed artists who talked about their collaborations, social media accounts, goals, vulnerable situations like rejections or grief, legacy projects, and much more.
But today’s episode is a first.
In this episode I talk with Rebecca Welz, who, when I asked what aspect of her art business she might be interested in discussing, said, “I’m not so interested in the art business.”
Any other host would have taken that as a sign and cut short any possibilities of having a discussion for the program. The title of the show is, after all, The Art Biz. We kinda need to talk about art business.
But I was certain that Rebecca, with her many accomplishments, had something to share. I was right.
And so this is the first episode with a guest who admits to not being interested in the art business. But don’t leave!
Our conversation centers around how she sees her art as part of the continuum, and how she encourages her students at Pratt Institute to think holistically about their careers.
We discuss meditation, biomimicry (which I’d never heard of but makes tons of sense), her projects in Guyana and Guatemala with her students, and why she’s uninterested in the art business.
Shoutout to Laura Petrovich-Cheney for the introduction to Rebecca. Thank you, Laura!
Listen
📄 This Week's Assignment
Your art biz assignment this week, thanks to inspiration from my guest, Rebecca Welz, is to consider how your work is connected to forces outside of itself. How is it connected to art history? to other artists?
And then, and this might blow your mind, think of all the people who make your art possible. Who made your supplies? Not the companies, but the people behind the companies.
Who gathered natural pigments or precious materials? Who mixed the paints, spun the yarn, stretched the canvas, stocked the paper, or assembled the camera?
Who are the people supporting your efforts?
Highlights
- “It’s like drawing in space.” Rebecca’s sculpture and gallery representation. (2:44)
- Teaching art students and exploring the unknown through meditation. (6:22)
- Thinking is the most important part of the creative process. (11:15)
- Finding art inspiration in Guyana and Guatemala. (17:04)
- Biomimicry—innovation inspired by nature. (22:10)
- The importance of experiencing inspiration from cultures outside your own. (25:35)
- Taking a holistic approach to your art. (31:13)
- Rebecca isn’t all that interested in the art business. Here’s why. (36:24)
Mentioned
Rebecca Welz Quotes
“Meditation gives me a lot of peace and equanimity and helps me deal with being a human on the planet.”
“Good artwork comes from that place of the unknown.”
“I can’t just focus on my art career because there are so many other things that I’m interested in.”
“How are you tapping into your own continuum and how’s that working for you?”
Related Episodes
Art gallery director Jeremy Tessmer talks about what he looks for in artists.
Geoffrey Gorman philosophizes on living the life of an artist.
Willie Cole collaborates with name brands and insists on enjoying life and work.
I discuss seeking validation and earning credibility.
About Rebecca Welz
Rebecca Welz makes steel sculptures inspired by natural wonders and ecological processes that combine to give us biodiversity.
She is represented by June Kelly Gallery in New York City, where she has had numerous solo exhibitions. She has also shown at Grace Borgenicht Gallery and Bernice Steinbaum Gallery, also in New York.
Rebecca’s sculptures have been in solo and group exhibitions in venues such as the Oakland Museum of California, the Heckscher Museum of Art (Huntington, NY), Butters Gallery (Portland, OR), the SciArt Center (Easton, PA), the Cherrystone Gallery (Wellfleet, MA), and Sculpturesite Gallery (San Francisco, CA). Her work can also be found in private and corporate collections, including those of Goldman Sachs, Pfizer, Merck, Prudential Life Insurance Corporation, and Sabre Corporation.
Follow her on Instagram @RebeccaWelzSculpture
The post Focusing on the art, not the art business with Rebecca Welz (133) appeared first on Art Biz Success.
]]>Above all, knowing your brand (how you want to be perceived in the eyes of others), helps you make decisions. If opportunities aren’t aligned with your brand, you say No.
The post The Art Biz ep. 133: How You Want to Be Perceived as an Artist with Alexandra Squire appeared first on Art Biz Success.
]]>In his book, Blink, author Malcolm Gladwell makes a convincing case that you have exactly two seconds to make an impression.
And remember that you only get one shot at that first impression. People might give you a second chance, but they’ve already judged you. You’ll have to work hard to overcome that judgment if it’s less than flattering.
That’s where a strong artist brand comes into play.
Not too long ago, artists didn’t have to worry about things like their brands. But in an increasingly competitive market, and the noisy online space, we will do better when we know where we fit.
A brand is not a logo.
Let’s be clear. A brand is not a logo. A logo is only the visual expression of a brand.
Branding expert Re Perez says, “A brand is a desired perception.”
Your art is created in the studio. Your brand is created in the mind. Not your mind, but in the minds of others. Your brand exists in the minds of viewers, buyers, collectors, and gallerists.
Above all, knowing your brand (how you want to be perceived in the eyes of others), helps you make decisions. If opportunities aren’t aligned with your brand, you say No.
Branding makes you memorable, which therefore leads to more fans. Branding might also lead to higher prices and more consistent sales.
It also helps you make decisions because your selections should align with your brand.
Your art is the basis for your brand.
The first step to becoming a branded artist is always the work. That means it looks like you did it and not like a variety of styles by your various mentors or teachers.
This is why studio practice must come before anything else. You have to make lots and lots of art!
Once you have that art, you can think about how it should be presented in the form of marketing materials: your website, blog, business cards, letterhead, brochures, and so forth.
My guest for this episode of The Art Biz, to talk about her intentional artist brand, is Alexandra Squire.
Alexandra was clear from the get-go about what she wanted her business and career to look like. She hired professionals to help her pull together a branded identity to present her work to the world. And it was always based on the work. Her strong work backed up the beautiful packaging.
Alexandra and I talk about her decisions, marketing, and how she finds time for her painting and business while raising three young girls.
Listen
📄 This Week's Assignment
Consider your artist brand. In particular, think about and even write in your journal about this one question: How do you want to be perceived in the minds of others?
If you want to take it to the next step, consider whether your social media, newsletter, website, marketing material, and exhibition venues are aligned with how you want to be perceived.
Highlights
- Alexandra’s long and winding road to becoming an artist. (3:25)
- “I looked at myself as a brand.” (7:09)
- Marketing yourself effectively. (11:26)
- Hiring professional help for your photography. (14:03)
- Your brand exists in the eye of the viewer. (18:42)
- Making the trade offs that pay off. (22:16)
- The moment when you identify your artist brand. (26:20)
- How Alexandra shows and sells her work. (28:15)
- Keeping an artist’s schedule while raising a family. (33:38)
Alexandra Squire Quotes
- “I decided from the beginning I wanted to be a certain type of artist.”
- “You have to present yourself in a certain way, and that’s how people will view you.”
“I turned down a bunch of opportunities that I felt didn’t best reflect my brand.”
About My Guest
Alexandra Squire is an abstract painter defined by the pairing of vibrant colors and muted tones to create simple yet deceivingly complex works. She focuses on blending and layering to make pieces that are rich in color and depth with unexpected palettes. Her paintings serve as a metaphor for life in that they depict the multitude of ways in which our experiences meld together. Alexandra’s work has been exhibited nationally, and her paintings are a part of private and corporate collections throughout the United States.
Follow her on Instagram: @alexandrasquireart
The post The Art Biz ep. 133: How You Want to Be Perceived as an Artist with Alexandra Squire appeared first on Art Biz Success.
]]>She is interested in the varied ways that artists are intersecting with public life. From more traditional "public art" to creative placemaking to socially engaged practice.
I talked with Lynn, author of The Artist’s Guide to Public Art: How to Find and Win Commissions, for the Art Biz Podcast. In particular, we focused on The Corner Project, an art space and community revitalization effort she founded in the blighted neighborhood of her Chicago studio in 2017.
In describing this project, Lynn said, and I paraphrase:
Every single artist … [brings] with them a certain amount of agency and value to wherever they are. They can do so much more. … It’s a paradigm shift that happens in your head where you start realizing that “I have something of value that I can contribute to society at large,” rather than just making an object and hoping it gets sold for enough money and that you can make a living.
You'll also hear her speak this truth: Art is a billion dollar business, and someone has to do it.
I think you’ll be inspired to think big and make a difference in your community after you listen to this episode.
The post The Art Biz ep. 26: Creative Placemaking and Public Art with Lynn Basa appeared first on Art Biz Success.
]]>She is interested in the varied ways that artists are intersecting with public life. From more traditional “public art” to creative placemaking to socially engaged practice.
I talked with Lynn, author of The Artist’s Guide to Public Art: How to Find and Win Commissions, for the Art Biz Podcast. In particular, we focused on The Corner Project, an art space and community revitalization effort she founded in the blighted neighborhood of her Chicago studio in 2017.
In describing this project, Lynn said, and I paraphrase:
Every single artist … [brings] with them a certain amount of agency and value to wherever they are. They can do so much more. … It’s a paradigm shift that happens in your head where you start realizing that “I have something of value that I can contribute to society at large,” rather than just making an object and hoping it gets sold for enough money and that you can make a living.
You’ll also hear her speak this truth: Art is a billion dollar business, and someone has to do it.
I think you’ll be inspired to think big and make a difference in your community after you listen to this episode.
Show Notes
In this interview, you will hear Lynn talk about:
- Her background as a studio artist and how it led to her interest in public art.
- Her time at the Seattle Arts Commission.
- The big jump of having her tapestries fabricated as rugs in Nepal, to then selling art to private collections, to finally teaching herself the business of finding customers.
- How the accessibility of art and availability of selling it online has changed the industry over recent years.
Edra Soto’s Relocating Techniques installation in the windows of The Corner Project, 2016. Mural on side of building by Julia Sowles Barlow. Photo courtesy Lynn Basa. - What creative placemaking is, why it has gotten a bad rap, and how it is different from public art.
- Why she felt the need to go back to school in 2016 and get an MFA.
- What The Corner Project is, who funds it, the main mission of the space, and why she was inspired to start it.
- Some of the obstacles Lynn faced to build a coalition and organize a community in The Corner Project.
- What a typical meeting at The Corner Project looks like, her biggest challenges in running it, and what she wishes she would have known before starting it.
- Why an artist would be interested in creative placemaking, and who isn’t cut out for it.
- How her personal art has developed over time.
- Her upcoming book, the second edition of The Artist’s Guide to Public Art.
- Getting better results by truly listening rather than by imposing your ideas — especially in local politics.
- How she learned how to pace herself and manage her time more effectively.
- Inspiration for artists on how they can be catalysts in their communities.
About My Guest
Lynn Basa is an artist living in Chicago. In addition to having completed numerous public art commissions, she is a painter.
She has taught in the Sculpture department at the School of the Art Institute of Chicago and is the author of The Artist’s Guide to Public Art: How to Find and Win Commissions. She is also the founder of The Corner Project, a creative placemaking initiative on three blocks of Milwaukee Avenue in Chicago’s Avondale neighborhood.
The post The Art Biz ep. 26: Creative Placemaking and Public Art with Lynn Basa appeared first on Art Biz Success.
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