Artist Demographics
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Artopium helps to promote artists in part through Artopium's Roving FestivalA common mistake most artists make is to claim that they are not business people. Although I can contend that making a living from your art or music or film or book is not the first thing that enters your mind during your creative process, once the work is done, I will bet that it's at least the second! Can you imagine what it would be like to work on your art as a full time job; to make enough money from your art, music, film or book to pay your rent and bills? To do that, you must take on a seperate persona that is business minded; a persona that is willing to speak of your art in business terms.

By the new definition as created by these changing times, mostly in part due to the wide spread use of the Internet, an artist or band is now, today, to be considered a sole-proprietor business owner, sales and marketing agent all rolled into one. Getting over this mental hurdle is the first step towards getting in touch with potentially milllions of Internet users who are waiting to fall in love with your art or music. All consumers, whether shopping for a new pair of shoes, a box of cereal or your CD, book, DVD, original painting or print all have one thing in common: they are looking for the best deal. Do not cringe at the idea of thinking of your art or music as a product because it is crucial that you understand that this is how your audience will think about it, whether consciously or subconsciously.

The term used by marketing firms and ad agents everywhere for knowing and understanding your audience is demographics. Demographics refers to the characteristics of the people that will respond the best to (and thusly buy) your "product". In other words, if you are selling men's athletic shoes, your demographic might be young, males between the age of 15 and Artopium helps to promote artists in part through Artopium's Roving Festival24, with an income between $18,000 and $34,000 a year, who have a keen interest in team sports. As a better example, the demographic for an emerging heavy metal band from Boston that's just released their first CD might be young, rebellous youth between the ages of 13 and 25, that make (or have parents that make) an income between $12,000 and $40,000 a year, and that have a keen interest in frequenting live shows by other local, east coast metal bands. Your demographics can also include a list of likes that your audience has that are similar to your work, such as popular bands that have a similar sound or style as you.

The second part to understanding your audience is understainding why people shop online at all. What is it that makes people willing to spend money online, where they cannot hold or touch the product before they buy it? To answer this question, think about this: We live in an information-rich society. It has even been said that we live in the Information Age, probably for a good reason. The biggest advantage the Internet has over regular "real world" shopping is the ability for the consumer to become entirely informed about a product before making a purchase. As I'm sure you can see, in order to appeal to your audience you must provide on your profile page as many details about your art, music, fashion, book or film including sound, images and video. Most importantly, you must provide enough written text, rich with demographically targeted keywords, describing you and your work, to convince your audience that they have been informed enough about your work to go ahead and make a purchase.

Be as objective as possible when describing yourself and your work. People looking for art or music online will be looking for "facts", and can feel put-off by too many biased descriptions (e.g. using words such as "best of", "cool", etc.). Instead, state when and where it was made, what creative processes were used and who was involved. The more information you provide along these lines, the more professional your audience will consider you. Please don't confuse this with emotinally descriptive phrases you may inherently use when describing your work. Just try to be objective and state as many facts as possible, rather than try to explain why you think your art or music is good.

For more information on marketing and understanding your audience, please visit the following links to helpful sites I have found on the web. These links open in a new window.
This is a very interesting site that lists all the newest/major trends in the global market. It is not a site related to art, per se, but rather a site related to consumer trends. To get an idea, go to their trend database and click on any of the links on the right (you'll have to scroll down a bit).

The Long Tail
An awsome article found in Wired magazine about current art/media trends on the Internet.Music Online ? Top Issues, Trends, Resources - An article found at

Print disclosure laws aim to prevent abuses: certificates of authenticity are a key way for consumers to know exactly what they are buying
This long-titled article is from the Art Business News section of

Continue to the next section: Protecting the Value of Your Work.

Table of Contents
  1. Getting Started: An Introduction
  2. You'll Do a Little Bit of Work
  3. Getting to Know Your Audience
  4. Protecting the Value of Your Work
  5. Understanding & Using Keywords
  6. Submit Your URL to the Search Engines & Directories
  7. Getting to Know Pay Per Click Advertising
  8. How to Increase Your Link Popularity
  9. Using the Peer to Peer Networks to Your Advantage
  10. Eliciting the Help of Friends & Family
  11. Using Offline Advertising to Compliment Your Online Efforts
  12. Summary