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How can talent agents help visual artists?

Michal Plis
May 26, 2024
11 min read

Updated: May 27, 2024

Female artist doing a watercolor painting on the floor — Artists are good at making art but not necessarily at marketing or opportunity hunting. Photo by Matthieu Jungfer on Unsplash.

In this article I explore the concept of a talent agent for visual artists, much the same as musicians, actors and writers have. For some reason visual artists don't have them, why is that and are there ideas on how it could work?

The Emergence of Talent Agencies in the Art World

Picture a scenario where talent agencies, traditionally associated with the entertainment industry, extend their purview to include visual artists. Can talent agents help visual artists?This idea, once deemed unconventional, is steadily gaining momentum, exemplified recently by United Talent Agency's (UTA) venture in the United States into managing visual artists via UTA Fine Arts.

Let's look at the example of UTA's Fine Arts talent agency service:

UTA Fine Arts works closely with contemporary artists, spanning both emerging talents and established figures, to seamlessly weave their creations into the fabric of entertainment, media, and cultural spheres. Leveraging their expertise and extensive network, they cultivate impactful partnerships that amplify the artistic vision of each individual.

Furthermore, through the UTA Artist Space (physical galleries maintained by United Talent), with locations in Los Angeles and Atlanta, they provide accessible platforms for showcasing diverse talents fostering engagement and appreciation within our communities for forward-thinking artistic expressions. They have supported previously the following artists Lonnie Holley, Mandy El-Sayegh, The Estate of Ernie Barnes, Harmonia Rosales, Ferrari Sheppard, Chloe Chiasson, and Yashua Klos.

Artnet article entitled "Talent Agent Joshua Roth Talks Trash About Art World" mentions about UTA: "United Talent’s move into the fine art world was greeted with scepticism in the art world. Roth apparently didn’t feel sufficiently welcomed. 'Sometimes people in the art world, without having all the info, will put a negative slant on things,' he told the Times."

The concept of art as an asset class comes to mind in recent decades. And a talent or art agent is becoming necessary even for emerging artists worldwide as complexity of handling the business of art takes artists' attention from what they should be doing most of the time - producing art.

I personally would love to have an artists talent or art agent look after the marketing, promotion, opportunity hunting and awards applications and allow me to just focus on producing art. The problem is I can't find any talent agents for visual artists in Australia and it's very scarce in the world as far as I can see - its only for the top visual artists in the world who can hire someone to do that. Let's discuss the concept of art as an asset class.

Art as an asset class

Classical painting under the spotlight — Art has become a stock market asset class. Photo by PycnaH aM3anneB on Unsplash

The concept of art as an asset class refers to the practice of viewing art not only as a form of aesthetic expression but also as a tangible financial asset with investment potential. Traditionally, art has been collected and valued for its cultural significance, beauty, and emotional resonance. However, in recent decades, there has been a notable shift towards treating art as a financial instrument akin to stocks, bonds, or real estate.

Key aspects of the concept include:

Investment Value: Artworks are seen as potential stores of value and sources of capital appreciation. Investors may purchase art with the expectation that its market value will increase over time, allowing them to profit from resale or appreciation.

Diversification: Art can offer diversification benefits to investment portfolios, as its performance may not be closely correlated with traditional financial assets. This diversification can help reduce overall portfolio risk.

Market Dynamics: The art market operates similarly to other financial markets, with auctions, galleries, dealers, and collectors driving supply, demand, and pricing. Factors such as artist reputation, rarity, provenance, and market trends influence art prices.

Challenges: Investing in art comes with challenges, including illiquidity (the difficulty of selling artworks quickly), lack of transparency in pricing, authenticity issues, and subjective valuation criteria. Additionally, art market fluctuations can be unpredictable, making it a volatile investment.

Cultural Considerations: Critics of viewing art purely as an asset class raise concerns about the commodification of culture and the potential impact on artistic integrity and authenticity. They argue that reducing art to its monetary value overlooks its intrinsic cultural and aesthetic significance.

Overall, the concept of art as an asset class reflects the evolving relationship between art and finance, with investors increasingly recognizing art's potential as a valuable component of diversified investment portfolios. However, balancing financial considerations with cultural appreciation remains a complex and ongoing discussion within the art world.

A Deloitte research report form 2010 entitled "Why should art be considered as an asset class?" delves into art as an investment, noting its unique traits and market trends. Despite being risky, illiquid, and opaque, art offers long-term value as a wealth store with moderate returns and low correlation to traditional assets. Globalisation, rising transparency, and financial industry interest are shaping art investments, with new collective vehicles and services emerging. This shift highlights art's growing importance in finance.

But because Finance has gotten their fingers into the art pie I wonder whether AI art generators, Chinese art mass production cities and technological advances will keep pushing the art industry into mass production and away from its cultural significance and originality of work roots. The industry has since early 2000's been focusing on art market trends (art making fads e.g. texture this year) rather than real art - from each artist's soul unadulterated. This bothers me a lot and I feel based on the success paradox (as outlined by Vertasium Youtuber) I think 99% of visual artists will not succeed financially in art but will have a good time making art with a day job during the day - that's the reality of the capitalist world we live in.

But I'm digressing, let's explore this idea of talent agents for visual artists further.

Could talent agents really help visual artists?

Graffiti artist spraying art in the wall. — Talent agents could become a visual artists best friend. Photo by Adrian Dascal on Unsplash.

Central to this discourse is the role of talent or art agents in representing visual artists. Traditionally, talent agents have served as intermediaries between artists and opportunities in the entertainment sector, facilitating deals and fostering career growth. Can this model be seamlessly adapted to suit the nuanced dynamics of the visual artist world?

Advocates argue that talent agencies offer visual artists access to a wider audience and diverse revenue streams, transcending conventional gallery representation. Leveraging their networks and expertise, talent agents can unlock avenues for collaborations, commissions, and exhibitions on a global scale, potentially revolutionising artists' engagement with their craft.

Nevertheless, this endeavour is met with scepticism within the art world, renowned for its reverence for tradition and authenticity. Critics question whether the commercial objectives of talent agencies align with the intrinsic values of artistic expression and integrity.

However, the integration of talent agencies into the art world poses pertinent questions about the commodification of art and the preservation of artistic autonomy. Can the commercial imperatives of talent agencies coexist harmoniously with the creative vision and integrity of visual artists, or will they risk diluting the essence of artistic expression?

My take on this is that since talent agents have successfully helped musicians, writers, filmmakers, actors and live performers why shouldn't they be useful for visual artists to diversify, catch and win business. After all, most artists in most types of art making aren't good on the business side because they are essentially outside capitalism in the creative universe and their minds are wired to delve into the unknown and create into reality things that enrich society of humans to grow and learn and be inspired. Humans run on inspiration and reflection and art is important in that area.

Practical vision of what talent agents could do for visual artists

Hand holding a camera lens looking at a mountain view. — Having talent agents for visual artists isn't that far fetched. Photo by Paul Skorupskas on Unsplash.

I envision a thriving commercial community of sole trader and agency based talent agents that look after emerging, mid-career and established visual artists. The talent agents could be compensated simply with a percentage of the artists sales as agreed for the duration of the talent agent contract and without any additional cost to the artist especially initially when they are getting started. This could possibly entail the following services:

1. Art Career Development and Management

Personalised Career Strategies: Talent agents would work closely with visual artists to develop long-term career strategies tailored to their unique visions and goals. This includes identifying growth opportunities, advising on portfolio development, and navigating career transitions.
Brand Building: Agents would help artists build and maintain their personal brands, ensuring consistent and professional representation across various platforms and public appearances.

2. Art Market Representation

Exhibition Opportunities: Agents would secure opportunities for artists to exhibit their work in galleries, museums, and art fairs globally or locally, increasing their visibility and market reach. they would try to negotiate the expensive exhibition space hire fees and other gallery space requirements.
Awards Opportunities: Agents would seek out and enter the artist into awards or competitions to expose their work in the right places and potentially win awards competitions. They would work out costs of entry and whether the artist has a possible chance to win and the budget to pay for the entry fees. They would also navigate the complex entry instructions.
Commercial Collaborations: They would facilitate collaborations with brands, designers, and corporations, enabling artists to expand their influence and reach new audiences through commercial projects.

3. Financial Management

Sales and Negotiations: Talent agents would handle art sales negotiations, ensuring artists receive fair compensation for their work. They would also manage licensing agreements and royalty arrangements.
Investment and Asset Management: Agents would provide guidance on art as an investment, helping artists understand the financial aspects of their work and advising on long-term financial planning.

4. Legal and Administrative Support

Contract Management: Agents would manage contracts and agreements, protecting artists' intellectual property rights and ensuring compliance with legal standards.
Administrative Tasks (Optional): By taking on administrative duties, agents would free up artists to focus on their creative processes. This includes scheduling, correspondence, and logistics for exhibitions and events. Or at least review their admin sometimes to improve it.

5. Art Marketing and Public Relations

Publicity Campaigns (Optional): Agents would design and implement publicity campaigns to promote artists and their works through traditional and digital media channels.
Social Media Management (Optional): They would manage artists’ social media profiles, creating engaging content to build a robust online presence and connect with a global audience.

6. Art Educational and Networking Opportunities

Workshops and Seminars: Talent agents could locate and sign up with visual artist talent into relevant educational workshops and seminars to help them develop new skills and stay updated on industry trends. This would be done as needed.
Networking Events: Agents would find networking events including other similar artist opening nights and gallery and function events relevant to the artist to attend, fostering connections with collectors, curators, galleries and other industry professionals.

7. Support for Creative Projects

Project Management (Optional): Agents would assist artists in managing large-scale projects, from conceptualization to execution, ensuring that artistic visions are realised effectively.
Funding and Grants: They would help artists identify and apply for grants, residencies, and other funding opportunities to support their creative endeavours.

There could be other ways I can’t think of that talent agents could assist visual artists but within the limits of artists career stage and amount of sales, especially at the start of their career.

I think by establishing a robust network of talent agents dedicated to the advancement of visual artists here in Australia and the rest of the world, we can create an ecosystem that nurtures and focuses artistic talent, promotes creative growth, and ensures the financial and professional well-being of artists at all stages of their careers. Talent agents would be responsible for filtering out who they think have potential to grow as an artist and would only take on those whom they see potential in.

The most important thing having affordable talent agents is that visual artists aren't really good at the admin or marketing side of things but the are good at creating art and showmanship. And that creative energy is being sapped because of the increasing complexity and competition in the market for being a visual artist.

Benefits vs. Drawbacks of Working with an Art Agent

As the art world evolves, the concept of talent agents servicing visual artists is gaining traction. While this practice is not yet widespread, envisioning its potential offers insights into both the advantages and challenges it could present. Here’s a speculative look at the pros and cons from my perspective as an artist:

Pros:

Increased Exposure:

Access to prestigious galleries, exhibitions, art fairs and competitions.
Increased media coverage and public visibility through agent connections.

Professional Representation:

Enhanced credibility and trust through agent endorsement.
Valuable advice on career development and market trends from industry experts.

Negotiation Leverage:

Better deals and fair compensation through skilled negotiation.
Protection of intellectual property rights and favourable contractual terms.

Time Management Benefits:

Optionally, administrative tasks handled by agents, freeing up creative time.
Efficient career management, allowing artists to focus on their art.

Cons:

Commission Fees:

Significant expenses from exhibition or competition hire and sales commission fees.
Reduced profit margins due to agent costs.

Potential Loss of Creative Control:

Possible influence on artistic direction to align with market trends.
Pressure to create commercially viable work, potentially stifling creativity.

Agent Selectivity:

Limited representation opportunities due to selective criteria.
Competition for attention and resources from agents managing multiple artists.

While the concept of talent agents for visual artists is not yet common, its potential presents intriguing possibilities. Future art agents could significantly enhance an artist's career through professional representation, increased exposure, and valuable industry connections. However, this potential also comes with financial costs, possible creative compromises, and the challenge of securing representation. As the art world continues to evolve, it will be fascinating to see how this potential reality unfolds and impacts the careers of visual artists.

The Future of Talent Agents for Artists

A colourful doorway — Future is bright for visual artists with talent agents beside them. Photo by Robert Katzki on Unsplash

The role of art talent agents is poised for significant evolution as technology advances and the art market changes. Here are some key considerations on how this role might transform in the future:

Will AI Play a Role in Art Talent Agent Services?

Generative AI could revolutionise art agents' operations by analysing data such as market trends and audience preferences. This could lead to more precise marketing strategies and better artwork placement. AI based agents could offer continuous support and reduce costs, making representation more accessible to emerging artists. Provided it’s not expensive per month.

However, human talent agents provide possibly irreplaceable benefits:

Empathy and Understanding: Building trust and long-term relationships.
Creative Insight: Understanding artistic expression and cultural contexts.
Negotiation Skills: Handling complex negotiations with subtlety and flexibility.
Exclusive Opportunities: Securing partnerships not available online.
Reputation Building: Enhancing an artist's prestige through strategic placements.
Comprehensive Support: Offering career management, legal advice, and logistical coordination.

Will Art Talent Agents Become More Specialised in Representing Specific Artistic Styles or Mediums?

There is a growing trend towards specialisation among a lot of professions especially as AI comes into the picture. Specialised talent agents may offer in-depth knowledge about what the artist creates and they may target strategies for specific styles or mediums, such as contemporary art or sculpture. This may allow for stronger networks and tailored marketing approaches, enhancing credibility and attracting dedicated representation.

In conclusion, while future AI talent agents and online platforms might offer new possibilities, human agents may remain crucial for providing personalised, creative, and strategic support that may win in the future or artists may use a human talent agent that beside them utilises an AI based talent agent abilities that support the talent agent to do their best. As the art world diversifies, AI talent agents for visual artists may play an essential role in guiding artists to success.

Conclusion

In essence, the concept of talent representation for visual artists underscores the evolving dynamics of the art world in an increasingly interconnected, complicated and commercialised art environment in this world. As we navigate this transformative landscape, let's remain vigilant in safeguarding the essence of artistry while embracing new avenues for growth and innovation.

I truly believe that if the concept of talent agents has worked well in the film, acting, music and other artistic industries it could work for visual artists, who have been underrepresented and stagnating as an art discipline. Visual artistic discipline can learn from other forms of discipline and embrace the concept of a talent agent. I believe in this because I am struggling myself as an emerging abstract artist with a neurodivergent illness who is struggling everyday to navigate this complex visual arts world and losing precious time on this earth away from creating.

Call to action

A woman typing on laptop on table and there is a whiteboard on the left — We need you talent agents and marketing pros. Photo by LinkedIn Sales Solutions on Unsplash

If you are an experienced artist or a professional in the marketing or arts or music or film industry or you already are a talent agent in other arts disciplines and think you could potentially create a service for visual artists that could be financially viable - I urge you to keep going and make that available, especially here in Australia where the visual arts is declining as per recent report by Creative Australia entitled Artists as Workers: An Economic Study of Professional Artists in Australia. I think visual arts talent agents could help invigorate and protect and grow the careers of many artists including hopefully me as a source of income and more.

Happy creating to all artists, don’t give up and I won't either.

Regards

Michal Plis