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Somewhere along the way I stopped showing finished pieces and started showing the torn paper pile on my studio floor. Rough edges, the ugly rejects, the stack of book pages I was deciding not to use. Not deliberate. I just got tired of curating. The emails I get now are from people who ask about the process, not the pieces. A collector in Oslo bought three things because she said she wanted to own the part I hadn't thrown away. Still small numbers, but the conversations are better. I think showing the finished thing invites people to judge it. Showing the mess invites them in. Two weeks ago I posted a photo of my hands covered in paste and got more genuine replies than anything I've put up in a year. No idea if this scales. But I'd rather have forty people who care than four hundred who scroll past.

I've been fighting against reels for like two years now. Kept posting finished paintings, good photos, decent lighting, the whole thing. Getting maybe 40 likes and a sale every other month. Last week I was in a rush and just propped my phone up and filmed myself blocking in a sky for about 90 seconds. No editing, no music, just the sound of brush on canvas and me muttering "that's not gonna work" under my breath. Threw it up with a one-line caption. It's at 12k views. I got three commission inquiries. I don't know whether to be thrilled or annoyed that the thing that finally works is me looking like a mess in real time instead of the polished photos I spent actual hours on. But I guess I'm making more videos now.

My daughter talked me into it. Filmed me dressing a limestone block with a point chisel, one hand, no talking. Forty seconds. She put a caption on it. Three years of posting finished pieces got me maybe two comments a year. That clip pulled more replies in a week than everything else combined. Most of them were asking what the tool was. A few asked what stone. That part I don't mind, I'll talk about a point chisel all day. What bothers me is that nobody asked about the piece. It's a 400 pound block headed for a commission in Vermont and all anyone wanted was the noise it makes. I don't know what to do with that. I'm not going to start filming myself sweating for an algorithm. But I'd be lying if I said I wasn't thinking about doing it again.

Six weeks ago I started posting the failures. Not the poetic ones, the actual duds: a smalti panel where I got the andamento wrong on a face and the nose reads like a shelf, a batch of tile I cut too thin that shattered the moment I pressed it in. Numbers, since this channel likes numbers. Reach went up maybe 40%. Comments dropped by half. And the DMs changed completely. Before, I got "how much for this" from people who never once converted. Now I get "I have my grandmother's broken marble table, could it become something" and three of those turned into paid commissions in six weeks. One from a woman in Kalamaria whose table is now a hallway panel and she cried when she picked it up. The "how much" crowd was never going to buy. They liked the finished photo, that is all. The people who write to you about the wreckage are the ones who understand you actually make the thing with your hands and want a piece of that. Also, small confession, I sleep better. Nobody claps for a shattered tile. Feels closer to the work.

Small thing that worked, and I feel a bit dumb about how long it took me. I paint at night, usually 9 to 11, and I'd been posting finished pieces on my page. Nice enough, a dozen or so likes, nothing moving. In March I started posting the mess instead. Palette with three days of dried paint on it. The jar of water that's basically mud. One photo of my 11 year old's spelling list sitting under the canvas because that's the only clean paper in the house. I don't know why that did it but it did. Two people messaged asking if I teach, which I do not, and a woman asked if she could buy the small barn piece before I'd even said anything about selling it. That's never happened to me off a finished photo. The annoying part is the finished photos still do nothing. I put the same barn piece up after, nicely lit, and it got nine likes and one comment from my aunt. I keep wondering if I've just trained people to want the mess and now I have to keep finding messes to photograph, which sounds like a second job. Also my table is genuinely gross and I'm not sure I want that to be my brand. Anyone else had something take off that you didn't mean to post?

Something I noticed this winter and I'm still not sure what to do with it. I started photographing my palette at the end of a session, before I clean it. Cadmium orange smeared into raw umber, a ridge of lead white, the whole thing looking like an accident. I put those up because they cost me nothing. Thirty seconds against the north window and voilà. They get roughly four times the engagement of the finished work. Every time. The finished painting is the thing I spent three weeks on. The palette is the residue. And people want the residue. My first reaction was irritation, obviously. But I think I understand it. A finished painting is closed. There is nothing to say about it except "beautiful," and then the conversation is over. A dirty palette is open. People can see the decision in it, they can imagine the hand, they can ask what that green is. It invites them in instead of presenting them with a verdict. Which is uncomfortable for me, because I was trained to believe the painting is the point and everything else is noise. And commercially, the noise sells. I have had two commissions this year that came directly from palette photos. I'm not going to stop posting the work. But I've started painting a little bit for the middle of the process, the ugly stage, the part where it looks like a mistake. That seems to be what people actually want to see. Curious whether this is only my corner of the internet or if it's everywhere.

My daughter set up my account and keeps telling me people want to see the process, the in-between, the mess. I get it, that's how it works now. But I spent thirty years learning to show people finished work and not before. A piece isn't a piece until it's out of the shop and on its feet. Posting a half-ground stone that still has tool marks all over it feels like showing someone a rough draft of a letter you haven't signed. She's got a point though. The numbers on the finished pieces are fine. The sketchbook photos do better. I don't like it but I'm not stupid. Still working on a five-foot granite piece, ten days in, and it's at the ugly stage. The one where you wonder why you started at all. That's the part she wants me to post. I keep telling her no one needs to see me sweat like that. Maybe she's right and the sweat is the part people actually connect with. I wasn't raised to show the sweat. You just did the work and let it stand.

My gallery's new person keeps asking for process content. Behind the scenes, time-lapse, work in progress. I understand the logic, short clips of me scraping back layers get ten times the reach of the finished work. The problem is the work itself. A large painting of mine sits on the wall for weeks between sessions because oil and cold wax needs to cure before I can build the next layer. There is nothing cinematic about watching me wait. I could film myself scraping and smearing and make it look dynamic, but that would be a lie about how it actually happens, and I am not interested in performing a fake version of my own work for the algorithm. I did a ten second reel of the palette knife going through wet wax last week because I felt I had to. It looked great. It is the least honest thing I have done in years. The finished painting, the one that matters, will not be ready until March and nobody will watch it dry. Am I wrong to resist this? Sometimes I think the medium itself is becoming the enemy of the marketing. Then I remind myself I did not spend twenty five years learning to layer oil so I could make satisfying looped videos about it.

posted a process video the other day, just charcoal and me being clumsy with a fixative, no finished work, nothing polished. it got maybe a third of the likes my finished pieces get. but a woman in ohio bought the actual piece from it. wrote me a note about the torn corner on the photo, said she'd been thinking about it for a week. meanwhile the piece i spent a month on and staged nicely barely got a look. i don't know what the lesson is. maybe the mess is the product. or maybe it's just that one person finding the right thing is worth more than a hundred people double-tapping. i've been trying to figure out if i should post more of the ugly in-between stuff or if that was a fluke. leaning toward yes but i hate how much of this is guesswork.

I teach two botanical illustration classes a year, capped at twelve students, and I have never once advertised them. Word of mouth has carried that for over a decade and I assumed it always would. Then this past term three students told me they found the class through an Instagram post I made about pigment lightfastness testing. I had completely forgotten writing it. It was a photo of my test swatches in harsh sun, nothing more. That unsettled me more than it pleased me, honestly. I have spent years treating my social media as a ledger, a record of finished work, and the one post that actually brought people in was a half-finished experiment I nearly did not share. There is a lesson in there somewhere about showing process over polish and I keep resisting it because it feels like capitulating to trends I do not fully respect. I am still not sure what to do with that information. The finished pieces get the likes, but the mess gets the students.

I spent years putting only the final work online. Perfect lighting, good photo, the painting resolved. Crickets, mostly. A few likes from other painters. A few months ago I was frustrated with a figure painting, the hand was wrong for the fourth time, the whole thing looked a mess, and I took a photo of it on the easel with my palette旁边, just to vent to a painter friend. I put it on Instagram almost without thinking. That post got more comments than anything I'd put up in six months. People like to see the struggle. They like to see that you also don't know what you're doing for a while. I think for a long time I thought showing process would somehow diminish the finished work, like revealing the trick. But most people aren't painters. They have no idea what goes into it, and watching something get ugly and then get pulled back out of the ugly, that's the part they actually want to see. I'm still not comfortable with it. I was trained to show only the resolved thing. But I can't argue with the numbers, and more to the point I can't argue with the fact that the conversations are better. People ask real questions instead of just saying "beautiful." Wondering if anyone else has found that the unfinished, uncertain thing gets more traction than the polished final version.

I posted a 12 second clip the other week. No music, no voiceover, just my grinder taking the slag off a weld joint on a steel piece. Filmed it out of boredom, honestly. My daughter had been telling me for months that the polished shots of finished work do nothing and the raw stuff does something. I didn't believe her. That clip has more views than every finished sculpture I've put up combined. Comments are mostly people asking what disc I use and whether the sparks will ruin the stone nearby. Not a single word about the piece itself, which is fine, because the piece was barely in frame. What got attention was the noise and the motion and the fact that a real person was doing a real thing with their hands. I don't know what to do with that information. I'm not going to start filming every hour I'm in the shop and pretending it's content. But I can't argue with the numbers either. There's something about showing the labor instead of the result that lands, and I've spent thirty years being told the result is what matters.

My daughter convinced me to post a short video of me roughing out a block of limestone. No finished piece, no music, just the sound of the chisel and my hands doing what they've done for thirty years. It got forty-some thousand views and three commission inquiries. The carefully lit photos of finished work I post get maybe two hundred. I don't fully understand it and I don't trust it. But it made me think most people online don't want to see the art. They want to see the labor. The sweat and the noise and the hours. And I'm not sure that's a bad thing, just a different thing than I thought I was selling.

Been hearing a lot about "content strategy" and "funnels" in these threads. Meanwhile my best sale this year happened because a woman I'd never met spent twelve months quietly watching my story highlights, then one day just wrote me a message in broken English asking if I could do a small version of a piece she'd seen me post back in January. No ad, no post boost, no newsletter. Just a person who liked looking at my work long enough to trust me with her money. The part nobody talks about is that I almost didn't post that piece. It was a commission that got cancelled halfway through, I was annoyed about it, and I only photographed it because I'd already set the lights up. One of those throwaway posts. My Instagram is a mess. Irregular, half-finished work, cats knocking tiles off the table. And it's the regularity of the mess that does the work, not the polish. People watch you be real for long enough and they stop seeing a stranger. The thing that actually sells is time. Nobody can buy that for you. All the paid reach in the world won't do what a year of showing up did for that one message.

Yesterday while painting I realised I have drawn fish almost every single day of my life since I was maybe six years old, and still the eyes give me trouble. Not the shape, that is easy. But the eye is what makes the fish alive or dead. My mother used to say the eye is the soul's window, even for a fish. She would watch me finish the body and then stop, and she would take the brush from my hand and do the eye herself, one small circle with a dot inside, and the fish would suddenly be looking at me. Yesterday I finished the whole piece, all the fish, and when I stepped back I saw every one of them was looking the same direction. All staring to the left. Like a whole school that had decided something together without telling me. My wife laughed and said they are all going to the same place, maybe that is good luck. I did not correct them. I left it. First time in my life I let the fish all face one way. I am not sure it is right, but my hand did it, so maybe the hand knows something the head does not. Has anyone else ever looked at their finished work and found the hand did something you did not plan, and you left it anyway?

poured a bunch of time into a proper little ad setup. proper targeting, a carousel of actual finished work, a link straight to the shop. figured if people complain about the algorithm maybe it's time to just pay the damn thing. $80 later I got 14 link clicks and one DM that said "I love this, any chance of a discount for a struggling artist?" I told them I was the struggling artist and the discount was already baked in by me not knowing what my time is worth. they did not buy the thing. I know ads are supposed to be a long game and you're not supposed to judge on one round. but man. I could've bought a nice stretcher frame for that eighty bucks and had something to show for it.

Every week a gallery or a fellow painter tells me I have to show more of the work in motion. The brush going down, the glazing, the palette. And I get it, people watch that stuff. But there is a reason I stopped filming my hand a few years ago and it's not laziness. When I film myself painting, I paint for the camera. Not consciously. But the hand becomes a performer. The strokes get more theatrical, the pauses disappear, the whole thing becomes a demonstration of painting instead of painting. That's not the same activity. I spent my thirties unlearning performing, I'm not going to spend my fifties picking it back up for a views count. The strange part is the numbers agree with me. My studio shots, the finished work, even the messy shelf where I keep my mediums, those posts do fine. Steady. Modest. The kind of engagement that actually brought me two commissions this year. And when I did post a reel a few months ago, close on the palette, the reach was higher and the inquiries were zero. People want to watch the paint move, they don't want to buy the painting. That tells me something. I'm not saying nobody should show process. Go ahead, it works for plenty of people. I just think some of us are better served by being a bit less available. The mystery of how it gets made used to be part of the value.

was cleaning up after a run of prints and my phone died mid-scroll so i just snapped the floor. pile of charcoal dust, torn paper scraps, half a cup of cold coffee sitting in the middle of it. posted it half as a joke, titled it "the actual studio." it did better than any finished piece i've put up in months. 4x the engagement, two dms asking about commissions, one guy asking if he could buy a print of the photo itself. and it's not even the first time. the messy shots, the process shots, the "here's my hands covered in paint" stuff always outperforms the clean documentation of the actual work. every single time. part of me is like, well, this is what people connect to, lean into it. but the other part wonders what it says that the actual art is the least interesting thing i post. like the product is boring and the labor is the spectacle. i keep posting the finished work anyway. i don't even know why anymore. stubborn probably. or scared that if i go full process-bro, the work just becomes content and i lose whatever i have left of the point of it all.

A small gallery in the 6th asked to see my recent work in November. She came to the studio, spent an hour, was polite. Then she told me the paintings were "trop léchées", too finished. As if the finish were a failure of nerve. She said her clients like to feel the struggle, the doubt. I sat with that for the train home and I'm still not sure if it's an insult or a market fact. Because here's what I keep turning over. I spent four years learning to bring an edge into focus without it looking like I tried. Now the advice is to unlearn it, to leave the hand visible. And maybe she's right about the buyers, maybe the collector wants to see the artist thinking. But I painted a hand last month and I want it to look like a hand. The thinking is there, it's just not performing. I don't have a resolution to this. I have a stack of finished canvases and a nagging feeling that "finished" became a dirty word while I was teaching in my thirties and not paying attention. Voilà.

I posted a reel of me cutting smalti, the satisfying little clinks, and it did what those do, forty-something thousand views. Nice dopamine hit. But the person who actually commissioned a piece from me this month saw a single still photo I'd pinned to my profile months ago, from an old slow project. No sound, no motion, just a finished panel leaning against a wall. I'm not saying the reels are worthless. They bring eyes, they bring algorithm points, whatever those are worth. But I've stopped treating them like the real marketing. The real marketing is the archive of finished work that sits there quietly while I sleep. The video is the party, the portfolio is the marriage. Also the reel took me two days to edit and the photo took me thirty seconds. I keep having to remind myself of that ratio.