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I had a piece in a group show last spring. Small gallery, decent neighborhood foot traffic. They took 40% commission. That's fine, I know the deal, rent's real. But I also had to pay for my own framing. Print the postcards myself. Supply the wine for the opening. They asked if I could "activate my network" on social and tag them in stories every day leading up to it. So I'm paying to make the work, paying to present it, doing their marketing for them, and they take 40% of whatever sells. And I walked away thinking I was lucky to be there. I don't have a tidy conclusion. I'm still trying to figure out which part of this is normal and which part is getting played. Because I keep hearing about how the model is broken for artists but I don't see a lot of alternatives that aren't just "go viral on tiktok" which is its own kind of nonsense.

There's a Saturday market in Galway I've been doing on and off for maybe twelve years. Rain, hail, the odd glorious day where everyone's in great form. And I used to think the point of it was to shift prints, which it is, but the real thing it taught me is how to talk to people about what you make without sounding like you're selling. You get all sorts at a stall. The tourist who wants something that says Ireland without being a leprechaun on a toilet. The local who stops because they recognise the pier or the mountain. The person who clearly loves the work but hasn't got thirty quid and stands there turning a card over in their hands. And you learn, quick, that the ones who buy aren't the ones you try to convince. They're the ones you just talk to, normally, about the carving or the ink or the hare that lives in the field behind your house and won't let you get near it. The thing that stuck with me is this: I've never sold a print by telling someone how good it is. I've sold plenty by telling them the story of the night I carved it and nearly took the tip of my finger off, or how the block got dropped in a puddle and the crack became part of the print. People want the thing behind the thing. They don't want a pitch. Anyway. The market's grand for that. But online, I still catch myself trying to sound like a proper business instead of just a fella in a jumper with ink under his nails. And the minute I do that, engagement drops off a cliff. The posts that work are always the ones where I forget I'm supposed to be marketing and just talk about what happened today. Sure I don't know where I'm going with this except that the best marketing advice I ever got was from a woman buying a print of a heron who said "just tell me why you made it" and walked away with two.

got a cold email from a PR agency yesterday. they found my work through a show I did last spring and wanted to "help me tell my story." i was almost flattered until i read the whole thing. they specifically called out the piece i made from my brother's old work shirts and said i should "lean into the grief aesthetic" because it's "very on trend right now." also suggested i do a tiktok series about "what losing someone taught me about creativity." i stared at my screen for like five minutes. then i deleted it. i know they're just doing their job and this is how marketing works now but something about having your actual life turned into a content strategy made my skin crawl. i'm not a brand. i'm not a grief influencer. i'm just someone who makes things because i don't know what else to do with the weight. anyone else getting these? the ones that make you feel like a product instead of a person?

I had this portrait I did last summer, a woman with her hair caught in wind, all warm ochres and pale blue. I was so proud of it at first, then after a few months I started seeing everything wrong with it. The jaw was off. The pastel dust had settled into the paper grain in a way I didn't like. I kept it in my studio, didn't even photograph it properly for Instagram. I mentioned it in passing to someone at a small market stall I was sharing last month, just complained actually, that I had this piece taking up space and nobody wanted it and maybe it was just a failed experiment. She asked to see it. I pulled it out reluctantly. She bought it on the spot. Not because I pitched it well. Because I stopped trying to make it sound like something it wasn't. I've been thinking about that a lot. How much energy I spend polishing the story around my work, making it sound impressive, desirable, worth someone's time. And the one time I just said "this thing exists and I'm not sure it's even good" it worked better than any of my careful descriptions ever did. Maybe the selling is in the honesty, not the framing. I don't know. I'm still figuring it out.