When art meets business: the university masterclass that trains the artist manager

The expression artist manager seems like an oxymoron. If I think about the end artistthe first adjectives that come to mind are eclecticor famous. Sure, I’ve seen some mediocre artists too, many emerging artists, few extraordinary ones, but from the end of July at least 15 will be above all manager. Yes, artist manager, why Teelent, an art management platform created to support emerging art, in collaboration with theCatholic University of the Sacred Heart of Milan have given life to Teelent Art Masterclass, an advanced training course focused on themes of marketing of culture and art. “The terms artist And manager until now they seemed to clash, however, an approach was necessary to allow the author to effectively approach a constantly changing market. This path, while keeping the artist’s peculiarities intact, enriches him with new skills» he analyzes Alessia Anzivinoprofessor in the Department of Economics and Business Management at the Catholic University.

Will of this course is to pass from art marketing to artist marketing with the aim of developing in new emerging artists managerial and entrepreneurial skills. The course responds to the need to give the visual artist a tool kit that allows him to face the countless changes in the art and culture sector. That is why terms such as innovation, digitization, sustainability and paradigm shift must be the new keywords of the art creator: 51% artist, 49% manager. «It is important to understand that a new process is in the making, an innovation in which social networks are neither good nor bad. They must be used, as the web or e-commerce should be used» he underlines Alexander Bragaone of the two founders of Teelent.

«We must consider the artist as a brand and as such you need to work on your own personal branding to be positioned in the right way, give yourself an appropriate image and communicate correctly to your specific target» he analyzes Lara Puglisi, co-founder of Teelent. «Here you will learn rules which, if applied appropriately, will make a difference» underlines Braga finally. The course, in fact, is structured in 17 face-to-face and online lessons for a total of 34 hours of teaching held by the teachers of Centrimark, the marketing research center of the Catholic University, and by some experts from the world of art, entrepreneurship and communication.

The course starts from providing the tools to define the value proposition of each artist, i.e. the distinctive elements capable of making them unique on the market. Go on to analyze what are the reference trend, the strands that recur regardless of the author and his visual expression to better understand the context in which the artist wants to excel. A tool that will allow them to get out of their own patterns. The definition of your own follows relationship network current and what are the missing pieces that the artist wants to get to in order to make the leap in quality. The course also provides the tools to better define your opponents because knowing them and exploiting their weaknesses is the best way to win.

In the following lessons the artists learn to shoot their own arrow, that is what to do specifically to emerge from the group: an exhibition, an exhibition, an event in which to enter with one’s own contribution. But to do so, it will still take a little patience because it is necessary to understand where and who can help the artist find the necessary resources. Finally, after a SWAT analysis, typical of the reasoning of the marketers of any age, artists will find themselves in the hand customer journey of their potential customers, and will have above all i touch points to go and flush them out through a communication really effective and at this point efficient.

Every artist who is a painter, sculptor or other, will carry out his own project individually because he is different from the others as his own is different value proposition. There is Fulvio Salvi, known as SAFU, who spent a lifetime opening gyms enrolled in art school and today finds himself fighting with brushes and colors. Or Valeria Magini who after two years spent in an ancient noble residence in Austria, where he teaches Italian, returns to Rome to tell moments of daily life through his light brushstrokes. Among 15 students also Raul Orvieto: as a landscape and garden designer – during the lockdown – he is dedicated to wildlife art sculpting animals in wood and other materials, including recycled ones. In the days in which I am writing to you, David Sassoli, the European Parliament’s representative office in Italy, is exhibiting at the Europa Experience in Piazza Venezia in Rome. It comes from splendid Sardinia Barbara Palastylist by necessity, but artist by vocation: his sketches, used to represent the various collections, are transformed into illustrations and become my sad ladies. Also, draw many artists offlinethe course is also attended by someone who with theonline he has some familiarity as an illustrator Donato Russo highly appreciated on Instagram for his bizarre characters: you can find him under the pseudonym of @TheDonatz. In short, artists with a great desire to focus their energies on making their art known.

He thinks about raising the bar of their goals Alessandra Tzannisamong the teachers Centrimark reference point of this masterclass: «The course will help artists to perfectly set their hook, i.e. the catching tool, and the object of desire, i.e. the bait». Here’s to the extreme ratio what will the first 15 artists who have decided to invest not only in content, but also in the form with which to convey their expressive quality to the public, learn in these hours of training. At this point, we just have to wait for the end of the Teelent Art Masterclass scheduled for the third week of July, to see the transformation of our lucky fifteen from artists to artist managers and to understand with the new tools in their possession what they will catch.