Choosing the right artist

  • Decide what kind of event you would like to host.
  • Think about what it would entail and any special skills the artist would require. This is especially true of team building or workshop events.
  • If you are holding an exhibition, will the artist to give a talk or demonstration and how could that be achieved?
  • Think about the size of your event and the logistics involved including the needs of your staff and audience.
  • Think about making a connection between the artist’s work and your business image or function as this will raise the profile of your event.
  • Consider whether you want your staff to take part in the selection process.
  • Choose an artist whose work you like and can believe in. It sounds obvious, but you will need to give plenty of enthusiasm and commitment to make the project work.

Goals for the Project

  • Consider what you want to achieve from your relationship with the artist.
  • Be sure to discuss all your goals with the artist to maximise the advantages to your business and be flexible: the artist may have some great suggestions you hadn’t considered.
  • Remember that a marketing event may also improve staff relations or a team building day raise your public profile, try to think laterally and work creatively with the artist at the planning stage.
  • You may want to choose a theme or tie in with a calendar event or season. Be sure to look at the artist’s work and discuss your expectations so that you are both entirely clear about what the artist will provide and how they will work.
  • Show the artist what facilities are available and the size of any space they will occupy.

The Audience

  • This could be the public as well as your staff.
  • You need to consider what is appropriate and the impact the artist will have. This could be on a practical level such as opening your premises for a launch party and all that would entail or something as simple as choosing between abstract and figurative work.
  • Make sure the artist knows what is appropriate for your target audience and the ethos in your workplace. It can be good to push boundaries, but it is also important that the artist works closely with you for the benefit of the business, especially when dealing with public relations.

Budget

  • You will need to consider all aspects of the partnership which may include: artist’s fees, expenses for materials, insurance, installation and removal costs.
  • The budget will certainly need to allow for marketing your event.
  • Insurance is important: Artists working with the public or in workshops should have their own public liability insurance, but you will need appropriate insurance to cover your premises.
  • You will need to undertake a risk assessment for the project. This is a practical way of ensuring you are fully covered by insurance and is also an objective tool for practical planning of the event.
  • You may consider payment in kind with the artist if you can provide equal benefit in return.
  • You will need to discuss the budget carefully with the artist and come to an agreement that covers all aspects of the event. 
  • Your budget may include your commission for exhibiting and selling work. Be sure to agree your percentage and the arrangements for receiving your share.

Planning

  • It is vital to establish a time line with the artist so that you are both aware of how and when the project will be implemented.
  • A timeline could be a very simple timetable for installing, and later removing, an exhibition at your premises, or could be something more complicated such as a residency involving a series of events.
  • It is essential to include your plans for marketing within this timeline as you will need to plan press releases and invitations etc.
  • You should also consider your staff availability: there is little point in a workshop event during the holiday period.
  • Make sure you both have a copy of the timetable and keep each other informed promptly if dates change.
  • Don’t forget schedule a meeting with the artist at the end of the event so that you can both de-brief and get the full benefit of learning from the experience.

Artists: working with Business

  • It may sound obvious, but the most important thing is that, unlike working on a personal project, you will be working within a relationship. Getting this relationship right is essential.
  • Take the time to research the business you’ll be working with and to talk to the people involved. Do remember that you may need to be flexible, but if you feel unhappy about their business practices or with what they expect from you, now is the time to walk away.
  • Never agree to start any work until both you and the client fully understand what it is that the client is expecting and when they are expecting it. You could both be very disappointed.
  • Make sure the client can see plenty of examples of your work as they may have fixed on wanting a copy of something they have already seen. You can broaden their expectations. Also the more they see of what you can do, the more opportunity you have to agree on the client’s ambitions.
  • Ask lots of questions and take notes so that you both have a good idea of the end result. It is essential to be clear about how the event will operate.
  • Think carefully about your fee and expenses and get this agreed up front. Again it sounds obvious, but it is hard to justify lots of expenses later that you forgot to include at the beginning. Do try to include some flexibility as unexpected costs could occur if the client’s needs evolve with the work.
  • Make sure that the client will come and check regularly on work in progress. It is important that any problems are caught at an early stage.
  • Be open minded and ready to learn from your client. You could learn some useful business skills to apply in your own field.
  • Make sure you have a meeting with the client at the end of the project. Feedback is extremely valuable and positive endorsements can find you new work.