Artist Kate Joiner in front of her work. 

California Landscape Artist Shares Lessons on Balancing Creativity and Business

Specializing in fluid acrylics on wood panels, Joiner's work captures the essence of California landscapes, occassionally incorporating figures and exploring themes of community development and change.

With a background in sales, graphic design, and project management, she approaches her art as a small business, setting ambitious sales targets and utilizing tools like Artwork Archive to analyze and adjust her strategies.

"Viewing my art as a small business, I leverage skills honed from previous careers," Joiner explains.

"Fueled by a competitive drive and ambitious sales targets, I understand the contention that art shouldn't be driven solely by sales. However, setting these benchmarks has proven pivotal in advancing my career."

Joiner's Art Business Thrives on Goals and Data

Joiner's attributes her art business success to her annual goal-setting exercise.

During a particularly ambitious period when her goal was to sell 100 pieces of art per year, Joiner found that organization and meticulous tracking became imperative, allowing her to efficiently run her art business. 

Using Artwork Archive's analytics tools, she establishes targets for the number of pieces she aims to sell and analyzes average selling prices. This data-driven strategy allows her to make informed adjustments to support her career growth.

4th Street, Del Mar Acrylic on Panel 30 x 30 x 1.5 in Kate Joiner

How the California Artist Balances Art and Commerce

Joiner's artistic journey has been shaped by embracing a financially-driven approach to her art, influenced by figures like Andy Warhol and Shepard Fairey.

"These perspectives resonated with me, affirming that marketing oneself better need not conflict with artistic integrity," Joiner explains.

2020 marked a turning point for Joiner. During COVID lockdowns, she sought guidance from online art communities and coaching groups. A pivotal moment came during a disheartening one-on-one consultation "The consultant's dismissive response to my diverse artistic pursuits left me questioning my direction," Joiner recalls. 

Yet, from this disappointment emerged a resolve: "I decided to paint for myself, disregarding external expectations."

This decision transformed Joiner's career. She discovered that creating personally resonant art could coexist with financial success.

"Choosing joy and personal fulfillment over prescribed norms transformed my career," she says. "This approach sustains me financially and fuels occasional forays into more conceptual work."

For Joiner, a financially-minded approach has enhanced her artistic growth. "Embracing this mindset hasn't compromised my artistry," Joiner affirms. "It has empowered me to explore and grow while staying true to myself and my audience."

Boneyards Acrylic on Panel 21 x 21 x 2.5 in Kate Joiner

How Did Digital Solutions Free Up Time for Joiner's Art Practice?​

The California landscape artist's journey in managing her art business has undergone a significant transformation, highlighting the importance of adapting to new technologies and solutions to help artists grow their businesses and document their artwork over time. 

"Initially, it began with a simple list of pieces, but as my practice grew, I transitioned to using Excel," Joiner recalls. "For the first three years, Excel sufficed; my proficiency with it supported my needs adequately."

However, the discovery of Artwork Archive marked a turning point in her business operations. "Artwork Archive revolutionized my business operations," she enthuses. "I am a huge proponent."

Using Artwork Archive, Joiner now inputs artworks while still in progress, ensuring comprehensive records. This includes commission details, providing clarity and efficiency in managing ongoing projects. 

While she says that there was an initial set-up time, she reassures artists that it is worth the time in the future.

The impact of Artwork Archive extends far beyond internal organization. Joiner notes, "It enhances interactions with art fairs, galleries, stores, and designers. Streamlining submissions and managing contacts directly within the platform has been a game changer, allowing me to focus more on my art practice."

For Joiner, these digital tools have become indispensable, not only supporting her artistic practice but, she says these tools also enhance her ability to navigate the complexities of the art market and business management effectively.

 

How Can Artists Shift Their Mindset Around Pricing? 

For Joiner, becoming comfortable with the value of her work has been a significant milestone. "When initially setting prices, every artist faces a daunting uncertainty: What is the true value of my art? How much are people willing to pay for it?" she reflects.

Joiner's pricing strategy evolved from her background and experiences. "Initially, I adopted a pricing strategy based on $/sq inch, a method I still adhere to," she explains. "However, pinpointing the right price that aligns with my skill level proved challenging."

After years of experience, Joiner implemented a strategy of gradual price increases. "I typically increase prices by 10 to 15% every 2 to 3 years, contingent on sales performance," she notes. "Announcing price adjustments via social media not only informs collectors of the current value of my work but also creates a sense of urgency."

Recent discussions with fellow artists have reshaped Joiner's perspective on affordability. "Recognizing that economic circumstances evolve, I understand that what someone could afford for art a decade ago may differ due to inflation and increased income levels today," she says.

Treating her art as a business has been transformative for Joiner. "Consistent sales in the four-figure range validate the value of my work," she shares. This success has motivated her to set ambitious goals: "I'm aiming for my first five-figure painting this year—a goal that symbolizes deliberate and planned growth in my artistic journey."

Joiner's approach to pricing and valuing her work demonstrates the importance of adapting strategies as an artist's career progresses, balancing personal worth with market realities.

 

What Tools Are Available to Help Artists Manage Their Art Inventory and Finances?

"I rely on Artwork Archive extensively for my art fair preparations," Joiner explains. Her process begins with a review of past participation, assessing previous sales and contacting former collectors.

"Analyzing which pieces sold, their sizes, motifs, and colors provides invaluable market insights specific to that location," she notes.

Joiner then inputs new pieces into Artwork Archive and generates a printed list. "This allows me to see the total dollar value of inventory I'll be bringing, categorized by size," she says.

Recently, she's enhanced her preparation: "I've taken this a step further by creating a schematic in Photoshop based on this list. This visual layout helps me plan how to arrange my booth, though it inevitably evolves on-site."

By leveraging past sales data and organizing her inventory effectively, Joiner optimizes her presence at art fairs. "This systematic approach not only enhances my preparation but also ensures I can adapt and respond effectively to the dynamics of each fair environment," she concludes.

We Asked Kate Joiner: What Advice Do You Have for Emerging Artists?

Joiner emphasizes the importance of organization in an artist's career. "Stay organized: establish a schedule and utilize a planner. Find what keeps you productive," she advises.

Drawing from her own experience, Joiner shares, "Previously, I taught art to supplement my income while building my career." She stresses the importance of self-investment and financial management: "Reinvest in yourself. Track your finances and budget for indulgences; art tools are always a 'yes' to buy."

Risk-taking is another key element in Joiner's approach. "I prioritize exposure over hype, selecting locations with foot traffic to showcase my work," she explains. This strategy has helped her gain visibility and build her brand.

Joiner acknowledges the time and effort required to establish oneself in the art world: "Building a recognizable name and cohesive body of work requires time and effort, but it's worth every worn-out paintbrush along the journey."

La Jolla Coast - 2024, Kate Joiner. Acrylic on Panel 12 x 12 x 1.5 in

Take the Next Step in Managing Your Art Business

Ready to take control of your art business finances? Learn more about the financial features on Artwork Archive by watching the recorded webinar,  "Feature Spotlight: Track Your Art Income, Invoices and Expenses with Artwork Archive" below. 

From expense tracking to invoice generation, you'll discover tools designed specifically for artists.

See more of Kate Joiner's work on Artwork Archive here. 

Ready to try it out for yourself? Explore how Artwork Archive can help you elevate your art business today.

Begin your 14-day free trial with no credit card required and experience firsthand how our platform can transform your art career management.