What price for your art? Know your value

How to ask more for your talent

~ I was around 25 when I was called by the boss I was already working for, in a famous live jazz organization. He wanted to hire me as press secretary, for he had noticed that as a junior manager of their jazz club, I had shown good communication skills and some attitude I had brought from my time in Paris and London.

Fontana with a collector in the studio

Stellar artists

At theaters and large outdoor venues, headliners were stellar names. One for all Myles Davis! I thought it  was a cool opportunity. I would have had relationships with the media and interviews with music legends! Seeing me excited, the boss asked me point blank:

~ How much do you want?
~ What do you mean?
~ How much per year do you need to live well?

I mumbled something but I wasn't able to put a figure on it.

~ You tell me.. - I said

I accepted the offer he made, it seemed great. But what if I was prepared to figure my value? Years later I would understand that, for funding reasons, he had no interest in keeping costs low. (Italian politics, don't try to understand!). So I could have shot high! 

Millionaire until proof to the contrary

It took me years to make a psychological change and stop basing my requests on the economic standard of my social class. I have learned to value my work more, never less! As far as I know, the potential customer in front of me, it's not the small official my father was, he's by default a millionaire - at least until proven otherwise!

Time for pro bono

I hate having a rich guy pay peanuts for my art, more than I hate losing a client who can't afford it. In this case I always have time to be generous, or do some charity. How do I practically calculate the price of my paintings? Well, ask me and I will explain it to you.

Happy Art Life! -- Francesco

PS: I'm not selling anything today (check my site on weekends for that). I will just be happy to hear your comment on this post and what topic you want to read about next. 

www.francescofontana.com

Alla Seconda: The Game Changer in My Style

This summer I spent some time in Berlin, my new fav getaway city in Europe. There I joined a huge gathering of 1,070 Urban sketchers and loved it! This refreshed my old love for drawing. But also the memory of another experience I had in America. 

Drawing outdoors in Berlin

Years ago I recorded a DVD in Texas about my Alla Seconda Method. It contributed a lot in changing my style in recent years, especially with regard to plein air painting.

The 4 critical steps:

1 - Wander and draw one or more sketches, even before I decide the subject matter I will paint 

 

2 - Pick the most convincing of these monochromatic studies, often the size of a credit card.  

Memory as a tool 

3 - Transfer my drawing on paper or canvas, then paint it. But most importantly, this can happen either immediately or days later, on the spot or in the studio, looking at the subject or even with my back to it.  

 

4 - My reference will only be my sketch and my selective memory. We only remember what really resonate with us, and forget worthless details. A great natural tool! 

Reinventing the scenery

Painting Alla Seconda it's my highway to creativity and abstraction. I let myself be inspired by reality, but use this approach to be taken where colors and design reinvent the scene and make it mine and unique!

Big or small make it a project

Many people think you grab a brush and start painting. I ask my students: do you know any art such as music, dance, theater, writing -- where artists do not draft a project first?  Rework it many times over? Rehearsal for hours before making it final for the audience? 

Move towards originality

If you are an emerging artist, these ideas might encourage you to move towards greater originality. And if you are not an artist but love art, you might use this angle for a better understanding of my painting.

Happy art! -- Francesco

PS. If you want to know why I call it Alla Seconda just ask questions. On this topic alone I prepared a fantastic workshop. Please consider hosting a Painting Workshop Alla Seconda. Cheers!

Obsessed with Quantity

Looking for new friends is an innate social tendency. But today, we invest a lot of energy in compulsively acquiring new contacts. It was almost a shock to discover that my phone book alone has over 1800 contacts! But how many can I hear in a day? On a good day maybe a dozen. Well below 1%! So why add more weight to my contact list? After all, how many good relationships does a person need?

We're one short of two

I have extended the same reflection to other aspects of my life. It seems mandatory to be informed about everything, to know how to do the most disparate things, from editing a video to speaking in public. Everything seems essential to be successful. And of course it's never enough. If we are not active on the latest trending social media we become invisible; if we don't apply this new type of marketing (yesterday's was a scam) we will never sell anything... In short, we are always missing one to make two!

Our hidden golden capital

Interrupting this race for a moment, I realized that in my studio I have a capital of hundreds of paintings, that over time I have gained a wealth of life experiences and soft skills, that I have built a network of people who respect me and admire my art.

So much to tell and share

So I decided. For a period of time (maybe three months, maybe a year) I may want to paint only a few art works and dedicate more conversation with those I was lucky enough to meet and perhaps forgot too soon. Taking the time to study my existing work deeper. Perhaps my masterpiece is already there, or simply there is still so much to tell and share. 

I hope these reflections inspire you. 

Happy Art Life! -- Francesco

PS. I've redesigned the home page of my website and rearranged my Collecting and Learning proposals. Please check it out and interact as much as you can. I appreciate that you let me know what you like and especially what you don't and your advise. Redesigning is still ongoing. Thank you!

The Mentor I Always Wanted

When I was very young I longed to have a mentor. My father, a good man in many ways, lacked the patience and character to be a guide, a beacon, a role model. His mission was to support five children! Not to support the artistic ambitions of a young hippie!

A wise guide since the antiquity

In the Odyssey, Ulysses entrusts his son Telemachus to the wise Mentor, to carry out the function that he will not be able to carry out by going to war against Troy. Me, I struggled alone for a long time in the search for who I was and in authorizing myself to be so. But I was lucky enough to meet a couple of 'fatherly' men in my journey. Thanks to them I built self confidence day by day, one experience at a time, in different countries and with different personalities. 

The answers you ignore to have

Today I am told to be a good listener, and be able to guide my mentees so that they reflect and discover by themselves the best choice for them. I became a 'father'. It's true, I ask more questions than giving answers! And they love it! Beyond the technique and practical advice in painting, I suggest different lens to look at their own works, and let them finally see what is 'hidden' before their eyes. This gives great confidence to those who follow the path of art!

Happy Art Life! -- Francesco 

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Love Museums Regardless The Art

I have been traveling quite a bit this year, mostly in Europe. Not much of business travels, except for inspiration hunting, which can be definitely considered part of an artist's job, right? Consequently skipped writing letters and posting on social media. Worse and shameful, a did no show at a couple of zoom meetings (sorry). But when your mind is off duty, no way! 

Rembrandt and the rockstars

Good news is now I am able to share with you a bunch of photos and some stories from those visits. Let's start From the Rijksmuseum in Amsterdam, well known for the masterpieces by Rembrandt and Vermeer. I love museums for regardless the art they display. They are often hosted in buildings which are piece of art in their own right. 

Time is suspended

People generally step in them with a religious attitude, in a quiet atmosphere, well.. untile they gather at their rockstar masterpiece for a selfie! Time is suspended fro me there, and I take it slow to admire piece by piece, soak the history and still some masters' secret. 

Hope one day I'll be able to include more write up. But for now my priority is to reconnect with you! So here is some beauty for you to enjoy: Masterpieces at Rijksmuseum

The Milkmaid, by Johannes Vermeer at Rijksmuseum, Amsterdam

Happy Art! -- Francesco

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How to Enjoy Flying Again Overseas

Freedom can be scary after the long shutdown

Let me tell you a little story about traveling again. Last April I finally returned to the United States, first time since the era of lockdown.

I was a little nervous while prepping all requirements: mask, covid pass, traveler locator form, extra insurance.. at a point I realized that I did not feel as safe as in many years of traveling. I have always been a traveler, at the age of twenty I moved to Paris with no french nor a dime. But this time it was stressful! It seemed impossible to me that I could, for example, fly five times back and forth overseas in 2017.

Sick away from home

In fact, the minor and major health flaws happened in last three years have made me feel more vulnerable. Surprisingly, I skipped Covid, but maybe the effect of aging is just that: the fantasy of being sick and alone thousands of miles away from home -- which makes packing up not so exciting.

But I'm not a quitter. Rather, I reconsidered my trip: I canceled some business and reduced my tour to 13 days instead of 18; planned my tour as a vacation for most of the time and and scheduled visits with friends and family. Slowed down to listen to my belly in this great Country, America, that can be as exciting as scary at times. For future reference and therapy I wrote a diary.

Smart aging

It was an almost perfect trip! Always surrounded by people who love me and who have pampered me, carried me around, talked in a more intimate and personal way then ever. People made a difference, they made me feel safe and at home in three states and four different cities; fears are gone and I am looking forward to return soon!

In my diary I wrote: don't be proud. The smartest way to get older is to let others help you.

Let's talk about this, let's talk about art, let's meet in Bologna on 13 and 14 May 2022, at the Watercolor Festival. Will you be there? Reply here

Francesco 

Break Your Records Like a Champion

Learning competitiveness from winning athletes

Yesterday a friend posted his painting that was rejected from a major competition. He had no complain, was just proud to share it with the world. And it was indeed a good work, pretty original. I complimented him publicly and (privately) suggested to reflect on some part of the composition that might have looked unresolved by the jurors. I meant it as an encouragement and he appreciated the hint.

Managing disappointment after blaming others 

Old Time Concho, Watercolor by Francesco Fontana

But it's not always so easy. You know I have been there, in the Rejection Blue Room. That place were you either get depressed, or take it as a message for you to work harder and become a better painter. The way I learned to manage these disappointments, is to consider my career like sport people do. Sometime you win, sometime you lose, some other time you go tie. I found that a healthy competitive attitude helps face the defeats as part of the game. And, after a beer night blaming it on the referee, we want to forgive, forget and set a tighter training plan for the next challenge. Athletes and players do that all the time.

Healthy competitiveness make your art grow

In my my business of art, breaking a record basically means master some skill I am still weak at, research a more original idea, or introduce a more effective step in my process. Then present a new version of my work to the next test. Which can range from a friend's honest. feedback, to a submission for a top international competition. If you look at a workshop in this perspective, you will consider the training you get, a building block of your ability to win at the next games! 

We are the champions my friend! Let's become a team!

Cheers -- Francesco

BTW If you're an art promoter consider hosting my workshop. If you're a watercolor painter join my workshop at Southwestern Watercolor Society in Dallas, TX in April.