Happy 2021 everyone. Today we’re going to clear some smoke and smash some mirrors as we address my buyers’ number one question…How much will it cost to have you make me a piece of art? 

Art pricing, among artists, is talked about constantly—maybe even more than mediums or technique. Even the most skilled and established among us, at some point, questioned how their work would be valued and agonized over which pricing models would best suit them. Virtually every art publication, blog, magazine or podcast has addressed the pitfalls of underpricing art and how, in doing so, artists damage their brands or even the industry as a whole. One thing I’ve come to realize is that for every artist who’s read a thousand art pricing advice columns there are a thousand buyers who would love to know what a fair price is. There is a lot to navigate from the price of materials, time, the artist’s experience, skill, education, CV, demand, wind direction and whether or not Mercury is in retrograde. 

I want to keep this post intimate. This is a conversation between me and my buyers. At some point, I may address the industry as a whole, but today I’m going to talk about changes in my business and why they’re happening, starting with pricing. 

From Hobby to Business

Truth-be-told, forming the business in 2018 was really just a technicality. I wanted to be above board from the get-go so I got a business license and tax ID number before I ever sold a single piece of art. There wasn’t a business plan or even a fixed idea of what my business would be. It could have encompassed anything I wanted to do creatively that involved the transfer of money, be it consulting, graphic design or traditional art. It took a full year before I realized I was going to keep the business exclusively for artwork. The goal was to sell enough pieces to be able to make more art and to hone my craft so it could be a full time gig eventually, if I wanted it to.

Like every artist, I read dozens of articles begging me not to underprice my art. I’ll spare you the time…this is what they all say: 

• If you don’t value your art, no one will. 
• There are enough buyers for everyone. 
• If you underprice your art it will damage compensation for the entire industry. 
• Be consistent in your pricing.
• Do not make excuses or apologize for your prices. 
• Don’t comp family and friends. 

Did I know the pitfalls of underpricing my art when I started my business? Yes I did. Did I completely ignore the advice of seasoned artists and grossly underpriced my work anyway? You bet! It’s somehow worse when you know what to do and still screw up, but at least I’m not alone. I’ve yet to meet an artist who said, “I nailed my pricing structure the first time.” My pricing, however, was not a little off…let’s just say, working in a commercial laundromat at 15 in the 1990s was more lucrative…by a LOT. 

What’s changing? What’s not? 

I’m taking a measured approach to bring my pricing up to par. It gives me the sweats to attach a 10x multiplier to my work and hope it sticks. I’m not doing that. The plan is to slowly increase my prices over the next few years until I reach the sweet spot that is comfortable for me and my buyers. 

I was always consistent with my pricing and will continue to be. I’m still sending out my Commission Fee Estimates sheet to anyone who asks. My estimates are still based on a cost per square-inch basis (rounded up/down because round numbers are nice). Very large pieces often have a modest added materials cost. The cost per square-inch estimate has increased but my buyers will still get a tremendous value as I slowly move toward a more realistic pricing schedule. Every commission is individually evaluated and given a custom quote. Most of the time quotes match my Commission Fee Estimate sheet exactly, but some pieces are simpler or more complicated and need special consideration.

Value to Buyer 

Selling through dealers, consultants and galleries sounds amazing, but right now I’m busy making art and rookie business mistakes. The truth is, I think there is value in these services, but I’m strictly tied to the studio between 9pm and 2am and can’t squeak out much time for anything else. Until my schedule changes significantly, my buyers can enjoy the pricing perks of buying direct. 

Soon, I’m going to be making a lot more original art available for purchase. For the last two years I’ve been packing away my work, not offering it for sale. Nearly all my art income has been from commissions. My hope is to put up a lot of work for purchase in the coming weeks, focus more on making new, original pieces, get in a show or two, and limit my commissions to certain times of the year. 

Friends and Family Discount

I will risk the ire of my fellow artists and admit, I enjoy making work for friends and family. I want to do it. I want to give it away because it truly fills my heart when friends and family hang my work in their homes, brand their business, or tattoo it to their bodies. I’ve never batted an eyelash at gifting or comping work. I know why artists don’t do it. You can only work on one piece at a time and if a piece takes weeks to complete, the monetary loss can be substantial. Begrudgingly, I’m going to be stricter with myself about taking on comped commissions. Still, I’m going to offer a flat discount to family/friends of 15% so that when my second cousin, once removed calls, she gets the same rate as that boy I went to a dance with once in the 7th grade. Mom still gets art for free though. That’s just a rule and I’m not a monster.    

Anyway, I hope this demystifies art pricing somewhat for you. You’re probably wondering why I didn’t post the dollar/square inch cost. It’s because they are a rounded estimate and I didn’t want to create ambiguity later when this post ages and pricing adjusts. That said, if you’d like a copy of my current pricing sheet, shoot me an email at create@christiemmayer.com or hit me up on Facebook Messenger.