Every day, artists in Nigeria make a living from their art, navigating numerous challenges while maintaining their passion and creativity. By following these five essential steps, you can build a successful art business that supports both your livelihood and your creative spirit.
The Myth of the Starving artist
The starving artist trope persists, with creatives often being told they need to “grow up” or find alternative ways to make a living. However, it’s entirely possible to build a successful business as an artist. While there’s no universal handbook for this journey, understanding certain key principles can make a significant difference.
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- A Great Product
Like any business, you need a solid product that people want to buy. In the art world, “great” can be subjective, but certain standards apply across various mediums. For instance, ceramicists like Ladi Kwali, renowned for her functional and aesthetically pleasing pottery, exemplify the importance of quality craftsmanship. To ensure your art is the best possible version of itself, invest in training, practice your craft diligently, and learn from other artists without copying their work. The key is to create “honest art” — art that is true to your unique skills and experiences, much like Bruce Onobrakpeya, whose work is deeply rooted in Nigerian folklore and history. - A Business Plan
Many artists shy away from planning, seeing it as too rigid or detailed. However, a business plan is crucial for staying on track. It doesn’t have to be an elaborate document; it can simply outline your goals for gallery shows, art fairs, commissions, and personal development. Consider the success of Nigerian artist Nike Davies-Okundaye, whose eponymous art gallery, Nike Art Gallery, has become a cultural landmark. Her strategic approach to promoting and selling art serves as an excellent example of the importance of planning. - Marketing Strategies
Marketing is essential for any business, and art is no exception. It can feel uncomfortable to promote something as personal as your art, but sharing your work is how it makes an impact. Look to other artists for inspiration on how to market creatively and authentically. For instance, contemporary Nigerian artist Njideka Akunyili Crosby effectively uses social media to showcase her work and engage with her audience. Whether through newsletters, social media, or local events, find the marketing strategies that resonate with you and attract potential buyers. - Build a Brand
People don’t just buy art; they buy into the artist’s story. Your brand is how you distinguish your work and communicate its unique value. Consider your favorite artists and how their distinct styles, personalities, and stories draw you in. In Nigeria, artists like Ben Enwonwu and Yinka Shonibare have built strong brands that extend beyond their art. Your brand includes your artistic style, story, medium, and personality. Ensure consistency across all platforms, from local art fairs to your online presence.
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Navigating Challenges in Nigeria
Building an art business in Nigeria comes with unique challenges. The lack of formal art education, limited access to galleries, and economic instability can make it difficult for artists to thrive. Additionally, the perception of art as a non-viable career choice persists, making it harder for artists to gain support from their communities and families.
However, the resilience of Nigerian artists is commendable. Initiatives like the Art X Lagos fair and the growing number of art spaces, such as the Centre for Contemporary Art Lagos, are helping to create more opportunities for artists. By staying true to their vision and leveraging available resources, Nigerian artists continue to make significant strides in the global art scene.
