2025 Art Marketing Strategies
Bruce Wilson, experimental photomontage for Pulp, Unbound, Artists on Fire and Faye Chandler Exhibitions
Art school can only get you so far. Many art schools do not educate artists about the business and entrepreneurial side of their practice. Time and time again, we see artists struggling with the business of marketing their work. It is why we established Juniper Rag, with a mission to elevate artists was created because we are artists ourselves in a community of dedicated and talented artists working their asses off to sell work. Many have day jobs and many are trying to hustle on their own. There are some outstanding efforts and we have to imagine that a supportive partners in each community (virtual or in-person) can really bolster those efforts. We want to get into how to push forward in the new year with new goals, but first we want to identify the differences between todays emerging artists and their mindset together with established artists who have a degree of success already. Both schools may have different goals so we want to address new ideas and approaches, without scaring off too many people.
Over the year in 2024, we held three virtual exhibitions that focused on the future of art with the intention of increasing awareness to the intersections we are seeing. Pulp, Unbound and Vanguard were a part of our goals to encourage artists to think about new ways of incorporating new mediums and technology available to them. Old masters had their ways, like the Camera Lucida and Obscura and we all have ways that we achieve results by identifying new processes or techniques that are secretive and proprietary, like one of the amazing artists we showed at Artists on Fire recently at Krikorian Gallery. Today, we have the internet with infinite ways it can bolster our marketing and our creative thinking and artwork specifically.
Experimental photographer and artist, Keri Fletcher, Artists on Fire, July 2024
Emerging artists in 2025 face a dynamic and increasingly digital landscape that offers a wide range of opportunities to sell their art. To thrive, they must adopt a multifaceted approach, blending traditional methods with innovative digital strategies. Remember, most people born after 1990 have had the internet at their fingertips with all of the power that provides. One key strategy is building a strong online presence, which is vital in the digital age, which we are in. Technology impacts us all every day exponentially. Artists should leverage the internet with a comprehensive website, use social media platforms like Instagram, TikTok, and Pinterest to showcase their work and engage with a global audience. By consistently posting high-quality content, using relevant hashtags, and interacting with followers, artists can build a loyal fan base. Collaborating with influential experts and participating in trending challenges can further increase visibility if you are into that sort of engagement to help your work reach a wider audience.
Another essential strategy that we think is absolute is developing a personal brand. In this very busy social media landscape, a solid business brand is more important than ever, as it helps differentiate an artist in an oversaturated market. Artists should focus on storytelling, sharing their journey, inspirations, and creative process with their audience. This personal connection can increase engagement and lead to a stronger emotional bond between the artist and potential buyers. We have seen that special offers, like affordable limited-edition prints, exclusive behind-the-scenes content, or early access to new works can create a sense of exclusivity, encouraging collectors and fans to invest in your new work and pay attention to your upcoming exhibitions. Marketing your exhibitions is also a must.
When you work with Juniper Rag in a live or virtual exhibition, we promote the artists heavily on social media and on our website. We encourage you to learn more about ways that we can help your in your marketing efforts if you are ready to take that next step.
Our #1 Curator’s Pick for VANGUARD, Carlos Luna James (aka MGOGLKTKO,) who later was curated for an opportunity in Times Square.
We are living in a tech age and the rise of NFTs (Non-Fungible Tokens) is happening, even with a surge in online scammers trying to leverage the public’s niavety. There is an angle there for scammers but it has nothing to do with the actual NFT market. NFTs continue to be a game-changer in 2025. Emerging artists should at least explore this market, particularly if they work in digital mediums. One of our past curators of VANGUARD, an exhibition of visionary international artists who reimagine the intersection of art and the future, Tam Gryn has co-authored a book detailing how to get started, How to Create and Sell NFTs. NFTs allow artists to create digital certificates of authenticity for their work, which can be sold and resold on blockchain-based platforms like OpenSea, Rarible, and SuperRare. These platforms offer artists global exposure, especially if they catch traction and create opportunities to tap into a very hard to identify market with money to spend, a tech-savvy and investment-oriented audience. Artists who research best practices, adopt NFTs early and learn to navigate this evolving market will be better positioned to capitalize on the ongoing demand for digital art. We see this being a generational advantage to the younger sector of artists who have digital awareness since their young age. The youngest humans can navigate smart devices now. They are indeed the digital creators of the future for sure, but established artists today, can bridge that gap as well. It is a new frontier for whoever is curious and desires to venture.
In addition to online efforts, virtual, physical exhibitions and collaborations remain crucial. Participating in pop-up galleries, local and national art fairs, and artist-run spaces can provide valuable face-to-face exposure and networking opportunities. These events allow artists to connect directly with collectors, art enthusiasts, and curators, which can lead to sales, commissions, or future exhibition opportunities. Identifying the connectors in your community and establishing relationships that are reciprocal and meaningful can make enormous differences in your career. Seek out galleries in your communities that attend big art fairs. Do the research necessary to align yourselves with reputable movers and shakers. Your name, reputation and professionalism will be at the forefront of their mind when an opportunity arises.
Emerging and established artists can also explore collaborations with brands, designers, or other creatives to expand their reach and introduce their work to new audiences. It is all about your network and your relationships. By aligning with trusted brands that resonate with their artistic style, artists can create unique, limited-edition pieces or even launch co-branded products, adding additional revenue streams.
2024 collaboration fundraiser with New Art Center and Juniper Rag, promoted artists and sponsor, L’Esplanade in St. Martin.
Another avenue for growth for artists who want to create optional revenue streams is by offering personalized art commissions. Some artists bock at this and others make more money on commissions that pay the bills to afford them to make the art they really want to make. Many buyers in 2025 are looking for customized and unique pieces that reflect their personal taste or tell a specific story from pet portraits to house paintings that realtors gift new home buyers. Artists who offer tailored art services can attract a broader range of clients, from individuals to corporations, looking for bespoke artwork for homes, offices, or public spaces. Leveraging platforms like Juniper Rag’s Art Market, your Squarespace website, Etsy or Shopify to sell custom art can help streamline this process and attract clients from around the world.
DaNice Marshall, Spinning Her Story
Finally, having an open mind with continuous learning and adaptability are key to moving forward, especially now. Artists who want to build their business must either hire someone or stay updated themselves on trends, marketing strategies, and emerging platforms to remain competitive. Whether it’s attending virtual workshops, learning about art marketing, or joining artist communities, those who remain curious and adaptable will be more likely to succeed. By combining digital marketing, personal branding, digital technology, in-person connections, and adaptability, emerging and established artists can effectively navigate the evolving art market of 2025 and build sustainable careers.
In conclusion, we want to repeat, “your network is everything” and share this excerpt from the social media of one of our favorite artists and now dear friend, Da’Nice Marshall. Remembering your path and what event lead to other successes is never lost on her. She shares these milestones of her journey with others to help them understand how important relationships are to us. We were so touched and reminded about the power of connections. Some people can see possibility and some forget how they managed to get to the next step. Remember, behind the scenes, people work in your favor and some of these connections may never reveal the origination.
A little example we love from social media we were tagged in the other day…
Synchronicity | The Infectious Energy of Da’Nice Marshall is so ever present in this post.
“Aug 29, 2024
So this happened…
My art journey was revealed to me!
Sometimes we forget all the bits and pieces that go into living life, until we meet someone, who helps us see ourselves, for ourselves. For me, this includes:
In 2021, Piano Craft Gallery with Erik Grau, MFA, M.Ed., BCBA, LABA in a group exhibition which led to #ILikeYourWork founded by Erika B Hess, which led to my 2nd group show curated by #HilaryDoyle who along with Catherine Haggarty co-founded the #NYCCritClub, which bolstered my confidence and led to my acceptance to be published in 2022 Juniper Rag which was co-founded by #MichelleMay and #PayalThiffault. This led to a studio visit with #ChristineODonnell founder of both Beacon Gallery and #ShowUp which led to Claudia Fiks, Founder & Director of #TAG the newest gallery in Boston’s SoWa Art district.
There’s a common thread, a synchronicity, I look for it.
I think you should look for it too 👁️👁️
But like I was saying… last Thursday, I was interviewed and I sat across from a great journalist, who refused to sit on camera with me, but who listened to me attentively and made me feel so, so special. And she revealed [this], my art journey to me, it was pretty amazing. ”
Learn more about Digital Marketing Services available to artists and businesses with Juniper Rag and Atelier ID Global.
