…To be an artist meant to choose a different life-style—to live minimally, with cheap rent and minimal needs and somehow survive. Today no one can afford that romance.1
It’s 1977 and Jenny Holzer is writing her Truisms (1977–1979) on papers, printing them and pasting them on buildings, walls and fences around Manhattan. Fast forward to today: her LED installations have been exhibited in world-famous museums such as the Tate Modern in London and the Louvre in Paris, as well as on public squares like Times Square in New York, commanding up to six figures!
Here’s the interesting part—her message hasn’t changed, just her medium and market.
The art world loves to pitch two competing narratives: “sell out” versus “starving artist.” But what if both miss the point?
In this post, we’re exploring how artists today can rewrite the rules of the relationship between creativity and commerce.
The Creative Dilemma
Every artist knows that moment: the one where your Instagram analytics shows your more commercial work is getting more engagement than your experimental work, or when a gallery hints that smaller, “more accessible” pieces might sell better.
The financial pressures loom like shadows in the dark—everybody needs to earn a living, especially amidst relentless increases in living costs. Consequently, you start wondering if it’s possible to maintain artistic integrity without “selling out”.
It absolutely is, as evidenced by Jenny Holzer or, perhaps, Jean-Michel Basquiat and Keith Haring, whose originality, individuality and boldness made them significant figures in postmodernist art. The market will always have its demands, but history shows that genuine artistic vision often creates its own market.
The real challenge, however, is maintaining that authenticity while navigating the path to commercial success.
The Role of Art Management
A successful artist approaches their career like any other business person, building a sustainable business model while preserving their artistic integrity.
For artists unsure about how to achieve that, art managers serve as invaluable guides. In many cases, they are the ones bridging the gap between commerce and creativity through strategic planning and market analysis, helping artists thrive without losing their edge. Think of them as “cultural translators” who happen to be really good with spreadsheets and numbers, among numerous other skills they possess. They handle everything from negotiating contracts and planning exhibitions to managing social media presence and developing long-term career strategies.
The best art managers, above all, are visionaries passionate about art whose guidance allows artists to push artistic boundaries while building sustainable careers—and isn’t that the kind of art world we want to build?
Finding Your Balance
One of the key factors for building a successful career as an artist is finding the strategic balance between your passion projects and commercial work. Dedicate 70% of your time to your core artistic vision while allowing 30% for more commercial projects that sustain your practice.
Here are some advice for achieving that:
- Create clear boundaries between your commercial and artistic work. Set specific days or times for each, and stick to them. This helps prevent creative burnout while ensuring steady income.
- Consult with an art manager. They can provide valuable advice, insights, and support when navigating challenging decisions about your artistic direction.
- Develop multiple revenue streams that align with your artistic values. Consider teaching workshops, creating limited editions, or collaborating on public art projects—all while maintaining your core artistic practice.
- Focus on long-term sustainability over fleeting trends. Build authentic relationships with collectors and curators who understand your vision, cultivate your unique artistic narrative, and advocate for yourself in business dealings while preserving your creative integrity.
Conclusion
Nothing worth having comes easy (as Theodor Roosevelt famously noted), and we’re not claiming it is. Balancing creativity and commerce requires determination, time and sacrifices.
While roaming around Manhattan with her Truisms in 1977, Jenny Holzer probably didn’t expect her career to reach such heights. For many, their vision comes before profit—yet such authenticity often attracts recognition and success.
Dedicating 70% of your time to your artistic vision and 30% to commercial projects may foster recognition, but every artist’s journey is personal and ever-evolving, so take any advice with a grain of salt.
- Joan Semmel quoted in Eleanor Heartney, “Artists vs. the Market,” Art in America, July 1988, p. 29.