Jul 28, 2026 · 32 min · 18 segments
**You already know how much care goes into creating a body of work. From the first brushstroke to the final frame, every decision reflects your vision.** But a successful exhibition is about more…
It was decided 90 days earlier, but nobody told her the clock was already running.
Now, most artists spend months creating the artwork, hundreds of hours, late nights framing, choosing titles, rewriting perhaps the artist statement 11 times, agonizing over which wall gets which painting, and all that's important, but when I ask the question, when did you send the save the date? [crickets chirping] Have you pitched the local paper? [crickets chirping] Which collectors have already told you that they're coming? [crickets chirping] What's your plan for the work that doesn't sell? [crickets chirping] Okay.
They plan the artwork, but they never actually planned the marketing around the exhibition, and those are two different jobs.
If you think about movies, it's not like they wait until July 5th when the movie comes out to start talking about it.
In fact, I remember Wicked, I think it was a full year in advance they started promoting the trailer.
I'm put the entire 90-day exhibition timeline on the screen, the actual sequence, the playbook phase by phase, that the artists who sell out their shows are running while everyone else is still stretching canvases.
Now, stay with me, because about halfway through this, there's a phase almost every artist skips entirely, but it's the one where the most money is made.
It was decided 90 days earlier, but nobody told her the clock was already running.
Now, most artists spend months creating the artwork, hundreds of hours, late nights framing, choosing titles, rewriting perhaps the artist statement 11 times, agonizing over which wall gets which painting, and all that's important, but when I ask the question, when did you send the save the date? [crickets chirping] Have you pitched the local paper? [crickets chirping] Which collectors have already told you that they're coming? [crickets chirping] What's your plan for the work that doesn't sell? [crickets chirping] Okay.
They plan the artwork, but they never actually planned the marketing around the exhibition, and those are two different jobs.
If you think about movies, it's not like they wait until July 5th when the movie comes out to start talking about it.
In fact, I remember Wicked, I think it was a full year in advance they started promoting the trailer.
I'm put the entire 90-day exhibition timeline on the screen, the actual sequence, the playbook phase by phase, that the artists who sell out their shows are running while everyone else is still stretching canvases.
Now, stay with me, because about halfway through this, there's a phase almost every artist skips entirely, but it's the one where the most money is made.
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