Navigating a Profitable Career in the Art World

A Conversation with Dr. Laura Henkel

By Ann Parenti

Chic Compass: We appreciate you, Dr. Laura Henkel, for coming to speak on “Creating Profits: Artists, Galleries $ Museums” and “Breaking Into the Art World on a Budget: A Practical Guide for Emerging Artists.” First of all, introduce yourself and the inspiration behind publishing these books.

Dr. Laura Henkel: I’ve been recognized as a visionary leader in the arts and culture industry for over two decades. I’ve traveled the globe to launch and direct museums and founded and managed Sin City Gallery. I created 12 Inches of Sin, an international art exhibition and festival that attracted participants from 27 countries due to compelling programming, marketing and community outreach. Since 2013, my consulting agency, ArtCulture PR, has provided bespoke services, guiding numerous arts and cultural organizations and international projects through the complex interplay between art and commerce. I’ve helped cultivate and establish many artists’ careers to international acclaim. Through ArtCulture PR, I specialize in art advisory and management, business growth consulting, cultural engagement and operations transformation by creating strategies that deliver results. These experiences inspired me to share my knowledge to help others succeed. I’m so delighted to share information about these publications with you today.

Chic Compass: Your books cover many topics connected to the art world. “Creating Profits” offers valuable insights for creatives and commercial and nonprofit entities. Can you elaborate on what readers can expect from this book?

Dr. Laura Henkel: Absolutely! “Creating Profits” unveils the secrets to blending creativity with business acumen for outstanding success. This book has proven strategies and inspiring real-world examples focusing on the three success pillars—people, processes and profit. Readers will discover how these strategies can transform their efforts, ensuring that 20% of their work effort results in 80% of their success.

“Creating Profits” provides insights into streamlining operations, crafting impeccable marketing initiatives and forging long-lasting relationships with patrons that drive sustainable growth. The book is designed to help build vibrant, sustainable businesses that support the creative economy and enrich cultural landscapes. Whether they’re established entities looking to optimize operations or emerging artists seeking to navigate the complexities of the art world, “Creating Profits” offers the tools and knowledge to elevate their practice. This book is essential for anyone looking to revolutionize their approach and achieve remarkable success in the arts and cultural sector.

Chic Compass: You advocate for a blend of creativity and strategy. How do you balance these two elements in your work?

Dr. Laura Henkel: Balancing creativity and strategy is indeed essential. Creativity fuels innovation and uniqueness, which is vital for our creative economy to flourish. However, without strategic planning and execution, creative efforts will not reach their full potential. My approach involves using strategic frameworks to guide creative processes, ensuring creative endeavors are inspiring and commercially viable. Central to this approach is education—not only educating the reader on how to implement new strategies for their business but also understanding the needs of their customers so that they may educate them to their unique offerings. By aligning business practices with these insights, we can create offerings that customers find irresistible. In both publications, I provide actionable steps to help readers integrate creativity with strategic business practices, enabling them to achieve their goals and sustain long-term success.

Chic Compass: Let’s shift to your other book, “Breaking Into the Art World on a Budget.” Why did you create it, as it seems similar to “Creating Profits?”

Dr. Laura Henkel: “Breaking Into the Art World on a Budget” is not just a guide—it’s a lifeline. Consider it the CliffNotes version of “Creating Profits.” I don’t refer to it as a book but as a guide to navigating a path to success. It’s packed with practical advice on creating a recognizable brand, networking and leveraging social media to market and sell art. The guide also offers insights on budgeting, presenting art portfolios and maintaining inspiration and motivation. It’s about giving artists the resources to be successful without breaking the bank. I priced the e-book edition at only $0.99 on Amazon because I wanted young entrepreneurs to have access to this valuable information and experience success. I’m happy art teachers and professors have discovered and shared the guide with their students. I plan to revise the guide yearly to keep it current with new trends, tools, resources and exhibition opportunities.

I’m also receiving feedback from well-established creatives who say this guide is a beautiful reminder of what to do and what not to do. It’s helping them realign their efforts to reach goals that are important to them. Because of their feedback, I created a paperback edition for readers to write notes directly into the guide and create to-do lists for success.

Chic Compass: One of the guide’s chapters focuses on “discovering your voice.” Why is this crucial for aspiring artists?

Dr. Laura Henkel: Finding one’s voice is essential for all artists. It involves reflecting on life experiences, cultural background and personally significant subjects. This approach helps artists establish a unique style and specific objectives for their artistic careers. Artists with distinctive voices can attract attention and connect with the right audience. It’s about staying true to yourself and expressing yourself honestly through art.
Chic Compass: These publications offer a plethora of information and tactics. What will they ultimately accomplish for readers?

Dr. Laura Henkel: Art galleries, cultural institutions and museums face significant challenges. Many institutions’ traditional methodolo-gies need to be updated. The status quo is making it difficult for them to stand out in an increasingly competitive world. Funding options are also becoming scarcer, which adds to the struggle to maintain operations and relevance within the community. Additionally, the pandemic has accelerated the need for digital transformation and innovative engagement and revenue generation approaches.

“Creating Profits” and “Breaking Into the Art World on a Budget” are designed to address these plights head-on. These books are not just about providing information but about equipping readers with actionable strategies to navigate and thrive in these challenging times. A fundamental principle in both books is the importance of putting people first, then processes and finally enjoying the profits. Galleries and museums can build solid and loyal communities by focusing on people—whether they’re artists, staff or patrons. Effective processes ensure that operations run smoothly and profits follow as a natural outcome of a well-managed organization.

“Creating Profits” delves into 10 strategic areas for success, such as using social media effectively, generating leads, maximizing conversions and forming strategic alliances. These areas are crucial for galleries and museums looking to boost their ROI, enhance stakeholder engagement and drive sustainable growth. The book also offers insights into cost-cutting and business process optimization, helping institutions streamline operations and increase profitability. The ultimate goal is to create solid business foundations while always maintaining the ability to reassess, realign and revamp to stay current with market demands.

“Breaking Into the Art World on a Budget” focuses on providing artists—especially those just starting—with the practical tools and strategies they need to succeed. The guide covers essential topics like branding, networking and leveraging social media, all aimed at helping artists market and sell their art effectively. I’m glad it has received praise from emerging artists and established creatives who find the advice helpful for realigning their practices and staying motivated.

Chic Compass: While your books are for artists, creatives and cultural institutions, can other industries benefit from the strategies you present?

Dr. Laura Henkel: Absolutely. Any industry can utilize these strategies to enhance its business. Before publishing these resources, I interviewed hundreds of people, from CEOs to entrepreneurs, from across diverse sectors to receive their feedback on the strategies presented. In every instance, they had an “a-ha” moment and could utilize the strategies for their needs. I love receiving feedback from those interviewees who say that the strategies implemented had a tremendous positive impact on their business.

Ultimately, these publications empower businesses to thrive and be sustainable, fulfilling and financially profitable. As most of us spend more time “at the job,” wouldn’t it be fantastic to have a work culture that promotes a healthy environment for everyone involved—be it your contractors, employees, executives, patrons or even you? By addressing current challenges and offering practical solutions, these publications are invaluable resources for all businesses to be better and happier. The goal is to streamline work so that it doesn’t rule you; instead, you rule it and enjoy life.

Chic Compass: Dr. Henkel, your passion for the arts and strategic insights are truly inspiring. Thank you for sharing your expertise with us today. For our readers, I highly recommend “Creating Profits” and “Breaking Into the Art World on a Budget.” These books are invaluable resources for anyone looking to succeed in the dynamic world of art. To connect with Dr. Henkel and learn more, visit www.artculturepr.com. Both publications are available on Amazon.

Dr. Laura Henkel: Thank you. It’s been an honor to share these insights. I’m genuinely excited about the potential of these publications to empower artists, creatives and cultural institutions to thrive and succeed.