One of the most difficult decisions for an artist to make is what to charge for her or his work. Let’s consider the following example of a hypothetical painter.
Janine is an experienced but not well-known artist. She has spent most of her adult life living in a small town in a “flyover” state. In the town there is a frame shop that sells the work of local artists, and a member supported cooperative gallery that limps along on membership fees and grants. Janine has a deep knowledge of art history and has honed her painting skills over a period of more than 20 years, but she lacks formal credentials—having not so much as an Associates degree. But she is not a Sunday dauber. And though she lacks formal art credentials and the recognition of the art world, she is, nonetheless, a real artist. When she can’t make art she suffers—like a mother torn away from her child. It is art and art making that gives her meaning and purpose. And though her art brings her joy it sometimes plunges her into despair and self doubt, causing her to question why she follows this path that demands so much sacrifice.
Janine’s paintings are not conventional, pretty, cute or clever. They are non-representational. She doesn’t paint pictures of adorable puppies or stunning sunsets. She does not study what sells and then conform her paintings to the demands and preferences of the market. She does not make a fetish of technique. She does not paint for an audience and acclaim. She is not an entertainer. Janine paints to express feelings from the core of her being. She finds solace in art making. She uses her art to express and share what is otherwise ineffable. For her painting is visual poetry and inquiry. It is a form of breathing; of being.
So asking Janine, the artist, the price of any one of her paintings is to ask her to place a monetary value on part of her soul—something she (or any artist) should never undervalue.
© 2019 Michael Maurer Smith