Evaluate Your Performance
Evaluate Your Performance
Measurement is an important and sometimes overlooked component of any project or ongoing professional endeavor. If you are working on a finite project or event, keep records of attendance; poll your audience and track comments, suggestions, stories and ideas that are generated as a result of your work. For ongoing ventures, you might send a quarterly or annual survey to participants, partners or stakeholders to track any transactional data and measure those outcomes over time.
Looking at stories or numbers side-by-side can give you an interesting and often unexpected picture of your work. You can see where you were successful and where there may be weaknesses. You may see bits of information that point to the need for an additional skill set or a collaboration or partnership. Comments may reveal unintended consequences—good or bad—of decisions you made throughout the creative process.
In addition to surveying your audience or clients, get feedback from your collaborators, peers, advisors and funders either formally or informally. This may include scheduling an informal discussion to talk about your performance or work to gain additional insights.
Developing a Survey
Developing a good survey can become its own art form. There are a number of consultants and research firms who are dedicated to asking the right questions, in the right order and collecting them in the most appropriate manner. Without hiring a consultant, there are a few tips we can share to help you develop an effective survey and analyze the results:
- Take time and care in crafting your questions. It’s not uncommon to spend the majority of your time just figuring out what questions to ask.
- Be strategic. It’s important to ask targeted questions, rather than every possible question you can think of. This shows respect for your survey taker’s time and will help prevent data overload during your analysis.
- Don’t build assumptions into your survey. When putting together your survey questions, avoid asking leading questions or building emotion into the survey. This will allow you to stay as objective as possible.
- Put your most important questions upfront. The rate of people completing the final questions of a survey tends to be far less than the rate of completion for those asked first.
- Go through the entire process with an open mind. You’ll likely get a wide range of responses, but remember not to take anything personally. Instead, focus on how you can constructively use all positive, negative and neutral information to make your work even better in the future.
Social Media & Blogging
Social Media & Blogging
Online Social Networks
Social networking sites like Facebook, Google+, LinkedIn, MySpace or Twitter can be an effective way to market events and public presentations. These sites can also be helpful in selling your art work, posting performances, engaging in discussions with audiences and fans, and researching new opportunities and ideas. Before you start popping up new profiles all over the internet, think about why you’re online, who you’re trying to reach and how you plan to engage with each site. Different sites have different purposes, users and functionalities. You may want to write down goals and research your market to build a strategy before you embark on or refine your social media presence.
Once you’ve decided where you want to be, keep the conversation going. The one thing all social media sites have in common is that they are designed to be social. Comment on posts, share links and solicit comments from other members of the community.
Blogging
Blogs are another way to inform the public about your artistic process, philosophy and creative vision. There are many examples of artist’s blogs online that contain links to Facebook or Twitter to enhance networking possibilities. Developing your personal blog does not have to be a daunting task. You can create a WordPress blog relatively easily free of charge.
Once you have the design of your blog, you can create posts and invite discussions about your philosophy, current work and future directions. Write about what you know, and offer content that others can use (advice, trends, information about a technique you use, etc.). Blogs are also a good way to initiate peer discussions about common issues and to discuss best practices for your work as an artist. Expand your network and increase visibility by linking to other artist blogs, curating outside content and inviting other writers as guest bloggers.
Most importantly, Blogs help artists establish an online presence. So whether you decide “to Blog” or “not to Blog,” you owe it to yourself to do some research on the benefits.
There are many informational sites that can provide suggestions and tips for creating an effective blog that matches your style and intention (Please note, these links will lead you off the current site, and the opinions represented therein are the authors’ own and do not necessarily reflect the views of Arts Cleveland. Arts Cleveland does not endorse the purchase of products or services by external sites.):
- Artists Blogs, Art Blogs
- Artists Who Blog
- Successful Blog posts
- Spice Up Your Blog
- Wordpress Cheatsheet
As a Research and Professional Development Tool
You may already be using a social network or blog for personal or marketing use. Now think about these tools from a different angle. Social media, blogging and the internet in general, gives us all access to sought-after advice, ideas and thought leaders from around the world. Just as you use different platforms in different ways so do the experts. Some may offer inspiring quotes or their latest ideas; post excerpts of their latest work or provide direct advice about niche topics. Search for a professional that you admire, videos that relate to your concepts, or companies that offer services for your type of work. There are many exciting, new developments posted online for free every day, hour, minute and second. By doing some research upfront you can let these portals work for you.
Aggregating Your Social Media Accounts
With so many options, you don’t want to be overwhelmed by all your online accounts. This is a common concern of small businesses, nonprofits and large corporations alike. A new industry of aggregating tools is currently emerging to provide help with this issue. Assembly for the Arts has used Tweetdeck, Hootsuite and Buffer, which all have their own pro’s and cons.
Work Sample Basics
Work Sample Basics
Quality documentation of art work is an important consideration for artists of all disciplines. It can be a big investment in time and resources but the long-term results of high-quality images, recordings or manuscripts will bring many potential benefits:
- Seeking funding
- Marketing
- Establishing a website
- Securing clients
- Securing a managers
- Booking gigs
- Hiring a crew or getting hired
Generally speaking you should always try to end up with the best high-quality representation of your work in whatever format best suits your particular discipline. It’s also important to note that in this section, we are not discussing the quality of the work itself, but the digital representation of that work.
Be it digital images, conventional slides, video, audio or manuscripts, the manner in which you present your work will leave a lasting impression on any potential funders, curators, performing arts venues and publishers. These people will be reviewing your work and making decisions based on what audiovisual work samples you have chosen to send and the professional quality of those materials.
Tips for Making Sure That Your Artwork is Presented Professionally
- Decide if you feel comfortable documenting your own work or choose to hire a professional.
- Preview your digital slide, video or audio documentation to make sure you have the best representation of your work possible prior to uploading the images to a grant application, sharing with vendors or posting crowdfunding sites.
- Be aware of digital image and portal specifications before uploading images to any site.
Audio-Video
- For performing artists who rely on using documentation of their work performed live and recorded by a third party (dance company, performance
venue, promoter, or studio) select samples that clearly represent your work and are not too dark or of poor quality.
- If you decide to record your own work, research the different types of video cameras or sound recording technology available. Determine if you can compromise on one feature, like multiple functionalities or more compact equipment for a higher image and/or sound quality.
- Use a tripod to steady the equipment.
- Be aware of room acoustics. Any echo is difficult to remove in editing. Record in a dry sound environment, hang fabric and/or use a room with soft furnishings.
- Balance editing a wide variety of shorter clips or audio tracks against using longer ones that allow the viewer to absorb more content.
Photographs
- Today, standard practice for photographs is digital images. If you have existing traditional slides of your work you may want to have them converted to a digital format at any local photo lab. Safely store the originals away from dust and light.
- If you decide to photograph your own work, research the different types of cameras available before making a purchase. Determine if you can compromise on one feature, like multiple functionalities or a more compact camera, for a higher resolution.
- Use a tripod to steady the camera.
- Photograph only the work with no background. If you must use a background choose one that is black, white or gray.
- Use good lighting (sunlight if possible).
- Avoid skewing.
Written Works
- Be aware of format specifications for submitting works online to publishers or to grants funders.
- Format documents according to industry practice (e.g. plays vs. screenplays vs. poetry vs. prose). In general, work is formatted for ease of review:
- Flush-left with one-inch margins
- Double-spaced
- In a standard font such as Arial, Calibri or Helvetica
- For electronic files use a portable document file (PDF)
- For print copies use white paper secured by a staple in upper-left corner, a binder clip, or a plain binder
- Page numbers should be located in lower-right or outside lower corners
- Use headers and footers thoughtfully for title, section or chapter
Artist Statements
Artist Statements
An artist statement is an important and valuable tool. It can be an effective way to communicate information about you, your process and your art work for a variety of different marketing and funding purposes. Artist statements are often requested for exhibitions and performances or as support material for grant applications. There are some basic elements of a well-written artist statement that are universal and apply to all of these situations.
Writing Your Statement
When approaching your artist statement always consider the intended audience and the reason that you are writing the statement. Sometimes you will need an artist’s statement for an exhibition or performance opportunity; or occasionally you may be asked to provide one as part of a grant application process. It is always best to pay attention to any specific guidelines for format or content that may be required. In the case of a grant application, you should also understand what types of professionals will be reviewing your work. Most grants reviews involve a small group of professionals reading many applications. For this reason it is best not submit an artist statement that is too long. Try to write a statement that is well-structured with enough quality content to give reviewers the information necessary to score your application. At the same time, your goal should be to create a compelling case for yourself, your creative process and your work.
Editing
Remember that the first key to developing a successful artist statement is feedback. Ask friends and colleagues to read a draft of your statement and to offer honest feedback for editing as well as to check for spelling and grammar errors. Absorb these comments and review them as objectively as possible. Incorporating the appropriate editing suggestions will help you to strengthen your artist statement and increase its effectiveness. In addition, read through the statement as a whole and make sure it has a natural flow for the reader. You may want to add transitions or variety to your sentence structure. Remember to eliminate any redundant or unnecessary statements, phrases or words.
Effective and Persuasive Artist Statements
- Act as a basic introduction to you, your process and your work
- Are tailored to the audience or intended reader (Is this version for general audiences or a panel of experts who will understand technical terms and processes?)
- Are very clearly stated and easy to understand
- Tell your story well; briefly, but with a very deep or memorable impression (Generally a one-page artist statement is an appropriate length)
- Are a reflection on you as the artist, musician, writer, etc. and your philosophies or process, rather than a synopsis of a piece of work
Money Management
Money Management
Overview
Structuring the best plan for managing your finances as an artist or creative professional may seem daunting. With a bit of knowledge and some tools, you can gain a greater understanding of your income and expenses. As an artist, the finances for creating your work may often be the same as your personal funds. This guide will discuss ways in which you can separate those funds. It will also help you gain greater control of your finances and provide specific tools for you to use strategically to invest in your work.
This guide contains a general overview of some accounting principles and financial practices. It is meant for information only, and should not be considered professional financial advice. Consult a financial advisor or certified public accountant (CPA) for detailed professional advice on your current situation. You will find a list of service organizations in the financial resources section ofCreative Compass. Among these, a few may be particularly relevant to you as you learn more about managing your finances:
- 360 Degrees of Financial Literacy is a great free program of the nation’s CPAs to help Americans understand their personal finances through every stage of life. Their site is packed with a mountain of well-organized information.
- Investopedia sources articles from nearly 200 writers located around the world with expertise ranging from active trading to frugal living and everything in between. The site offers a dictionary of financial terms with both a definition and an interpretation of how the term is used in practice.
- U.S. Small Business Administration (SBA) is a federal agency that delivers loans, loan guarantees, contracts, counseling sessions and other forms of assistance to small businesses. The Starting and Managing a Business section has information about a variety of business practices including preparing your finances.
Tax Considerations
Tax Considerations
As an artist, your taxes will vary based on your discipline. Please note that the following information is for educational purposes only and should not be considered professional tax advice or counsel. You should always consult a tax professional who will have deeper insight into your obligations for both your personal and work-related finances.
Before speaking with your tax professional you can use this guide to arm yourself with the proper information about the types of taxes that exist for small businesses and artist entrepreneurs. These definitions have been taken from Investopedia.
Property Tax
Property tax is associated with the property’s value. It takes into consideration the land, improvements on the land (such as building, remodeling, etc.) and personal property (moveable objects). Typically this tax occurs on an annual basis.
Income Tax
Income tax is associated with both personal income and the income of your business (if you registered your creative practice as a business entity). The tax is placed on any profits you make on your work, net gains, and any other type of income related to your work.
Sales Tax
A sales tax is placed on any goods or services that are associated with your work. This tax is sometimes referred to as the value added tax (VAT) and mainly applies to a small business. It is important to note that sales tax is typically regulated by the state, and may vary. For that reason, you should be aware of the sales tax charged for the market in which you sell your work.
Employee (Payroll)
If you employ other artists or individuals, you will need to consider the employee payroll tax. In reality, this is a tax that is comprised of two similar types of taxes. Employers are required to withhold a specific dollar amount from the employee wages to help contribute to social security and income taxes. In addition, the employer uses their own funds to pay their portion of contributions to the social security system on behalf of employees.
Employee (Self-Employment)
As an artist, you may have to contribute to the self-employment tax if you employ yourself for creating work and obtaining benefits from your work. If you have established your work as a business entity (sole proprietorship, contractor, partnership, or Limited Liability Company) you may be required to contribute to this tax.
Excise Tax
Often referred to as an indirect tax, excise tax is placed on a piece of work in addition to the sales tax. This tax focuses specifically on the creation of a piece of work with the intention that it will be sold. In simple terms, the artist will charge more for the piece than it cost to make. By pricing the work with the intention that he or she will recover the cost of the tax, you pass the tax burden onto the audience or consumer.
Tax Resources
There are several additional resources for taxes on the web. A few of them are Arts Tax Info, the Ohio Society of CPAs, Ohio Department of Taxation, Tax Form Library, IRS Small Business and Self-Employed Tax Center.
Grant Reporting
Grant Reporting
Grant reporting is a way that funders determine how grant funds were used throughout the year. Although grant reporting varies by funder, there are some simple ways to stay on top of the financial reporting process.
- Read and understand what you will need to provide and the level of detail you’ll need to include before your reach the reporting period.
- Save your receipts! Whether you store them in a shoe box or in a file folder, it’s best to hold onto any and all receipts that you have from purchases that you’ve made with grant money, particularly if you get audited.
- Organize your receipts by date. This makes hunting down a specific receipt a lot easier.
- Create an excel spreadsheet to keep track of your purchases. If the grant maker has a different method for tracking expenses, its best to stick with their method.
Using Financial Ratios
Using Financial Ratios
Financial Ratios provide you with a quick and simple way of looking at your financial position. Composed of a few simple pieces of information and some math, these ratios may be useful when determining loan eligibility, protection against a financial crisis or your current debt ratio.
Ratio |
What You’ll Need |
When You Should Use It |
Formula |
| Current Ratio | Current Assets | Use this when you need to demonstrate your ability to quickly pay for your liabilities for the year. Creditors typically look for a higher percentage of assets. | Current Assets/ Current Liabilities |
| Quick Ratio | Cash
Notes |
Similar to the current ratio, use this to demonstrate your ability to quickly pay off or invest in something. This doesn’t include your inventory or the work you are planning to sell. In this case we are looking primarily at yourcurrent cash. | (Current Assets -Inventory)/ Current Liabilities |
| Debt Ratio | Total Debt Amount | This ratio focuses on your long-term debt (mortgages, student loans, etc). Lenders look for a smaller ratio when deciding on giving you a loan. | Total Debt/ Total Assets |
| Gross Profit Margin | Total Sales | This ratio will demonstrate how much you made on the sale of your work after you figure in the costs associated with creating it. | (Total Sales-Cost of Goods Sold) / Total Sales |
Financial Management Tools
Financial Management Tools
Having some simple financial management tools can help you achieve greater control over your creative practice. The tools outlined here will help you to reflect on the money you currently have, how you are using your money, and how you could leverage your money in different ways.
Budget (Looking at the Future)
The budget or spending plan will assist you in managing your money. A budget is designed to estimate what you may spend over a period of time. To keep things simple start out with a monthly budget. Based on your income and expenses, you can estimate what you may receive and what you may spend in the next month. Although you may not be spot on your first month, your estimates should become more accurate as time goes on.
There are a number of ways to organize your budget. Putting together a basic document designating one column as the category, and the next, the amount budgeted for that category is a good way to start. Be sure to keep your categories fairly broad so that using this tool doesn’t become a burden. You may start with the categories you listed previously. Another way to think about your expense categories is to consider your reasons for the expense (in other words, is it for research and planning, development and creation or marketing and distribution?). If you are feeling tech-savvy, you might try using a program such as QuickBooks or Expensify to set up the budget. There are also many free options available including some great apps for your computer, tablet or smartphone.
Once you have created and finalized your budget, you can either keep it as a reference or use it as a working document. You may want to keep a tally of your actual expenses in a separate file and compare it against your budget. Alternately, you may update your budget as you spend more money in one category and less in another. Either way you should keep a copy of the original budget you developed for yourself. Use it as a building block and measurement tool for determining how close you came to your original goal.
Balance Sheet (A Snapshot)
Assets – Liabilities = Equity
A balance sheet, also known as a statement of position, allows you to see your current financial state in a very simple way. More or less, this sheet is a snapshot of your cash and other assets taken at asingle point in time. This sheet first lists all of your current assets in total, including both the tangible (cash, supplies, structures, land, physical artworks, etc.) and intangible (copyrights, patents, brand name, contracts for commissions not yet realized, etc.). From that total you can subtract your liabilities or the debt that you owe on those assets. By doing this you will see your equity, or how much you and/or any investors truly own of your current business assets
Cash Flow Statement (Your Transactions)
A cash flow statement is designed to allow you to see the amount of cash coming in from your work and the cash being expended. Unlike the balance sheet, this statement takes a look at your financial transactionsover a period of time. It records your operating activities (profit from product/service sale, costs of shipping your work, etc.), your investment activities (mortgage payment, purchasing equipment or materials, etc.) and finance activities.
A cash flow statement calculates your ability to cover immediate expenses. With craft and visual arts businesses you may have incredible assets and equipment but payment for a finished work may come all at once. Likewise, a performing venue or recording studio may have cash tied up in rental space while its revenue stream is dependent on ticket sales, album sales or artist contracts. A cash flow statement can help you visualize, schedule and manage for this unsteady flow of finances no matter your discipline. In addition, potential lenders or investors may be very interested in reviewing this statement.