Many talented concept artists and digital illustrators working in film, TV, video games and print produce personal projects that they showcase on Artstation or for a supplemental income self publish them via print on demand services, as limited editions on niche online stores and occasionally as art books. This narrow scope is usually due to the lack of time and resources a more comprehensive sales and portfolio promotion strategy would demand. Artists can also occasionally lack the technical knowledge required to confidently access certain digital markets or are simply unaware of new sales channels that have become available.
Yet the work of many concept artists is highly sought after, with them posting updates on social media to followers numbering in the millions, that often ultimately consume the art for free. Much of it is never sold as profitable limited edition prints through the artist’s own website, a sort after NFT, an exclusive new download on a gated members’ site, a profile building addition to a subscription art service, licensed via a stock image site or sold in a physical gallery. Many of these channels have a symbiotic relationship and have intrinsic cross marketing opportunities all of which can be enhanced by an artist’s own posts on Twitter, Instagram, Facebook and other social platforms.
At present publishers representing concept artists and digital illustrators mostly reproduce their work in books and as prints or distribute one off physical pieces, yet in recent years there have been a burgeoning number of online subscription and member only services offering new ways for fans to follow their favourite artist’s career and discover their latest creations. This inequitable situation is something we aim to ameliorate. Now is the time for concept artists and digital illustrators to discover these new platforms. A measure often used when valuing an item considered a collectable is its rarity, therefore the act of openly publishing digital art can devalue it. So it stands to reason that gating some content via these platforms and displaying certain pieces on galleries hosted by digital frame manufacturers increases both the value of the art and that of the art form.
Journalism has gone through a similar transformation in recent years with everything from the online editions of the New York Times to the Times of London going behind a paywall. Enabling consumers to enjoy these publications in both physical and digital formats, but at a price. So why not art? Paywalls have been proven to work and provide a sustainable and affordable method for customers to consume digital content. There are also exciting new developments in the world of NFTs which will allow artists to encrypt and sell their work in a way that is only accessible to the purchaser, making sales and ownership of digital content more akin to physical art transactions.
It’s common for concept artists to be intrinsically linked to popular media brands that consumers know and love. This gives their brand and personal work instant appreciation and value. Where physical artists can be recognised through prizes, being featured in certain galleries and exhibitions or being owned by renowned collectors, for concept artists and digital illustrators it is the projects that they have worked on and the brands that value their creativity that generates excitement.
The full use of these new opportunities is therefore a must for any artist looking to increase their profile or earn more from their personal projects. With time at a premium, a boutique digital art publisher such as Global Galleria can help them achieve their goals.