Notes on finding, buying and living with art, from the gallery.
Marketing for artists who would rather paint
A short course by Olena Yara on brand, pricing, Instagram and email for artists, and a discount code for the readers of the Concierge.
ByErick González
Most artists we meet did not choose art to learn marketing, and it shows in the nicest way: the studio is full and the inbox is quiet. If that sounds familiar, this note is for you.
Olena Yara has put what she knows about it into a short course, and we are glad to pass it on.
What the course is
Art Marketing Course with Olena Yara is nine short lessons, a little over an hour in all, in English. It is made for visual artists, painters and makers with no marketing background, and it asks for nothing more than a phone or a camera to photograph your work. It is a course for doing rather than watching: the lessons come with exercises.
What you work on
Your brand: what you stand for, how you sound, and a look that stays the same over time.
Your prices: three ways to set them, and a ladder to raise them as you grow.
Your images: photographing and presenting the work so it is seen properly, and an Instagram plan you will not dread.
Your list: an email list, a newsletter people open, and how to handle the first sale, and the second.
Why we think it helps
From the gallery’s side of the table, the artists who are easiest to place are rarely the loudest. They have a consistent body of work, honest photographs and a price they can explain. Those are the things we look at when an artist writes to us, and they are things you can work on this week, with or without a gallery.
How to use the discount
The course lives on its own platform, where you buy it and watch it. With the code BUDDIES it is 20 percent off: the first button on the card above takes you there with the code already applied. If you know an artist who needs it more than you do, the second button passes it on.
Two small questions
Is it in Spanish?
No. The lessons are in English.
Is this an advertisement?
It is a collaboration, and we say so: the course and the code are Olena’s, and you buy it from her, not from us. We share it because it answers a question artists ask us every week.
If you would like us to see your work
We represent a close group of artists. To ask for representation, create an account as an artist and send your portfolio from your account; we answer within two weeks. How selling through the gallery works.
Image: our exhibition Art+Tech Collection ’25 in Mexico City.
This content is for information and education only and does not constitute financial, investment, legal or tax advice.
Keep reading
- Art and taxes: the short, calm version
Taxes on art in plain words: what shows on the invoice, what happens when a work crosses a border and what to keep if you ever sell it.
- How to protect yourself from art scams: the seven patterns and the one habit that defeats them
Fake galleries, invented artists, “investment” editions, overpayment tricks and pressure to pay in crypto. The seven scams we see and the single habit that stops all of them.