For Arts Professionals in the Know
In 1941, Isamu Noguchi was living in Los Angeles, sculpting portrait busts for Hollywood stars while getting increasingly acquainted with the rich and famous. Then the attack on Pearl Harbor happened — and five months later, the Japanese-American artist was residing in the incarceration camp of Poston, Arizona, enduring unforgiving dry heat, afternoon dust storms, and bouts of despair. His entry, unlike that of the other prisoners, was voluntary: as a resident of New York, Noguchi was not subject to Franklin D. Roosevelt’s Executive Order 9066 that forced those of Japanese background living on the West Coast to guarded camps further inland; but as an activist who felt he had responsibilities to fellow Nisei and Issei whose lives were torn asunder, he envisioned using his art to at least improve their living conditions.
When you’re thinking about social content, think about the 70/30 rule of engagement. 70% of your content should be giving users interesting, fun, and shareable content. Do that correctly and you've earned the right to give users 30% sales content. One way to create good 70% content is to tap into what's going on in the world outside of your organization. This is called a social “sweet spot.”
As head of a digital marketing agency that works with high-end luxury brands, here are some of the key lessons I’ve learned and the four rules you can apply to grow your own brand.
Artists typically have the hard skills needed for an art business: painting, drawing, etc. It’s the soft skills, like talking to buyers and closing a sale, that we often need to catch up on. In this episode, guest Vanessa Van Edward, a friendly expert in body language and sales, goes over how to make a good first impression, build trust, and get customers to commit to your art.
Joe Gebbia, the co-founder of Airbnb, bet his whole company on the belief that people can trust each other enough to stay in one another's homes. How did he overcome the stranger-danger bias? Through good design. Now, 123 million hosted nights (and counting) later, Gebbia sets out his dream for a culture of sharing in which design helps foster community and connection instead of isolation and separation.