What advantage do artists who build their own direct business have over those who rely on marketplaces during economic downturns?

Artists actively marketing their own direct business are less susceptible to economic ups and downs compared to those relying on marketplaces. When you simply list your art on a marketplace and wait to be discovered, you’re at the mercy of broader economic trends and competing against everyone else on that platform in a race to the bottom on pricing. But when you own your business and actively market — acquiring customers, building your email list, creating content, doing shows — you’re competing against yourself, not the economy. Your success is determined by your effort: Did you do more marketing? Did you acquire more customers? Did you grow your email list? This direct approach insulates you from market volatility because you control your own destiny through consistent marketing action.

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Asked by an artist comparing marketplace versus direct sales · Answered by Patrick Shanahan · art-marketing-podcast · 2024-05-10