Nobody seeking to run a profitable business can afford to wait to be discovered regardless of how good their product is. There’s simply too much noise and competition for attention in today’s world. We have to make our own opportunities.
For artists, that often means rethinking the belief that gallery representation will solve everything. Or that posting on Instagram every day will magically get you what you want.
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What Are Conscious Connections?
Conscious connections aren’t transactional. They aren’t about “getting,” although they are often mutually beneficial. They are intentional relationships that help you achieve specific goals.
They go beyond casual acquaintances and require a deeper and more personal level of engagement and commitment. This is what they look like:
- A collector who bought from you years ago and still raves about your work, but hasn’t heard from you in a while.
- A realtor who commissions small works from you to give new homeowners, putting your art into dozens of homes.
- A podcaster looking for fresh stories. Your journey could be just what their audience needs to hear. (Ahem … )
- A young curator eager to build a resume. Supporting them now could mean exhibitions or introductions later.
These are conscious connections. Not casual contacts, but intentional relationships that expand your reach and open new doors.
Why They Matter
Back in episode 93 of The Art Biz, artist Michael Gadlin said: “You cannot be a one-person band and succeed in your art business.” He was sooooo right.
Conscious connections give you things that may be impossible to find on your own or that you didn’t even know you needed. Things like:
- Resources. Access to funding, expertise, materials, or venues.
- Opportunities. Calls for entry, residencies, or commissions you learn about before they go public.
- Momentum. Not shortcuts, but a network that helps you move faster.
- Knowledge. Staying connected helps you learn what’s happening in your medium, your community, or the art world at large.
- Sales. People who know you are far more likely to buy from you and to share your art with others.
- Collaboration. Partnerships with artists or organizations multiply your reach and introduce you to new audiences.
Conscious connections are the lifeblood of your career. They keep you visible, relevant, and supported in ways no single gallery or social media post can deliver.
Barriers to Connecting Consciously
If connections are so important, why don’t artists prioritize them? Maybe it’s:
- Fear. Reaching out feels awkward. There’s risk of rejection or worry about bothering people.
- Logistics. Geography or not knowing where to start.
- Avoidance. It’s easier to post on social media and feel like you’re making progress. Disorganization and overwhelm also get in the way.
The longer you delay your people work, the longer you delay results.
💡To overcome these challenges, focus less on yourself and more on others.
Think about how connecting with them can enrich their lives as well as your own.
Who to Focus On
I wish I could wave a magic wand and hand you the perfect list of collectors waiting to buy your work. But it doesn’t work that way. And besides, it’s much more interesting and sustainable to build a network across a wide range of people.
In my Followers to Collectors workshop I share 31 categories of people to consider. Here’s the simplified version of four bigger buckets:
- Supporters. Past buyers, students, family, friends, and even your social media followers.
- Sellers and Venues. Gallerists, nonprofit directors, curators, interior designers, realtors, consultants—anyone who can buy, display, or recommend your art.
- Influencers. Writers, bloggers, critics, politicians, business leaders, clergy, board members, or local entrepreneurs.
- Peripheral Potential. Parents at your kids’ school, members of your congregation, coworkers, niche-market colleagues, even the barista or hairdresser you see regularly. Karen L. Fingerman coined a term for them: “consequential strangers” and they can be powerful bridges to new audiences.
Framing your network this way keeps it simple and actionable. Instead of chasing everyone, focus on one bucket at a time and deepen those relationships.
Take Action
This is an ongoing process, not a race.
To begin, pick one relationship to nurture this week — one note, one call, one reconnection. That small step is enough to keep momentum going.
Conscious connections aren’t optional. They are the foundation of a thriving art career — more reliable than a gallery, more enduring than an Instagram post. These are the people unique to you. Nobody else could create the same list.
And if you’re ready to see how those conscious connections fit into the journey from follower to fan to collector, please join me for the Followers to Collectors Planning Workshop on September 9–10. We’ll map out how people discover your art, how you build trust, and how you turn casual interest into lasting patronage.
Don’t wait for a gallery to make things happen. Build your own ecosystem of conscious connections. When you nurture them, opportunities multiply.
